Is Your Heritage Site Ready for the TikTok Effect?

Last Saturday morning, I stopped by my favorite bagel shop, and it was slammed. Far beyond their usual weekend rush. Curious, I asked an employee what was going on. Her response?

“Someone posted about us on TikTok yesterday. We’ve had a line out the door ever since.”

She told me they loved the attention, but wished they had known ahead of time. They simply weren’t prepared.

And really, how could they be? The truth is, you rarely get a warning before a viral moment hits. That’s exactly what makes it so powerful — and so chaotic.

What This Has to Do With Museums (and Other Cultural Orgs)

That experience got me thinking about museums and cultural sites, many of which are lightly staffed, rely on volunteers, and are often unprepared for sudden visitor surges. If a TikToker (or travel influencer, or even a popular blogger) features your site and you go viral overnight, what happens?

Do you capitalize on the attention — or do you become overwhelmed?

Museums and heritage sites in particular are often focused on long-term planning and budget cycles. They rarely anticipate or design for spontaneous visibility. But in today’s media landscape, visibility is unpredictable and increasingly peer-driven. That’s why readiness matters.

What “TikTok-Ready” Looks Like

You don’t have to predict virality, but you can plan for it. Here are a few low-lift strategies to help small museums, byways, and cultural sites prepare for a sudden spike in visitors:

1. Have a “Wow” Experience Ready to Go

Make sure there’s something clearly photogenic, quirky, or interactive at your site that a visitor will be excited to post about. If your story or experience is compelling enough, people will share it.

2. Prepare Your Frontline Staff and Volunteers

Train your team to respond with grace, even if they’re overwhelmed. A warm smile and a “we’re so glad you found us!” can go a long way. A laminated FAQ sheet at the front desk can help fill in gaps.

3. Keep Basic Info Updated

If a TikTok video sends people to your website, social media, or Google listing, will they find what they need? Update hours, ticket prices, directions, and policies regularly. This includes mobile-friendliness — most of your traffic will come from phones.

4. Create a “What to Do Nearby” Handout

Help turn one-time visitors into community explorers. If you're part of a byway or district, suggest nearby museums, trails, restaurants, or historic stops. It shows you care about the visitor and your partners.

5. Make It Easy to Share

Have signage with hashtags or your handle. Encourage tagging. Offer a unique spot for selfies or storytelling. If someone’s filming a TikTok, welcome them. Maybe even ask to share their content.

This Is a Wake-Up Call for the Whole Sector

Cultural organizations can’t afford to not be ready. A sudden rush of attention might only last a few days, but how you handle it can determine whether those visitors become long-term advocates or walk away frustrated.

Even if you never go viral, these strategies are good visitor experience practice. And if you do go viral, you’ll be glad you took the time to prepare.

Want help thinking through how your site could be ready for a moment like this? That’s the kind of strategic planning I love to do. Reach out!