TikTok and Instagram Reels can be used to promote, maintain, and elevate campus culture and the image of the university through social campaigns, campus partnerships, and collaborations with current students and alumni. Effectively using TikTok and Reels requires communication across campus, staying on top of trends and knowing how to use trends to relate to and influence your campus demographic. By doing so, your presence on these platforms can help with recruitment, admissions, alumni engagement, and promoting campus culture and student life. This session will cover how to get started, find and lead student ambassadors, and build your content pipeline.