Social media has become increasingly more visual, especially with the rise of video-sharing platforms like Tik Tok. The internet is a new exhibition space — where artists can have full control over how they market and sell their work. More well-known artists, like Takashi Murakami (1.9 million Instagram followers) or Banksy (9.5 million Instagram followers), enjoyed giant fan bases long before the emergence of social media. However, both emerging and established artists are experiencing newfound fame and recognition through viral posts.
Onlookers at the Louvre in Paris. Photo by Alicia Steels on Unsplash
Tik Tok, a social media app founded by Chinese internet technology company ByteDance, has made headlines recently due to accusations of data-mining. However, the app has grown to be one of the most popular platforms among Gen Z and Millenial users between the ages of 16-25. On Tik Tok, users can edit and upload videos either 15 seconds or 1 minute in length. The app offers a vast library of music that users can put in their videos, and also makes editing videos easier through filters, effects, and transitions. Users can also upload their own audio, which allows other users anywhere in the world to use that same audio in another video. This setup lends itself to what is now known as “Tik Tok Trends,” whereas creators can use the same straightforward format for their videos. These trends center around a vast number of topics, including (but not limited to!) dancing, cooking, singing, makeup, comedy, fashion, and art.
The algorithm of suggested videos on the app allows artists to garner significant exposure for their videos and artwork, with some racking up millions of views over time. Artists are rewarded with views and likes for talent and creativity, but all kinds of artists enjoy using Tik Tok. From digital drawing to painting and sculpture, both amateur and professional artists go viral. One trend widely circulated on the app was from high school students sharing their AP Studio Art Exam results. The College Board AP Studio Art exam requires students to submit a work portfolio with a theme. Many students shared their achievements and their themes on Tik Tok, and the trend took off. A wide variety of videos go viral, and artists have gotten creative in the display of their artwork. Some show their start-to-end process of painting, and others edit the video to music to slowly reveal their pieces.
Most recently, President Trump has ordered to ban Tik Tok from the country unless a U.S. company buys the app within the next month. The fate of the app is unknown; however, it is impossible to discount its profound impact on social media companies internationally as well as creators. Instagram has already rolled out their own version of Tik Tok, calling it Instagram “Reels.” It is unclear whether or not this format will be successful in the well-established app. Instagram has also started hiding likes from users, which may significantly affect the way posts go viral. Most of the extremely viral art posts on Instagram do so because of their “satisfying” nature — i.e., sped up sculpture making or artists coloring inside the lines. These popular posts garner much exposure for the artists’ personal pages, but they rarely encourage appreciation of the work. This issue points to the beauty of an app like Tik Tok, which promotes the profiles of artists through their algorithm and allows them to exhibit their work uniquely. Viewing a fun video edited with music is far more gratifying and exciting than scrolling through a feed.
More prestigious art museums around the world have also begun to catch on to Tik Tok trends. One user that may come as a surprise is the Uffizi Gallery located in Florence. The gallery hosts some of the most iconic artworks in history but has long stayed in the past in terms of media. The museum did not have a website until 2015, but they are on Tik Tok! The account posts humorous videos of their art, sometimes infusing them with a historical lesson. Whether it’s the iconic Botticelli’s “Primavera” or Caravaggio’s “Medusa,” no piece is off-limits. The account’s manager, Ilde Forgione, told the New York Times: “Maybe it looks a little stupid, but sometimes you have to give people a different point of view, something that says, ‘Art is not boring. Art is not something you just learn at school. It’s something you can discover for yourself.’” The Uffizi’s videos are certainly unexpected from such a high art institution. The approach is clearly working for them , as admirers flood their comment sections, stating their hopes to visit the museum once the pandemic subsides. The museum also received a grant from TikTok under the Creative Learning Fund, an initiative by the company to encourage more educational videos from established institutions. In a world of stuffy, and often dated educational content, the Uffizi’s account offers a fun and refreshing reprieve.
Tik Tok offers a unique opportunity for artists, independent galleries, and museums in marketing to a younger audience. Currently, Microsoft is in talks to buy the app from its Chinese owners. Hopefully, if Tik Tok can overcome their questionable accusations, the platform can be used more widely across the country. Social media has democratized the way we view art, and apps like Tik Tok can pave the way for more amateur creators to gain exposure.
From Staff Contributor Ginnie Murphy