TikTok, the leading destination for short-form mobile video, in collaboration with Ayala Foundation and Ayala Museum (@ayalamuseum), brings together cultural institutions, content creators, and heritage advocates for TikTok Content Camp: Arts and Culture Advocacy Edition, a learning initiative that explores how digital storytelling can make arts, culture, and heritage more accessible and discoverable for today’s audiences.
Photo: Ayala Museum
TikTok has transformed how people discover history, culture, and experiences in real time, becoming a dynamic home for a thriving and diverse #MuseumTok community, where curators, creators, and art lovers come together to share stories and connect in meaningful ways. According to TikTok’s 2026 Museum Insights Report: Scrolling Through Culture, museums are reaching new audiences through digital storytelling, while pop culture and creator-led content are helping make history and heritage more relatable and engaging.
In fact, two in five TikTok users globally are interested in historical events, while posts under #HistoryTok have more than doubled year-over-year, surpassing 900,000 posts. Meanwhile, #Museum content continues to gain momentum, with more than one million posts on the platform and a 67% year-over-year increase, demonstrating how museums of all sizes are finding new ways to connect with audiences through short-form video.
Driving cultural discovery through online dialogues
From left: Jorell Legaspi, Senior Director for Arts & Culture, Ayala Foundation, Inc.; Dennis Marasigan, Vice-President and Artistic Director, Cultural Center of the Philippines; Ivan Anthony Henares, PhD, Secretary-General, UNESCO National Commission of the Philippines and Chairperson, Heritage Conservation Society; Bea Bautista, Head of Communications, Philippines, TikTok; and Mori Rodriguez, Chief Innovation Officer, The EON Group during the Culture Discovery Panel Discussion. | Photo: TikTok Philippines
The Culture Discovery Panel discussed the importance of arts and culture preservation in the online era as well as how cultural discoverability can translate into real-world engagement and impact. The panel featured Ivan Anthony Henares, PhD, Secretary-General of the UNESCO National Commission of the Philippines and Chairperson of the Heritage Conservation Society; Jorell Legaspi, Senior Director for Arts & Culture at Ayala Foundation; Dennis Marasigan, Vice-President and Artistic Director of the Cultural Center of the Philippines; and Bea Bautista, Communications Lead for the Philippines, Thailand, and Malaysia at TikTok.
Reflecting on the Cultural Center of the Philippines’ efforts to bring the arts closer to Filipinos beyond its physical spaces, Marasigan emphasized the growing opportunity and responsibility of cultural institutions to expand access through new platforms and experiences.
“The fact that we don’t have that building made us even more aware that there is more opportunity, and perhaps a bigger responsibility, to try to reach as many people as possible, not only in terms of providing them with cultural experiences, but also in presenting the idea that culture is not something you see simply on stage. Culture is all around us,” said Marasigan.
Henares, meanwhile, underscored the enduring role of culture amid rapid technological change, noting that while platforms and technologies may evolve, culture remains a vital repository of collective knowledge and identity. “Culture is what makes us human. The technology that we have today is going to change, and the apps that we have today might not even be the apps of tomorrow. Things can disappear, but culture carries with it the accumulated wisdom, creativity, and experiences of generations,” said Henares.
A separate discussion on Advocacy and Education Content Creation, featuring historian Mona Veluz (@mightymagulang) and independent journalist Jacque Manabat (@jacquemanabat), explored how museums and cultural groups can leverage TikTok’s tools and storytelling formats to transform cultural knowledge into educational content that is more engaging, accessible, and relevant to digital audiences.
From left: Mona Magno-Veluz, Filipino Genealogist & Content Creator; Jacque Manabat, Multi-platform Journalist & Content Creator; and Bea Bautista, Head of Communications, Philippines, TikTok during the Advocacy and Education Content Creation Panel Discussion. | Photo: TikTok Philippines
Equipping museums with tools for digital storytelling
Participants also took part in hands-on sessions designed to equip museums and cultural groups with practical tools for content creation on TikTok.
“From reimagining classic art through a modern lens, to delivering LIVE tours from the world’s most iconic museums, TikTok is transforming how people discover culture, creativity, and learning,” said Yves Gonzalez, Public Policy Head for the Philippines at TikTok. “Through TikTok Content Camp: Arts and Culture Advocacy Edition, TikTok aims to help museums tap into passionate fandom, giving every museum the potential to build a devoted following.”
“It is important to us that Filipinos of all ages have opportunities to engage with our history, heritage, and culture,” said Antonio “Tony” G. Lambino II, President and Trustee of Ayala Foundation. “We are not simply preserving artifacts or sharing stories. We are helping cultivate a deeper sense of identity, agency, and connection to community, which are essential to building thriving communities. “
Content Camp is TikTok’s flagship content education initiative designed to equip different sectors with practical tools and platform insights to create meaningful and engaging content. In this edition, discussions centered on how museums and cultural institutions can strengthen digital storytelling to reach audiences in more dynamic and accessible ways.
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