While UT frequently posts valuable information across all of its platforms, such as Facebook, Twitter and Instagram, there is one platform with plenty of untapped potential: TikTok.
There are around 80 million active monthly TikTok users in the United States. 60% of those users are between the ages of 16 and 24. Seeing as this is the main TikTok demographic, UT should use this platform to connect with current UT students and potential students still in high school that may come across these videos.
TikTok also has the added benefit of having an algorithm that promotes content similar to what the user has interacted with previously. For example, if a user likes a video with “#UT,” then similar content with the same hashtag is more likely to be added to the persons “For You” page.
Since this algorithm helps information spread rapidly and go viral, TikTok would be a useful platform for UT to widely advertise its newer services, like free proactive COVID-19 testing, and existing services, such as UT Night Rides.
Nicholas Persac, a social media strategist at UT, said the University has not joined the platform due to a lack of staff who are versed in the TikTok format.
“When you look at this platform, what it takes to do right is very different from what you would do on Twitter or Facebook,” Persac said. “We have decided not to do it because we just don’t have the bandwidth internally for us to be using it strategically and effectively.”
UT must be willing to adapt to the ever-changing social media environment. Especially during a pandemic where many freshmen may feel disconnected from UT, the University should take steps to further connect with its students. This includes creating an official TikTok account.
Persac said there is already content being produced by students, and an official UT TikTok account would have trouble recreating that type of authenticity.
Ethan Pham, an electrical and computer engineering sophomore, is one of those creators making content on the UT campus, and his account has almost 250,000 followers and 3.9 million likes. Pham said TikTok users appreciate a student’s perspective.
“(Students) find it cool that it’s just another student making videos … someone they can see in their classes or walking on Speedway,” Pham said. “A common comment is, ‘Oh wow, I’m on UT TikTok right now.’”
In order to maintain this level of authenticity while still spreading useful information, UT should partner with student creators. This would also help with the bandwidth problem and ensure it makes genuine connections with its students.
While there are some UT-related TikTok accounts, such as UT’s mascot “Hook ‘em” and UT Athletics, the videos on those profiles are mainly lighthearted school spirit videos. The University has the power to bring both important information and worthwhile connections to its students’ screens.
By working with students to coordinate and produce content appealing to TikTok users, UT will ensure it is staying connected with the student community.
Vidales is an English freshman from Houston, Texas.
