TikTok for greater training 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 method few different channels can. It entertains and informs, at the same time as aspiring college students discover choices, interact with college content material and determine the place to review.
This shift has made TikTok advertising and marketing a precious 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 completely different values, expectations and methods to interact with the world.
In doing so, universities are bridging the generational hole between themselves and the subsequent era. The College of Oxford, as an example, 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 enchantment, together with how the College of Oxford strikes the fitting stability between TikTok’s informal tone and the establishment’s extra formal, tutorial identification.
The worth of TikTok for UK universities
TikTok has turn into an important community for UK universities aiming to interact aspiring college students. Its distinctive options and vibrant person 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 faculty leavers and college candidates looking for steerage on A-level topic selections, 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 seek out that recommendation.
- Scholar recruitment and model constructing: With its excessive engagement charges and algorithm-driven attain, TikTok permits 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 reasonably than polished promotions. It additionally results in college students participating extra deeply when content material comes from friends and teachers they relate to. This peer-driven authenticity encourages sincere conversations and builds a way of group.
TikTok content material methods that work
Based on The 2024 Content material Technique Report, younger folks flip to TikTok not only for leisure, but in addition for information, examine ideas and connecting with like-minded friends. Plus, with TikTok content material showing in search engine outcomes, it’s clear the community has a big 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 raised 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.
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, permits college students to see campus life by way of genuine, unfiltered views.
This content material strikes a precious 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 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 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 will’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 standpoint’. We would like our folks to be the platform, and this ensures continuity and a holistic illustration of the college,” Akkas explains.
Genuine tutorial experiences
TikTok may also help universities present what learning on (or off) campus is actually 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 put up from Oxford selling their Antimicrobial analysis (AMR) grew to become very talked-about 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 employees and college students, enabling social groups to create a gentle stream of genuine content material and collaboration alternatives.
“Once we discuss to folks inside the establishment, we uncover hidden gems within the type of fascinating college students or teachers with distinctive tales and niches. Placing a digicam in entrance of them and asking questions can result in viral content material,” Akkas notes.
Edutainment
Edutainment mixes studying with enjoyable, breaking down necessary data into quick, participating movies that join with college students.
“Do not forget that content material ought to be each entertaining and academic, particularly for the training sector. We regularly overlook that TikTok is primarily an leisure platform; content material must hold folks watching, whether or not by way of participating 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 among their employees members, Dr. Alex Cannock, to leverage this viral second right into a instructing one as properly. “This quickly-produced content material defined why the video was participating, and it demonstrated how we will work with teachers reactively to affix traits earlier than they cross,” Akkas provides.
Campus excursions
Campus excursions on TikTok give potential college students a fast, immersive have 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 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 permits college students to see the real-world influence of a college diploma. Highlighting graduates who safe impactful roles or launch modern ventures reinforces institutional credibility and conjures up potential college students.
The College of Edinburgh Enterprise College efficiently makes use of TikTok to focus on 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 in addition affords precious 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 may also help us attain new audiences, particularly these [alumni] who’re lively 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 may 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 folks can categorical differing views confidently with out abuse. We purpose 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 put up from Oxford, a third-year pupil of historical past shares a poem reflecting on her remaining time period at Oxford. The put up compelled many individuals to share their emotions as properly.
Over time, a powerful group cultivates a loyal and engaged viewers that feels personally tied to the college expertise past recruitment. They turn into emotionally invested of their friends’ experiences and the broader group.
Focused paid promotion
TikTok affords a bunch of paid promotion choices, like TikTok advertisements, that transcend simply in-feed advertisements. For instance, you should use Spark Advertisements to spice up student-made movies, making the advertisements really feel extra genuine than conventional advertisements.
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 can even use Branded Results to create customized filters or stickers so as to add a playful, interactive contact.
Branded Hashtag Challenges provide a enjoyable and efficient method to elevate consciousness and educate audiences about your establishment.
For example, the College of Greenwich ran a TikTok marketing campaign selling its Precedence Clearing service, which gives college students with an unique telephone quantity on outcomes day. This helps them skip the same old queue and safe their college place quicker, 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 way of focused and inventive social media advertising and marketing campaigns on TikTok.
Finest practices for participating UK college students
From embracing authenticity to recognizing UK TikTok traits and staying lively, these greatest practices may also help UK universities create content material that actually resonates.
Authenticity over polish
On TikTok, authenticity at all times beats polish. That is particularly helpful relating to universities making an attempt to attach with youth. “TikTok is a superb testing floor for brand new and completely 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, sincere tales and a little bit of persona. Whether or not it’s a fast, unedited clip of campus life or an informal chat with a pupil or professor, that real vibe is what builds belief and engagement.
Making an attempt to be too polished can truly come off as out of contact, so retaining it pure goes a good distance in making your content material stand out.
Consistency and lively presence
Staying constant and lively on TikTok is vital for retaining college students engaged. Posting usually, whether or not it’s just a few occasions every week or every day, helps construct momentum and retains your content material displaying up in feeds.
It’s necessary to keep in mind 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 hearken to our communities and we be a part of conversations once we can add worth,” Akkas says. That form of ongoing presence makes college students really feel related and extra more likely 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 without doubt one of the best methods for UK universities to make their TikTok content material really feel actual and relatable. This mixture of voices provides persona and belief. Plus, giving college students a inventive position helps content material really feel extra in tune with what resonates on the app.
Based on Akkas, quick, informative movies from teachers on numerous subjects resonate properly with audiences.
