Session Descriprion: There is no question that TikTok has permeated global culture, impacting everything from slang to the top music charts. With ~1 billion users, it’s one of the top social media apps used by everyone. However, social media managers are struggling to catch up, as they must add videographer and editor to their already long job description. With challenges unique to the platform, expert panelists dive into which tools and strategies should be prioritized for quick wins and long-tail results. From everyday organic posts to paid advertising to increase student enrollment, we’ll discuss learnings and best practices from a higher-ed perspective.