Survey of Use of TikTok for College Marketing

Survey of Use of TikTok for College Marketing

We will concentrate on those who found it either extremely useful or very useful. Who were they? First, they were much more likely to be individuals who are specialized in social media or digital marketing rather than those with a title indicating that they played a more general role in college marketing. So, for example someone with a title director of social media marketing would be much more likely to find TikTok useful than someone with a title of director of marketing. Only about 11% of those with some kind of social media or digital marketing title consider TikTok either not so useful or not at all useful while this was true of more than 36% of those with a more general marketing titleThis report presents data from 29 American colleges and universities about their use of TikTok for college marketing, detailing their use of both free and paid TikTok marketing. The 89page study helps its readers to answer questions such as: how do college marketers evaluate their use of TikTok? Are they using its paid services or considering its use? If so, how much did they spend in the past year? In the next year?

How many videos do they post on TikTok? Who makes the videos? What is the role of the institution’s students in providing TikTok content? Which college departments use TikTok the most? How many likes, comments, shares and followers on TikTok are college marketers accruing? Which new features, both paid and free, are marketers using most and with what result? Have marketers used consultants or services, both free and paid, from TikTok to improve their results?  What are best practices in TikTok marketing?