Higher education TikTok: Foster connection beyond the For You Page

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8. Create partnerships with TikTok education influencers
Fowler says higher ed institutions have a built-in group of micro-influencers because current and incoming students have never known life without social media. Today’s undergraduates aren’t just scholars—they’re content creators and influencers. And of course alumni and fans have social presences as well.

“You have ambassadors who already love you croatia b2b leads and are your real fans. People get excited when their favorite institution reaches out. Many students have their own YouTube channels with several thousand followers. To me, that’s a micro-influencer. Tap into those people and pitch an opportunity to work together,” she says.

Along with using micro-influencers within their ambassador program, BGSU collaborated with their first influencer, @eliemagic in 2023. He travels to campuses across Ohio to interview students and he also has a series dedicated to Greek life and student athletes. BGSU reached out after he announced he was coming to campus, and they worked to accomplish something he couldn’t do on his own: interview a professor.

“He came in and surprised the class, so that was a cool experience to see the shock on everyone’s faces because he’s very recognizable in Ohio,” she says.



Just like TikTok trends, the higher education social media playbook is dynamic, but these tips can help you develop your presence on TikTok.

The common piece of advice from all three institutions? Focus on community and connection on your TikTok and other channels to establish rapport with your audience segments. If you want to learn more ways to use TikTok for education, get inspired with our list of 15 ways to use social media for education.