This report presents data from 29 American colleges and universities about their use of TikTok for college marketing, detailing their use of both free and paid TikTok marketing. The 89-page study helps its readers to answer questions such as: how do college marketers evaluate their use of TikTok? Are they using its paid services or considering its use? If so, how much did they spend in the past year? In the next year?
How many videos do they post on TikTok? Who makes the videos? What is the role of the institution’s students in providing TikTok content? Which college departments use TikTok the most? How many likes, comments, shares and followers on TikTok are college marketers accruing? Which new features, both paid and free, are marketers using most and with what result? Have marketers used consultants or services, both free and paid, from TikTok to improve their results? What are best practices in TikTok marketing?
Just a few of the report’s many findings are that:
- Mean staff time spent in the past year for colleges in the sample on TikTok marketing was 461 hours.
- 42% of respondents under that age of 35 had used Tik Tok paid advertising to market their colleges or universities.
- Respondents from research universities had made a mean of about 60 TikTok videos in the past year.
Data in the report is broken out by many personal and institutional variables, including, age, gender and work title of the respondents, and size, type, tuition level and public/private status of the respondent’s institution.
Table of Contents
QUESTIONNAIRE
- Characteristics of the sample
SUMMARY OF MAIN FINDINGS
- View of Usefulness of TikTok for College Marketing
- Departments that Find TikTok Useful
- Use of TikTok Marketing Instruction from TikTok
- Usefulness of Free Instruction Provided by TikTok
- Use of a Consultant for TikTok Marketing
- Number of Individuals Contributing TikTok Content
- Staff Time Spent on TikTok Marketing
- Use of TikTok Image Ads
- Use of TikTok Video Ads
- Use of TikTok SparkAds
- Use of TikTok Pangle Ads
- Use of Branded Effects
- Use of TikTok Paid Advertising in Any Form
- When did the College Start Paid Advertising on TikTok?
- Spending on TikTok Paid Advertising in the Past Year
- Plans for Spending on TikTok Paid Advertising in the Upcoming Year
- Change in Share of Marketing Resources Spent on TikTok in the Past Year
- Number of Videos Made Specifically for TikTok Over the Past Year
- Percentage of Videos Used in College TikTok Marketing Made by Students of the College
- Number of Monthly Comments on TikTok Videos
- Number of Monthly “Likes” for TikTok Videos
- Number of Monthly Shares for TikTok Videos
- Use of TikTok Paid Service Enabling Use of TikTok Audio Effects for Other Social Media
- Number of TikTok Followers
List of Tables
Table 1.1 Which phrase best describes your experience in using TikTok for college marketing?
Table 1.2 Which phrase best describes your experience in using TikTok for college marketing? Broken out by work title
Table 1.3 Which phrase best describes your experience in using TikTok for college marketing? Broken out by public or private college
Table 1.4 Which phrase best describes your experience in using TikTok for college marketing? Broken out by college type or carnegie class
Table 1.5 Which phrase best describes your experience in using TikTok for college marketing? Broken out by enrollment
Table 1.6 Which phrase best describes your experience in using TikTok for college marketing? Broken out by tuition
Table 1.7 Which phrase best describes your experience in using TikTok for college marketing? Broken out by age of respondent
Table 1.8 Which phrase best describes your experience in using TikTok for college marketing? Broken out by gender or respondent
Which departments or services of your college or university have made the most use of TikTok marketing?
Table 2.1 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok?
Table 2.2 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by work title
Table 2.3 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by public or private college
Table 2.4 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by college type or carnegie class
Table 2.5 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by enrollment
Table 2.6 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by tuition
Table 2.7 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by age of respondent
Table 2.8 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by gender or respondent
Table 3.1 If so, about how useful were these training resources provided by TikTok?
Table 3.2 If so, about how useful were these training resources provided by TikTok? Broken out by work title
Table 3.3 If so, about how useful were these training resources provided by TikTok? Broken out by public or private college
Table 3.4 If so, about how useful were these training resources provided by TikTok? Broken out by college type or carnegie class
Table 3.5 If so, about how useful were these training resources provided by TikTok? Broken out by enrollment
Table 3.6 If so, about how useful were these training resources provided by TikTok? Broken out by tuition
Table 3.7 If so, about how useful were these training resources provided by TikTok? Broken out by age of respondent
Table 3.8 If so, about how useful were these training resources provided by TikTok? Broken out by gender or respondent
Table 4.1 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing?
