Recruitment programs, college brochures and campus tours are just the beginning of appealing to prospective students. As younger generations flock to their favorite social platforms to learn more about their dream schools, using TikTok for higher education is a must.
There are higher ed institutions prospering on the platform—attracting the attention of students and alumni alike. Our Social Media Benchmarks Report for Higher Education shows 68% of high school students use social channels to research schools. Our report also reveals 80% of alumni organizations agree that social media has the most impact on engagement. And 41% of school officials can directly attribute increased enrollment to social strategy.
We spoke to several institutions including Massachusetts Institute of Technology, Bowling Green State University and Ohio University to discuss how they navigate challenges and their tips for building a presence on TikTok. In this article, we’ll also show examples from these colleges and universities leading the way on TikTok for higher education.
3 institutions leading a masterclass on TikTok for higher education
1. Massachusetts Institute of Technology (MIT)
MIT has mastered the TikTok niche. Whether it’s showcasing a robot solving a Rubik’s cube in .38 seconds,
Or giving a behind-the-scenes look at student life, the prestigious institution does an excellent job of balancing different types of content to appeal to various audiences.
2. Bowling Green State University
Bowling Green State University (BGSU) was the first university on the “clock app” in Ohio and has been a leader in higher education TikTok ever since. They are one of the most followed institutions in the state.
Along with original content, BGSU highlights the university’s unique offerings, such as the Carillon Market, which features Amazon’s Just Walk Out technology. The market is one of BGSU’s dining options and the technology used in the store enables students to shop for items by scanning a QR code or tapping a debit or credit card upon entry. Students can simply tap, walk in, grab their food and walk out without using a traditional point-of-service system:
“TikTok is a great platform for finding new audiences. We have had so many students from across the country that say they found our university through TikTok and that’s why they chose to enroll in BGSU,” says Brianna Blackburn, Manager of Social Media Strategy, Bowling Green State University.
3. Ohio University
Ohio University (OU) is one of the leading institutions in the nation for engagement on social. OU knows how to connect with their audience while also connecting the university to TikTok trends. For example, in the video below, they share their rendition of the “We’re XYZ,” trend:
@officialohiouniversityWhat can we say…we’re Bobcats! 😸 #OhioUniversity
♬ original sound ' Ohio University 😸
