This 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 89-page 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?
Just a few of the report’s many findings are that:
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Mean staff time spent in the past year for colleges in the sample on TikTok marketing was 461 hours.
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42% of respondents under that age of 35 had used Tik Tok paid advertising to market their colleges or universities.
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Respondents from research universities had made a mean of about 60 TikTok videos in the past year.
Data in the report is broken out by many personal and institutional variables, including, age, gender and work title of the respondents, and size, type, tuition level and public/private status of the respondent’s institution.