In France’s theaters and museums are pack up since 30th October. TikTok’s local office has launched its first live program of cultural events in partnership with prestigious institutions like the Versailles Palace, the Military Museum the Theater, and therefore, the Cinematheque Française.
Under the hashtag #CultureTikTok, a roster of events, all of which are reimagining for. And viewable on TikTok, began on 14th December. They showcased an exhibit about legendary French comedian Louis de Funes at the Cinematheque. It is a tour of the Picasso Museum.
At the Chaillot Theater of National Dance, it is an ingenious show. The Cité Internationale de la BD et de (Comic Book Museum); a tour of Versailles Palace.
Moreover, it includes the famous Glass Gallery, like the Quai Branly Museum. And therefore, the Army Museum, which hosts the tomb of Napoleon.
The initiative has been spearheaded by the National Film Board (CNC) president, Eric Garandeau. He joined TikTok as manager of public affairs in France earlier this year.
“We encourage our cultural partners to be purist and choose quality first: each event lasts about an hour and is presented by an expert on the topic to offer people exclusive access to those high-profile places,” said Garandeau.
“Inside Versailles Palace, as an example, we’re being guided by its scientific director, Mathieu da Vinha. However, he shows us the mythical Glass Gallery. And the apartments of King Louis XIV and therefore the Queen, and debunks every big myth.”
He had his first novel, “Tapis Rouge,” published in 2019 and whose upcoming the second book will specialize in the history of Versailles and Venice within the 17th and 21st centuries, said the chief.
“Culture in France, like in many countries, has been on lockdown, and our mandate at TikTok is to unleash it,” said Garandeau.
TikTok isn’t paying these cultural venues for the events. Both TikTok and, therefore, the media are instead leveraging the many exposures afford at a critical time.
Versailles Palace gained 10,000 followers in half-hour. And consequently, the Chaillot is amazing by the number of tourists, also as their engagement, said Garandeau.
“These live initiatives have given these venues the chance to fast-track their digitization. It may widen their audiences by attracting those that wouldn’t necessarily book tickets and visit these places.
And on a basic level, it helps them stay in-tuned with people,” said Garandeau. Moreover, he adds that the live events were inserted on TikTok users’ news feeds.
During the primary lockdown, the app previously piloted the live cultural events in France with the Grand Palais for a Pompeii exhibition in March. “One video got views of 10 million. It had been an enormous success, and everybody took note of the experiment,” said Garandeau.
TikTok in France has seen its subscription base skyrocket within a couple of months. Within the last year, the social media app has grown from 1.3 million users per day to five .5 million, consistent with Mediametrie.
In its youth, TikTok appealing mostly to teenagers and young adults, but it’s increasingly luring other demographics. “According to a recent study by Kantar, about 70% of users on TikTok in Europe are quite 25 years old,” Rich Waterworth, head of TikTok Europe, told Le Figaro.