The Role of TikTok in Education Marketing
Introduction
TikTok has transformed the way young people consume content. With over 1 billion active users, it is the dominant platform for Gen Z and a key space for digital marketing. Universities and colleges in the UK are increasingly using TikTok to connect with prospective students. However, the platform also carries risks, from data security concerns to its impact on mental health. With lots of media coverage, we thought we’d ask: What is the role of TikTok in further and higher education marketing?
We thought we’d take a closer look at both the pros and cons of TikTok and explore how universities and colleges can use it strategically and responsibly. We’re focusing here on TikTok, mainly as its been in the news a lot lately, however much these points also apply to Instagram. It’s a tricky area to navigate right now and we expect governments will become increasingly involved as has already happened in Australia banning social media for under 16s, and work on tech safety regulation in the UK.
The Dark Side of TikTok
Despite its popularity, TikTok is often criticised for its impact on society. Interestingly, while TikTok is unrestricted globally, its Chinese counterpart, Douyin, is heavily regulated. Children under 14 in China can only access it for 40 minutes per day, and content is curated to promote education and positive social values.
Key concerns include:
- Data Security – TikTok’s parent company, ByteDance, is based in China, raising concerns about potential government access to user data and the broader implications for privacy and security. Several governments have imposed restrictions or outright bans
- Impact on Young People’s Mental Health – The platform’s addictive nature fuels doomscrolling, promoting anxiety, depression, and sleep disruption among users.
- Algorithm & Political Influence – TikTok has been accused of manipulating content visibility, influencing elections, and spreading misinformation.
- Content Quality & Misinformation – With little content regulation, misinformation spreads easily, potentially misleading students on critical issues like admissions, student finance, and university life.
"Universities and colleges in the UK are increasingly using TikTok to connect with prospective students. However the platform carries risks, from data security concerns to its impact on mental health."
The Benefits of TikTok for Education Marketing
Despite these challenges, TikTok offers unique marketing opportunities:
- Meeting Students Where They Are – Gen Z increasingly prefers short-form video content. TikTok is one of their main sources of information and entertainment.
- User-Generated & Authentic – Universities can leverage student ambassadors and organic content to create relatable, authentic messaging at a lower cost than traditional, professional productions.
- Cost-Effective & High Engagement – Unlike traditional media, TikTok allows institutions to achieve high visibility with relatively low ad and production spend.
- Democratising Information – TikTok provides access to diverse perspectives, breaking down barriers to higher education and making institutions more approachable.
"TikTok isn’t inherently good or bad—it’s all about how it’s used. Of course each university needs to weigh data security risks, but as respected institutions they have an opportunity, and even a responsibility, to shape the narrative"
Conclusion: Lead by Example
Maybe the conclusion here is that TikTok isn’t inherently good or bad—it’s all about how it’s used. Of course each university and college needs to weigh data security risks, but as respected institutions they have an opportunity, and even a responsibility, to shape the narrative.
Instead of avoiding the platform, due to their position in society and what they do educational institutions are uniquely placed take the lead in using it ethically and responsibly. For example, by:
- Setting Ethical Standards – Universities can be a model of responsible content creation, ensuring accuracy and avoiding sensationalism.
- Prioritising Digital Well-being – Instead of contributing to mindless scrolling, institutions should create informative and positive content that enhances student well-being.
- Training Student Ambassadors – Educating students on responsible digital engagement can help them create impactful and ethical content.
- Championing Transparency & Fact-Checking – By sharing well-researched, credible information, universities can help combat misinformation on the platform.
Want to create more effective and engaging video for your institution?
At h10 agency, we specialise in creating video content for higher education marketing. This ranges from higher end promo videos, through to user-gen and social.
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If you’d like to chat about producing videos for your institution, we’d be happy to have a call to chat. Drop us a message below.
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