Generation Z and Generation Y are different, and that’s not fair side parts and skinny jeans. Gen Z sees money, brands and authenticity differently and demands that brands share their ideals and create less polished content.
With this change, Higher Ed will have to reconsider campus beauty photos and talking head videos. Instead, marcomm teams will need to find opportunities to show students in real-life situations, talk about real issues, and share real experiences.
While TikTok is neither the newest nor the most popular social channel, it is shaping the content consumption of a generation.
What is TikTok?
TikTok is a “destination for short video mobile videos”. It’s like YouTube, except upright and bite-sized.
This something controversial platform Rapidly gaining popularity, especially with everyone stuck at home during COVID lockdowns. Currently, there are over a billion monthly active users globally, and 100 million alone in the US TikTok has quickly become a leading platform for trends, influencers, and niche content. (Hootsuite).
TikTok enters university
According to a current list of universities On TikTok, higher education institutions are using the platform in hopes of connecting with GenZ by increasing awareness and “connecting and interacting with Gen Z audiences in a fun and understandable way.”
It is not surprising that universities are paying attention. 41% of TikTok users are between the ages of 16 and 24, a top demographic for higher education.
So, are you thinking of TikTok for your college or do you need some inspiration? Here are ten great examples to get you started.
Indiana University at Bloomington [@iubloomington]
Campus tours were a hot topic in 2020, especially how on earth can in-person visits to virtual experiences change? Enter IUBloomington and Ryerson University.
@iubloomingtonwelcome to BLOOMING🌸TON♬ Someone to love Basstrologe Bootleg – Mthekyng
UI shows us an example of how a quick video can highlight areas of campus with a catchy song and in a preferred format, a vertical video. While Ryerson highlights places around campus and surrounding areas that have been featured on TV shows. Under his eyes, Ryerson.
@ryersonuCatch the Ryerson neighborhood in these popular TV shows! 📺 ## ryerson ## ryersonuniversity ##TV ## series ## netflix ##first ## toronto♬ DIFFICULT DRIVING – TopTarGuit
What a great way to bring the campus to life for future students!
Brigham Young University [@cosmo_cougar]
@cosmo_cougarIf this affects your fyp! VOTE FOR ME for the best college mascot! Link in my bio! #fyp #for you #foryoupage #Backflip♬ original sound – Ryanwach
University of Northern Arizona [@nauathletics]
@nauathleticsFollow NAU athlete Emily Rodabaugh as she brings us through a day of her life! 🏀 #fyp #studentathlete #day in the life #nordarizonauniversity♬ Up Beat (married life) – Kenyi
Athletics and academics are sometimes inseparable on college campuses and student-athletes, who make up nearly half a million students in the United States alone, are sometimes both students and influencers on campus. Whether it’s Cosmo the Cougar from Brigham Young University (BYU) showing off his dance moves or the University of Northern Arizona showing a day in the life of a student-athlete, TikTok content can be great. way to show how athletics and academics come together.
Campus health and safety
University of Florida [@uf]
@ufGator Care Kits now available on campus for students. A face mask and UF ID are required for pickup. Details: welcome.ufl.edu #gatorswearmasks♬ IMAGINATION – Lize Mynhardt
Syracuse University [@syracuseu]
@syracuseustaying safe makes sense! Video credit: @ amandachau15 #fyp #for you♬ Any song – kozico0914
Campus health and safety is a priority for students every year, but especially after the COVID-19 pandemic. Prospective students now take health and safety into account before applying. As for current students, you know how difficult it is to reach students and get them to pay attention to official university communications. That’s why we’ve included the University of Florida #GatorsWearMasks and Syracuse University Wellness Kit in our list as great ways to start conversations about health and safety in a way. fun and engaging.
University of Limerick [@universityoflimerick]
Student-generated content is one of the most trusted types of content among prospective and current students. At the University of Limerick in Ireland, their “Some Good News” series draws attention to important topics, praises some incredible organizations and efforts, and provides updates on important things happening on campus. What a great and fast way to get campus news out there!
@ universitéoflimerickSome good news: the final 🌞💚#some good news #Irish #University #positivity♬ original sound – University of Limerick
Reduce unknowns for students
Boston university [@bostonu]
@bostonuYour guide to getting out of your dorm during a pandemic! # Boston University #Boston #University #he #fyp #advice #outside #covid #onlineschool♬ Morning path – Board-Man
We know it’s hard to get messages to students through typical college channels, and even harder to get those same students to do something boring like check out a dorm. Boston University thinks TikTok can help. Check out BostonU’s super quick and easy checklist for students. Can you think of other cases where a typical request can be spiced up with TikTok content?
University of Georgia [@universityofga]
@universityofgaWhere do you like hitting the books, Bulldogs? #Be kind #fyp #University #uga #tiktokuniversity♬ original sound – UGA
What has been your favorite place to study on campus? Why? Study spots are a great way to show prospective students and give them a feel for college life on campus. The University of Georgia uses a combination of relaxing music and beautiful “low-key” study pots to showcase their campus. It’s a great way for a “behind the scenes” look for potential and current students.
University of Chichester [@universityofchichester]
@ universitydechichesterCome to Hogwarts 🧙♂️ #hogwarts #chiuni #chichester #beyou #for you #Podcast♬ original sound – Chi Uni
Higher Ed has so much content. Every department, institution, college, school and office creates content. So why not atomize this content and use it for TikTok? This is what the University of Chichester has done with its podcast series. With thirty-two percent of Gen Z ranking as regular podcast listeners, it’s a great idea to attract college students.