Institutional Messaging Meets Algorithm Culture: A Content Analysis of U.S. University TikTok Accounts

Abstract

Over the past few decades, colleges and universities have increasingly turned to social media to connect with diverse audiences, from prospective students to alumni. As platforms rise and fall in popularity, Higher Education Institutions (HEIs) must continually adjust their social media strategies to stay relevant. TikTok has emerged as one of the most popular and influential social media platforms, especially among younger users. Many prospective students now use TikTok not just for entertainment, but also as a source of information to help shape their college choices. This trend signals a shift in how students interact with institutions and how schools must present themselves online. Previous work outlined strategies for established platforms like Facebook, including recommendations about posting frequency, medium, and content type. While valuable, these insights don't fully translate to TikTok's fast-paced, video-driven environment. Its unique algorithm, creative trends, and emphasis on authenticity distinguish it from legacy platforms, and HEIs are still learning to navigate this space effectively. In this study, researchers conduct an in-depth content analysis of 752 TikTok posts from 37 highly-ranked U.S. HEIs, drawing from the U.S. News & World Report's top-ranked public, private, and liberal arts institutions. We examined content posted between August 2023 and July 2024, selecting accounts based on platform presence and institutional ranking. Content was coded for type (e.g. student life, academics, entertainment) and media format (video, slideshow, user generated) to identify what generates the most engagement and how leading institutions communicate their brand. Findings suggest that while entertainment content dominates, content activating institutional pride such as student achievements and school spirit generates the highest engagement. Beyond contributing to ongoing discussions about digital engagement in higher education, this research offers practical recommendations to help higher education professionals strengthen their social media presence and build more meaningful connections with students through TikTok.