Work · Case Study
TikTok Launch Strategy
Building a museum’s TikTok from zero.
No presence, and an audience that did not see itself in museum content. I built the formats, the voice, and a calendar tuned for discovery. 12M views and a Top-5 museum account.
Context
A museum with no TikTok presence, and an audience that rarely saw itself in museum content. The platform rewards a voice museums almost never use: fast, personal, and a little irreverent.
My Role
I built the program from zero: the formats, the voice, and a posting calendar tuned for how the platform surfaces content.
Approach
- Find the voice. A fast, personal, art-literate tone built for the platform, not repurposed from press releases.
- Build repeatable formats. Series and templates that could run every week without starting from scratch.
- Tune for discovery. Hooks and a calendar shaped around how TikTok actually surfaces content.
- Show up consistently. Regular posting that compounded into reach over the year.
Why It Works
- Native voice beats repackaged marketing. Content made for the platform travels on it.
- Repeatable formats make consistency possible, and consistency is what compounds.
- A clear point of view earned a museum a place in a feed that usually ignores them.
12M
Views in a year
645K
Likes earned
Top-5
Museum TikTok, per Hyperallergic