TikTok announced a range of in-app activations and creator partnerships for International Museum Day. The May 18 celebration of museums is designed to put more focus on the global value these cultural institutions provide. TikTok’s International Museum Day events aim to showcase how the platform encourages learning and drives interest in museums via its evolving approach to content presentation.
The centerpiece of the entire activation is a brand new ongoing program that goes well beyond a single day of content.
Introducing Museums Come Alive
TikTok has launched Museums Come Alive, a new LIVE program bringing creator-led museum tours and cultural events into the app year-round. Launch partners include MoMA, the Grand Egyptian Museum, and the Pokémon Fossil Museum, with exclusive LIVEs starting May 18.
The year-round framing is the detail worth paying attention to here. This is not a one-day campaign that disappears after International Museum Day. It is a structured, ongoing commitment to making museum content a permanent and discoverable part of the TikTok experience — which has very different implications for how museums can build audiences over time.
The MuseumTok Hub
From May 17 to May 22, you can search MuseumTok to view the in-app International Museum Day hub and watch official videos from creators and museum partners, including the Museum of Modern Art, the Guggenheim, the 9/11 Memorial and Museum, The Broad Museum, the Museum of Science Boston, the Houston Museum of Natural Science, and the Children’s Museum of Houston.
The breadth of that partner list tells its own story. From world-class fine art institutions like MoMA and the Guggenheim to science museums, memorial institutions, and children’s museums — the activation is deliberately inclusive of the full spectrum of what museums actually are and who they serve.
