3 Museums That Are Killing It On TikTok

3 Museums That Are Killing It On TikTok

May 02, 2023

Any culture fans out there? 🙋 We don’t know about you, but we love seeing our favourite galleries and museums on TikTok.

There’s nothing better than mixing learning with fun and, honestly, that’s what the platform is all about! Here is our selection of the three museums we think are killing it on social media at the moment.

V&A, London

The V&A is one of the museums with the most TikTok followers in the UK, and it’s for a good reason! They offer a mix of content to appeal to their wide audience. Their educational art history series is appealing to the #LearnOnTiktok community, and their behind the scenes content of the conservation team is super interesting to anyone who’s visited the V&A fashion collection. Their fun and viral content is how they reach new audiences and appeal to a younger and wider audience - from Harry Styles trends to popular sounds and filters.

National Gallery, London

The National Gallery has taken a slightly different approach with their TikTok account, going for a more educational perspective. They’ve made a real effort to engage the audience with appealing visuals and to focus on the art through fun and interesting facts about their paintings. They’ve made sure to also follow trends and fun content but by always relating it to the paintings, techniques and artists therefore establishing their artistic identity!

@nationalgallerylondon Who gets your vote for best dressed? ✨🎀 #TikTokFashion Compare paintings side by side in this virtual gallery space #nationalgallery #nationalgallerylondon #arttok #museumtok ♬ Chopin Nocturne No. 2 Piano Mono - moshimo sound design

The Met, NY

The Met has managed to seem like a personable brand despite being one of the biggest museums in the world. They’ve done this by showcasing a range of staff members on their TikTok and letting them share behind-the-scenes content and advice on how to visit the museum efficiently.

Thanks to seasonal posts for Valentine’s Day and national holidays, as well as regularly engaging with their audience, they’re doing very well on the platform. They are showing that listening to the audience is extremely important and have used public comments and recommendations to inspire their content. Personality and people are key to their success on the platform.


Tip no. 4: Always wear comfortable shoes   Want to hear more from Patrick? His new book "All the Beauty in the World" is now available at The Met Store.

♬ original sound - The Met

If you’re a museum or gallery looking to up your TikTok game, focus on educational content with some fun facts and cool behind-the-scenes info to keep your community engaged and entertained. A good way to attract new audiences is to focus on creating your own version of current trends using sounds and filters - people love seeing their favourite brands and organisations getting in on the joke. Make your TikTok account a teaser of what people could learn at your museum and they’ll definitely be coming to visit you soon, just remember to have fun and not take content too seriously on the platform, as always! If you need some help with your TikTok strategy or production, Sunshine might just be the agency for you ☀️