Since TikTok is one of the world’s largest social media platforms with a growing reach, institutions see it as an opportunity to promote art and attract a younger audience. There are both content and form fans on TikTok, and on their accounts, museums often combine both. Here’s a list of TikTok accounts that showcase fresh approaches to art and prioritize audience interaction with art.
The Uffizi Gallery in Florence, Italy
The Uffizi Gallery is known for its collection of masterpieces dating from antiquity to the 20th century. The gallery amazes with its display of famous artworks by artists such as Giotto, Leonardo, Simone Martini, Piero della Francesca, Botticelli, Mantegna, Correggio, Raffaello, Michelangelo, and Caravaggio. Of course, it is both a treasure trove of art and a major tourist destination, but Ufizzi also attracts a sizable audience on TikTok. The gallery’s account uses both English and Italian trending sounds, and it has already gathered more than 100,000 followers who like the idea of bringing artworks into the contemporary world by fusing them with TikTok trends and memes.
The Stedelijk Museum voor Actuele Kunst (S.M.A.K., City Museum for Contemporary Art) in Ghent, Belgium
The S.M.A.K. Museum, whose art collection focuses on works created after 1945, has a widespread reputation as an unconventional museum. “We invest in the greatest possible quality for a broad and varied public and would like to be experienced as an open house: transparent and generous.” (https://smak.be/en) As stated on the museum website, the institution also presents the pieces of their collection on their TikTok account, as well as some behind-the-scenes material.
The National Museum in Warsaw, Poland
One of Poland’s oldest art museums, with an impressive collection of 830 thousand works of Polish and world art dating from antiquity to the present day, is an active participant in TikTok trends. On the museum’s website, one can read that the museum praises the “dialogue with the works” and, as it turns out, the museum’s account on TikTok is a prime example. The content narrows the distance between the viewer, the artist, and the artwork. Users can also get a sneak peek into the museum’s daily life, listen to experts who share more about their work, and stay current on new courses organized by the museum. The users’ favourite Tik Toks are, of course, those that are in tune with the current trends, and done in a polished and high-quality manner.
Rijksmuseum in Amsterdam, the Netherlands
The national museum of the Netherlands, the Rijksmuseum, has in its collection works by artists of the Dutch Golden Age, including Vermeer and Rembrandt. The Rijksmuseum attracts crowds of tourists, but it also offers tours on their TikTok profile, where they provide users with unique and detailed descriptions of the works that the Rijksmuseum has in its collection. There you will find various pieces of content, such as animations made of paintings, the curators’ choice, and some glimpses into the life of the museum. It’s no wonder that the reception and feedback from the viewers is always positive because it is clear that the creators of this account have a lot of fun with the works of art. It is worth mentioning that the account is run fully in English.
Museum für Naturkunde in Berlin, Germany
The Natural History Museum (Museum für Naturkunde) is the only museum of natural history on this list. The museum’s biological, palaeontological, geological, and mineral collections include more than 30 million objects. Since the museum values its online presence and believes in providing opportunities for the public to learn remotely, it also contributes to the TikTok presence. On its website, the museum introduces its TikTok account with the following words: “On TikTok, you can test your knowledge of the diversity of life on earth as part of a guided tour of the exhibition.” (https://www.museumfuernaturkunde.berlin/en/museum/events/tiktok-live-nature-nerds)
Moco Museum in Amsterdam, the Netherlands, and Barcelona, Spain
Introducing modern and contemporary art to TikTok, the Moco Museum is another recommendation on this list. Located in Amsterdam and Barcelona, it houses a diverse collection of inspirational modern, contemporary, and street art, including works by Banksy, Jean-Michel Basquiat, JR, KAWS, Keith Haring, Damien Hirst, Yayoi Kusama, Andy Warhol, and Studio Irma. The museum’s mission is to attract younger audiences and strive for the broadest inclusiveness. Museums exemplify their approach by sharing their collection with TikTok users.
The Metropolitan Museum of Art in New York, USA
The Metropolitan Museum of Art is one of the largest and most visited museums in the world. As it is stated on the museum website, “The Metropolitan Museum of Art collects, studies, conserves, and presents significant works of art across all times and cultures in order to connect people to creativity, knowledge, and ideas.” (https://www.metmuseum.org/about-the-met) Tik Tok, with its arts-engaged community, is just the place for that. The Met (sometimes next to other listed institutions) often takes part in various actions and challenges that are worth following. On its account, you will find a museum mix: quotes from artists, an overview of the museum’s displays, and strictly educational TikToks.
V&A in London, U.K.
The Victoria and Albert Museum is the largest museum of arts and design in London. The museum’s collection includes pieces dating back over 5000 years. On the other hand, its TikTok account is more of a breath of fresh air. For those who like to talk in generational slang, this account is probably the most Gen-Z account in this overview. The V&A account is a mix of pure entertainment, for instance, “Bums of The V&A”, but also no less fun educational materials.
The Design Museum Gent in Ghent, Belgium
As the goal of the Design Museum Gent is to be a meeting space for all design lovers, the museum has also moved its space to TikTok, where they share pieces from their collection. For those who plan to visit the museum, it is worth noting that it will close on March 7 due to the construction of a new wing and renovations; the museum is expected to reopen in 2024.
