12 September 2020

TikTok announced the launch of a series of online tours throughout the halls and galleries of museums of Russia. Starting on the 12th of September, users of the service will be able to visit museum exhibitions while staying at home. The virtual tours will take place in the TikTok account of Kultura.RF. The #CulturalTikTok campaign will be streaming live every Wednesday and Saturday. The first to join the action will be Faberge Museum of Saint-Petersburg. Guides will show virtual visitors the works of the famous jeweler Carl Faberge and tell all about the fashion trends of the golden age. The second participant of the action will be the Multimedia Art Museum of Moscow. Users of the platform will be able to get acquainted with the work of photo artists and documentary photographers such as Mitch Epstein, Igor Mukhin, Alexei Titarenko. According to the authors of the project, the idea to organize virtual tours arose after the successful annual "Night of Museums" campaign in TikTok. This year it was organized online due to the coronavirus pandemic. Short videos received a large number of views, and users of the video service showed high engagement and activity. So it was decided to keep the thematic translations on an ongoing basis.