Table 4.2 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by work title
Table 4.3 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by public or private college
Table 4.4 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by college type or carnegie class
Table 4.5 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by enrollment
Table 4.6 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by tuition
Table 4.7 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by age of respondent
Table 4.8 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by gender or respondent
Table 5.1 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort?
Table 5.2 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by work title
Table 5.3 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by public or private college
Table 5.4 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by college type or carnegie class
Table 5.5 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by enrollment
Table 5.6 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by tuition
Table 5.7 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by age of respondent
Table 5.8 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by gender or respondent
Table 6.1 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year)
Table 6.2 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by work title
Table 6.3 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by public or private college
Table 6.4 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by college type or carnegie class
Table 6.5 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by enrollment
Table 6.6 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by tuition
Table 6.7 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by age of respondent
Table 6.8 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by gender or respondent
Table 7 Which of the following types of TikTok Ads has your department used for its college marketing effort?
Table 7.1.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads
Table 7.1.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by work title
Table 7.1.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by public or private college
Table 7.1.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by college type or carnegie class
Table 7.1.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by enrollment
Table 7.1.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by tuition
Table 7.1.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by age of respondent
Table 7.1.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by gender or respondent
Table 7.2.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads
Table 7.2.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by work title
Table 7.2.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by public or private college
Table 7.2.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by college type or carnegie class
Table 7.2.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by enrollment
Table 7.2.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by tuition
Table 7.2.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by age of respondent
Table 7.2.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by gender or respondent
Table 7.3.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads
Table 7.3.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by work title
Table 7.3.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by public or private college
Table 7.3.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by college type or carnegie class
Table 7.3.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by enrollment
Table 7.3.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by tuition
Table 7.3.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by age of respondent
Table 7.3.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by gender or respondent
Table 7.4.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads
Table 7.4.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by work title
Table 7.4.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by public or private college
Table 7.4.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by college type or carnegie class
Table 7.4.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by enrollment
Table 7.4.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by tuition
Table 7.4.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by age of respondent
Table 7.4.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by gender or respondent
Table 7.5.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects
Table 7.5.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by work title
Table 7.5.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by public or private college
Table 7.5.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by college type or carnegie class
Table 7.5.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by enrollment
Table 7.5.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by tuition
Table 7.5.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by age of respondent
Table 7.5.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by gender or respondent
Table 8.1 Has your college ever used TikTok paid advertising for marketing any aspect of the college?
Table 8.2 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by work title
Table 8.3 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by public or private college
Table 8.4 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by college type or carnegie class
Table 8.5 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by enrollment
Table 8.6 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by tuition
Table 8.7 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by age of respondent
Table 8.8 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by gender or respondent
If so, when approximately did your college start paid advertising on TikTok?
Table 9.1 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD)
Table 9.2 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by work title
Table 9.3 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by public or private college
Table 9.4 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by college type or carnegie class
Table 9.5 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by enrollment
Table 9.6 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by tuition
Table 9.7 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by age of respondent
Table 9.8 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by gender or respondent
Table 10.1 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)
Table 10.2 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by work title
Table 10.3 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by public or private college
Table 10.4 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by college type or carnegie class
Table 10.5 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by enrollment
Table 10.6 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by tuition
Table 10.7 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by age of respondent
Table 10.8 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by gender or respondent
Table 11.1 Over the past year which phrase best describes your use of TikTok for college marketing?
Table 11.2 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by work title
Table 11.3 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by public or private college
Table 11.4 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by college type or carnegie class
Table 11.5 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by enrollment
Table 11.6 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by tuition
Table 11.7 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by age of respondent
Table 11.8 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by gender or respondent
Table 12.1 About how many videos has the college made specifically for TikTok over the past year?
Table 12.2 About how many videos has the college made specifically for TikTok over the past year? Broken out by work title
Table 12.3 About how many videos has the college made specifically for TikTok over the past year? Broken out by public or private college
Table 12.4 About how many videos has the college made specifically for TikTok over the past year? Broken out by college type or carnegie class
Table 12.5 About how many videos has the college made specifically for TikTok over the past year? Broken out by enrollment
Table 12.6 About how many videos has the college made specifically for TikTok over the past year? Broken out by tuition
Table 12.7 About how many videos has the college made specifically for TikTok over the past year? Broken out by age of respondent
Table 12.8 About how many videos has the college made specifically for TikTok over the past year? Broken out by gender or respondent
Table 13.1 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution?
