As part of a long-term mission with a client (as all of my clients, it is a museum), I started using TikTok a few months ago. I have been using it for some time now. After I made some mistakes, had some successes and learned from these cases, I can share my experience with you. Do you need to go on TikTok? How to start creating content? What you should and shouldn’t do? Let me share my experience with you.

My TikTok Experience

I was managing a digital engagement project for a museum. There was a mini-site where participants could share their content with us. The objective was to foster user generated content. We had some participations coming in but nothing from a young audience. We thus decided to go on TikTok to reach that particular audience. I contacted the France app team directly and they agreed to organize a challenge based on our project’s concept: #FoodWeHate. Everything was free. The only cost we had was the fees of the influencers we contacted to promote the challenge — we contacted a few to create a momentum. We were on the “Discover” page of the app for a week during which the hashtag was used 251k times and the challenge viewed more than 85M times. That was in February. A couple of months later, the TikTok team contacted me to organized a live event with the museum. We did one in June, giving insights into our temporary exhibition. …