Using TikTok For Higher Ed Marketing…Is It Worth It?

To show a Tiktok being made

$226 billion. That’s how much money businesses are expected to spend on social media platforms this year, up 30% over 2022[1]. This is a staggering amount of money when you consider that’s about $30 worth of ads for every single person on the planet.

Now, there’s a good reason why so much money is being spent…

Social media is where the consumers are. But even though ad spends are rapidly increasing, the social media landscape itself is quickly changing; and your paid social media strategy should too.

While Facebook is still #1 in the social space, with nearly 180 million US users (a majority of which are in the 25-34 age demo), a comparatively new platform is growing so fast, that it’s become hard to ignore; even for career educators who cater to adult learners.[2] TikTok.

TikTok, the gen Z platform has adults in our target demo?


You see, TikTok, which has traditionally targeted a younger age demographic, is now the most downloaded social media app in the US. But new data show its users are beginning to skew older, and out of the gen Z demo.

In fact, over 50% of TikTok users are now 30 years old or older.[3] This means that if you’re a career educator who is looking to boost enrollments with adult learners, and have a full time, in-house social media team, you should already be using TikTok, for non-paid content at the very least.

But if you really want to reach adult learners, you’ll want to consider advertising on the platform.

Today, Conversion Media Group, a national leader in higher education lead generation and enrollment boosting initiatives will show you why you should consider using TikTok to help with your school’s brand awareness…

And we’ll show you another, more personalized method that could help increase enrollments at your school, perhaps even better than social media, or any other media for that matter.

Now, before we show you what we believe to be among the most effective ways to boost enrollments, let’s get into TikTok a bit, shall we?

We’ve already discussed how the age demo on the platform is beginning to skew older. But the rate at which adults are using the platform is what’s really exciting for career educators. See, in the last 18 months alone, the number of adult users has grown a whopping 5X.[4]

Simply put, for adults, TikTok has become the place to be.

And the user data proves it. Considering the fact that the platform was only launched in 2016, it has already surpassed Twitter, Telegram, Reddit, Pinterest and Snapchat in monthly active users; users who are now fitting into the adult learner demo. And these users spend a lot more time on TikTok than on Facebook.

In fact, the data show TikTok users spend twice the amount of time on the platform as Facebook users do: 4.82 minutes on Facebook compared to 10.85 minutes on TikTok.[5]

Clearly, with user growth and the data trending towards the key age demographic for career-based educators, advertising (as well as using non-paid content) on TikTok should be considered by your school’s social team.

However, TikTok advertising does have its downsides. As your social media marketing team will see, TikTok doesn’t have the same sophisticated targeting options as say, Facebook, and it’s been shown to be not as effective of a lead gen tool as some other social platforms.[6] But even with its downsides, your team should still seriously consider advertising there…

Or at the very least, posting non-paid content for branding efforts.


At Conversion Media Group, we believe there is perhaps an even better way to boost enrollments than TikTok or Facebook advertising. And it’s a more “personalized” way of getting real interest in your school, to boot.

You see, CMG has thousands of prospective students that we’re in constant personal contact with; telephone, social, SMS text…

Real people, real conversations, real interest in furthering their education; and we personally converse with them practically every day!

And they’re looking for the educational opportunity you’re offering.

We’ve already done all the hard legwork in finding and nurturing these prospective students, they just need to hear about you, your school and what you can offer them for their future.

And many of them are ready to enroll as soon as they can.

Whether you need 50, 100, 1,000 new students or more, Conversion Media Group can help you reach your enrollment goals. It’s our expertise.

So, if you’re interested in learning more about how Conversion Media Group can drive qualified higher education leads, applications, and enrollments to your school, simply call one of our education specialists today at: (+1) 800 419 3201.

Or you can contact us HERE, and an education enrollment expert will get back with you as soon as possible.

[1] Social Media Users 2023 — (Global Demographics) (

[2] 56+ Facebook Statistics For Marketers In 2023 (Infographics) (

[3] TikTok User Age, Gender, & Demographics (2023) (

[4] TikTok User Statistics (2023) (

[5] 99 TikTok Statistics & Data for 2023 (Research Insights) (

[6] Should I be advertising on TikTok? – Grand Rapids Marketing Agency – Media Place Partners

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