Eastern Michigan University using TikTok to engage with new students

EMU launching contest, giveaways on popular social media platform

FILE - In this Sept. 28, 2020, file photo, The TikTok app logo appears in Tokyo. State attorneys general have launched a nationwide investigation into TikTok and its possible harmful effects on young users mental health, widening government scrutiny of the wildly popular video platform. The investigation was announced Wednesday, March 2, 2022, by a number of states led by California, Florida, Kentucky, Massachusetts, Nebraska, New Jersey, Tennessee and Vermont. (AP Photo/Kiichiro Sato, File) (Kiichiro Sato, Copyright 2020 The Associated Press. All rights reserved)

YPSILANTI, Mich. – Eastern Michigan University is engaging with new students through TikTok as part of its mandatory Student Orientation Advising and Registration program for first-year students.

The new campaign includes contests and giveaways on the social media platform utilizing hashtags.

The SOAR program advises students and helps with fall course registration. It also features peer-led small group sessions and presentations from numerous campus departments, including the Office of Financial Aid.

“We’re hoping students will use this opportunity to share real-life experiences and excitement about campus life,” associate vice president of Academic Service, Calvin McFarland, said in a statement. “We know that TikTok is a fun and influential platform for students to share their experiences on campus.”

So how does the contest work?

Prospective EMU students are encouraged to create a short video on TikTok about their registration experience using the hashtags #TRUEMU and #EMUSOAR. Participation enters them into a raffle to win a free Eastern swag bag.

McFarland said he wants to meet Generation Z where they are on social media to increase the awareness of SOAR. GenZ individuals were born after 1996. They heavily use the short-form mobile video platform TikTok -- making up more than 60% of its users, according to Wallaroo Media.

Prospective students are encouraged to register for the following dates:

  • Friday, April 22
  • Saturday, May 14
  • Thursday, May 26
  • Saturday, June 4
  • Saturday, June 18
  • Friday, June 24
  • Thursday, June 30 (Virtual Day Only)
  • Saturday, July 9
  • Saturday, July 16
  • Saturday, Aug. 6

For more information, visit EMU’s orientation page.

About the Author:

Meredith has worked for WDIV since August 2017 and was voted one of Washtenaw County's best journalists in 2019 by eCurrent's readers. She covers the community of Ann Arbor and has a Master's degree in International Broadcast Journalism from City University London, UK.