TikTok for greater schooling within the UK has gained momentum as universities acknowledge the community’s affect amongst younger folks. With its fast-paced, participating content material and extremely personalised expertise, TikTok captures pupil consideration in a manner few different channels can. It entertains and informs, whilst aspiring college students discover choices, have interaction with college content material and resolve the place to review.
This shift has made TikTok advertising a worthwhile a part of the scholar recruitment technique for a lot of UK universities. They’re utilizing the community to cater to a brand new era of audiences formed by social media, and with totally different values, expectations and methods to have interaction with the world.
In doing so, universities are bridging the generational hole between themselves and the subsequent era. The College of Oxford, as an illustration, is utilizing TikTok to indicate a extra relatable facet of the establishment. Others are following go well with to draw and keep related to Gen Z.
This text explores how UK universities are utilizing TikTok to spice up pupil recruitment and model attraction, together with how the College of Oxford strikes the proper stability between TikTok’s informal tone and the establishment’s extra formal, educational id.
The worth of TikTok for UK universities
TikTok has grow to be a vital community for UK universities aiming to have interaction aspiring college students. Its distinctive options and vibrant person base present distinct benefits for recruitment and model constructing. These will be grouped into three key areas:
Demographic alignment: TikTok has 24.8 million customers aged 18 and above within the UK, and is especially common amongst younger adults (74%) between the ages of 18 and 24. Many on this age group are faculty leavers and college candidates looking for steering on A-level topic decisions, college entry necessities, UCAS purposes, interview prep and budgeting suggestions. Plus, youthful generations are utilizing TikTok on high of conventional engines like google to search out that recommendation.
Scholar recruitment and model constructing: With its excessive engagement charges and algorithm-driven attain, TikTok allows universities to indicate up the place their potential college students already spend a lot of their time. By assembly them on a community they belief and have interaction with every day, even when for leisure, universities can enhance visibility throughout key recruitment intervals and spotlight what makes them distinctive.
Authenticity and peer affect: TikTok’s lo-fi model resonates with potential college students by showcasing actual experiences relatively than polished promotions. It additionally results in college students participating extra deeply when content material comes from friends and lecturers they relate to. This peer-driven authenticity encourages trustworthy conversations and builds a way of neighborhood.
TikTok content material methods that work
In keeping with The 2024 Content material Technique Report, younger folks flip to TikTok not only for leisure, but additionally for information, examine suggestions and connecting with like-minded friends. Plus, with TikTok content material showing in search engine outcomes, it’s clear the community has a major affect. UK universities must embrace TikTok’s quick, informal vibe to cater to this viewers.
We spoke with Ibrahim Akkas, Social Media Supervisor on the College of Oxford, to find out about TikTok content material methods UK universities can use to higher attain college students. The college was just lately named the highest UK uni on TikTok by Nonsensical. He shared how Oxford approaches TikTok to attach with a wider, extra numerous viewers whereas staying true to its model.
Scholar-centric content material
Scholar-centric content material places the highlight on actual pupil experiences. Person-generated content material (UGC), like “day within the life” movies, allows college students to see campus life by genuine, unfiltered views.
This content material strikes a worthwhile stability between the formal and casual, which helps college students see themselves on the college by participating with folks like them.
“We use TikTok to interrupt down stereotypes about Oxford college students by displaying their numerous nationalities and backgrounds, and that they take pleasure in on a regular basis issues like World Music Day or World Chocolate Day,” Akkas says.
Oxford’s “day within the life” sequence showcases how college students in several departments spend their day. This typically invitations feedback from aspiring college students, in addition to alumni and employees.
“We’re conscious that, as Oxford, we are able to’t be overly casual like some manufacturers. We will be easygoing and produce low-fi content material, however we keep away from the ‘admin’s standpoint’. We would like our folks to be the platform, and this ensures continuity and a holistic illustration of the college,” Akkas explains.
Genuine educational experiences
TikTok can assist universities present what finding out on (or off) campus is really like. This consists of analysis initiatives and behind-the-scenes lab work, to carry these programs to life. That includes professors and college students discussing their passions or breakthroughs additionally provides credibility and sparks curiosity.
For instance, a TikTok publish from Oxford selling their Antimicrobial analysis (AMR) grew to become highly regarded as a result of they featured passionate lecturers who associated the analysis to on a regular basis life.