Table 13.2 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by work title
Table 13.3 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by public or private college
Table 13.4 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by college type or carnegie class
Table 13.5 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by enrollment
Table 13.6 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by tuition
Table 13.7 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by age of respondent
Table 13.8 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by gender or respondent
Table 14 In an average month, how many total of the following do your TikTok videos draw?
Table 14.1.1 In an average month, how many total of the following do your TikTok videos draw? Comments
Table 14.1.2 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by work title
Table 14.1.3 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by public or private college
Table 14.1.4 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by college type or carnegie class
Table 14.1.5 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by enrollment
Table 14.1.6 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by tuition
Table 14.1.7 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by age of respondent
Table 14.1.8 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by gender or respondent
Table 14.2.1 In an average month, how many total of the following do your TikTok videos draw? Likes
Table 14.2.2 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by work title
Table 14.2.3 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by public or private college
Table 14.2.4 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by college type or carnegie class
Table 14.2.5 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by enrollment
Table 14.2.6 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by tuition
Table 14.2.7 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by age of respondent
Table 14.2.8 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by gender or respondent
Table 14.3.1 In an average month, how many total of the following do your TikTok videos draw? Shares
Table 14.3.2 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by work title
Table 14.3.3 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by public or private college
Table 14.3.4 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by college type or carnegie class
Table 14.3.5 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by enrollment
Table 14.3.6 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by tuition
Table 14.3.7 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by age of respondent
Table 14.3.8 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by gender or respondent
Table 15.1 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service?
Table 15.2 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by work title
Table 15.3 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by public or private college
Table 15.4 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by college type or carnegie class
Table 15.5 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by enrollment
Table 15.6 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by tuition
Table 15.7 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by age of respondent
Table 15.8 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by gender or respondent
Table 16.1 What is your college marketing efforts total number of TikTok followers?
Table 16.2 What is your college marketing efforts total number of TikTok followers? Broken out by work title
Table 16.3 What is your college marketing efforts total number of TikTok followers? Broken out by public or private college
Table 16.4 What is your college marketing efforts total number of TikTok followers? Broken out by college type or carnegie class
Table 16.5 What is your college marketing efforts total number of TikTok followers? Broken out by enrollment
Table 16.6 What is your college marketing efforts total number of TikTok followers? Broken out by tuition
Table 16.7 What is your college marketing efforts total number of TikTok followers? Broken out by age of respondent
Table 16.8 What is your college marketing efforts total number of TikTok followers? Broken out by gender or respondent
Table 1.2 Which phrase best describes your experience in using TikTok for college marketing? Broken out by work title
Table 1.3 Which phrase best describes your experience in using TikTok for college marketing? Broken out by public or private college
Table 1.4 Which phrase best describes your experience in using TikTok for college marketing? Broken out by college type or carnegie class
Table 1.5 Which phrase best describes your experience in using TikTok for college marketing? Broken out by enrollment
Table 1.6 Which phrase best describes your experience in using TikTok for college marketing? Broken out by tuition
Table 1.7 Which phrase best describes your experience in using TikTok for college marketing? Broken out by age of respondent
Table 1.8 Which phrase best describes your experience in using TikTok for college marketing? Broken out by gender or respondent
Which departments or services of your college or university have made the most use of TikTok marketing?
Table 2.1 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok?
Table 2.2 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by work title
Table 2.3 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by public or private college
Table 2.4 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by college type or carnegie class
Table 2.5 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by enrollment
Table 2.6 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by tuition
Table 2.7 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by age of respondent
Table 2.8 To the best of your knowledge has anyone on the college marketing staff taken free courses or tutorials from the TikTok Academy or Business Center or other free resources provided by TikTok? Broken out by gender or respondent
Table 3.1 If so, about how useful were these training resources provided by TikTok?
Table 3.2 If so, about how useful were these training resources provided by TikTok? Broken out by work title
Table 3.3 If so, about how useful were these training resources provided by TikTok? Broken out by public or private college
Table 3.4 If so, about how useful were these training resources provided by TikTok? Broken out by college type or carnegie class
Table 3.5 If so, about how useful were these training resources provided by TikTok? Broken out by enrollment
Table 3.6 If so, about how useful were these training resources provided by TikTok? Broken out by tuition
Table 3.7 If so, about how useful were these training resources provided by TikTok? Broken out by age of respondent
Table 3.8 If so, about how useful were these training resources provided by TikTok? Broken out by gender or respondent
Table 4.1 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing?
