What the TikTok ban could mean for enrollment marketers

TikTok has become a defining platform for Gen Z, shaping how millions consume content, connect with peers, and make decisions—including those about their future education. For more than a year, enrollment teams have found themselves torn between attempting to reach Gen Z on TikTok, and an increasingly hostile government outlook on adoption of the app.

Uncertainty over the app’s future reached a fever pitch, when the app went dark in the U.S. on January 18, only to be restored hours later after indications of a potential extension to the ban deadline.

As the intensity of the ban’s news reflects, this legislative move is a big deal for Americans of all ages, but particularly for teens: the most recent report by the Pew Research Center on Teens, Social Media, and Technology found that 63% of teenagers report being active TikTok users, down only slightly from a few years ago.

TikTok in enrollment marketing

The role of TikTok in reaching prospective students

At EAB, we’ve monitored TikTok’s marketing potential closely, as it’s one of the channels our Paid Social Strategy team employs to reach students and families. While it’s not as mature a marketing channel as Instagram or Facebook, TikTok has proven to be an effective platform due to its emphasis on authenticity and creativity. Campaigns aligned with TikTok’s informal, engaging aesthetic often resonate deeply with younger audiences.

As scrutiny intensifies regarding data privacy and targeted marketing to teenagers, TikTok stands out as one of the few platforms that continues to offer significant flexibility in targeting high school students under 18 in the college-search process, where our engagement data highlights its unique reach and effectiveness. Despite a smaller subset of active partners in the platform, our partners in 2024 alone reached 3.5+ million users more than 18 million times.

Beyond paid strategy, colleges and universities have also leveraged TikTok for organic social media engagement. Popular tactics include employing student ambassadors, hosting channel takeovers, and showcasing real campus experiences—from cheering sections at games to favorite dining spots. Colleges and universities will often manage several sub accounts under their university banner, like different departments, sports teams, or clubs to connect with more defined and engaged audiences.

Mixed impact for enrollment teams after a national TikTok ban

For some enrollment marketers, a permanent TikTok ban could have little immediate effect. Many institutions have already forgone the use of TikTok due to state-level restrictions or competing strategic priorities. However, for others, the loss of TikTok could necessitate a swift reallocation of social media budgets and shifts in marketing channel strategies.

Beyond immediate adjustments, this situation underscores the importance of adopting an omnichannel approach and maintaining a robust ecosystem of engagement touchpoints. Social media platforms are inherently volatile—consider Vine’s rise and fall—and TikTok likely won’t be the last platform to face major disruptions. Enrollment marketers must remain flexible and innovative to ensure consistent engagement with students.

Build resilience through omnichannel strategy

While the loss of a viable platform like TikTok would be unfortunate, at least for the institutions that include TikTok as part of their channel mix, we’re not viewing the TikTok ban as a cataclysmic change for campaign strategy. Luckily, there are numerous other platforms and channels available to connect with students, families, and other critical audiences.

At EAB, our Enroll360 campaigns customize a mix of channels tailored to each partner’s objectives and circumstances. No two partner campaigns are exactly alike in their channel mix and composition, but common ecosystem channels and platforms include:

• Social media: Meta platforms (Facebook, Instagram), Snapchat, and YouTube
• Streaming and digital channels: Spotify, connected TV platforms, and the Postal Service’s Informed Delivery offering
• College-search platforms: Naviance (accessible via EAB’s Intersect product) and Appily, our online resource for college exploration
• Interactive modalities: Virtual tours and interactive digital experiences
• Owned platforms: Institutional websites, campaign landing pages
• Outbound channels: Email campaigns, printed mailers, and text messaging

The potential loss of TikTok serves as a timely reminder of the volatility of digital platforms and the necessity of resilience and innovation in marketing strategies. Now more than ever, enrollment marketers should focus on creating a well-rounded, omnichannel ecosystem that ensures consistent and effective student engagement—regardless of individual platform disruptions. This is especially true as users emigrate from TikTok in search of new platforms.

If anything, this controversy should inspire us to experiment more broadly with new and emerging potential channels, to ensure our campaigns are well-positioned for future disruptions. By doing so, institutions can not only weather imminent potential changes in the social media landscape but also capitalize on emerging opportunities to connect with prospective students and families.

Modern student marketing tactics to engage Gen Z

What’s next: Navigating a shifting social media landscape

The uncertainty surrounding TikTok isn’t an isolated event—it reflects the broader volatility of digital platforms. New competitors continue to emerge, each vying for attention in an already fragmented social media ecosystem. Platforms like Bluesky, positioned as an alternative to X (formerly Twitter), and Red Note, a China-based app gaining traction among audiences exiting TikTok, have risen in popularity quite quickly.

While legacy platforms like Instagram and Facebook remain foundational to many marketing teams’ strategies, staying ahead of trends may eventually involve experimenting with emerging platforms like Bluesky or Red Note, particularly if their adoption grows and reaches a critical mass. This could become increasingly relevant amid emerging Meta boycotts in light of their recent policy changes regarding fact checking.

New platforms present exciting possibilities for enrollment marketers but also bring challenges in terms of time, expertise, and resource allocation. They require time to evaluate new platforms for viability, learn their unique ecosystems, and adapt messaging to fit their distinct cultures. This constant juggling act highlights the need for a strategic, resilient approach to channel management.

4 tips to adapt to emerging platforms

Enrollment marketers can future-proof their strategies by balancing investment in established platforms with calculated experimentation on emerging ones. Here are some tips:

1. Prioritize strategic fit: Not all platforms will align with enrollment marketing goals. Evaluate whether a new platform’s audience demographics and engagement style fit your target student profile.
2. Start small: Before committing significant resources, pilot campaigns on emerging platforms like Bluesky to gauge effectiveness.
3. Leverage early adopter advantages: Being an early entrant on a growing platform can offer outsized visibility and engagement as the audience base expands.
4. Monitor trends: Keep an eye on platform growth metrics and user demographics to identify when it’s time to scale efforts.

While it’s tempting to chase every trend, enrollment marketers should focus on crafting an omnichannel strategy that remains adaptable. By building a robust mix of channels and leaving room for experimentation, institutions can confidently navigate even the most unexpected shifts in the social media landscape.