This technique additionally helps construct rapport with employees and college students, enabling social groups to create a gradual stream of genuine content material and collaboration alternatives.
“Once we speak to folks inside the establishment, we uncover hidden gems within the type of fascinating college students or lecturers with distinctive tales and niches. Placing a digital camera in entrance of them and asking questions can result in viral content material,” Akkas notes.
Edutainment
Edutainment mixes studying with enjoyable, breaking down essential info into brief, participating movies that join with college students.
“Do not forget that content material ought to be each entertaining and academic, particularly for the schooling sector. We regularly overlook that TikTok is primarily an leisure platform; content material must preserve folks watching, whether or not by participating lecturers or fascinating subjects, so that they don’t simply swipe away.” Akkas advises.
In a response video to a viral AI-generated kangaroo boarding a airplane, Oxford tapped one among their employees members, Dr. Alex Cannock, to leverage this viral second right into a educating one as nicely. “This quickly-produced content material defined why the video was participating, and it demonstrated how we are able to work with lecturers reactively to affix tendencies earlier than they go,” Akkas provides.
Campus excursions
Campus excursions on TikTok give potential college students a fast, immersive take a look at college life. They spotlight key spots and hidden gems in bite-sized movies. Utilizing enjoyable modifying, trending sounds or pupil hosts makes these excursions really feel full of life and genuine, and helps viewers think about themselves on campus and gauge if it’s proper for them.
Take this “Strolling round on campus” TikTok video from Oxford, which resonated with potential college students and present ones alike. Whereas many reminisced about how they hung out on campus, others expressed their need to review on the college.
Share alumni achievements and profession journeys
Showcasing alumni success tales on TikTok allows college students to see the real-world impression of a college diploma. Highlighting graduates who safe impactful roles or launch progressive ventures reinforces institutional credibility and conjures up potential college students.
The College of Edinburgh Enterprise College efficiently makes use of TikTok to spotlight alumni achievements and profession paths. For instance, their “The way it began vs. The way it’s going” sequence places the highlight on graduates’ skilled journeys and experiences after leaving college.
This content material not solely celebrates alumni success but additionally affords worthwhile social proof, notably when that includes alumni who’re influencers of their fields.
As Akkas places it, “Utilizing alumni is on our radar as a result of they can assist us attain new audiences, particularly these [alumni] who’re energetic and well-known on social media.”
Construct a TikTok neighborhood
Creating a robust TikTok presence goes past posting movies. It’s about constructing a neighborhood the place college students really feel heard and valued, and might bond with others. This engagement helps universities join with college students on a deeper stage and foster lasting relationships.
“We encourage wholesome conversations on our channels, the place folks can categorical differing views confidently with out abuse. We goal to make our channels a platform and neighborhood for everybody, no matter their connection to Oxford,” Akkas provides.
Constructing a TikTok neighborhood means encouraging interplay, responding to feedback and creating content material that invitations college students to affix the dialog. Universities can foster a way of belonging after they spotlight numerous voices, have fun pupil achievements and share sentimental moments.
For instance, on this TikTok publish from Oxford, a third-year pupil of historical past shares a poem reflecting on her ultimate time period at Oxford. The publish compelled many individuals to share their emotions as nicely.
Over time, a robust neighborhood cultivates a loyal and engaged viewers that feels personally tied to the college expertise past recruitment. They grow to be emotionally invested of their friends’ experiences and the broader neighborhood.
Focused paid promotion
TikTok affords a bunch of paid promotion choices, like TikTok adverts, that transcend simply in-feed adverts. For instance, you should utilize Spark Advertisements to spice up student-made movies, making the adverts really feel extra genuine than conventional adverts.
Equally, TopView Advertisements seize consideration with full-screen movies when customers open the app, whereas Assortment Advertisements can showcase programs or campus highlights in a swipeable format. You may also use Branded Results to create customized filters or stickers so as to add a playful, interactive contact.
Branded Hashtag Challenges supply a enjoyable and efficient approach to increase consciousness and educate audiences about your establishment.
As an example, the College of Greenwich ran a TikTok marketing campaign selling its Precedence Clearing service, which gives college students with an unique cellphone quantity on outcomes day. This helps them skip the same old queue and safe their college place sooner, creating a transparent profit that resonates with aspiring college students.
