Taylor Alber says TikTok is beginning to take on Google and YouTube at their own games Courtesy of Taylor Alber
Insta’ gratification is a monthly blog by Aimee Dawson, looking at how the art world and social media collide. Each article tackles a topic around the innovations and challenges that spring up when art enters the digital world.
TikTok is growing up—no longer is it simply a video platform for the easily distracted. As boom time for the social media app settles, its content is maturing and its uses are changing. So what does TikTok have in store for the art world in 2024? The social media expert Taylor Alber—the brains behind the popular @museumtiktok account—shares her insights below for the coming year.
In the unpredictable yet ever-evolving world of TikTok, it seems our collective attention spans, which took quite a hit during the Covid era, are finally stretching out again. I predict that we are on the cusp of a significant shift towards longer-form videos brimming with narrative depth on TikTok. I have seen a handful of museums and auction houses already transitioning to this format with success. The trick, it seems, is to snag our goldfish-like brains in those crucial first seconds. Once you are reeled in, these longer videos unfold like a well-crafted story, diving deep into topics we never knew we needed to know about but now can not live without. Watch out, YouTube—TikTok is stepping up to become a major player in the realm of long-format videos.
I might be a bit biased on this one, as I have already embraced it, but TikTok is rapidly on its way to overshadowing traditional search engines. I really like how personalised the app’s recommendations feel and how easily consumable information seems to be on the platform. This approach feels far more efficient than aimlessly navigating through Google’s first page and giving up in frustration. I believe art institutions can make a significant impact by incorporating searchable text, geotags, and utilising niche hashtags, to effectively harness TikTok’s potential and align their content with what people are actively seeking.
Move over, influencers—the reign of tastemakers and niche, informational accounts is upon us. I am certain that we are about to witness a significant shift, where the spotlight is veering away from the traditional influencer brigade towards high-quality, faceless content. Gone are the days of “a day in my life” snippets dominating our feeds; instead, we’ll see a surge in informational accounts. For museums and galleries, this trend is like striking gold: the focus can now shift from who is presenting to what is being presented.
Educational content is on the brink of becoming the new “cool” on TikTok, reminiscent of the charm once brought by Bill Nye, our go-to science guy. More and more users are turning to TikTok for its engaging educational offerings, not just quick entertainment. Take, for example, the National Gallery in London, a favourite account of mine. It has mastered the art of TikTok education, from unravelling the hidden secrets in Renoir’s works to exploring unique questions like, “Why are some people moved to tears by Monet’s Water Lilies?” It is both enlightening and utterly captivating. This shift presents a golden opportunity for museums and galleries to transfer their voice of authority to the digital world, sparking conversations by sharing their invaluable insider knowledge on the platform. The overwhelming popularity of hashtags like #LearnOnTikTok, with over 793 billion views, and #ArtsandCulture, with 200 million, clearly shows that educational content is rapidly becoming a key content subject.
• Taylor Alber is a New York-based social media strategist and content creator.
