The Use of TikTok in Italian Public Cultural Institutions: The Tiktoker Activation of The Gallerie degli Uffizi

Some of Italy's most visited public museums are expanding their presence on TikTok, the Chinese platform that has become a key communication channel for engaging younger audiences. This poster presents a quantitative framework analyzing TikTok's adoption in museum contexts, with a focus on the impact of the Gallerie degli Uffizi's project in collaboration with a TikToker, whose significant social media performance helped the museum achieve viral status online.