All these techniques collectively provide you with some ways to attach with college students by focused and artistic social media advertising campaigns on TikTok.
Finest practices for participating UK college students
From embracing authenticity to recognizing UK TikTok tendencies and staying energetic, these finest practices can assist UK universities create content material that actually resonates.
Authenticity over polish
On TikTok, authenticity all the time beats polish. That is particularly helpful in terms of universities attempting to attach with youth. “TikTok is a superb testing floor for brand spanking new and totally different content material concepts, as its viewers is extra receptive to novelty in comparison with conventional platforms,” Akkas says.
As a substitute of good, scripted movies, college students need to see uncooked moments, trustworthy tales and a little bit of character. Whether or not it’s a fast, unedited clip of campus life or an off-the-cuff chat with a pupil or professor, that real vibe is what builds belief and engagement.
Attempting to be too polished can truly come off as out of contact, so protecting it pure goes a good distance in making your content material stand out.
Consistency and energetic presence
Staying constant and energetic on TikTok is vital for protecting college students engaged. Posting usually, whether or not it’s a couple of instances every week or every day, helps construct momentum and retains your content material displaying up in feeds.
It’s essential to do not forget that it’s not nearly amount and even posting. Being responsive, leaping into feedback, and staying attuned to what your viewers cares about exhibits you’re truly listening and invested in them.
“Social media is a two-way avenue; we take heed to our communities and we be part of conversations once we can add worth,” Akkas says. That form of ongoing presence makes college students really feel related and extra prone to come again, turning your TikTok from a one-off video into an precise dialog.
Scholar and employees involvement
Getting college students and employees concerned is likely one of the best methods for UK universities to make their TikTok content material really feel actual and relatable. This mixture of voices provides character and belief. Plus, giving college students a inventive position helps content material really feel extra in tune with what resonates on the app.
In keeping with Akkas, brief, informative movies from lecturers on varied subjects resonate nicely with audiences.
“We’ve realized that academic content material that includes our professors and lecturers doing response movies or discussing fascinating subjects performs exceptionally nicely. This sort of content material, which we didn’t discover earlier than TikTok, has exceeded our expectations. As an example, an educational speaking in regards to the significance of sleep over all-nighters or mathematicians discussing their favourite toys have been very profitable,” he explains.
Living proof, a TikTok video of Professor David Spiegelhalter explaining card shuffles in his Arithmetic lecture garnered practically 55,000 likes and 5,000 shares.
This content material additionally helps make professors approachable and break down obstacles, making the college really feel extra accessible and alluring.
“The purpose is to humanize Oxford professors, displaying they’re regular folks with curious pursuits. Once we publish these movies, we frequently see a surge in feedback, which is what TikTok is all about for us. Folks need brief, academic info that they’ll share, be taught from or debate,” Akkas says.
Trendspotting
Trendspotting is about maintaining a tally of what music, codecs or jokes have gotten common rapidly—after which leaping on them in a manner that also is smart on your model. However there’s a caveat. In keeping with The 2025 Sprout Social Index ™ UK, 93% of shoppers assume it’s essential for manufacturers to maintain up with on-line tradition and preserve observe of the newest tendencies, however 32% say they’d be embarrassed if manufacturers jumped on a pattern blindly.
If there’s viral content material college students are loving, strive utilizing it to share one thing enjoyable about your college. The secret is pace and relevance. And when performed proper, tendencies generally is a sensible shortcut to creating your content material really feel present and in tune with social media tradition.
Oxford makes use of trendspotting in a manner that matches their model voice and character to dispel myths in regards to the college and join with college students.
Trending challenges or common codecs, such because the one under, additionally assist them present how approachable and welcoming they’re.
Uni hashtags
Well-liked student-led hashtags like #studentlife, #campuslife and #commencement[year] supply aspiring college students an natural approach to be part of ongoing conversations. For the reason that TikTok algorithm promotes content material primarily based on engagement, not follower depend, establishments can attain wider audiences.
Like this instance, the place the College of Lancaster offers a shout-out to the graduating class of 2025, together with common hashtags equivalent to #graduation2025 and #unistudents, plus customized tags like #gradcaster.
Equally, TikTok’s learning-focused hashtags like #LearnOnTikTok and #LearnWithMe present there’s robust demand for fast, participating academic content material. Universities can faucet into this by sharing bite-sized classes or insights from college specialists, particularly in areas the place they’ve distinctive strengths.
