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How UK Universities Are Using TikTok to Boost Student Engagement

Update Unlocking TikTok Magic: How UK Universities Tap into Student Engagement If you're a university or even just a fan of higher education, then you’ve probably heard the whispers about TikTok being the new best friend for student recruitment. Recent data shows that TikTok's fast-paced, entertaining platform has become a prime space for universities to capture the attention of 18 to 24-year-olds—who make up 74% of its user base! With a staggering 24.8 million TikTok users aged 18 and above in the UK, the app represents an untapped goldmine for institutions looking to connect with future students. Why Should Universities Use TikTok? Let’s face it: the traditional ways of student recruitment are starting to feel a bit outdated. TikTok can bridge the generational gap in a snap! Thanks to its casual vibe, admissions offices can target Gen Z effectively and with flair. Take the University of Oxford, for example. They've been savvy in crafting relatable, accessible content that shows the lighter side of this prestigious institution. It’s a smart strategy because today’s students want to engage with brands that feel real—not something that looks like it was created in a stuffy boardroom! The Big Benefits of Embracing TikTok Employing TikTok as part of their social media strategy helps universities enhance visibility and build a brand that resonates with students. Here are a few advantages that can get any university’s marketing wheels turning: Demographic Alignment: Since Gen Z spends so much time scrolling, universities can position themselves to be the answer to their questions on what to study, how to prepare for interviews, or even budgeting tips. Boosting Recruitment: Universities can meet prospective students where they are, in a trustworthy environment that encourages exploration while making university prospects feel less daunting. Authenticity Reigns Supreme: TikTok thrives on authenticity, with real-life stories and experiences often gaining more traction than professionally polished marketing campaigns. Strategies for Effective TikTok Marketing Universities should dial into the kind of content that resonates with their audience. Here are some TikTok marketing strategies worth trying out: User-Generated Content (UGC): Videos created by real students providing insights into campus life are gold. A simple “day in the life” clip is much more relatable than a scripted tour video. Student-Centric Content: Focus on creating relatable content that showcases student experiences and highlights opportunities and challenges in some fun, enjoyable ways. Utilize TikTok's Features: Engage in trending challenges, use the right hashtags, and take advantage of the platform's unique effects to keep content fresh and engaging. What Makes TikTok a Game Changer for Students? Not only do universities get to flaunt their unique offerings, but they also engage students in a howlingly funny way. TikTok is like a buffet of knowledge mixed with entertainment—a smorgasbord where students can learn about university life, academic choices, or even get budgeting hacks while giggling. And let’s be honest, laughter while learning? That’s the golden ticket to engagement! Final Thoughts: Join the TikTok Revolution! As universities embrace this social media trend, there’s no denying it: TikTok is changing the game for student recruitment. If you want your university to stay relevant and attract Gen Z students, it’s time to get started and perhaps even dance your way to the admissions office! So whether you’re staff at a university, an influencer in the educational space, or just someone curious about the future of social media marketing, the message is clear: don’t sleep on TikTok! Dive into the fun, explore the app, and remember to keep that authentic vibe alive! Feeling inspired? Let’s make your marketing strategy pop like those viral TikTok dances!