Gen Z isn’t reading your brochures. They’re watching behind-the-scenes dorm tours, reacting to roommate skits, and DMing student creators for real talk about campus life.
In fact, nearly 40% of Gen Z turns to TikTok or Instagram instead of Google to search for information, including information about schools. And with over 62% of U.S. adults aged 18-24 on TikTok, it’s clear where the next wave of students is spending their time.
If your university isn’t showing up where they’re already looking, especially on TikTok, you’re missing more than likes. You’re missing leads.
Let’s break down how TikTok can be a lead-generating machine for universities that use it strategically.
Traditional Lead Gen Isn’t Cutting It Anymore
Ask most higher ed marketing teams what’s underperforming right now, and you’ll hear the same short list:
- Email campaigns with open rates sliding year over year
- Paid search that’s getting more expensive and less effective
- Print mailers that students don’t remember requesting
Meanwhile, Gen Z’s digital behavior is loud and clear: they want authenticity, not advertising. They want genuine stories from students, not just from admissions. And they’re not waiting until junior year to start researching.
Compounding that? Every university is competing for a shrinking pool of applicants-many of whom are skeptical of traditional paths, burned out by “college prep” messaging, or wary of anything that feels too polished.
What Happens If You Don’t Adapt
Let’s call it like it is:
- Prospective students will go with the school that feels right before they read a program page
- If your content looks stiff or outdated, so does your school
- If you’re late to the social platform, your competition has already stolen attention and probably a few applicants
TikTok marketing isn’t just a trend. It’s a pipeline. Ignore it, and you’re opting out of early visibility, emotional connection, and serious conversion potential.
Content That Converts on TikTok: Ideas Universities Can Use Now
You don’t need a viral dance or a celebrity shoutout to build a lead-generating presence on TikTok. What you need is content that feels real, relevant, and student-first. The most effective university TikToks don’t scream “ad”, they spark curiosity, emotion, or community.
Here are some content ideas that tend to spark engagement and increase inquiries:
Student-Led Campus Life Series
Let your students do the talking and the filming. Equip a few student creators with the freedom to show off life on campus from their own lens.
- Dorm room tours (cozy, messy, and everything in between)
- “Day in the life” vlogs across majors (engineering, nursing, film, etc.)
- “What I wish I knew before…” (move-in day, picking a major, meeting roommates)
Skits & Humor That Reflect Real Student Life
Gen Z’s on TikTok love relatability. Content that lightly pokes fun at registration stress, roommate quirks, or dining hall chaos often gets shared-not because it’s polished, but because it’s honest.
- First-day-of-classes outfit dilemmas
- Professors who don’t use the syllabus vs. those who do
- “The 5 stages of group project grief”
Weekly Student-Run Series
Consistency builds community. A branded weekly series gives followers something to look forward to and helps TikTok’s algorithm recognize your content.
- Campus Fit Check Fridays
- My Favorite Place to Study This Week
- Dining Hall Hacks
- Major Monday: Highlighting Different Academic Paths
Mini Interviews & UGC Highlights
Short-form student interviews or user-generated content sourced from your audience can boost credibility while giving different voices a platform.
- Why did you choose [Your University]?
- What’s been your favorite class and why?
- Most underrated spot on campus?
- Advice for incoming freshmen?
Geotargeted TikToks for Out-of-State Appeal
If you’re trying to boost awareness in key recruitment regions, create content that speaks directly to those students:
- “Flying from Atlanta to campus? Here’s how I do it.”
- “I came from [State] and here’s what surprised me about life in [Your Town].”
Pro Tip: TikTok rewards watch time, comments, shares, and saves. So ditch the scripted “promo videos” and prioritize real moments, student voices, and genuine storytelling.
What TikTok Success Looks Like
When universities show up authentically on TikTok, they don’t just get views. They build momentum across the funnel.
- More Qualified Leads: Students who already feel connected when they hit your website or tour
- Higher Engagement: Shares, saves, comments all assist in fueling reach and algorithmic favor
- Stronger Social Proof: A community that builds credibility for your brand organically
- Better Retargeting: TikTok Ads integrated with lead gen forms, email capture, and app prompts
It’s about showing up often enough, honestly enough, to matter.
How to Start Using TikTok for Lead Gen-The Right Way
Build a Strategy (Not Just a Calendar)
Map your funnel to your feed:
- Top-of-funnel: Awareness videos (campus life, culture)
- Mid-funnel: FAQs, student testimonials, professor Q&As
- Bottom-of-funnel: Application reminders, campus visit highlights
Empower Student Creators
Let them lead. Give guidance, but don’t script everything. Consider:
- Paid ambassador roles
- Creator-led series with guardrails
- TikTok Creator Marketplace for external UGC partnerships
Run Targeted TikTok Ads
Use TikTok’s Lead Gen Forms to collect:
- Email signups for nurture campaigns
- Campus tour registrations
- Application starts
Pair that with your CRM or admissions software to track source-to-enrollment.
Track & Optimize
Install the TikTok Pixel. Use UTMs. Measure what matters:
- Form fills
- Website visits from TikTok
- Video engagement rates
- Application conversions by channel
Not sure how? That’s where an agency like ZGM can step in. Our Social Media Services are built for this.
Trust a Digital Marketing Agency Specializing in Universities
You know your campus. We know the content that gets it seen.
ZGM helps colleges and universities Social Media:
- Build TikTok strategies that match your mission
- Create student-first content that builds community and drives leads
- Run ads that don’t feel like ads
- Measure what matters-not just vanity metrics
Our higher education team understands Gen Z’s expectations and how to connect with them where they live: TikTok and beyond.
Let’s Talk TikTok
Want to turn TikTok into your next big enrollment channel? Let’s build a higher education social strategy that’s more than likes and views. Let’s build one that earns interest, trust, and applications.
