Nieformalnie i w nawiązaniu do bieżących wydarzeń? Komunikacja muzeów na TikToku

Museums’ social media communication is an activity whose presence is no longer subject to justification or discussion. However, an important issue remains how this virtual communication should be conducted. This issue is gaining importance, if only because of the change in recipients’ expectations towards cultural institutions, generational changes, and new ways of consuming culture. Moreover, due to the dynamics of social platforms and the tools used there, the issue of how museums communicate through various platforms still remains under-researched. Therefore, the article aims to explore the degree to which museums use humorous, RTM-related content and the so-called “trends” appearing on TikTok. In order to achieve this aim, the method of qualitative analysis of content published on the TikTok platform was chosen. The results showed that while humorous content and content referring to current situations have a great potential to engage recipients, not all museums adopt this communication method.