TikTok
Capturing Moments in Motion
There’s no question, TikTok has emerged as a platform where quirk and creativity knows no bounds.
Museums worldwide are harnessing the power of short-form video to engage audiences. Some offer glimpses into their vast collections, some show behind-the-scenes moments and a few get involved in the endless dance challenges. If you’re hooked on TikTok but also an avid follower of art and culture, which three museums do you need to follow right now? We’ve got you covered.
Spotlighting 3 Museums
These museums have Instagram to not only showcase their collections but also to create meaningful connections with audiences worldwide.
The Metropolitan Museum of Art
For anyone who loves fashion and fashion history the Costume Institute at the New York Metropolitan Museum, or The Met, is heaven. And if you can’t make an easy dash to New York then, the Museum’s TikTok is the very next best thing. Located in Manhattan, The Met brings its collection to life with dynamic, educational and entertaining videos that showcase the museum's diverse offerings.
Recent fashion focused videos celebrate the artisans working on the museum’s embroidered high fashion collections and fascinating insights into the shoe designs of Alexander McQueen. Other videos make fun of the NYC earthquake and some even celebrate the love affairs that started in the museum. The short form video content is used perfectly to give followers bite-sized snippets of information about artists, photographers, designers, upcoming exhibitions, individual artworks and so much more.
Striking the perfect balance between education and entertainment, the accompanying music is always en-point and their engagement with meme culture is legendary. And let’s not forget engagement and interaction… The Met’s moderators get into the chat, answering questions, responding to comments and peppering the threads with emojis. The team that’s curating, moderating and editing these TikToks deserves a raise.
(@metmuseum)
The Victoria and Albert Museum
In the heart of West London lies the Victoria and Albert Museum, or V&A as it’s affectionately known, by those in the know. A beacon of art, design and creativity, its physical galleries have long been a destination for art and aesthetic enthusiasts since it was founded in 1852. Over a century later, The V&A is now making waves in the digital realm with its vibrant presence on TikTok. Through a series of captivating videos, the museum brings its eclectic collection to life, inviting viewers on a journey of discovery and inspiration.
From intricate textiles to dazzling jewellery, the V&A's TikTok feed offers a kaleidoscopic glimpse into its vast and diverse collections. Cheeky, educational and produced to the highest standards, a V&A TikTok video can make you laugh or learn in equal measure. Recent posts spotlight the best (literally) sculpted bums on offer throughout the museum, while another recent reshare reveals a hilarious NSFW fact about the Renaissance master Rafael.
But it’s not all tongue in cheek. With a strong sense of contemporary culture the team post video’s in response to the zeitgeist. A video about Barbie (and her British counterpoint Sindy) was a massive hit in 2023 to coincide with the release of the smash hit film; and to celebrate Tina Turner’s Birthday, the star of the Tina musical spoke about the iconic Bob Mackie Costumes in the Diva’s Exhibition.
From fashion to ballet, Pop music to teddy bears and sculpture - the V&A showcases everything. And best of all, they don't take themselves too seriously, exceling with intrinsically British humour about all things high art and culture. Using its vast collection the V&A can respond to real life events with wit and speed and help followers laugh at the world or learn from it. >p?
Rijksmuseum, Amsterdam, Netherlands
If you’re touring Europe an essential stop is the Rijksmuseum Amsterdam, where the rich tapestry of Dutch art and history unfolds before your eyes. From the iconic works of Rembrandt and Vermeer to centuries-old artefacts and exquisite decorative arts, the museum is a testament to the enduring legacy of Dutch creativity. But if you’re on the other side of the planet and need a Dutch culture fix, TikTok is ready to deliver.
The Museum’s feed is full of videos that will make you laugh out loud while others might make you gasp with delight. Recent posts celebrate the cutest cats and dogs in the collection or showcase all the best men’s shoes to a soundtrack of Nicki Minaj singing “high heel on my tippies”.
Best of all, the Rijksmuseum brings paintings to life in a way few other museums can. Ever wished you could transport yourself into a painting and physically explore the space. The power to float into a painting and explore the details, nooks and perspectives is something the Rijksmuseum has granted all its followers on TikTok. They have pioneered innovative videos that penetrate the frame and explain and explore the finer details of iconic paintings in an immersive environment.
The Power of TikTok Playlists for Museums
In the ever-evolving digital landscape, museums are finding innovative ways to connect with their audiences. One such method that has proven highly effective is the use of TikTok playlists. These curated collections of videos offer numerous benefits that enhance user experience, engagement, and education. Here’s a look at why TikTok playlists are a valuable tool for any museum.
Enhanced Organization and Accessibility
TikTok playlists allow museums to organize their content into cohesive narratives, making it easier for viewers to navigate and find related videos. By grouping videos into themes or topics, museums provide a structured way for audiences to explore specific areas of interest. This not only improves the user experience but also ensures that viewers can enjoy a seamless flow of related content without the need to search through an entire feed.
For example, a playlist dedicated to a particular exhibition can guide viewers through the various pieces on display, offering detailed explanations and context for each work. This organization helps maintain viewer interest and makes it more likely that they will engage deeply with the content.
Increased Engagement and Viewer Retention
Playlists can significantly boost viewer engagement by encouraging longer viewing times. When content is organized into playlists, viewers are more likely to watch multiple videos in one sitting. This focused interest keeps audiences engaged with the museum’s content for extended periods, increasing the likelihood of return visits to the museum’s TikTok channel.
Furthermore, playlists help retain viewers by providing a continuous stream of related content. This reduces the chances of them leaving the app or switching to another channel. Regularly updated playlists also encourage viewers to return frequently to check for new content, fostering ongoing engagement and building a loyal audience.
Educational Value and Showcasing Expertise
Museums have a unique opportunity to educate their audience through TikTok playlists. By organizing content thematically, museums can provide structured learning experiences on various topics. Whether it’s art conservation, historical analysis, or exhibition highlights, playlists allow museums to dive deep into subjects and offer comprehensive educational value. This thematic approach ensures that viewers gain a well-rounded understanding of the topics presented.
In addition to educational value, playlists allow museums to showcase their expertise in various fields. Through behind-the-scenes insights, detailed art analysis, or thematic explorations, playlists highlight the museum’s knowledge and professionalism. This not only builds credibility and authority but also enhances public appreciation and trust in the museum’s offerings.
art conservationart educationbehind-the-scenes contentcultural heritagedigital engagementdigital storytellinghistorical analysisinteractive contentmuseum community buildingmuseum expertiseMuseum marketingmuseumsonline exhibitionssocial media strategyTikTok playlistsviewer retention
