Through the course of the pandemic, a museum would hardly be top of mind — nor likely open — for most people to want to visit. Somehow, one in Sacramento leaped in nationwide popularity because of social media.”I still just don’t get it,” docent Howard Hatch would say in the museum’s TikTok videos as he goes to work on a printing press that dates back to 1902. “Maybe it is the power of the press!”He would then hold up and reveal what he was working on: A paper in the style of a newspaper headline, which would read “SACRAMENTO HISTORY MUSEUM REACHES 86,000 TIKTOK FOLLOWERS.”Of course, the TikTok account has since flourished to a much larger following, roughly over 1 million as of this writing. Jared Jones, a museum staffer who does the posting for the social media account, said the fandom over the museum, particularly Howard, has led to an increase in visitors. The timing couldn’t be better, too, since Sacramento County moving to a less restrictive tier allows for limited indoor capacity in select businesses, including museums. The museum next doorThe online publicity has helped, which Jones said is big because tourists in Old Sacramento tend to visit the California State Railroad Museum more often. Despite the underground tours and educational programs the Sacramento History Museum puts on, Jones said people will usually come inside asking if they’re in the Railroad Museum.”It’s certainly just helped raise awareness that we are there,” Jones said. “That’s the biggest thing.” Jones said people will visit the museum just to see Howard. The demand has gotten to the point where on days where Howard isn’t at the museum, a cardboard cutout of him is left out so people can take pictures with it.How it startedThe idea to appeal to a younger audience started with a Zoom webinar Jones said he attended. The recommendation was to give social media — to give TikTok — a shot at drawing in youth.So he did.At first, Jones said he wasn’t having much success. Nothing was landing as a hit for him until he enlisted the help of a certain docent with a penchant for printing presses.They started posting and Jones noticed the videos were getting traction. Once the videos garnered the history museum 86,000 followers, he let Howard know, to which he responded with a now-iconic response.’I just don’t get it’That initial statement of confusion would soon become a catchphrase as they continued to hit milestones on the wildly popular app. Anytime they hit a notable follower count, Howard would do what he does best, and finish the video by showing a newspaper-style front page with the new follower count.The video they did to celebrate 86,000 followers led to a whopping 17 million views, which Jones said made their following jump to almost 300,000.”I think that’s what really attracted people is that here we have an older gentleman using something that is even older to make something new and then putting it on a platform that is so incredibly new,” Jones said.Before he became an online personality, Howard was a volunteer, dedicating over 20 years of service to the museum. Jones said he would docent for school programs, talk about the history of printing and how the presses operate.He still volunteers on top of making the videos.How it’s goingThe videos have caught attention even outside of the Sacramento area. NPR aired a segment on All Things Considered, and Jones said the museum’s interviewed with other national outlets. The duo now looks forward to the videos, making three to four videos a day when they’re both in the building.Outside of follower milestone announcements, Howard and Jones would work on different videos, all including the printing press, of course. In recent days, Howard’s done prints for Draw A Bird Day and the Masters Golf Tournament.They also take special requests from commenters on TikTok, such as doing a video just of Howard rolling out ink. And, as a history museum would, there are history lessons aplenty scrolling through the feed.”It’s just grown and grown, and my boss continues to ask, ‘When’s it gonna end?’ And Howard says, ‘We’ve only scratched the surface in that shop,'” Jones said.
Through the course of the pandemic, a museum would hardly be top of mind — nor likely open — for most people to want to visit. Somehow, one in Sacramento leaped in nationwide popularity because of social media.
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“I still just don’t get it,” docent Howard Hatch would say in the museum’s TikTok videos as he goes to work on a printing press that dates back to 1902. “Maybe it is the power of the press!”
He would then hold up and reveal what he was working on: A paper in the style of a newspaper headline, which would read “SACRAMENTO HISTORY MUSEUM REACHES 86,000 TIKTOK FOLLOWERS.”
Of course, the TikTok account has since flourished to a much larger following, roughly over 1 million as of this writing. Jared Jones, a museum staffer who does the posting for the social media account, said the fandom over the museum, particularly Howard, has led to an increase in visitors.
The timing couldn’t be better, too, since Sacramento County moving to a less restrictive tier allows for limited indoor capacity in select businesses, including museums.
The museum next door
The online publicity has helped, which Jones said is big because tourists in Old Sacramento tend to visit the California State Railroad Museum more often.
Despite the underground tours and educational programs the Sacramento History Museum puts on, Jones said people will usually come inside asking if they’re in the Railroad Museum.
“It’s certainly just helped raise awareness that we are there,” Jones said. “That’s the biggest thing.”
Jones said people will visit the museum just to see Howard. The demand has gotten to the point where on days where Howard isn’t at the museum, a cardboard cutout of him is left out so people can take pictures with it.
How it started
The idea to appeal to a younger audience started with a Zoom webinar Jones said he attended. The recommendation was to give social media — to give TikTok — a shot at drawing in youth.
So he did.
At first, Jones said he wasn’t having much success. Nothing was landing as a hit for him until he enlisted the help of a certain docent with a penchant for printing presses.
They started posting and Jones noticed the videos were getting traction. Once the videos garnered the history museum 86,000 followers, he let Howard know, to which he responded with a now-iconic response.
‘I just don’t get it’
That initial statement of confusion would soon become a catchphrase as they continued to hit milestones on the wildly popular app. Anytime they hit a notable follower count, Howard would do what he does best, and finish the video by showing a newspaper-style front page with the new follower count.
The video they did to celebrate 86,000 followers led to a whopping 17 million views, which Jones said made their following jump to almost 300,000.
“I think that’s what really attracted people is that here we have an older gentleman using something that is even older to make something new and then putting it on a platform that is so incredibly new,” Jones said.
Before he became an online personality, Howard was a volunteer, dedicating over 20 years of service to the museum. Jones said he would docent for school programs, talk about the history of printing and how the presses operate.
He still volunteers on top of making the videos.
How it’s going
The videos have caught attention even outside of the Sacramento area. NPR aired a segment on All Things Considered, and Jones said the museum’s interviewed with other national outlets.
The duo now looks forward to the videos, making three to four videos a day when they’re both in the building.
Outside of follower milestone announcements, Howard and Jones would work on different videos, all including the printing press, of course. In recent days, Howard’s done prints for Draw A Bird Day and the Masters Golf Tournament.
They also take special requests from commenters on TikTok, such as doing a video just of Howard rolling out ink. And, as a history museum would, there are history lessons aplenty scrolling through the feed.
“It’s just grown and grown, and my boss continues to ask, ‘When’s it gonna end?’ And Howard says, ‘We’ve only scratched the surface in that shop,'” Jones said.
