TikTok: 10 Examples of Higher Education Strategies

TikTok: 10 Examples of Higher Education Strategies

Higher education faces challenges every year in recruiting a new generation. It was the millennials over the past several years. It’s Generation Z this time.

Gen Z is different than Millennials, and it’s more than side pieces and skinny jeans. Gen Z sees authenticity, money, and brands differently than other generations. They demand that brands reflect their ideals and produce less polished content.

Higher Ed will need to rethink campus beauty photos and talking head videos. Marcomm teams will need to look for opportunities to show students in real situations and talk about real issues.


Although TikTok may not be the most popular or the newest social network, it is shaping the content consumption habits of a generation.

What is TikTok?

TikTok can be described as a “destination to short-form mobile video content.” It’s similar to YouTube but vertically and bite-sized.

This controversial platform is rapidly growing in popularity, particularly for those who are stuck at home during COVID lockdowns. There are currently over 1 billion active users globally, with 100 million in the U.S. TikTok quickly becoming a top platform for trend, influencers and niche content ( Hootsuite).

TikTok Enters College

According a TikTok list, higher education institutions use the platform to connect with GenZ. They want to increase awareness and “connect and engage with Gen Z audiences in an enjoyable and relatable manner.”

Universities are starting to pay attention. 41% of TikTok users aged 16-24 are prime candidates for higher education.

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Are you interested in TikTok as a tool for student engagement? These are just a few of the many great examples that you can use to get started.

Campus tours

Indiana University of Bloomington [@iubloomington]

Campus tours were hot in 2020. Specifically, how does higher education shift from in-person tours to virtual experiences. Ryerson University and IUBloomington are both available.

@iubloomingtonwelcome To BLOOMINGTON Someone to Love Basstrologe Bootleg- mthekyng

IU shows us how a short video can highlight campus areas with a catchy song or in a preferred format of vertical video. Ryerson highlights areas around campus and the surrounding areas that were highlighted in TV shows. Under His eye Ryerson.

@ryersonuCatch Ryerson in these TV shows! TopTarGuit ##ryerson##ryersonuniversity##tv #series ##netflix##prime ##toronto HARDWARE DRIVING

This is a wonderful way to bring campus life to prospective students.


Brigham Young University [@cosmo_cougar]

@cosmo_cougar If this is a hit with you! Vote for me to be the Best College Mascot See my bio for the link! Ryanwach Original sound of #fyp #foryoupage

Northern Arizona University [@nauathletics]

@nauathletics Follow Emily Rodabaugh as she walks us through a day of her life.

Sometimes academics and athletics can be inseparable at university campuses. Student-athletes make up almost a . Half a million students are American students, and year. sometimes they also act as campus influencers. TikTok content is a great way for students to see how academics and athletics can co-exist, whether Cosmo the Cougar (BYU), shows off his dancing moves, or Northern Arizona University shares a day in the life of a student-athlete.

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Safety & Health on Campus

University of Florida [@uf]

@ufGator care kits now available on campus. To pick up the kit, you will need a face mask and a UF ID. Details: welcome.ufl.edu#gatorswearmasks IMAGINATION – Lize Mynhardt

Syracuse University [@syracuseu]

@syracuseu Staying safe is a good idea. Video Credit: @amandachau15#fyp#foryou amunorae (Any song) – Kozico0914

Students make campus safety and health a top priority every year, especially after the COVID-19 pandemic. Prospective students now consider safety and health before they apply. Current students know how difficult it can be to reach them and get them to read university communications. We included #GatorsWearMasks from the University of Florida and Syracuse University’s Wellness Kit in our list because they are great ways to spark conversations about safety and health in a fun and engaging manner.

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Students-Generated Content

University of Limerick [@universityoflimerick]

Students-generated content is a popular choice for students. The University of Limerick, Ireland’s “Some Good News” series draws attention to important topics and gives credit to outstanding organizations and efforts. It also provides updates about important campus happenings. This is a quick and effective way to get campus news out!

@universityoflimerickSome good news: The Finale #somegoodnews#irish #college#positivity original sound University of Limerick

Students: Reduce Unknowns

Boston University [@bostonu]

@bostonu Your guide to moving out your dorm room during a pandemic #bostonuniversity #bu #fyp#tips #ra#covid #onlineschool Morning path – Board-Man

It’s difficult to communicate with students via university channels. Even more challenging is to get them to complete something boring, such as a dorm-move-out check. TikTok is a solution that Boston University believes TikTok could help. The checklist is super easy and quick to use by BostonU students. Are there more examples where you can jazz up a standard ask with TikTok content.


University of Georgia [@universityofga]

@universityofgaWhere would you like to get the books, Bulldogs! #BeKind #fyp#college #uga #tiktokuniversity Original sound – UGA

Which was your favorite place to study on campus? What was your favorite spot to study on campus? Why? University of Georgia showcases their campus with a mix of “low-key” study spots and chill music. This gives prospective students and current students a glimpse into the “behind-the scenes” view.

Atomizing Content

University of Chichester [@universityofchichester]

@universityofchichesterHogwarts #chiuni#chichester #beyou #podcast original sound Chi Uni

Higher Ed is full of content. Every institution, every college, every school, and every office creates content. Atomize this content and make it TikTok-worthy. This is what University of Chichester did for their podcast series. This is a great way to attract students, as thirty-two per cent of Gen Z are regular podcast listeners.

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