TikTok for art – Uffizi Gallery

Project description

Uffizi Gallery aimed to attract a younger audience and show that art can be fun and accessible. The project focused on using the TikTok platform to engage young people through an emotional approach and tailored language.

Information about the project

Place of implementation
Uffizi Gallery, TikTok.

Target group
The project targets a younger audience, especially Generation Z, who use TikTok as a source of information and entertainment.

Information about the institution

Uffizi Gallery
One of the most important art galleries in the world, known for its extensive collection of Renaissance works, aims to make art more accessible and attractive to younger audiences.

Background and objectives of the project

History of the project
Initiated in response to the need to reach a younger audience, the project exploits the potential of TikTok as a tool for communication and interaction with young people.

Objectives
The goal is to increase engagement with younger audiences through innovative content that combines education with entertainment, as well as to increase the number of visitors to the gallery's TikTok account.

Success factors

• Effectively combining the team's expertise with current social media trends, which helped double the number of young followers.
• Creation of content that combines education and entertainment, which has gained recognition among younger audiences.

Funding

The project was fully funded by the gallery's budget, proving that innovative cultural projects are possible even with limited resources.

Contact information

Institution: the Uffizi Gallery
Link to best practices: https://www.tiktok.com/@uffizigalleries?_t=8fFkAWEzmKG&_r=
Address: Piazzale degli Uffizi, 6, 50122 Firenze FI
Contact person: Ilde Forgione- assistant, contact: infouffizi@beniculturali.it