“We’ve realized that instructional content material that includes our professors and teachers doing response movies or discussing fascinating subjects performs exceptionally properly. This type of content material, which we didn’t discover earlier than TikTok, has exceeded our expectations. For example, an instructional 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 almost 55,000 likes and 5,000 shares.
This content material additionally helps make professors approachable and break down boundaries, 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 put up these movies, we regularly see a surge in feedback, which is what TikTok is all about for us. Individuals need quick, instructional data that they will share, be taught from or debate,” Akkas says.
Trendspotting
Trendspotting is about maintaining a tally of what music, codecs or jokes have gotten in style shortly—after which leaping on them in a method that also is smart in your model. However there’s a caveat. Based on The 2025 Sprout Social Index ™ UK, 93% of customers assume it’s necessary for manufacturers to maintain up with on-line tradition and hold observe of the newest traits, however 32% say they’d be embarrassed if manufacturers jumped on a development 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 velocity and relevance. And when accomplished proper, traits 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 method that matches their model voice and persona to dispel myths concerning the college and join with college students.
Trending challenges or in style codecs, such because the one under, additionally assist them present how approachable and welcoming they’re.
Uni hashtags
Standard student-led hashtags like #studentlife, #campuslife and #commencement[year] provide aspiring college students an natural method to be a 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 provides 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, participating instructional 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, which means leaning into the subjects college students are already participating with, like college prep, transferring out, or psychological well being and packaging ideas, in methods TikTok customers predict. This consists of utilizing fast cuts, subtitles and trending audio.
For instance, the College of Lancaster created this TikTok video following the favored unboxing development 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 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 fitting 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 properly for Oxford when one among its movies went viral on Instagram. The put up 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 method. It confirmed us that combining training 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 benefiting from TikTok by creating content material that’s each participating and genuine. Listed here are just a few examples price noting:
College of Oxford
Constructed on centuries of custom, mental rigour and tutorial distinction, the College of Oxford has embraced TikTok as a dynamic community to interact with the scholar group and meet them the place they’re. They’re utilizing TikTok to focus on the extra relatable, human facet 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 typically showcases a extra relaxed strategy 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, taking part in sports activities or taking part in traits. Content material additionally consists of curated playlists that includes psychological well being ideas, 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 purpose for us. We need to showcase that Oxford’s a very 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 benefit from TikTok successfully. Their TikTok went viral because of their marketing campaign selling on-line open days, the place they used UGC from present college students to create quick, trend-aware clips.
In addition they ran in‑feed advertisements, which helped them achieve huge 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 influence of peer-led, genuine content material on pupil recruitment.
College of Manchester
The College of Manchester blends utility with persona to interact Gen Z audiences on TikTok. Their TikTok channel delivers a mixture of sensible recommendation, from examine assist, pupil reductions and private assertion steerage, to light-hearted content material on native tradition.
The account includes 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 greater training TikTok efficiency
Monitoring TikTok efficiency is crucial to make sure you’re assembly your targets and may pivot when essential to match what’s resonating with college students. Understanding this knowledge 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 necessary to trace the fitting TikTok metrics and know what to search for. Listed here are some necessary areas.
Defining key efficiency indicators (KPIs)
KPIs for TikTok greater training establishments within the UK can differ extensively relying on the college’s model identification and bigger aims. Maybe you need to enhance consciousness a few sure program, then you definitely’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 numerous metrics. For example, you possibly can see complete followers, web followers and viewers progress.
Different TikTok metrics you possibly can measure in Sprout embody:
- Attain: The whole variety of distinctive customers who seen your video throughout its lifetime. Natural and paid exercise are included on this metric.
- Engagements: TikTok engagement refers back to the variety of occasions customers preferred, 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 obtained throughout its lifetime. Natural and paid exercise are included on this metric.
- Feedback: The variety of feedback a video has obtained throughout its lifetime. Natural and paid exercise are included on this metric.
- Shares: The variety of occasions 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 determine as your KPIs will stem out of your distinctive targets. For instance, Oxford’s purpose is to mix in with TikTok’s tradition reasonably 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 current conversations on TikTok and be a part of its material, reasonably than pushing our personal agenda. Selling the college and reaching 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 reasonably about utilizing insights to construct long-term influence. You are able to do this in a number of methods. Monitor how content material performs throughout completely different viewers segments, comparable to potential undergrads and present college students. Or, examine natural versus paid attain and analyze when your followers are most lively.
Sprout’s TikTok reporting lets you simply see which posts are doing properly 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 section 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 typical variety of likes and DM shares on our channel, as that’s essential to us,” Akkas explains.
The Sensible Inbox provides you a holistic view of viewers suggestions, questions and considerations by displaying you numerous message varieties, comparable to direct mentions, story mentions, replies, feedback and wall posts. This lets you shortly establish trending subjects, widespread 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 completely different codecs comparable to voiceovers, captions or content material themes can uncover what content material drives essentially the most curiosity and motion. The purpose is to show efficiency knowledge into smarter methods that increase engagement, plus assist pupil recruitment, fame and community-building efforts over time.
Utilizing social listening to measure sentiment
Social listening on TikTok permits UK universities to faucet into what college students are considering, saying and interesting with in actual time. You uncover precious insights by monitoring mentions, feedback and trending hashtags. This additionally consists of understanding pupil sentiment, figuring out incessantly requested questions, recognizing rising traits, and benchmarking towards peer establishments.
These insights will enable you to form content material that resonates in addition to provide you with comfortable 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 era of scholars are forming opinions, exploring choices and deciding the place they belong. UK universities that present up with function, 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.
