TikTok for art

Dream: Before the pandemic's onset in 2020, the director of the Uffizi Galleries envisioned engaging with a younger demographic through a novel approach. The idea of establishing a TikTok account for the museum was proposed, aiming to bridge the gap between traditional art appreciation and modern digital consumption.

Idea: The core idea was to adapt the museum's rich artistic content for TikTok, a platform predominantly used by the younger generation. This strategy aimed to debunk the notion that art is inaccessible or dull by using the platform's language—memes, irony, and trends—to make art relatable and enjoyable.

Realization: To bring this vision to life, the Uffizi Galleries assembled a diverse team, including an art historian, a philosopher, and individuals from various backgrounds. Notably, this team lacked communication experts, emphasizing the project's innovative approach to content creation. The content was designed to be emotionally engaging, using a style tailored to TikTok to captivate rather than educate formally.

Challenges and Solutions: The primary challenge was crafting content that resonated with TikTok's audience while staying true to the essence of the artworks. By focusing on an emotional and relatable approach and embracing the platform's unique communication style, the team successfully navigated this challenge, making art enjoyable and accessible to those who spend a lot of time on TikTok.

Innovation: The innovative use of TikTok by the Uffizi Galleries marked a significant shift in how art institutions connect with younger audiences. This initiative doubled the number of young visitors to their online content, demonstrating the effectiveness of leveraging social media trends, irony, and memes to engage with the digital generation.

Effect: The successful implementation of the TikTok account significantly increased the Uffizi Galleries' visibility among young people, demonstrating the potential of social media to attract and engage a new generation of art lovers.

Future: The initiative's success has opened avenues for further exploration of digital platforms for art engagement. By continuing to evolve its digital strategy, the Uffizi Galleries aim to remain at the forefront of innovative art education and accessibility, ensuring art remains relevant and engaging in the digital age.

Responsible institution: Gallerie degli Uffizi
Good pratice link: https://www.tiktok.com/@uffizigalleries?_t=8fFkAWEzmKG&_r=
Address: Piazzale degli Uffizi, 6, 50122 Firenze FI
Contact person on good practice: Ilde Forgione, assistant and creative, infouffizi@beniculturali.it