UBT now also on TikTok

TikTok has long been more than just a platform for lip-syncing and viral dances. With over 1.5 billion monthly users worldwide – the majority of whom are between 16 and 24 years old – TikTok has become the digital living room of Generation Z. And that is exactly where the University of Bayreuth wants to get involved in the future. The aim is to increase visibility among potential students and communicate the strengths and advantages of our campus university directly to the target group of high school graduates.

Campus life in 15 seconds

The content on the UBT's TikTok channel is intended to be authentic, approachable, and entertaining. From presentations of individual buildings to typical student videos, for example about exam periods, to challenges with the university raven – the spectrum is broad. Topics such as sustainability, study programmes, leisure activities, and service centres will also be creatively staged in the future. So far, a video about the food on offer in the canteen has been viewed the most. Almost 15,000 times!

The channel has been around since April 2025. The social media editorial team has set itself the ambitious goal of producing two to three videos per week, and so far the plan is working. As a result, the channel's reach and following are growing steadily. Two student assistants – in front of and behind the camera – provide the necessary peer-to-peer vibe on the UBT's TikTok channel. Viktoriia and Franziska are the faces of the channel and don't always take themselves too seriously. They are perfect ambassadors for the University of Bayreuth and, thanks to their existing affinity for TikTok and similar platforms, have excellent access to this young medium.

With the TikTok channel, the University of Bayreuth's social media team is closing an important gap in communication: for student marketing, the relevant target group is no longer to be found on Facebook, Instagram or LinkedIn. Future bachelor's students are flocking to TikTok.

The university's channel can also be viewed without a TikTok account: https://www.tiktok.com/@unibayreuth

And if you're on TikTok yourself, be sure to leave a ‘follow’. Because our TikTok channel is guaranteed not to be boring.