Research on museum social media is mostly carried out on museum accounts or from a museum perspective. Meanwhile, with the development of the use of social media, the phenomenon of influencers has emerged who can engage in public engagement. Several influencers are very active in representing heritage or are known as heritage influencers. In a social marketing approach, the presence of heritage influencers can encourage public presence and attention to heritage. Based on this phenomenon, this research was designed to analyze how heritage influencers shape the visual representation of Indonesian museums in general through content on their social media platforms, in this case, TikTok. To answer this, the research method used was qualitative. The informants in this research consisted of key informants and supporting informants. The key informant was the owner of the TikTok account @pegikemana. This account was chosen because it shows the characteristics of cultural representation with the use of the tagline Traveling to Experience the Culture. Apart from that, this account was stable in disseminating heritage information on many other social media sites, with a significant number of followers. Supporting informants were three museum managers selected based on the content with the most likes found on the @pegikemana account. Data collection was carried out through in-depth interviews, literature studies, and account content analysis. It is planned that the research results will be published in international journals indexed by Scopus and used as input for museum campaign programs.

   Ciwuk Musiana Yudhawasthi (Musiana) is an activist who founded the museum-loving community Komunitas Jelajah in 2010, initiated the Indonesia Museum Awards in 2012, and the Higher Education Museum Network in Indonesia in 2019. Currently, Musiana is a permanent lecturer at the Faculty of Communication Sciences University of Bhayangkara Jakarta Raya. Her expertise includes social marketing, branding not-for-profit organizations, documentation, and communication & media studies. Musiana is a member of the International Council of Museums (ICOM), PR professional association, and a Bachelor of Communication Science.