Colleges and universities are reaching potential students where they already hang out: TikTok
With nearly 67% of American teenagers using TikTok, it is no surprise that universities and colleges are starting to use it to attract potential students. While many universities still rely on traditional recruitment methods, such as campus tours and other events, an increasing number of colleges are handing their TikTok accounts over to students, who are better equipped to understand the platform, show off their schools, and attract prospective students.
Why TikTok is ideal for college recruitment
Many universities and colleges are embracing TikTok for recruitment because it allows them to reach students where they are already spending a lot of their time. As the competition for new college students intensifies and admissions deadlines approach, TikTok offers an opportunity to grab students’ attention while they scroll through their feeds. While some schools are hesitant to use the platform over security concerns, many others embrace it because it offers a glimpse of campus life that students might not be able to experience through traditional methods.
In today’s world which is dominated by social media, students turn to their favorite apps for recommendations and information, proving TikTok to be an effective tool to help universities reach students. It allows high school students to explore different colleges and universities, gain an understanding of campus culture, and interact with current students.
The importance of finding the right fit for college
When it comes to college recruitment, the beginning stages of the admissions process are crucial. High school students are deciding what to study, where to apply, and what their financial aid needs and expectations are. Once they have narrowed down their options, the final decision often comes down to whether they can envision themselves living and studying at a particular university for the next four years.
This is where TikTok comes in handy. By offering a glimpse of campus life, prospective students can get a sense of what life would be like if they attended one school over another. TikTok videos are not just informative; they are also fun and light-hearted, capturing each university’s unique sense of humor and campus culture.
TSI’s Take
TikTok is changing the way students navigate the college admissions process. With the increasing popularity of this social media platform among high school students, universities are using TikTok to reach a larger audience and showcase their unique campus culture. By recognizing the power of TikTok, educators can empower their students to use the platform for good by exploring different colleges and universities and finding their perfect fit.
Here at The Social Institute, our mission is to empower students to use social media and tech for good, and we encourage students to do so by living up to the Seven Social Standards. One of the standards, Play To Your Core, encourages students to reflect their values, character, and interests in their actions online. To encourage students to play to their core, we provide them with the necessary tools and resources to use social media and tech in ways that align with their values and interests. That’s where keeping your students updated on different ways they can use social media for their college search comes in handy. Encourage your students to take advantage of their favorite social media apps, like TikTok, to search for colleges that match their values and feel like a good fit.
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The Social Institute (TSI) is the leader in understanding student experiences and creator of #WinAtSocial, a gamified, online learning platform that equips students, educators, and families to navigate social experiences — online and offline — in healthy ways. Our unique, student-respected approach incorporates topics like social media, technology use, and current events that have a significant impact on student well-being. Lessons teach life skills for the modern day to inspire high-character decisions that support the health, happiness, and future success of students, while capturing data that provides insights to school leaders to inform school policy and communications, and enable high-impact teaching and a healthy learning environment. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities.