For museums, TikTok holds incredible marketing potential. TikTok is still something (relatively) new, which means it’s easier to gain traction and build up reputation than it is on other social channels. The people TikTok reaches tend to be younger, and that’s key, because the Gen Z demographic is a coveted one for most museums. And TikTok’s sophisticated algorithms make it very easy for people to find content they want – and by extension, for museums to share it.

The best way to succeed on TikTok is to quickly create organic content with a consistent tone of voice. Here are some of the museums we think are doing this extremely well, and how they’re doing it.

  1. Be playful, like the Victoria and Albert Museum

V&A museum TikTok profile

While the Victoria and Albert Museum in London exhibits art, design, and performance from antiquity to the modern day – a highbrow premise – their TikTok feed is fun and playful, often taking famous works of art and “digitally vandalizing” them for laughs. For instance, behold this wonderful animation of Marie Antoinette:

Tiktok video link

  1. Tap into pop culture, like the Empire State Building

When globally beloved popstar Taylor Swift recently re-recorded and released her Red Album, the Empire State Building got in on the hype by posting a very low-production-quality TikTok of the tower itself singing Swift’s lyrics in the fog. How does a tower sing? With giant superimposed lips and eyeballs, apparently.

This low-tech approach is cute and funny, and in the case of the Empire State Building’s post, which capitalized on the trending hashtag #redtaylorsversion and tagged Swift herself, it garnered over 289K views.

Tiktok video link

  1. Let other people create content for you, like the Rijksmuseum does

The Rijksmuseum in Amsterdam excels in its marketing in many ways, but one of the easiest and least resource-intensive is the way the museum leans into TikTok: by letting others do the work. A combo of young creators and influencers visit the museum and create video content; marketers at the Rijksmuseum simply curate it.

In this TikTok, Dutch actor Nasrdin Dchar animatedly describes The Windmill at Wijk bij Duurstede by Jacob van Ruisdael in 60 seconds. In a series of posts like this one, Dchar brings a little personality and dimension to 2D art on the walls

Tiktok video link

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