TikTok for increased schooling within the UK has gained momentum as universities acknowledge the community’s affect amongst younger individuals. With its fast-paced, partaking 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, interact with college content material and resolve the place to check.
This shift has made TikTok advertising and marketing a helpful a part of the coed recruitment technique for a lot of UK universities. They’re utilizing the community to cater to a brand new technology of audiences formed by social media, and with totally different values, expectations and methods to interact with the world.
In doing so, universities are bridging the generational hole between themselves and the subsequent technology. The College of Oxford, as an illustration, is utilizing TikTok to indicate a extra relatable aspect 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 enchantment, together with how the College of Oxford strikes the proper steadiness between TikTok’s informal tone and the establishment’s extra formal, educational identification.
The worth of TikTok for UK universities
TikTok has turn out to be an important community for UK universities aiming to interact aspiring college students. Its distinctive options and vibrant consumer base present distinct benefits for recruitment and model constructing. These may be grouped into three key areas:
- Demographic alignment: TikTok has 24.8 million customers aged 18 and above within the UK, and is especially in style amongst younger adults (74%) between the ages of 18 and 24. Many on this age group are college leavers and college candidates in search of steering on A-level topic decisions, college entry necessities, UCAS functions, interview prep and budgeting ideas. Plus, youthful generations are utilizing TikTok on prime of conventional search engines like google to search out that recommendation.
- Pupil 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 increase visibility throughout key recruitment intervals and spotlight what makes them distinctive.
- Authenticity and peer affect: TikTok’s lo-fi type resonates with potential college students by showcasing actual experiences fairly than polished promotions. It additionally results in college students partaking extra deeply when content material comes from friends and teachers they relate to. This peer-driven authenticity encourages trustworthy conversations and builds a way of group.
TikTok content material methods that work
In keeping with The 2024 Content material Technique Report, younger individuals flip to TikTok not only for leisure, but additionally for information, research ideas 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 have to 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 study TikTok content material methods UK universities can use to higher attain college students. The college was not too long ago 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.
Pupil-centric content material
Pupil-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 via genuine, unfiltered views.
This content material strikes a helpful steadiness between the formal and casual, which helps college students see themselves on the college by partaking with individuals like them.
“We use TikTok to interrupt down stereotypes about Oxford college students by exhibiting their numerous nationalities and backgrounds, and that they get pleasure from on a regular basis issues like World Music Day or World Chocolate Day,” Akkas says.
Oxford’s “day within the life” collection showcases how college students in numerous departments spend their day. This usually invitations feedback from aspiring college students, in addition to alumni and workers.
“We’re aware that, as Oxford, we are able to’t be overly casual like some manufacturers. We may be easygoing and produce low-fi content material, however we keep away from the ‘admin’s viewpoint’. We would like our individuals 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 deliver 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 submit from Oxford selling their Antimicrobial analysis (AMR) turned extremely popular as a result of they featured passionate teachers who associated the analysis to on a regular basis life.
This technique additionally helps construct rapport with workers and college students, enabling social groups to create a gradual stream of genuine content material and collaboration alternatives.
“After we speak to individuals throughout the establishment, we uncover hidden gems within the type of fascinating college students or teachers 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 necessary info into brief, partaking movies that join with college students.
“Do not forget that content material needs to be each entertaining and academic, particularly for the schooling sector. We frequently overlook that TikTok is primarily an leisure platform; content material must preserve individuals watching, whether or not via partaking teachers 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 in all their workers 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 partaking, and it demonstrated how we are able to work with teachers reactively to affix tendencies earlier than they move,” 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 enhancing, trending sounds or pupil hosts makes these excursions really feel vigorous 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 frolicked on campus, others expressed their want to check on the college.
Share alumni achievements and profession journeys
Showcasing alumni success tales on TikTok allows college students to see the real-world affect 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 Faculty 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” collection places the highlight on graduates’ skilled journeys and experiences after leaving college.
This content material not solely celebrates alumni success but additionally affords helpful social proof, significantly 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 group
Creating a powerful TikTok presence goes past posting movies. It’s about constructing a group 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 degree and foster lasting relationships.
“We encourage wholesome conversations on our channels, the place individuals can specific differing views confidently with out abuse. We goal to make our channels a platform and group for everybody, no matter their connection to Oxford,” Akkas provides.
Constructing a TikTok group 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 once they spotlight numerous voices, have a good time pupil achievements and share sentimental moments.
For instance, on this TikTok submit from Oxford, a third-year pupil of historical past shares a poem reflecting on her remaining time period at Oxford. The submit compelled many individuals to share their emotions as nicely.
Over time, a powerful group cultivates a loyal and engaged viewers that feels personally tied to the college expertise past recruitment. They turn out to be emotionally invested of their friends’ experiences and the broader group.
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. It’s also possible to 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 option to elevate 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 offers college students with an unique telephone quantity on outcomes day. This helps them skip the standard 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 via focused and inventive social media advertising and marketing campaigns on TikTok.
Greatest practices for partaking UK college students
From embracing authenticity to recognizing UK TikTok tendencies and staying energetic, these greatest practices can assist UK universities create content material that really resonates.
Authenticity over polish
On TikTok, authenticity all the time beats polish. That is particularly helpful with regards to universities making an attempt to attach with youth. “TikTok is a good testing floor for brand 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 preserving 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 preserving college students engaged. Posting often, whether or not it’s just a few instances per week or every day, helps construct momentum and retains your content material exhibiting up in feeds.
It’s necessary 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 reveals you’re truly listening and invested in them.
“Social media is a two-way avenue; we take heed to our communities and we be a part of conversations once we can add worth,” Akkas says. That type 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.
