Every year, higher education faces the challenge of recruiting a new generation of talents. In the past few years, this is the millennial generation. This time it is Generation Z.
Generation Z is different from millennials, Not just Side parts and skinny jeans. Gen Z looks at money, brand, and authenticity in a different way, and asks brands to share their ideals and create less embellished content.
With this transition, Higher Ed will have to reconsider campus beauty pageants and talk videos. Instead, the marcomm team will have to look for opportunities to show students the real situation, talk about real problems and share real experiences.
Although TikTok is neither the latest social channel nor the most popular social channel, it is shaping the content consumption of a generation.
What is TikTok?
TikTok is “the destination of short mobile videos”. Just like YouTube, except for portrait and bite size.
This is a bit Controversial platform It spread quickly, especially when everyone stays at home during the COVID lockdown. Currently, there are more than 1 billion monthly active users worldwide, and in the United States, TikTok alone has 100 million active users, and it has quickly become a leading platform for trends, influencers and niche content (tsu stone).
TikTok enters university
According to the university’s operating list On TikTok, higher education institutions are using the platform, hoping to connect with GenZ by increasing visibility and “connecting and interacting with Z audiences in an interesting and relevant way”.
It is no surprise that universities are attracting attention. 41% of TikTok users are between 16 and 24 years old and are the main population in higher education.
So, are you thinking of TikTok in college or need some inspiration? Here are ten good examples to help you get started.
Indiana University of Bloomington [@iubloomington]
Campus tours are a hot topic in 2020, especially how does higher education transform face-to-face tours into virtual experiences? Entered IUBloomington and Ryerson University.
@iubloomingtonWelcome to Bloomington♬Someone loves Basstrologe Bootleg – mthekyng
IU showed us an example of how a quick video can highlight campus areas with a compelling song and a vertical video in a preferred format. Ryerson highlights the campus and surrounding areas in the TV show. Under his nose, Ryerson.
@ryersonuCatch Ryerson’s neighbors in these popular TV shows! 📺 ##Ryerson ## ryersonuniversity ##TV ##series ## netflix ##Main ## toronto♬Tough driving – TopTarGuit
Provide prospective students with a great way to bring campus to life!
Brigham Young University [@cosmo_cougar]
@cosmo_cougarIf this hits your guy! Vote for me and get the best university mascot! Link to my bio! #fyp #For you #foryoupage #backhandspring♬Original sound – Ryanwach
Northern Arizona University [@nauathletics]
@nauathleticsFollow NAU athlete Emily Rodabaugh to lead us through a day of life! 🏀 #fyp #studentathlete #dayinthelife #northernarizonauniversityBeat Up Beat (Married Life) – Kenyi
In university campuses and student athletes, track and field and academics are sometimes inseparable, they almost constitute Half a million students In the United States alone, sometimes it is both a student and a campus influencer. Therefore, whether it is Cosmo the Cougar from Brigham Young University (BYU) showing off his dance moves or the life of a student of Northern Arizona University, TikTok content can well demonstrate the athletic ability of athletes and the gathering of scholars.
Campus health and safety
University of Florida [@uf]
@ufGator Care Kits are now available for students on campus. Facial care and UF ID must be covered when receiving. Details: welcome.ufl.edu #gatorswearmasksMAG imagination-Liz Mynhardt (Lize Mynhardt)
Syracuse University [@syracuseu]
@syracuseuStay safe, it makes sense! Video source: @amandachau15 #fyp #For youA (any song) – kozico0914
Campus health and safety is the top priority for students every year, especially after the COVID-19 pandemic. Prospective students are now considering health and safety before applying. For current students, you know that it’s very difficult to get in touch with students and get them to pay attention to the university’s official communication. This is why we included the #GatorsWearMasks from the University of Florida and the Health Toolkit from the University of Syracuse in our list. This is a great way to start a conversation about health and safety in a fun and engaging way.
University of Limerick [@universityoflimerick]
Student-generated content is one of the most trusted content types among potential students and current students. At the University of Limerick, Ireland, their “Some Good News” series draws attention to important topics, praises some outstanding organizations and efforts, and provides the latest information about important events on campus. A great way to deliver campus news is very good!
@universityoflimerickGood news: finale🌞💚#Some good news #irish #the University #Positive♬Original Sound-University of Limerick
Reduce student unknowns
Boston University [@bostonu]
@bostonuA guide to moving out of the dorm during the pandemic! #bostonuniversity #Boston #the University #bu #fyp #Tip #ra #Coronavirus Disease #onlineschool♬Dawn Road-Boardman
We know that it is difficult to convey information to students through typical university channels, and it is even more difficult for these students to do boring things, such as completing dormitory relocation inspections. Boston University believes TikTok can help. Check out BostonU’s super fast and convenient list for students. Can you think of more questions that can make TikTok content typical?
University of Georgia [@universityofga]
@universityofgaBulldog, where do you want to write a book? #Be kind #fyp #the University #uga #tiktokuniversity♬Original sound – UGA
What is your favorite place to study on campus? why? Learning points are a good way to show and bring to the potential students around you the academic life on campus. The University of Georgia combined cold music and beautiful “low-key” learning pots to showcase its campus. For prospective students and school students, this is a good way to find “behind the scenes”.
University of Chichester [@universityofchichester]
@universityofchichesterCome to Hogwarts🧙♂️ #hogwarts #chiuni #Chichester #beyou #For you #podcast♬Original voice-Zhiyou
The higher Ed has such a rich content. Every department, institution, college, school, and office is creating content.Then why not Atomization That content and use it for TikTok? This is the podcast series of Chichester University. 32% of Gen Z people classify themselves as regular podcast listeners, which is a great idea to attract students.