Case 7: TikTok Tales: Unravelling the Penang State Museum’s Content Strategy for Enhanced Audience Engagement

This case study examines the Penang State Museum’s strategic use of TikTok, a micro-video sharing platform, to increase audience engagement and effectively promote museum activities. Through a two-stage analysis, the study identifies and investigates the obstacles the museum faces when creating engaging TikTok content. In addition, it investigates the significant impact of TikTok on visitor engagement, illuminating the social media platform’s potential for museums to connect with younger demographics. This study aims to provide actionable recommendations for other museums seeking to leverage TikTok as an effective marketing tool. This study equips cultural heritage institutions with effective strategies for thriving in the digital age by emphasising the importance of creating fresh and engaging content, fostering collaborations with younger staff members, and maximising cross-promotion across multiple social media platforms. By adopting these recommendations, museums can maximise TikTok’s potential to enhance visitor experiences, expand their reach, and showcase their offerings to a broader and more diverse audience. This case study can serve as a quick reference for museum professionals and marketers, providing a road map for navigating the challenges and opportunities presented by TikTok’s dynamic landscape and achieving meaningful audience engagement in an increasingly digital world.