No TikTok, No Worries: NextGrad Helps Higher Ed Advertisers Reach Gen Z

The impending TikTok ban in the United States, which took effect on January 19th, 2025, has sparked a wave of uncertainty among TikTok advertisers and marketers, leaving many scrambling to reimagine their strategies and identify viable alternatives. With over 170 million American users, TikTok has become more than just a social media platform—it’s a cultural phenomenon and an indispensable tool for engaging Gen Z and Millennial audiences. Now, as the reality of this critical platform potentially disappearing looms large, higher education marketers face the pressing question: what comes next?

At NextGrad, we believe this seismic shift presents not just a challenge but a tremendous opportunity for higher education advertisers to pivot strategically—and we’re here to guide the way. Through our expansive network of digital screens and poster campaigns, strategically positioned in over 1,100 high schools across North America, we provide an unparalleled avenue for connecting with students right at the moment when they’re shaping their educational paths.

Why TikTok’s Ban Creates a Marketing Void

TikTok’s meteoric rise as a platform has been fueled by its unique ability to captivate younger audiences through short-form, authentic, and highly shareable content. For higher education institutions, TikTok advertising has been a powerhouse for:

Recruitment campaigns designed to attract prospective students to colleges and universities
Showcasing campus life through creative, relatable, and visually compelling storytelling
Driving applications via influencer collaborations, trend-driven posts, and targeted paid advertisements

The potential ban not only upends these well-honed strategies used in TikTok advertising but also leaves a gaping void in the digital marketing landscape, pushing higher ed marketers to seek alternative platforms that can effectively engage students in a similarly impactful way.

According to NextGrad’s 2024 Gen Z Media Study, over 43% of students reported using TikTok to discover new higher education institutions. This finding highlights TikTok’s dominant role as the go-to platform for reaching Gen Z, backed by substantial advertising budgets that prioritize its unparalleled engagement. However, with the imminent TikTok ban, advertisers are left searching for new avenues to connect with this critical audience. NextGrad’s unique ability to engage students directly in their high school environments will ensure that institutions reach students at the right moment—when they’re actively making decisions about their futures. Our platform provides a targeted and impactful alternative, filling the void left by TikTok with hyper-relevant, on-campus advertising solutions.

Enter NextGrad: Your Solution for Engaging High School Students

For those who have relied heavily on TikTok advertising, NextGrad stands ready to step in and fill the gap. We offer a proven, direct, and highly effective method for higher education institutions to engage with students in a meaningful way. Here’s how we’re making it happen:

1. Digital Screens in High Schools

Our high-resolution digital screens are installed in high-traffic, prominent locations within high schools across the United States and Canada. These screens serve as a dynamic platform for:

Custom advertisements showcasing universities, programs, and unique opportunities
Promoting valuable scholarship opportunities that resonate with students
Sharing inspiring stories, educational messages, and community-focused content

By integrating seamlessly into students’ daily routines, these screens ensure that your institution’s message is not just seen but remembered, creating a lasting impression.

2. Poster Campaigns

In addition to our digital advertising solutions, we also facilitate highly targeted poster campaigns. These visually striking, static advertisements are strategically placed in common areas such as hallways, libraries, and counseling offices, ensuring your brand gains maximum exposure among students.

3. Unmatched Reach and Engagement

With access to over 1,100 high schools spanning 80 media markets across North America, NextGrad offers a combination of scale, precision, and impact that is unmatched in the industry. Our platform guarantees that your message reaches the right audience, including:

Students actively exploring post-secondary options who are ready to engage with your institution
Counselors and educators who play a pivotal role in shaping students’ decisions
Parents who provide critical guidance and support during the decision-making process

Key Benefits of Advertising with NextGrad

Direct Access to Gen Z: Say goodbye to reliance on third-party algorithms or guesswork—NextGrad delivers your message directly to students where they are.
High Visibility: With digital screens placed in high-traffic school locations, your advertisements are guaranteed to be seen multiple times throughout the day.
Customizable Campaigns: Whether you want to target specific schools, regions, or demographics, our platform allows you to tailor your message to meet your goals.
Seamless Integration: Our collaborative model lets schools upload their own content alongside your ads, fostering a trusted and community-oriented environment.

The Future of Higher Ed Advertising

While the impending TikTok ban may initially seem like a major setback, it also presents an unprecedented opportunity to rethink, refine, and diversify your advertising strategies. At NextGrad, we’re dedicated to ensuring your institution not only adapts but thrives in this evolving landscape. By connecting with students where they make critical decisions about their future, we help you create lasting impact and drive meaningful results.Ready to Pivot Your Advertising Strategy? Let NextGrad be your partner in navigating this transition. Contact us today to learn how our innovative platform can amplify your message, strengthen your outreach, and connect you with the next generation of students. Together, we’ll ensure that even in a post-TikTok world, your institution stays ahead of the curve.