New Approaches to Museum Social Media Communication

Museum-oriented studies are closely connected to the broader environmental situation, like new social media platforms or audience characterization. This article explores the forms of activity and communication patterns made by Polish museums on TikTok. The study is based on qualitative and quantitative content analysis of social media posts. Results revealed that, although TikTok is still a novelty, institutions use this platform for various purposes. This platform is used not only by artistic museums but also by historical and military ones. Informal, humoristic communication tends to be dominant, yet TikTok is also used to educate users.