TikTok + Opera = A match made in heaven?
The Telegraph reported this week that the Royal Opera House has recently discovered the joys of TikTok. In the nine months since their first post in July 2020, their TikTok account has gathered an impressive five million likes and nearly 400,000 followers. Users worldwide are singing along with a viral clip of Diana Damrau’s Queen of the Night aria using the app’s “Duet” feature.
Head of Brand Engagement and Social Media at the Royal Opera House, Chris Shipman, says that since joining the app, the demographics of their online audience has shifted noticeably. TikTok has proven to be one of their most successful initiatives aimed at attracting the interest of previous nonconsumers—particularly the younger demographic.
A scroll through their feed reveals a tone that matches the youthful vibe of the TikTok app—in many posts which are highlighting their ballet productions.
@royaloperahouse 💃 A quick lesson on how to make an entrance from The Royal Ballet’s Don Quixote #dance #ballet #theatre #fyp
♬ original sound - Royal Opera House
The opera posts themselves tend to be less successful (and come across as egotistical) when they are focused on lauding the beauty of a particular voice or piece of music:
@royaloperahouse 😳 A voice to stop you in your tracks ##opera ##singing ##voice ##theatre
♬ original sound - Royal Opera House
@royaloperahouse 💖 The gorgeous aria ‘Il dolce suono’ (‘The sweet sound’) from Lucia di Lammermoor ##opera ##singing ##piano ##theatre ##voice
♬ original sound - Royal Opera House
TikTok users aren’t looking for beauty—they want to laugh, to be surprised, to be blown away. Perhaps that’s why opera has taken off on TikTok, which is similarly known for its over-the-top drama and comedy.
When the opera posts err on the side of irreverence, take themselves less seriously, employ emojis, and/or utilize pop culture references, they really nail that unmistakable TikTok tone. From the perspective of Jobs to Be Done theory, this is successful because you’re speaking to the customer in their own words, using familiar and relatable content. And, in the process, TikTok users are exposed to sublime music or virtuosic singing, that they might have never encountered elsewhere. I’d say that’s a win-win.
Here are a few stand-out examples:
@royaloperahouse Me after putting mascara on for my Zoom call ##opera ##classicalmusic ##singing ##theatre ##fyp
♬ original sound - Royal Opera House
@royaloperahouse 🎼 Can you Handel this? I don’t think they can Handel this ##opera ##handel ##classicalmusic ##theatre ##voice
♬ original sound - Royal Opera House
Kudos to the Royal Opera House for this exciting coup. I’ll be keeping an eye on whether these trends continue and affect ticket sales when the house opens for live performances again.
