It starts on TikTok.
That’s TikTok’s slogan. And, for over 2 billion people, TikTok is where they start their searches for information and content creation. If professors want to communicate with their student audiences, TikTok is where to find them.
According to HubSpot (McLachlan, 2022), the app is the top choice for Gen Z. “Googling” is now considered Millennial. Gen Z is skipping the search box and going to TikTok to search for topics and answers. On TikTok, users don’t have to sort through the advertisements at the top of the search results. Users get recommendations based on their prior choices and views, so the results are more relevant to their searches.
TikTok’s mission statement says it’s the leading destination for short-form mobile video. The mission is to inspire creativity and bring joy. While attention spans are shrinking, TikTok is serving up bite-sized videos where 70% of users spend an hour plus on the app every week. Instead of watching or creating 2-hour YouTube videos, users are browsing 50 TikToks. (McLachlan, 2022).
TikTok Advice from a Communications Professor
Communications professor Ben Yarbrough, Ph.D., encourages professors, students, and businesses to join the TikTok bandwagon. “Tiktok is the new frontier,” Yarbrough said when comparing the app to YouTube. “What I love about TikTok is that it was a reset button on expectations. The rawness and authenticity of TikToks reduce the barriers to entry, making video production more available to more people. People love the raw experience. You no longer need a studio or professional equipment to make a direct connection with your audience.”
Yarbrough suggests TikTok meets personal needs while putting power into the hands of creators. “Ultimately, we want to connect, see, be seen, and share,” said Yarbrough. He continues, “That’s what’s happening on a global scale. TikTok encourages democratization. Innovation and technology bring opportunities and take power away from the old guard of media.”
While some academics are comfortable on earlier social apps, Yarbrough encourages professors to meet students where they are watching.
Yarbrough said, “Get on there and start creating. Talk about your field, discuss topics you teach and things you like, and use it for personal branding.” Yarbrough emphasizes that TikTok is a platform where academics should let go of ideas around excellence and credentials and be themselves instead. “Gen Z and Millennials have different perspectives on academics. I encourage professors to meet students where they are.”
How to use it:
- Create an account.
- See what other academics and people in your field are creating.
- Focus on short-form content. Instead of hoping students retain a presentation, give them just a couple of critical points.
- Have students create content for introductions, short speeches, and explainer assignments.
- Add filters, time effects, music, split screens, green screen, transitions, stickers, emojis, and GIFs.
- Interact with followers and other accounts. Posting is no longer enough for social media. Respond to comments, encourage discussion, and comment on other posts.
- Use hashtags to help others find your brand and videos.
- Be intentional and authentic.
Yarbrough suggests professors let go of worries they’re late to the trend or uncomfortable with a new tool. He said, “It’s about being authentic and connecting with students. Sharing yourself in the places where they are. The best time to start was a couple of years ago. The next best time is now. Just begin. And you’ll learn more in the process of doing it. It’s a practical activity. Just start.”
McLachlan, S. (2022, April 6). What is TikTok? Best facts and tips for 2022. https://blog.hootsuite.com/what-is-tiktok/
Angela
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