Use of TikTok Social Media in the Ukrainian University Branding

Aim. The objective of this article is to review the promotion of universities via the social network TikTok. The tasks consider the promotion through the TikTok use, the research of TikTok use in business promotion, depiction of university communication through TikTok use. Today’s reality says that it is necessary not only to know about the platform existence but add TikTok use in the set of everyday tools for branding and promotion. Thus, the research object covers the marketing communication in education.The research subject specifies the university branding via the TikTok social media. The objective of this article is to review the promotion of universities via the social network TikTok. The tasks consider the promotion through the TikTok use, the research of TikTok use in business promotion, depiction of university communication through TikTok use. Results. The results obtained reveal that Ukrainian universities demonstrate wide range ofstrategies in TikTok use. However, it is possible to specify two main trends of its development:1) communication aimed at the internal audience (students and teachers of the university) and2) an external one –attracting new enrollees.The data obtained show that university TikTok accounts are more frequently used in advertising and campaigning for admission. They show and maintain content highlighting students’ opportunities after graduation, describing the advantages of entering the institution. Conclusions. One can speak only about two trends of communicative development by Ukrainian universities in TikTok: communication that is aimed at the inner audience (students and teachers of the university) and the outer one -university applicants. There are no common rules regulating communicative conduct on such accounts. One can also stress that the intensity of TikTok use is still much lower than that of other social media services, and it is namely the TikTok social network possessing the tangible potential for its growth and popularity in the university environment. In addition, the TikTok university accounts demonstrate the best effectiveness and the most brand-building value to the university target audience. One can mention the use of TikTok by Ukrainian universities become more and more popular and the use of TikTok by universities is inevitable. Key words: strategic communication, TikTok, university branding, university account in social media, Ukraine