While museums in America may be forced to ditch TikTok as the US government plans to block downloads of the app starting on Sunday, data from Italy’s Uffizi Galleries suggests the Chinese video sharing platform is a powerful tool for attracting younger visitors.

Since moving onto multiple social media channels, including TikTok, during the lockdown, the Uffizi’s online presence has exploded. In an apparently related trend, young visitors (as a proportion of the total) have nearly doubled since the museum reopened over the summer, Eike Schmidt, the director of the Uffizi, tells The Art Newspaper.