TikTok: Getting Started On The Platform In The Education Sector

Amid the dance routines, the animal videos and cooking demonstrations are a host of TikTok specialists working on serious business messaging. From BookTok, where publishers now meet potential authors via their writing on the platform, to FoodTok, there’s a ‘Tok’ for every niche.

The education sector is no different. A quick look at the app under the search term #educationtok reveals myriad videos. The question is, how can you make sense of who’s doing it right? And once you’ve begun that process, how can you do it yourself?

Many schools are already smashing it on TikTok, but for those who want to work with those schools, where to begin? The answers lie in research and thinking outside of the box. Following not just providers or institutions, but teachers and educators, too.

First steps into joining TikTok in the education space

Rather than joining and just ‘going for it’, studying what others are doing successfully as well as looking at your current marketing plan are key steps. It’s about dipping a toe in the waters, before planning the how and why of your content.

You will instantly find there are similarities between TikTok and other platforms you already use. For example, the use of hashtags as on Instagram, and captions, graphics or filters as you may be using on reels.

One element which is quite unique to TikTok and needs planning and curation is the ‘cover’. This is where words are laid over the video. This gives the scroller the chance to see what the video is about without reading the caption or waiting for the video to play.

Your cover can be as simple as ‘Meet our CEO’ through to ‘Five tips for students starting a new term’. It can be cryptic, or it can align with your marketing plan. For example, ‘Half term hacks’, ‘Preparing for the new term’.

Like with other social media platforms, defining and understanding your target audience is another key element of using TikTok. Who are you trying to reach? Who do you want to share your content with their followers? When you’re clear about this, you’ll be able to create meaningful content for them.

Accounts that cover topics within education are worth following for inspiration and learning. For example, ?lang=en" target="_blank" rel="noopener">Bill Nye is a hugely popular account, with a clear science-based content plan, while hashtags such as #learnontiktok are ones to watch and use.

We like ?lang=en" target="_blank" rel="noopener">BBCBytesize as they’re a great example of how to use video to build brand awareness and grow a strong audience.

Finding your comfort zone with video styles

Practicalities aside, there are confidence and mental blocks to joining any new platform. One of the big challenges with TikTok isn’t just knowing what to do, but how to fit in – on a platform that can come across as chaotic, busy and not dissimilar to joining a sixth form common room mid lunchbreak.

One of the biggest benefits of using TikTok for education providers is that it’s built to show what you do. TikTok is home to explainer videos, to ‘meet the person’ to-camera recordings. It is fertile ground for those who have a product and wish to showcase it to potential clients.

Show and tell is of course a very simple idea, and can be done in many different ways. From someone demonstrating equipment or product, to the product in action in a classroom or education space. The reactions of students to certain products can also be a clear winner – sports or science equipment being used – literally – in the field, for example.

Anticipating and responding to potential pain points is a key element of TikTok. What are you helping the viewer with? What problem can you show your product to solve?

Showing what you do – especially if you’re a service-led business – needs to be a key part of your strategy. Introducing your business, and sharing your ideas is of course also important, but showing what you do either through ‘show and tell’ style videos, interviews or introductions to your workspace or office.

For accounts to inspire you, it’s worth looking forward in the education system, to universities. With the requirement to engage and encourage applications, their content needs to inform and inspire. It’s about the wow factor ultimately. For many this comes as standard, for example in the ?lang=en" target="_blank" rel="noopener">Cambridge University account. On this account, you can see a blend of diary-style filming, videos of the city and also regular insight into different societies in the university.

Here’s your checklist for getting started on TikTok:

• Log in and have a look – follow people in your area, and see how they use the platform to showcase what they offer.
• Be open to non-niche accounts that also work well with the education niche. For example, psychologists or experts in subjects like maths or the environment.
• Remember that a lot of what you do on other platforms is also useable on TikTok, from hashtags and captions to liking and sharing.
• Make TikTok part of your overall marketing campaign, rather than a ‘side hustle’ to it.

And finally, don’t just stay in your TikTok lane. It’s worth looking at other areas of TikTok. Teachers who specialise in education videos, and students themselves, who are of course sharing products they enjoy and engage with.

Once you’re logged in with purpose, inspiration is everywhere!