TikTok might have started as a space for viral dances and trends, but that’s not how prospective college students use it anymore. Today, TikTok is influencing real decisions, and that includes where students visit, apply, and enroll.
Recently featured in a TikTok for Business case study, Carnegie worked with UMass Lowell to develop a full-funnel approach using a combination of TikTok Spark Ads and the Community Interaction objective to engage prospective students in a way that felt authentic and strategic.
TikTok isn’t just top-of-funnel anymore
While TikTok still excels at building awareness, it is increasingly a meaningful channel for mid- and lower-funnel performance. Prospective students are using the platform to explore colleges and universities, engage with real student content, and take next steps. They’re not passively watching; they’re actively researching.
This shift means higher ed marketers need to treat TikTok as more than a top-of-funnel tool. The platform can spark interest, build trust, and drive action, all in one feed. To do that, campaigns should be built with the full student journey in mind: What sparks that initial “this could be me” moment? What keeps students engaged? What nudges them toward a click, a follow, or an inquiry?
Three Keys to Success When Using TikTok
- Creative drives performance. Using Spark Ads, we boosted native-feeling student content that blended seamlessly into the For You Page, resulting in stronger video engagement.
- Test & learn works. Running both Traffic and Community Interaction campaigns side by side showed how upper- and mid-funnel objectives can work together to build awareness and drive action.
- Increased Investment = Better Performance. By increasing spend on traffic and layering in a new engagement-focused campaign, we saw a major lift in results compared to previous cycles.
Together, these elements created a marketing and enrollment strategy that reached students early and moved them meaningfully through the funnel.
The Results From Our Case Study With UMass Lowell
The impact of this strategy was clear:
- 29% lower CPM
- 1.9% increase in click-through-rate
- 640% increase in total clicks
UMass Lowell’s campaign proved that when you combine high-performing creative with a full-funnel media strategy, TikTok doesn’t just drive awareness, it drives action. Whether you’re looking to build brand visibility or move users closer to enrollment, TikTok has the tools to support every stage of the student journey.
We’re excited to see Carnegie’s strategy featured on TikTok for Business; check out the full case study here.
Make TikTok Part of Your Enrollment Strategy
At Carnegie, we’re passionate about helping higher ed institutions connect with students where they spend their time and turn that connection into enrollment. If you want to explore how TikTok or other emerging platforms can support your recruitment goals, we’d love to talk. Start a conversation with us today.