“Most of my videos have been on my personal educational journey,” she said. “I think it’s really put a lot of ideas in people’s head that they can really pursue goals and go to community college and be successful.”
The platform is a good place to reach traditional-age students, especially women, said Jamie Wagner, executive director of Media Prefs, an arm of Interact Communications, a marketing firm for two-year colleges. The firm surveys students about their social media habits to help community colleges target advertising to prospective students.
A Media Prefs survey of about 62,000 college students across 37 states this academic year found that TikTok was the fourth most popular social media platform, outranking Twitter and Snapchat. But among women ages 18 to 20, TikTok was especially popular. The site jumped from their fifth-favorite platform last spring to their most favorite platform this year.