GVSU Social Blog
Permanent link for Is TikTok the right platform for you? on July 20, 2021
You may be thinking, “What are all of the dances? How does the app even work? I’m scared.” Don’t fret! TikTok may or may not be what your department needs.
What is TikTok?
TikTok is a video focused social media platform that has quickly gained popularity, particularly in the Gen Z age group. About 41% of users are between the ages of 16 and 24. It is the platform of choice for high school students. This is something that a university account will really be able to use in their favor, as these are the ages of most college students. In 2020, it was the most downloaded app on the market being downloaded roughly 850 million times.
The platform is unique because of the addition of a “For You” instead of a “home” page in which users’ content appears despite whether or not they are followed by the viewers.
TikTok has many communities within the platform. Based on a person’s engagement activity their “For You” page will adjust accordingly. Due to this, it is important for accounts to find their niche in order to attract views and/or a following.
In addition to TikTok niches, there is another side to the app in which videos are often discovered. This is through the use of trending sounds. Each sound/song is then categorized and filed with easy, user-friendly access to every video that has been posted using the sound. Using trending sounds/songs is a good way to get views and engagement.
Often, the trending sounds have associated content. For example, everyone who uses a sound might also be posting the same dance associated with the song. Other times, a sound might simply be trending and the videos that use it may all be different. It’s good to be aware of this before using a trending sound.
How can I use TikTok?
Overall, TikTok is a lighthearted social media platform. Although informative videos can do well (such as life hacks or what to buy for your dorm room,) infographics/promotional videos do not do well in this digital environment.
The unique thing about TikTok for higher education is that this is a platform almost solely for a student population, not parents or alumni. With this in mind, you want to target students with your content. This is where student employees can be helpful guides!
A general content rule is 70% trends 30% evergreen. This means that 70% of your content should be including current TikTok trends whether that be through a song, a dance or just a content outline. Additionally, 30% of your content should be evergreen meaning it stays relevant even once the trend has died.
If it is not already clear, knowing the trends may involve a bit of homework, albeit entertaining homework. We recommend scrolling through your “For You” page for inspiration. By doing this you will be aware of the trends which will help you be mindful of whether or not they are appropriate for your account to take part in.
Here are some examples of GVSU’s TikTok content that has performed well:
- “Evergreen” meaning video is relevant even though the sound is not on the trending list anymore
- Relevant to our niche
- Popular sound
- Popular trend (both the sound and video content style)
- Relevant to our niche
- Humorous
- Popular trend (both the sound and video content style)
- Relevant to our niche
- Mindfully appropriate
So, is TikTok right for me?
This is something for you to decide. Many businesses have chosen to create a presence on this platform while others have intentionally stayed away from it. Looking at the information above, you may realize that this app isn't for you - and that’s okay!
The app’s age demographics are a good way of knowing right off the bat if this app can be useful to you. If you want to reach a large student population, TikTok can be useful. If your goal is reaching alumni, faculty/staff or parents, this will most likely not be the app for you.
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best practices
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Sheila Babbitt
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Permanent link for Is TikTok the right platform for you? on July 20, 2021.