Pupil and workers involvement
Getting college students and workers 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 teachers on varied subjects resonate nicely with audiences.
“We’ve realized that instructional content material that includes our professors and teachers 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, a tutorial speaking concerning the significance of sleep over all-nighters or mathematicians discussing their favourite toys have been very profitable,” he explains.
Working example, 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 aim is to humanize Oxford professors, exhibiting they’re regular individuals with curious pursuits. After we submit these movies, we regularly see a surge in feedback, which is what TikTok is all about for us. Folks need brief, instructional info that they will share, study from or debate,” Akkas says.
Trendspotting
Trendspotting is about maintaining a tally of what music, codecs or jokes have gotten in style rapidly—after which leaping on them in a manner that also is smart in your model. However there’s a caveat. In keeping with The 2025 Sprout Social Index ™ UK, 93% of shoppers assume it’s necessary 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, attempt utilizing it to share one thing enjoyable about your college. The secret’s velocity and relevance. And when executed proper, tendencies is usually a good 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 concerning the college and join with college students.
Trending challenges or in style codecs, such because the one beneath, 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 option to be a part of ongoing conversations. Because the TikTok algorithm promotes content material based mostly on engagement, not follower rely, 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 in style hashtags comparable to #graduation2025 and #unistudents, plus personalised tags like #gradcaster.
Equally, TikTok’s learning-focused hashtags like #LearnOnTikTok and #LearnWithMe present there’s robust demand for fast, partaking instructional content material. Universities can faucet into this by sharing bite-sized classes or insights from college consultants, 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 desires to indicate individuals. For UK universities, which means leaning into the subjects college students are already partaking with, like college prep, transferring out, or psychological well being and packaging ideas, 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 max discoverability.
The extra college students watch, rewatch or remark, the extra the algorithm picks it up. Even small issues like utilizing a powerful hook within the first few seconds or encouraging interplay, comparable to “which uni are you heading to?” could make an enormous 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 in all its movies went viral on Instagram. The submit 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 teachers to life in an entertaining manner. It confirmed us that combining schooling and leisure with good storytelling is vital,” Akkas explains.
The secret’s 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 consumer expertise.
UK universities smashing it on TikTok
A number of UK universities, together with Oxford, are already profiting from TikTok by creating content material that’s each partaking and genuine. Listed here are just a few 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 interact with the coed group and meet them the place they’re. They’re utilizing TikTok to spotlight the extra relatable, human aspect of the college.
The college sees the community extra as a method of fostering a deeper relationship with the surface world, and never only for recruitment. Their TikTok content material usually showcases a extra relaxed strategy to pupil life, marked by a mix of educational insights, pupil experiences and cultural highlights.
Movies usually present college students sharing their favorite meals or music, enjoying sports activities or collaborating in tendencies. Content material additionally consists of curated playlists that includes psychological well being ideas, research methods 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 extremely welcoming college. It’s not only for a sure group of individuals on the earth, 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.
In addition 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 strategy amplified their model visibility and demonstrated the affect of peer-led, genuine content material on pupil recruitment.
College of Manchester
The College of Manchester blends utility with character to interact Gen Z audiences on TikTok. Their TikTok channel delivers a mixture of sensible recommendation, from research help, pupil reductions and private assertion steering, to light-hearted content material on native tradition.
The account contains a “life as…” collection that explores numerous pupil experiences, comparable 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 increased 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 knowledge helps you refine your technique, check new codecs and amplify high-performing posts that present robust natural engagement.
To take advantage of your TikTok technique, it’s necessary to trace the proper TikTok metrics and know what to search for. Listed here are some necessary areas.
Defining key efficiency indicators (KPIs)
KPIs for TikTok increased schooling establishments within the UK can range broadly relying on the college’s model identification and bigger targets. Maybe you need to enhance consciousness a few sure program, then you definately’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 together with your goal audiences.
TikTok analytics in Sprout makes it straightforward so that you can see these varied metrics. As an example, you possibly can see whole followers, internet followers and viewers progress.
Different TikTok metrics you possibly can 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 aim is to mix in with TikTok’s tradition fairly 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 a part of present conversations on TikTok and be a part of its material, fairly than pushing our personal agenda. Selling the college and reaching optimistic 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 fairly about utilizing insights to construct long-term affect. You are able to do this in a number of methods. Observe how content material performs throughout totally different viewers segments, comparable 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 lets you simply see which posts are doing nicely together 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 together with your viewers essentially the most. It additionally helps you monitor alternatives to interact together with your viewers.
“Whereas we have now content material on pupil life, we phase by class utilizing Sprout, taking a look at instructional 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 essential to us,” Akkas explains.
The Sensible Inbox offers you a holistic view of viewers suggestions, questions and issues by exhibiting you varied message varieties, comparable to direct mentions, story mentions, replies, feedback and wall posts. This lets you rapidly establish trending subjects, frequent points and develop personalised 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 comparable to voiceovers, captions or content material themes can uncover what content material drives essentially the most curiosity and motion. The aim is to show efficiency knowledge into smarter methods that increase engagement, plus help pupil recruitment, status 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 fascinating with in actual time. You uncover helpful insights by monitoring mentions, feedback and trending hashtags. This additionally consists of understanding pupil sentiment, figuring out often requested questions, recognizing rising tendencies, and benchmarking in opposition to peer establishments.
These insights will assist you form content material that resonates in addition to provide you with smooth metrics to judge relevance, attain and alternatives for enchancment.
Making TikTok work in your college’s future
TikTok is by far the place your subsequent technology 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 & Training for the information that may assist sharpen your edge.
