How Often Should Schools Post on TikTok?

Insights from 11 Million Posts Reveal the Ideal Cadence for Colleges and Education Marketers

TikTok has become the new search engine for the next generation of learners. Students scroll for campus tours, faculty voices, and student experiences — often before ever visiting your website. For colleges, universities, and education brands, showing up consistently on TikTok isn’t optional anymore. It’s your digital front door.

According to Buffer’s analysis of 11 million TikTok posts from more than 150,000 accounts, frequency is the most underappreciated driver of visibility. Posting more often doesn’t guarantee virality — but it does dramatically increase your chances of being seen by the right prospective student at the right time.

The Smart Range: 2–5 Posts Per Week

Moving from one post per week to 2–5 can generate up to 17% more views per post. That’s the efficiency zone for schools balancing limited content resources with the need for consistent engagement.
Consider using that cadence to showcase:

• Student ambassador content showing real, unscripted experiences

• “Why I Chose This School” features emphasizing authenticity and diversity

• Faculty or program highlights that make academics feel personal

• Study tips or resource moments that add real value

This isn’t about chasing trends it’s about showing vibrant, everyday life on your campus.

Consistency Compounds

Accounts that post 10+ times weekly see up to 34% more total views, but engagement per post levels off. The takeaway: every new post opens another window for connection. The more moments you share, the more likely one will inspire a future application.

Education Content Tips

• Empower students to co-create content and run takeovers

• Add trending sounds to academic or lifestyle clips

• Include simple CTAs like “Visit campus” or “Apply now”

• Repurpose videos from Reels, Shorts, or virtual tours

If you’re only posting once a week, start small, aim for two to three. That’s where the data says the magic happens, and where future students are already looking for you.