Choosing University, One Video at a Time

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TikTok is no longer just an application with entertaining and funny videos; it has become a recurring referral source for many Internet users worldwide to find different types of information. From current news to a recipe for a five-minute dessert, most people prefer to find what they need through these unofficial means, which post the opinions of people who have experimented with an endless variety of products and services.

Social media has definitively changed the game rules in all areas, including education. Various content has emerged, such as those by influencer teachers or students dedicated to making videos about their student life and the university they attend. This last group has significantly impacted young people’s decisions because, through their experiences, university applicants have used their content to decide in which institution they want to pursue their university degree.

For a long time, reading official university websites or brochures, obtaining recommendations from family and friends, and visiting the university facilities of interest were the most common ways people learned about their academic institution options. However, it could be difficult for everyone to chat with an acquaintance who had studied at that university or to travel to see the facilities, so one often had to trust what the institutions proclaimed about themselves.

Now, accessing the authentic opinions and experiences of people who are not acquaintances is easier than ever, mainly because many users are dedicated to creating videos about their university experiences. It should be noted that university information is very popular content. Currently, on TikTok, searching with the word “college” yields more than 8 million results; “university” produces almost 4 million, followed by similar topics such as “college life” or “university student.” Moreover, these numbers are only posts with these keywords; much more content that is not tagged is available.

The posts are in-depth videos or blogs by the content creators about important moments of life in a given institution. They may include events before entering university, including students’ preparation or hours of study and the emotional moment they are accepted by their dream school. In comparison, university pamphlets or physical tours fall short.

Similarly, the TikTok videos show student life, including the posters’ routines for preparing for the new school day. In this way, users can also experience the daily life of a current student, both inside and outside of academic issues. Additionally, they can become familiar with the surroundings and points of interest, such as restaurants and shopping centers, which are not usually shown on official sites.

Another prevalent type of content these university influencers share, based on their knowledge and experiences, is advice on the essential aspects of the institution and life in it, as well as tips on how to study for the entrance exams and “survive” the semester, among other things. This type of content benefits people looking for options to study for their university degree, giving them a closer and broader perspective from people with whom they can identify due to their age or interest in the same faculty.

For example, this video created by Amanda Monroe, a student at the University of Arizona, describes her positive and negative experiences and opinions about studying there. A comment posted under this video says, “[…] your videos have helped So much and now I’m so excited to apply in the fall! I didn’t even think I wanted to join a sorority, but seeing your Alpha/Phi Sorority videos has completely flipped my view of it. Thank you for sharing your college experience!!” Many other students also commented, expressing excitement about entering the university or sharing more advice. These sorts of interactions are commonly present in this type of content.

It is worth mentioning that social networks have had such a significant impact on this aspect that there are even young influencers who give greater weight to the appearance of the university to record their videos. According to this article by Eve Upton-Clark, published in Fast Company, “For these students who have built followings online, selecting a college is about more than education. It’s a strategic career move.”

However, while these videos can be handy for students, they must not base their choice on what a single person says because there are many more factors to consider, such as the university’s location, institutional ranking, costs, financing plans, and career offerings.

While the videos can be very demonstrative, the ideal would be to do in-depth research and consider the information these universities provide through their official channels. It does not hurt to have as much information as possible and more than one option, opening the range of possibilities for a student. Let’s remember that each individual is unique and has different goals and aspirations, so the experiences each person lives vary incredibly from another’s.

Translated by Daniel Wetta