TikTok Ads: 7 Keys to Success for Student Recruitment

In the evolving landscape of social media advertising, TikTok has emerged as a powerful platform for engaging audiences with short-form videos. While many schools have banned TikTok on campus and the platform is under pressure to sell itself, the power and reach of the platform is undeniable. 

Colleges and universities seeking to capitalize on TikTok's unique short-form video format need to understand the best practices that drive successful campaigns to raise awareness and recruit programs. In addition, in 2024, TikTok will be improving search functionality — making it easier for prospects to discover your content — and the platform will be rolling out new advertising options and features. 

Here’s a guide on how to create TikTok ads that resonate with prospective students and achieve stellar results — and if your school doesn’t allow you to use TikTok, these findings can also apply to other short-form video platforms.

1. Embrace Authenticity 

TikTok thrives on authenticity. Unlike traditional advertising, which often leans toward polished and scripted content, TikTok users gravitate to genuine, relatable videos. Successful ads from colleges and universities often feature real people — students and alumni — speaking directly to the camera in a natural, conversational tone. These videos can be a point-of-view (POV), a day in the life, or student interviews. Authenticity helps to build connection with the audience.

Example: This ad by New Mexico Military Institute is a great example, the conversations are natural, authentic, and relevant. 

2. Leverage User-Generated Content

One of TikTok’s strengths is its community-driven content. Brands can initiate hashtag challenges or contests to prompt user participation, creating a wealth of authentic content that can be repurposed for ads. Encouraging user-generated content (UGC) not only engages your existing audience, but it also extends your reach as users share their creations with their followers. Featuring UGC in ads can significantly enhance credibility and relatability.

Example:  This ad by UNI is a great example of unscripted content from real students, allowing your potential students to get an authentic feel of what your university offers.

3. Optimize for Mobile Viewing

Given that TikTok is predominantly a mobile platform, it’s crucial that ads are optimized for mobile viewing. This means using vertical formats, ensuring text is readable on small screens, including captions (feel free to be generous with the emojis), and making sure that key visuals are front and center. Mobile optimization also requires that content creators keep their videos brief (usually 15-30 seconds) to maintain viewer attention.

4. Start Strong

The first few seconds of an ad are critical to capture attention. With users quickly scrolling through their feeds, your video needs to make an immediate impact. Start your video with a compelling hook — be it an intriguing statement, a surprising visual, lots of movement, or a direct question. 

Example: This ad by National University is a great example, starting with emotional statements and dramatic video and music. This initial engagement is crucial to prevent users from skipping your ad.

5. Include Clear Calls to Action

While TikTok ads should be engaging and fun, they also need to drive action. Including clear, compelling calls to action (CTAs) Your CTA should be concise and easy to follow. Always use on-screen text to reinforce your spoken message, ensuring it resonates with viewers even if they have their sound off.

6. Use Trending Music and Visuals

Music and visuals that resonate with current trends can greatly enhance your ad's appeal. NYADI’s ad here uses current music that is likely to resonate with their audience to add character and attitude to their offer. TikTok’s library of music and sound effects is a treasure trove that can help your content stand out. Pairing your visuals with the right audio can amplify your message and increase its shareability.

7. Test and Learn

Finally, the key to mastering TikTok ads for enrollment lies in continuous testing and learning. Experiment with different formats, messages, and creative styles to see what resonates best with your target audience. TikTok provides robust analytics (some of the best in the industry!), so use these tools to track engagement and tweak your strategy accordingly.

TikTok Ads: Bringing Your Strategy Together

Creating effective TikTok ads for university enrollment involves a mix of creativity, strategic planning, and a deep understanding of the platform's unique culture and communication style. TikTok ads that perform well are those that feel like a natural part of the user's content stream — authentic, engaging, and optimized for quick consumption. By following these best practices, you can craft compelling short-form videos that not only engage but also convert, tapping into the vast potential of TikTok’s rapidly growing user base.