With the closure of French theaters and museums since October 30, the local TikTok office has launched its first program of live cultural events in partnership with prestigious institutions such as the Palace of Versailles, the Chaillot theater, the Musée de l army and the French Cinémathèque.
The list of events, all redesigned and searchable on TikTok, started on December 14 under the hashtag #CultureTikTok. They presented an exhibition on the legendary French actor Louis de Funes at the Cinémathèque; a visit to the Picasso Museum; an original show at the Théâtre Chaillot de Danse Nationale; the International City of Comics and Images; a visit to the Palace of Versailles, including the famous Glass Gallery; the Quai Branly museum; and the Army Museum, which houses Napoleon’s tomb.
The initiative was spearheaded by Eric Garandeau, former president of the National Film Board (CNC), who joined TikTok as director of public affairs in France earlier this year.
“We encourage our cultural partners to be purists and to prioritize quality: each event lasts about an hour and is presented by an expert on the subject to give people exclusive access to these prestigious places,” said Garandeau.
“Inside the Palace of Versailles, for example, we are guided by its scientific director, Mathieu da Vinha, who shows us the mythical Glass Gallery, the apartments of King Louis XIV and the Queen, and debunks all the great myths ”Said the executive. , who published his first novel, “Red Carpet”, in 2019 and whose upcoming second book will focus on the history of Versailles and Venice in the 17th and 21st centuries.
“Culture in France, as in many countries, has been blocked, and our mandate at TikTok is to liberate it,” Garandeau said.
TiKTok does not pay these cultural venues for events; Rather, TikTok and the sites are taking advantage of the meaningful exposure offered at a crucial time. The Palace of Versailles gained 10,000 followers in 30 minutes, and the Chaillot was amazed by the volume of visitors, as well as their engagement, Garandeau said.
“These live initiatives have given these venues the opportunity to accelerate their digitization, expand their audiences by attracting those who wouldn’t necessarily book tickets and visit these venues, and in a basic way, help them stay connected. contact with people”. said Garandeau, who added that live events were inserted on TikTok users’ news feeds.
The app previously piloted the live cultural events in France with the Grand Palais for an exhibition in Pompeii in March, during the first lockdown. “One video had 10 million views, it was a huge success and everyone took note of the experience,” Garandeau said.
TikTok in France has seen its subscription base skyrocket in a few months. In the past year, the social media app has grown from 1.3 million users per day to 5.5 million, according to Mediametrie.
In its early days, TikTok primarily attracted teens and young adults, but it has increasingly attracted other demographics. “According to a recent study by Kantar, around 70% of TikTok users in Europe are over 25,” Rich Waterworth, director of TikTok Europe, told Figaro.