Table 4.2 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by work title
Table 4.3 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by public or private college
Table 4.4 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by college type or carnegie class
Table 4.5 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by enrollment
Table 4.6 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by tuition
Table 4.7 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by age of respondent
Table 4.8 Has the college ever hired a consultant or consulting firm to assist in TikTok Marketing? Broken out by gender or respondent
Table 5.1 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort?
Table 5.2 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by work title
Table 5.3 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by public or private college
Table 5.4 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by college type or carnegie class
Table 5.5 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by enrollment
Table 5.6 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by tuition
Table 5.7 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by age of respondent
Table 5.8 How many individuals at your college contribute TikTok content to your college or university TikTok marketing effort? Broken out by gender or respondent
Table 6.1 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year)
Table 6.2 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by work title
Table 6.3 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by public or private college
Table 6.4 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by college type or carnegie class
Table 6.5 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by enrollment
Table 6.6 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by tuition
Table 6.7 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by age of respondent
Table 6.8 About how much staff time, in hours, would you say that your marketing staff spent developing, marketing and overseeing your college presence on TikTok? (One full time person spending half of their time would equal about 800 to 1000 hours per year) Broken out by gender or respondent
Table 7 Which of the following types of TikTok Ads has your department used for its college marketing effort?
Table 7.1.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads
Table 7.1.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by work title
Table 7.1.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by public or private college
Table 7.1.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by college type or carnegie class
Table 7.1.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by enrollment
Table 7.1.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by tuition
Table 7.1.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by age of respondent
Table 7.1.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Image Ads Broken out by gender or respondent
Table 7.2.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads
Table 7.2.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by work title
Table 7.2.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by public or private college
Table 7.2.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by college type or carnegie class
Table 7.2.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by enrollment
Table 7.2.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by tuition
Table 7.2.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by age of respondent
Table 7.2.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Video Ads Broken out by gender or respondent
Table 7.3.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads
Table 7.3.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by work title
Table 7.3.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by public or private college
Table 7.3.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by college type or carnegie class
Table 7.3.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by enrollment
Table 7.3.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by tuition
Table 7.3.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by age of respondent
Table 7.3.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Spark Ads Broken out by gender or respondent
Table 7.4.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads
Table 7.4.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by work title
Table 7.4.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by public or private college
Table 7.4.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by college type or carnegie class
Table 7.4.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by enrollment
Table 7.4.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by tuition
Table 7.4.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by age of respondent
Table 7.4.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Pangle Ads Broken out by gender or respondent
Table 7.5.1 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects
Table 7.5.2 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by work title
Table 7.5.3 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by public or private college
Table 7.5.4 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by college type or carnegie class
Table 7.5.5 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by enrollment
Table 7.5.6 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by tuition
Table 7.5.7 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by age of respondent
Table 7.5.8 Which of the following types of TikTok Ads has your department used for its college marketing effort? Branded Effects Broken out by gender or respondent
Table 8.1 Has your college ever used TikTok paid advertising for marketing any aspect of the college?
Table 8.2 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by work title
Table 8.3 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by public or private college
Table 8.4 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by college type or carnegie class
Table 8.5 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by enrollment
Table 8.6 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by tuition
Table 8.7 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by age of respondent
Table 8.8 Has your college ever used TikTok paid advertising for marketing any aspect of the college? Broken out by gender or respondent
If so, when approximately did your college start paid advertising on TikTok?
Table 9.1 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD)
Table 9.2 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by work title
Table 9.3 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by public or private college
Table 9.4 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by college type or carnegie class
Table 9.5 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by enrollment
Table 9.6 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by tuition
Table 9.7 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by age of respondent
Table 9.8 Approximately how much did the college spend in the past year on paid ads and other paid advertising on TikTok? (in USD) Broken out by gender or respondent
Table 10.1 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)
Table 10.2 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by work title
Table 10.3 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by public or private college
Table 10.4 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by college type or carnegie class
Table 10.5 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by enrollment
Table 10.6 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by tuition
Table 10.7 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by age of respondent
Table 10.8 Approximately how much does the college plan to spend on paid ads and other paid advertising on TikTok in the next year? (in USD)Broken out by gender or respondent
Table 11.1 Over the past year which phrase best describes your use of TikTok for college marketing?
Table 11.2 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by work title
Table 11.3 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by public or private college
Table 11.4 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by college type or carnegie class
Table 11.5 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by enrollment
Table 11.6 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by tuition
Table 11.7 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by age of respondent
Table 11.8 Over the past year which phrase best describes your use of TikTok for college marketing? Broken out by gender or respondent
Table 12.1 About how many videos has the college made specifically for TikTok over the past year?
