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August 01 2024
By Jim Richardson
Ellie Dolan described Peabody Essex Museum’s (PEM) TikTok Creator-in-Residence programme at the Museum Social Media Summit in 2023. The programme brought students and recent graduates into a paid creative role, with access to the museum’s collections and people.
Why PEM created a TikTok residency
Dolan’s social media work developed during the museum’s 2020 closure. The #PEMquaranTEAM campaign shared staff members’ work-from-home lives, while live online events later gave audiences access to curators and exhibitions. Those experiments helped shape the museum’s approach to TikTok.
“Social media is not just a tool for connection; it’s an asset for community building.” — Ellie Dolan
PEM launched its TikTok channel in April 2022, after Dolan had advocated for it for almost a year. The creator residency followed in summer 2023.
A paid role with room to experiment
The residency was a paid, part-time position, confirmed in PEM’s May 2023 announcement. Applicants submitted a portfolio demonstrating video-making and storytelling skills.
For another museum, planning starts with a manageable brief, named staff support, collection access and a clear handover so the channel does not depend on one short residency. The National Gallery offers a related approach to structuring paid creator commissions.
What Dolan reported about growth
Dolan reported 129,000 video views by the end of the summer 2023 residency, an increase of more than 3,000%. Separately, she said followers grew from 614 at the programme’s start on 5 July to 1,678 in the last week of August. These are platform results from that period, not visitor or ticket-sales measures.
Meet the Creators: Matt Green and Vanessa Torres
The first TikTok Creator-in-Residence, Matt Green, a theatre major from Fordham University, brought a touch of Broadway to PEM’s social media. His engaging videos, including a fun twist on the viral “Hi, Barbie” trend, helped grow PEM’s TikTok followers from 614 on 5 July to 1,678 in the last week of August 2023, according to Dolan. A behind-the-scenes clip of the Salem Witch Trials exhibition installation went viral, proving that sometimes, a quick, spontaneous video can make the biggest splash.
Following Green’s summer 2023 residency, Vanessa Torres took over for autumn 2023. A Latina beauty and lifestyle influencer, Torres leveraged her extensive following to boost PEM’s social media presence. Her creative approach included collaborations and giveaways, such as a bat-themed contest that tied into PEM’s Halloween festivities. This not only spiked the museum’s engagement metrics but also showcased the diverse content possibilities on TikTok.
Support the resident and plan the handover
At the 2023 presentation, Dolan described plans to continue the programme into 2024 and explore live streams and TikTok Shop. These were plans at the time of the talk, rather than an update on the programme today.
The model gives a creator room to bring their own approach while museum colleagues provide access, context and support. Agree the work to be produced, how it will be reviewed and how the next resident or staff member will take over. Wider museum creator partnerships can also grow from relationships established during a residency.
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Ellie Dolan from Peabody Essex Museum spoke at the Museum Social Media Summit in 2023. Why not join us for another inspiring MuseumNext event: https://www.museumnext.com/events/
About the author – Jim Richardson
Jim Richardson is the founder of MuseumNext. He has worked with the museum sector on digital and innovation projects for more than twenty years and now spends his time championing best practice through MuseumNext.
