TikTok. It brings up a lot of thoughts among marketers - it was an exciting new platform which mixed up the existing social media mix, but can also be a black hole for productivity. For school marketers, the questions raised by the platform are even trickier - is it appropriate for our school brand, for our students even, should we be endorsing its usage. The growing popularity of the platform poses the key question for schools and education brands: “Should TikTok be part of my school’s social media marketing strategy?”. It’s a great question and no answer will be the same for each school so let’s break it down to help you understand more about the platform, what will work on there and whether it is viable and necessary for your school.