Discoverability optimization
Discoverability on TikTok isn’t nearly hashtags. It’s additionally about making content material that the algorithm needs to indicate folks. For UK universities, meaning leaning into the subjects college students are already participating with, like college prep, shifting out, or psychological well being and packaging suggestions, in methods TikTok customers expect. This consists of utilizing fast cuts, subtitles and trending audio.
For instance, the College of Lancaster created this TikTok video following the favored unboxing pattern for his or her 2026 Prospectus. With trending music, clear subtitles and related hashtags, the video is about up for optimum discoverability.
The extra college students watch, rewatch or remark, the extra the algorithm picks it up. Even small issues like utilizing a robust hook within the first few seconds or encouraging interplay, equivalent to “which uni are you heading to?” could make a giant distinction in serving to the proper viewers discover you.
Cross-channel promotion
Cross-channel promotion is vital to reinforcing messages and maximizing attain. Which means taking a profitable TikTok video and sharing it on different channels, like Instagram Reels or YouTube Shorts, or vice versa, so it reaches college students wherever they’re scrolling.
This technique labored nicely for Oxford when one among its movies went viral on Instagram. The publish confirmed an AI robotic having a dialog with Oxford college students.
“Our AI marketing campaign in 2024 was extremely profitable, particularly a video that includes an interview with the robotic Sophia. This video, which garnered billions of views on TikTok and Instagram, introduced our AI analysis and lecturers to life in an entertaining manner. It confirmed us that combining schooling and leisure with good storytelling is vital,” Akkas explains.
The secret is to maintain the tone and look constant whereas adjusting the message and format barely for every community. This technique additionally helps in linking again to the content material in emails, pupil newsletters and even on the college’s web site for a clean person expertise.
UK universities smashing it on TikTok
A number of UK universities, together with Oxford, are already taking advantage of TikTok by creating content material that’s each participating and genuine. Listed below are a couple of examples price noting:
College of Oxford
Constructed on centuries of custom, mental rigour and educational distinction, the College of Oxford has embraced TikTok as a dynamic community to have interaction with the scholar neighborhood and meet them the place they’re. They’re utilizing TikTok to spotlight the extra relatable, human facet of the college.
The college sees the community extra as a way of fostering a deeper relationship with the skin world, and never only for recruitment. Their TikTok content material typically showcases a extra relaxed method to pupil life, marked by a mix of educational insights, pupil experiences and cultural highlights.
Movies typically present college students sharing their favorite meals or music, enjoying sports activities or taking part in tendencies. Content material additionally consists of curated playlists that includes psychological well being suggestions, examine strategies and campus excursions, for an immersive expertise of pupil life on the college.
“We need to make our college students appear extra accessible, and that’s the goal for us. We need to showcase that Oxford’s a very welcoming college. It’s not only for a sure group of individuals on this planet, it’s for everybody,” he notes.
Lancaster College
Lancaster College is one other instance of how UK universities can make the most of TikTok successfully. Their TikTok went viral due to their marketing campaign selling on-line open days, the place they used UGC from present college students to create brief, trend-aware clips.
Additionally they ran in‑feed adverts, which helped them acquire large engagement (10 million impressions, 9 million engagements and 90,000 clicks) to their touchdown web page. This method amplified their model visibility and demonstrated the impression of peer-led, genuine content material on pupil recruitment.
College of Manchester
The College of Manchester blends utility with character to have interaction Gen Z audiences on TikTok. Their TikTok channel delivers a mixture of sensible recommendation, from examine help, pupil reductions and private assertion steering, to light-hearted content material on native tradition.
The account incorporates a “life as…” sequence that explores numerous pupil experiences, equivalent to commuting and distance studying, and has helped aspiring college students relate and envision life on the college. They take it a step additional with graduate-driven content material that appears again on their time at uni and spotlights what’s subsequent for his or her latest alumni.
Measuring and optimizing greater schooling TikTok efficiency
Monitoring TikTok efficiency is important to make sure you’re assembly your targets and might pivot when essential to match what’s resonating with college students. Understanding this information helps you refine your technique, take a look at new codecs and amplify high-performing posts that present robust natural engagement.
To benefit from your TikTok technique, it’s essential to trace the proper TikTok metrics and know what to search for. Listed below are some essential areas.
