Tapping into TikTok for Student Recruitment

by | Aug 25, 2023 | 0 comments

TikTok isn’t just for dance challenges and lip-syncing: it’s become a powerful tool for cutting-edge organizations, including Charter Schools, to reach out and connect with their communities.

Here are some key tips for charter schools looking to harness the power of TikTok for student recruitment:

1. Safety First: First and most importantly, your school must ensure that any content featuring students adheres to privacy guidelines and policies. It’s also wise to educate students about the importance of online safety.

2. Know Your Audience: TikTok’s primary demographic skews younger, with a large percentage of its users being Gen Z. This makes it a fantastic platform for targeting prospective students and their parents who might be on the lookout for fresh educational opportunities.

3. Engage With Trends, But Stay Authentic: TikTok thrives on popular sounds and challenges. While it’s great to jump on trends, vet everything before participating and ensure it aligns with your school’s values and message. Authenticity resonates deeply with audiences.

4. Showcase Your Unique Selling Points (Your 3 “FREES”): Use TikTok to showcase your Charter School’s best 3 free offerings. Leading with a “tuition-free” education is a compelling starting point, but it’s essential to also highlight multiple unique offerings of your school. Does your school have a special curriculum, like a college preparatory program or an advanced STEM program? Does it offer a unique club or activity, like a mural club or eSports competitions? Did your school recently celebrate a major milestone or win an award? A brief video tour or an introduction to faculty can also create an engaging visual experience.

5. Testimonials & Success Stories: Share snippets of parents and alumni talking about their positive experiences or how your school made a difference in their lives. Genuine testimonials can be impactful and can draw interested, prospective students.

6. Educational Content: Create short, snappy clips of educators celebrating intriguing subjects- like an art teacher throwing pottery or a chemistry teacher doing a cool science experiment. It’s a great way to showcase the quality of education and the innovative methods of teaching adopted by your school.

7. Highlight Extracurricular Activities: Shine a spotlight on the extracurricular activities and clubs your school offers. From robotics to drama to community service, showcasing these aspects can draw in students with diverse interests and give a comprehensive view of the school’s holistic approach to education.

8. Build a Sense of Community: Celebrate all school events, showcase student achievements, and share the best highlights from band concertos and sports games. This not only attracts new students but strengthens the bond with the existing ones.

9. Use Hashtags Strategically: Hashtags can increase the discoverability of your content. Utilize popular education-related hashtags or even create a unique one for your school community.

10. Engage & Respond: Interact with comments and feedback. A responsive and engaged profile can foster a sense of community and belonging, crucial for any educational institution.


Platforms like TikTok offer an unprecedented opportunity for charter schools to present their best face to the world. With a sprinkle of creativity, a dash of strategy, and a commitment to authenticity, charter schools can effectively use TikTok to boost student recruitment and build a strong, engaged community.

Happy TikToking!