🐌 The 65-year-old head of mollusks at the Carnegie Museum of Natural History in Pittsburgh has become a 'shell-ebrity' since his pun-filled TikToks about snails went viral. His most popular video has more than 1.2 million likes.
The video sharing platform’s content is mostly consumed and created by Gen Z users: people born between the late 1990s and the early 2010s. The interface is similar to Instagram, with a comment section and hashtags. Most videos are less than a minute long, and the most liked and viewed content involves humor or dubbed music videos.He recently filmed a prom-posal -- an often elaborate way to ask someone to prom -- video requested by a fan that was then posted to the page on Valentine’s Day.
Responsival's Katie Visco said, because advertising campaigns on the app are so expensive, it's best used to promote brand awareness. However, she doesn’t necessarily recommend every company or organization invest time and resources into making content for the platform. “If their goal is to reach an 18-year-old audience and they want to be growing their brands awareness, then of course they should start a TikTok,” she said. “That’s where their audience is living. They’re living on TikTok. But if their primary target audience is 35-year-old females, and they don’t make a lot of video content, maybe Pinterest or Instagram is a better resource. That’s where that audience is going to live.
The museum's Sloan MacRae said he thinks the content the museum is creating has been successful because of its authenticity and Pearce’s personality. “If this could drive some visitation and translates ticket sales, wonderful. What it will probably be more successful at is basically [public relations] for our science and research, which is kind of one of the untold stories of this place at least regionally,” he said.For Pearce, he's just"pleased that the snails are in the ‘slime-light.'"
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