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Cracklewick Morris: Harnessing TikTok for Tradition and Community

About This Document

This case study by Jacqueline King describes why Cracklewick Morris decided to establish a TikTok presence and how they went about setting up the account and delivering engaging content.

About Crickwick Morris

Cracklewick Morris at Studham May Fair

Cracklewick Morris is a vibrant and spirited Morris dancing group. We have embraced TikTok as a dynamic platform to share our passion for traditional dance and engage with a wider audience. In an era where digital presence is paramount. We recognized the opportunity to reach younger generations, showcase our performances, and build community connections.

Why We Use TikTok

TikTok is not just a social media platform; it’s a cultural phenomenon that thrives on creativity and community engagement. We do use Facebook which is generally used by an older demographic, and we use Instagram but that hasn’t been as successful as TikTok. For Cracklewick Morris, TikTok offers a unique avenue to:

  1. Expand Our Reach: With millions of active users, TikTok allows us to present Morris dancing to a global audience. We can attract new members, promote events, and connect with fellow dancers and enthusiasts.
  2. Engage with Younger Audiences: Many traditional art forms struggle to capture the interest of younger demographics. TikTok’s entertaining format and short video lengths make it easier to engage younger viewers who may be unfamiliar with Morris dancing.
  3. Showcase Our Artistry: Through creative videos, we can highlight the intricate movements, vibrant costumes, and lively music that define our performances and present our dance in a fun and accessible way, making it relatable and shareable.

Setting Up the Account

I had not used TikTok before and had no knowledge for creating the videos/reels. I had previously used Canva for creating mood boards and this has a facility to create videos from photos – we generally have photos of events but very few videos – and is very easy to use. When setting up our TikTok account, we focused on creating a profile that accurately reflects our identity as a Morris dance group. Our bio includes a brief description of who we are, links to our other social media platforms, and information about upcoming performances. A visually appealing profile picture showcasing our dance is also essential to draw in viewers.

Maximizing Engagement

To maximize our TikTok presence, we employ a few key strategies centred around music and hashtags:

  1. Choosing the Right Music: Music is the heartbeat of Morris dancing, and selecting the right tracks is crucial. We often use a mix of traditional folk tunes and contemporary hits that resonate with our audience. By aligning our choreography with trending sounds or popular songs, we can tap into existing trends.
  2. Effective Use of Hashtags: Hashtags are vital for discoverability on TikTok. We utilize a blend of popular and niche hashtags. General tags like #MorrisDancing, #fun, and #patchwork (we wear patchwork waistcoats designed and made by our Dance Lead) help us reach broader audiences, while specific tags such as #CracklewickMorris and #folkmusic connect us with our unique community. It’s useful to keep an eye on trending hashtags to ensure we’re part of ongoing conversations.
  3. Regular Content Creation: Consistency is key. By regularly posting content, from performances  and rehearsals to upcoming events, we maintain engagement and keep our audience eager for more.

See the Cracklewick Morris TikTok Account

This case study summarises our approaches to using TikTok. We invite readers to view our TikTok videos for yourself – and less us know what you think!  In particular note the:

  • Most popular video with over 2K views: “Practice evening and learning pole dancing! Even if you’ve never danced before you’ll be encouraged to join in and learn the dances
  • Recruitment video based on use of photographs and Dick’s Maggot (English Country Dance music: “Want to try something new this autumn? Perhaps you want to improve your fitness or meet new friends? Well you can do all of this with Cracklewick Morris – the friendliest of Morris sides. Come and see for yourself.

Conclusion

Cracklewick Morris’s foray into TikTok is more than just a social media strategy; it’s about reviving tradition in a modern context. By harnessing the power of music, strategic hashtags, and community engagement, we aim to keep the spirit of Morris dancing alive and thriving in the digital age. As we continue to share our joy of dance, we invite everyone to join us on this exciting journey.

About the author / Cracklewick Morris

This case study was written by Jacqueline King, Cracklewick Morris.

Cracklewick Morris are a new fun Morris side. We formed in August 2023 and are an all-inclusive, mixed side focused on the sheer enjoyment of all things Morris. We are based in Halton village near Aylesbury Buckinghamshire but our members come from neighbouring counties as well as the local area.

Status of this Document

Document published: 26 Oct 2024

Licence for this Document

This document is available with a Creative Commons Sharealike (CC-BY) licence. In brief, this means you can copy and make changes to this document provided you give acknowledgements to the author/publisher. A suggested wording for acknowledgements is:

This document is based on the "Cracklewick Morris: Harnessing TikTok for Tradition and Community" document by Jacqueline King, Cracklewick Morris

We welcome feedback on this document. In addition we would like to hear from morris, sword and other traditional dance sides who use IT and would be willing to share their experiences. Would you like to contribute a case study?

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