Has your school communications department begun to talk about the social media platform TikTok?
Are you a nervous wreck to start yet another social media platform? Especially one like TikTok?
In this article, I pulled a conversation I had with school communication professional Erin McCann on a text about how our district uses TikTok to engage with students.
Should School Districts be Using the Popular Gen Z TikTok
The topic of TikTok has come up quite a bit with School Communication professionals I know. With much of the negative press and the newness of the platform, it can be scary to create content. Much like the early day of Facebook, the exaggeration of troubles of TikTok is much overhyped.
My district recently launched a TikTok account to test the waters on this popular Generation Z social media platform. So far, we have seen tremendous engagement with our students. We have a total of seven TikTok videos that have amassed over 22,000 views, 4,388 likes, and 2,301 followers. That is not too shabby for a brand new account.
Even with these numbers, should a school district or an individual campus be using TikTok to interact with their audiences? The answer is Yes and No.
What is TikTok?
Biteable states Under-30s are flocking to the (relatively) new social media app droves. But what is TikTok, and should savvy marketers be jumping on too?
If you feel comfortable, dive in. If you are hesitant, don’t do it. I would suggest creating a personal TikTok account to understand your students.
See what’s trending. See what is on your student’s mind.
Learn From Users on TikTok
The best way to learn a social media platform is to consume as much content as possible, and then when you feel comfortable, create the content of your own.
It can be scary watching and researching videos on TikTok, but if anything, it is an incredible insight into the minds of our students.
In my opinion, the key to performing well on TikTok is to find student influencers who will help your school district build your channel. It also creates a powerful connection with your students.
Finding TikTok Influencers to be Successful
The best thing our district did was finding a student who had over 200,000 followers on TikTok. Along with a younger administrator at the student’s school, they led me through the process of creating successful content on Tiktok.
Even though the platform has been updated a bit since they posted their video, TechBoomers has an excellent video explaining how to get started and post on TikTok.
How to Make Tik Tok Videos – Beginners Guide to Tik Tok 2018
I always create content with students with their administrators or coaches present. I schedule an appointment at the student’s school and have an in-depth conversation with her teachers. I would never approach a student online or on the platform.
It is surprising all the information teachers know about their students. I always ask popular teachers to find me key student influencers. It is crazy that students are doing great things on these emerging platforms.
The Origins of my TikTok Influencer
The student I mentioned before started Tiktok when it was called Musically. One of her videos went viral, and she began to gain an audience who remained with her after the TikTok shift.
Generation Z has much more influence over parent decision making than ever before. That’s why marketing to students will become more important in moving forward.
Remember… You Need to Be Comfortable
With any new social media platform, you need to be comfortable as a user and a school district to begin using them. However, let us not forget Facebook 2005. Schools banned the use of this now powerful platform to interact with parents. TikTok could have the same power reaching our students.
If you do not mind a bit of colorful language, Gary Vaynerchuk has a great video explaining why TikTok is becoming an excellent marketing tool.
You Might Want to Stop Shitting on TikTok
Do you have any questions about TikTok, or how we implemented within our school district? Hit me up and we will talk.