Defining key efficiency indicators (KPIs)
KPIs for TikTok greater schooling establishments within the UK can differ broadly relying on the college’s model id and bigger aims. Maybe you need to improve consciousness a few sure program, you then’ll need to measure engagement, shares and follower progress. Equally, in case your mission is to widen entry, you’ll need to observe metrics like attain and saves to make sure your content material resonates along with your goal audiences.
TikTok analytics in Sprout makes it simple so that you can see these varied metrics. As an example, you’ll be able to see complete followers, web followers and viewers progress.
Different TikTok metrics you’ll be able to measure in Sprout embody:
Attain: The entire variety of distinctive customers who considered your video throughout its lifetime. Natural and paid exercise are included on this metric.
Engagements: TikTok engagement refers back to the variety of instances customers appreciated, commented on or shared your posts throughout its lifetime. Natural and paid exercise are included on this metric.
Reactions: The variety of likes a video has acquired throughout its lifetime. Natural and paid exercise are included on this metric.
Feedback: The variety of feedback a video has acquired throughout its lifetime. Natural and paid exercise are included on this metric.
Shares: The variety of instances a video has been shared throughout its lifetime. Natural and paid exercise are included on this metric.
Video Views: The variety of views of a video throughout its lifetime. Natural and paid exercise are included on this metric.
In the end, what you resolve as your KPIs will stem out of your distinctive targets. For instance, Oxford’s purpose is to mix in with TikTok’s tradition relatively than simply broadcasting their very own messages. This helps them construct significant engagement with youthful audiences.
“A key KPI for us is specializing in youthful audiences. In the end, we need to be part of present conversations on TikTok and be a part of its material, relatively than pushing our personal agenda. Selling the college and attaining constructive engagement with youthful audiences are our core KPIs,’ Akkas notes.
Analyzing content material efficiency
Measuring and optimizing content material efficiency isn’t solely about chasing viral moments, however relatively about utilizing insights to construct long-term impression. You are able to do this in a number of methods. Monitor how content material performs throughout totally different viewers segments, equivalent to potential undergrads and present college students. Or, evaluate natural versus paid attain and analyze when your followers are most energetic.
Sprout’s TikTok reporting allows you to simply see which posts are doing nicely along with your viewers.
Sprout’s customized tagging additional helps you observe what issues by tagging posts, inbox messages and campaigns so that you perceive what content material resonates along with your viewers probably the most. It additionally helps you monitor alternatives to have interaction along with your viewers.
“Whereas we’ve got content material on pupil life, we section by class utilizing Sprout, taking a look at academic information and pupil information to find out common engagement for every space on TikTok. Total, we monitor the common variety of likes and DM shares on our channel, as that’s crucial to us,” Akkas explains.
The Good Inbox offers you a holistic view of viewers suggestions, questions and issues by displaying you varied message varieties, equivalent to direct mentions, story mentions, replies, feedback and wall posts. This allows you to rapidly establish trending subjects, widespread points and develop customized content material that fosters stronger relationships with aspiring college students.
“We use the inbox to see model mentions and tags, and this helps us be reactive to ongoing conversations,” Akkas provides.
Equally, A/B testing totally different codecs equivalent to voiceovers, captions or content material themes can uncover what content material drives probably the most curiosity and motion. The purpose is to show efficiency information into smarter methods that enhance engagement, plus help pupil recruitment, popularity and community-building efforts over time.
Utilizing social listening to measure sentiment
Social listening on TikTok allows UK universities to faucet into what college students are pondering, saying and interesting with in actual time. You uncover worthwhile insights by monitoring mentions, feedback and trending hashtags. This additionally consists of understanding pupil sentiment, figuring out steadily requested questions, recognizing rising tendencies, and benchmarking towards peer establishments.
These insights will allow you to form content material that resonates in addition to provide you with comfortable metrics to guage relevance, attain and alternatives for enchancment.
Making TikTok work on your college’s future
TikTok is by far the place your subsequent era of scholars are forming opinions, exploring choices and deciding the place they belong. UK universities that present up with objective, creativity and consistency are those constructing belief and visibility the place it counts.
Keep forward of the curve and guarantee your social technique stacks up with our 2025 Content material Benchmarks Report: Colleges & Schooling for the info that may assist sharpen your edge.
