The TikTok generation is placing a significant emphasis on the aesthetics of college campuses when making decisions about higher education. Influencers like Morgan McGuire and Tyjai Jackson are considering their massive following on the platform, often prioritizing creating content over other aspects of their lives. With an aspiration to become full-time influencers, many Gen Zers see social media as a viable way to pay for their tuition, with some influencers like McGuire earning significant amounts from brand deals and the Creator Fund on TikTok.
The influence of college-aged influencers on TikTok is significant, with the hashtag #collegelife accumulating millions of posts and views. Content such as dorm decorating tips, day-in-the-life videos, and campus explorations are shaping the perceptions of prospective students about different colleges and universities. Students are using social media to virtually experience campus culture and decide where to apply based on the content they see from influencers attending those schools, as noted by college advisor Greg Kaplan.
Content creators like Harvard freshman Helaine Zhao are providing insights into college life through their videos, giving viewers a realistic view of what life is like on campus. This content is helping prospective applicants get a better understanding of the atmosphere at different institutions, providing a more authentic view than what can be found on official college websites. Vignettes of campus life give potential students a “vibe check” and showcase real-life aspects of college, such as student activities and studying environments.
The obsession with creating social media content has led influencers like McGuire and Jackson to structure their entire schedules around producing videos for TikTok. Waking up early to film content before school and dedicating significant time to their online presence, these influencers are leveraging their platforms to earn money and potentially pay for their education. The allure of being an influencer and the potential financial rewards have driven many Gen Zers to prioritize social media content over other activities.
High school influencers are making substantial incomes from social media, attracting the attention of brands looking to reach younger audiences. With large followings and engaging content, these influencers have something that brands desire, leading to lucrative sponsorship deals and opportunities for monetization. The success of high school influencers like Peyton Mikolayek demonstrates the earning potential of social media platforms among young content creators.
The role of social media in college decision-making is growing, with students increasingly turning to platforms like TikTok to get a glimpse into campus life. Content creators are shaping perceptions of different colleges and universities through their videos, influencing where prospective students choose to apply and ultimately attend. The integration of social media into the college selection process is providing valuable insights and a more immersive experience for students, allowing them to make more informed decisions about their higher education options based on real-life perspectives.
