SOCIAL MEDIA

THE SOCIAL

The popular social media platforms Instagram and TikTok give colleges a way to show what it’s like to be a student there.

BY KRISTEN HAMPSHIRE

School spirit, mascot takeovers and campus tours are just a few of the ways Ohio colleges are capitalizing on the incredibly popular social media platforms Instagram and TikTok to highlight the many facets of student life.

“When you scroll through the feed, you can get a sense of what it would be like to go to school here,” says Eli Burris, social media specialist at Ohio University in Athens, calling Instagram and TikTok the “front steps” of the university’s brand and a first point of contact for most 16- to 18-year-olds who are looking at colleges to attend.

Ohio University ranked No. 4 for its presence by Rival IQ, a social-media analytics organization. That is up from No. 6 in 2020 and No. 189 in 2019. During that time, the university focused more intently on highlighting experiences, traditions, academics, photographs and lighthearted student-led videos that help connect people to campus.

“We have a ton of success with user-generated content from students who share pictures and posts,” Burris says, adding that it serves as just another way for potential students to experience what it would be like to attend college there.

At University of Findlay, mascot Derrick the Oiler makes frequent appearances on Instagram and TikTok.

“We did a segment for several weeks where Derrick stands in a spot on campus and when students find him, he tosses out free T-shirts,” says Natasha Lancaster, communication and design

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specialist for University of Findlay.

“We are a small campus, but we have a lot of hidden gems,” she adds, explaining that some TikTok videos reveal the best study spots on campus and “nooks you might not know about.” Instagram stories show traditions, such as how incoming freshmen walk through the campus arch. There’s even a fun Instagram series highlighting the campus’ squirrels.

“We are able to be more personable with current and prospective students, and a lot of our alumni are on Instagram, as well,” Lancaster says.

In many ways, these social media platforms give families an opportunity to visit campus in a small way without taking a drive. It can be an initial way to vet colleges to see if the feel is a fit. At Kent State University, the admissions department uses TikTok for a life-on-campus series and uses both Instagram and TikTok to target prospective students who want to learn more about the school, says Nicole Carlone Losi, director of digital content. Popular content includes backpack essentials, best study spots, how to ace your finals and residence life.

In fact, the customer-service side of social media has ramped up at Kent State as prospective students and their families message the university via social media platforms to ask questions. For students already on campus, their college’s social media feeds can serve as a connecting point and way to engage with others.

“Instagram and TikTok really encourage engagement,” Lancaster adds, “and it’s content you get excited about or want to be a part of.”

Ohio University uses its Instagram page to reflect the student experience (photos along top). University of Findlay’s Derrick the Oiler (above) was featured in a social media campaign that asked students to find him on campus. When they arrived, he passed out free T-shirts.