Museums around the world are finding creative ways to use TikTok to attract younger visitors. With over one billion active users, TikTok has become one of the most popular social media platforms. Museums are using short, fun videos to share stories, break stereotypes, and encourage people to visit in person.
Why TikTok Works for Museums
TikTok’s success comes from its smart algorithm, which shows users videos based on their interests. Most of TikTok’s audience is Gen Z and Millennials, who love unique experiences. Museums can use TikTok to tell interesting stories in short, engaging videos that grab attention.
Museums that use TikTok well can reach millions of people online and encourage them to visit in person. Videos that align with trending challenges, viral music, or popular hashtags can quickly attract large audiences.
In addition, TikTok’s casual and playful style allows museums to shed their sometimes “serious” image. Instead of focusing solely on educational content, museums can create videos that are humorous, surprising, or even a little silly. This approachable style helps make museums more relatable to younger audiences.
How Museums Are Using TikTok
A. Joining Viral Trends
Museums are joining popular TikTok trends to share their stories. Trends on TikTok often revolve around dance challenges, popular audio clips, or funny scenarios.
- Example: The Black Country Living Museum became popular on TikTok by using humor and storytelling to share historical facts. Their videos reached millions of people and increased interest in visiting the museum (PR Daily).
- Another example includes museums using popular songs or dances as a backdrop for showcasing their exhibits. By blending pop culture references with museum collections, they become more appealing to TikTok’s core audience.
B. Fun Educational Content
Museums are blending education and entertainment to keep viewers interested. TikTok’s short video format makes it perfect for quick, impactful educational content.
- Example: The Oxford University Museum of Natural History uses TikTok to share fun science facts and show off its exhibits. Their entertaining videos attract more visitors (MuseumNext).
- Museums are also breaking down complex historical events or scientific facts into short, easy-to-understand clips. For example, a museum might use a trending dance while overlaying facts about ancient artifacts on the screen.
C. Behind-the-Scenes Videos
People love seeing what happens behind the scenes at museums. These videos give audiences an exclusive look at how exhibits are set up, how artifacts are restored, or even what a typical day looks like for museum staff.
- Example: The Rijksmuseum shares behind-the-scenes videos of their exhibits and staff at work. This makes visitors feel connected to the museum (Museum Strategy).
- Behind-the-scenes videos also humanize museum staff, helping audiences feel like they’re part of an inner circle.
D. Partnering with Influencers
Museums are teaming up with popular TikTok creators to reach new audiences. Influencers bring trust and familiarity, making their audience more likely to follow their recommendations.
- Example: The National Gallery in London worked with 20 influencers, including artists, historians, and TV stars. Lizzie Acker from The Great British Bake Off made Van Gogh-inspired cupcakes, while historian Alice Loxton shared rooftop views of the gallery. These videos made the museum more relatable and fun (The Times).
- Influencer campaigns can also highlight accessibility options, like audio guides, wheelchair access, or sensory-friendly hours, making museums more welcoming for all visitors.
Case Study: The National Gallery’s TikTok Success
To celebrate its 200th anniversary, the National Gallery in London partnered with influencers to create engaging content.
- Campaign Highlights:
- Lizzie Acker made cupcakes inspired by Van Gogh’s paintings.
- Alice Loxton showed hidden details of the museum’s architecture.
- Results: The campaign changed how people saw the museum, increased social media engagement, and encouraged more visitors. It also highlighted the museum’s accessibility options, like noise-canceling headphones and large-font guidebooks.
The National Gallery’s campaign worked because it felt authentic. Instead of trying to mimic viral trends poorly, they gave creators the freedom to interpret the museum experience in their own style.
How TikTok Increases Museum Visitors
Museums have noticed a connection between viral TikTok videos and an increase in visitors. Popular videos often lead to more ticket sales and more people coming to see exhibits in person.
When a video goes viral, it can create a ripple effect. People who see the video might share it with friends, bookmark the museum for a future visit, or tag others in the comments. Museums have also found that TikTok helps them reach audiences outside their local areas, with some visitors traveling specifically because they saw a video online.
Challenges for Museums on TikTok
Using TikTok isn’t always easy. Museums face some challenges:
- Staying Authentic: People can tell when content feels fake or forced. Museums need to balance entertainment with their educational mission.
- Time and Money: Creating high-quality TikTok videos requires time, creativity, and staff.
- Keeping Up with Trends: TikTok trends change quickly, and it can be hard to keep up.
- Algorithm Dependence: Success on TikTok often depends on the algorithm, which can be unpredictable. A video might perform well one day but flop the next.
Tips for Museums Starting on TikTok
For museums looking to start on TikTok, here are some helpful tips:
- Start Small: Begin with simple videos that align with popular trends.
- Show Personality: Don’t be afraid to show the fun side of museum staff.
- Stay Consistent: Post regularly to keep your audience engaged.
- Engage with Comments: Responding to comments can boost engagement and build community.
- Learn from Analytics: Pay attention to which videos perform well and why.
What’s Next for Museums on TikTok?
The future looks bright for museums using TikTok. Tools like augmented reality (AR) and live virtual tours will create new ways to engage audiences. Museums will also continue working with influencers and using other platforms like Instagram Reels and YouTube Shorts.
There’s also potential for museums to use TikTok as a fundraising tool, promoting donation campaigns through viral challenges or special content.
Conclusion
Museums are using TikTok to tell stories, join trends, and connect with new audiences. By staying creative and authentic, they are turning social media views into real-life visits. As digital storytelling continues to grow, museums have an exciting opportunity to stay relevant and accessible to everyone. TikTok isn’t just a social media platform—it’s becoming a bridge that connects people to art, history, and culture.
