1. Identify your bread and butter to create engaging content

[fomayof928@mowline]

How to build a standout TikTok presence in higher ed
Here are eight tips for building a presence on TikTok in higher education:

Jenny Li Fowler, Director of Social Media Strategy at the croatia b2b leads Massachusetts Institute of Technology recommends centering on “bread and butter content”. This bread and butter content refers to a set of content or specific topics that everyone in your community expects and values from you, such as campus photos.

“Every university has its culture and things the community rallies around, like a sports team. For us, numbers are our love language—anything that’s nerdy or quirky we also love,” she says.

However, Fowler also encourages higher ed intuitions to embrace spontaneity as well. For example, MIT is often an answer in jeopardy, so that could be an opportunity to play on a specific moment.

“When your culture intersects with the popular culture or zeitgeist, that’s social media gold. But that is a test of how quickly your team can move and capitalize on those moments. You can create some really creative, powerful and authentic content in these moments,” she says.

“Lean into what makes your institution and your culture unique. Don’t try to do the dances or follow all the trends unless it’s a natural fit. Trends are easier to get wrong than right,” she says.

2. Focus on complementary goals and common interests
Fowler runs the flagship channel, so her primary audience is global. Although prospective students and alumni aren’t her main focus, they’re part of her audience. She explains it’s a positive that various departments have specialized goals and specific audiences because it enables teams to complement each other.