Australia’s first university on TikTok hits one million engagements

Australia’s first university on TikTok hits one million engagements

Two times winner of the Best Use of TikTok at the 2020 and 2021 Social Media Marketing Awards, UNSW is leading the way for higher education on social media. They have achieved the milestone of reaching one million engagements on TikTok — the first university in Australia and New Zealand to do so.

With over eight million views across 150 videos, UNSW provides a new, more authentic way to talk to students on TikTok. When the team at UNSW saw TikTok rising to power as a mainstream social media platform, they suspended Snapchat in place of the new medium. Recognising the unique potential the TikTok, the team identified an opportunity to reveal a side of UNSW the community hadn’t experienced before.

Originally launching the account with a focus on comedy, student talent and personal stories, the strategy has since shifted to also focus to educational content that supports the work of academics and researchers across the University. UNSW makes use of its vast community of students, academic experts and researchers to inform content across a range of themes and trends.

@unswsydney

Watched once for the positive news and at least 5 times more BECAUSE HAVE YOU SEEN THAT WADDLE? #UNSW #wildlife #science

♬ original sound – Yo

Jack Breen, Social Media Manager at UNSW says the platform has allowed the University to take a more fun and human approach when engaging with future students. “TikTok is the only platform where I’d allow the intentional misspelling of words in a caption. Things like shortening ‘you’ to ‘u’ so we can jump on a trend, or using all-caps to exclaim or drive excitement — these simple tactics all help present UNSW as authentic, relatable and approachable.”

@unswsydney

Asking people if they want to be friends. #unsw

♬ original sound – UNSW Sydney

Mitch Lamm, the Social Media Coordinator tasked with running the account at UNSW says “we see huge potential in TikTok, not only as a means by which we can elevate our brand and connect with future students, but also in the digital medium of short-form video which clearly resonates with younger people, generally. Short-form video allows us to really make use of a huge range of content from academics in the field and make that research not only accessible but also fun and easy to understand for young and curious minds.”

As more universities launch their presence on TikTok, the team at UNSW say they are only just getting started.

Follow UNSW on TikTok @unswsydney:

https://www.tiktok.com/@unswsydney

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