TikTok highlights Leeds museum’s online content

The Royal Armouries Museum at Leeds Dock has been applauded by TikTok for its online content.

The social media giant has shared its content round up of the year, which includes the museum as an example of some of its favourite content uploaded onto the platform this year. The Royal Armouries is the only UK museum to be featured in the list.

The free-to-visit museum launched a TikTok account earlier this year and went viral in September after posting a video exploring its collection of arms and armour that quoted several memes and used online viral language.

The museum’s TikTok account has gained almost nine million views, which appears to have helped increase visitor numbers. Data from the Department for Culture, Media and Sport shows that between July and September this year, the museum had increased visitors by 62% when compared to its pre-pandemic levels in 2019.

Florence Symington, director of brand & audiences at the Royal Armouries, says the result shows that social media can help underpin success and drive visitors. 

“It’s wonderful that a fun video that brought different generations together to explore our collection with some humour and positivity thrown in has been enjoyed by millions across the world,” Symington added.