How Should I Use TikTok for School Marketing Communications?
If you’re a keen social media user, then you’ve very likely heard of the social platform TikTok, a platform known for its short-form video content. It is most commonly associated with trends, such as funny dances, skits and meme-style content.
The playful nature of the channel can result in schools choosing to shy away from TikTok, for fear that such content may undermine their school’s authority. Despite this, we believe that when used correctly, TikTok can be a great way to show the more lighthearted side of your school community.
With 25% of US TikTok users being aged 10 to 19, and 60% of UK TikTok users being considered Generation Z, it is likely that the majority of students will be active TikTok users. This is why we recommend TikTok as a key platform for High Schools and British Schools with a Sixth Form. At this point in their education, students are considering where to pursue their own next steps, perhaps for the first time, so this is the perfect time to consider targeting students themselves, rather than just their parents and carers.
When targeting students themselves, it’s important to ensure that content is tailored to what the students would like to see. While parents may be more interested in grades or university/college destinations, students are more likely to be intrigued by what extracurricular activities are on offer, what fun events your school hosts, or your school’s sense of humour.
Content Ideas
When it comes to using TikTok, there are a variety of content ideas you could include as part of your school’s #ContentStrategy:
Dances
Felsted School’s TikTok video of their community getting involved in festive cheer!
With a user demographic of mostly under-25’s, TikTok has become a platform revolving around ever-changing trends based on relevant aspects of pop-culture.
When TikTok’s popularity soared during lockdown, audiences were stuck inside, bored, so many of these trends took the form of dances. With TikTok’s ever-growing audio library, this remains a popular trend today.
Dances are a great way to show your students letting loose and shaking-off the stresses of academia. Particularly in boarding school settings; this kind of fun, carefree content can help to display the ‘home-away-from-home’ environment that boarding schools strive to emulate.
Student-led Content
The Buckley School’s TikTok video of a student guessing which class people on campus have next.
Another way in which TikTok can be used to target your student audience is through student-led content. While the thought of letting students loose on social media will likely fill school marketing departments with dread, students can be empowered to represent the school in creative ways. If content is approved and uploaded by a member of the Marketing Department, student-led content can give prospective students an insight into life as a student at your school.
Student-led content ideas include:
‘A Day in the Life of a Sixth Form Student’
Student interviews
Student-led campus tours
Student study tips
Skits
The Buckley School’s TikTok edit of a popular media clip over the background of their Media & Tech Lab.
Another popular trend seen on TikTok is the meme- or skit-style video.
These often involve lip-syncing to funny viral sounds, which are usually snippets from popular creators, popular TV shows and films.
Many users also utilise TikTok’s editing tools to edit snippets from other viral content onto a background of their school to try and relate this content to their school community.
These can sometimes be tricky to link to school life, but when done successfully, they can have the comedic effect desired - such as the example to the left by The Buckley School!
Final Thoughts: Reels vs TikTok? Trends?
We recommend that short-form videos showing school trips, events and areas of wider school life should be shared as an Instagram Reel instead. Posting such content to TikTok runs the risk of both current and prospective parents missing out on content that shows the vast opportunities that are available at your school. However, this does not mean that TikTok does not have a place on your school’s #ContentStrategy as outlined above.
With the popularity of TikTok meaning popular sounds, challenges and trends change daily, try not to be to fixated on always keeping up with trends, instead, view TikTok as a platforms to show your students the more, relaxed, and social side of school life that makes your school a fun and happy place to be.
Would you like further support on using TikTok as part of your school’s storytelling? Our Storytelling Team are very happy to help. Get in touch: social@interactiveschools.com