This paper seeks to map theoretical and practical preoccupations in the contemporary relationship between places of commemoration and more abstract spaces of Holocaust memory. While the range of this topic is broad, I narrow the scope by interrogating specific ways in which the Auschwitz-Birkenau Memorial and Museum engages with Holocaust-related visual content on Instagram. The direction in which the memory of the Holocaust is moving and the ubiquity of social media posts, forces institutions like the Auschwitz-Birkenau Museum to valorise, react, and engage with new media content. Therefore, the case study of ‘selfies from Auschwitz’ resonates in productive ways with questions of individual and institutional socio-historical agency in curatorship of 21st century Holocaust memory, as well as discussions on guardianship and claims to ownership of memory in the digital age. Contending that the Museum asserts itself as an increasingly visible actor in the transnational social media Holocaust discourse, I trace the history of the Museum’s social media presence and engagement.