Table 12.2 About how many videos has the college made specifically for TikTok over the past year? Broken out by work title
Table 12.3 About how many videos has the college made specifically for TikTok over the past year? Broken out by public or private college
Table 12.4 About how many videos has the college made specifically for TikTok over the past year? Broken out by college type or carnegie class
Table 12.5 About how many videos has the college made specifically for TikTok over the past year? Broken out by enrollment
Table 12.6 About how many videos has the college made specifically for TikTok over the past year? Broken out by tuition
Table 12.7 About how many videos has the college made specifically for TikTok over the past year? Broken out by age of respondent
Table 12.8 About how many videos has the college made specifically for TikTok over the past year? Broken out by gender or respondent
Table 13.1 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution?
Table 13.2 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by work title
Table 13.3 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by public or private college
Table 13.4 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by college type or carnegie class
Table 13.5 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by enrollment
Table 13.6 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by tuition
Table 13.7 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by age of respondent
Table 13.8 About what percentage of the videos the college posts on TikTok for the purpose of college marketing and brand building, were made by students at your institution? Broken out by gender or respondent
Table 14 In an average month, how many total of the following do your TikTok videos draw?
Table 14.1.1 In an average month, how many total of the following do your TikTok videos draw? Comments
Table 14.1.2 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by work title
Table 14.1.3 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by public or private college
Table 14.1.4 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by college type or carnegie class
Table 14.1.5 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by enrollment
Table 14.1.6 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by tuition
Table 14.1.7 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by age of respondent
Table 14.1.8 In an average month, how many total of the following do your TikTok videos draw? Comments Broken out by gender or respondent
Table 14.2.1 In an average month, how many total of the following do your TikTok videos draw? Likes
Table 14.2.2 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by work title
Table 14.2.3 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by public or private college
Table 14.2.4 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by college type or carnegie class
Table 14.2.5 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by enrollment
Table 14.2.6 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by tuition
Table 14.2.7 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by age of respondent
Table 14.2.8 In an average month, how many total of the following do your TikTok videos draw? Likes Broken out by gender or respondent
Table 14.3.1 In an average month, how many total of the following do your TikTok videos draw? Shares
Table 14.3.2 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by work title
Table 14.3.3 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by public or private college
Table 14.3.4 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by college type or carnegie class
Table 14.3.5 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by enrollment
Table 14.3.6 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by tuition
Table 14.3.7 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by age of respondent
Table 14.3.8 In an average month, how many total of the following do your TikTok videos draw? Shares Broken out by gender or respondent
Table 15.1 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service?
Table 15.2 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by work title
Table 15.3 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by public or private college
Table 15.4 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by college type or carnegie class
Table 15.5 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by enrollment
Table 15.6 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by tuition
Table 15.7 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by age of respondent
Table 15.8 TikTok has a paid service that enables you to be able to use TikTok music and sound effects in ads for other social media such as Facebook or Instagram. Have you signed up for this service? Broken out by gender or respondent
Table 16.1 What is your college marketing efforts total number of TikTok followers?
Table 16.2 What is your college marketing efforts total number of TikTok followers? Broken out by work title
Table 16.3 What is your college marketing efforts total number of TikTok followers? Broken out by public or private college
Table 16.4 What is your college marketing efforts total number of TikTok followers? Broken out by college type or carnegie class
Table 16.5 What is your college marketing efforts total number of TikTok followers? Broken out by enrollment
Table 16.6 What is your college marketing efforts total number of TikTok followers? Broken out by tuition
Table 16.7 What is your college marketing efforts total number of TikTok followers? Broken out by age of respondent
Table 16.8 What is your college marketing efforts total number of TikTok followers? Broken out by gender or respondent
Samples
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Sources / Contributors
- Arcadia University
- Arizona State University
- College of DuPage
- Fairfield University
- Fordham University
- Fresno City College
- Humber College
- Kaskaskia College
- Lehigh University
- Manchester Community College
- Marshall University
- Millikin University
- Morehead State University
- Rio Hondo Community College
- Rollins College
- Salisbury University
- Shenandoah University
- South Dakota State University
- Springfield College
- Temple University
- The Ohio State University
- University of Mary Washington
- University of North Dakota
- Utah State University
- UTC Gary W. Rollins College of Business
- Wake Forest University School of Business
Methodology
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