TikTok should not be used simply because it is trending. It needs to serve a clear purpose aligned to your marketing and communication goals.
Whether you are building brand awareness, promoting open days or driving Sixth Form enquiries, clarity matters.
For example, Felsted School showcases pupil life, enrichment opportunities and academic outcomes across its digital channels in a way that balances aspiration with authenticity. While not every school will use TikTok in the same way, the strategic lesson is clear. Content works best when it reinforces a clearly defined brand position rather than chasing trends.
Before launching on TikTok, ask:
• Who are we trying to reach
• What action do we want them to take
• How will this support pupil recruitment or Sixth Form growth
• Who will manage and moderate the account
Without clear answers, activity can quickly become reactive rather than strategic.
The Risks: Brand, Safeguarding, Moderation
Like any social platform, TikTok carries risks, particularly for schools.
Brand risks: Inappropriate or off message content can damage reputation. Establish clear guidelines on tone, style and topics before you post.
Safeguarding: Protecting pupils’ privacy and wellbeing must remain a priority. This means robust permissions and careful content review processes.
Moderation: Monitoring comments and interactions is essential to prevent inappropriate behaviour. Allocating staff resource for ongoing moderation is not optional.
Strong governance allows creativity to flourish safely.
Schools Doing TikTok Well
Several schools and colleges are using TikTok strategically to support recruitment, particularly at Sixth Form level.
Leyton Sixth Form College uses short form video to showcase subject options, student experiences and progression routes in a way that speaks directly to prospective students. The content feels authentic and student focused, while still reinforcing academic outcomes and destinations that matter to families.
The schools gaining traction on TikTok tend to share three characteristics. They understand their audience clearly. They maintain a consistent tone and safeguarding standards. And they treat TikTok as part of a wider recruitment strategy rather than a standalone experiment.
Alternatives If You’re Not Ready
If TikTok feels too risky or resource intensive right now, there are other ways to engage parents and pupils digitally:
Instagram Reels: Similar short video content but often perceived as easier to manage.
YouTube Shorts: Useful for slightly longer content and more controlled messaging.
Facebook Groups: For more private, community focused communication.
Choosing the right channel depends on your capacity, audience and communication objectives. The platform should follow the strategy, not the other way around.
Final Thoughts
TikTok offers exciting possibilities to connect with your community and beyond. But success depends on purpose, governance and consistency.
The real question is not whether your school should be on TikTok. It is whether the platform supports your wider pupil recruitment and brand positioning strategy.
To find out how we can help you make the most of social media, get in touch with us here.
© Ambleglow
Post – Patrick
