Whether he’s dancing to the latest viral sounds or getting band members to make hilariously outrageous UH game predictions, Quentin Shores has gained more than 971k views on his managed content for the Mānoa Admissions and UH Band TikTok accounts.
Shores’ goal? To highlight campus culture at the University of Hawaiʻi at Mānoa and capture the attention of students and prospective students. However, with the looming TikTok ban, he may need to rethink his strategy.
“So it just means we’ll have to shift the content a bit, which is unfortunate since we had such a huge following on TikTok,” said Shores, a UH Mānoa student and social media manager.
UH Mānoa’s social media managers like Shores have relied on TikTok to help students see the fun side of campus life, something more formal platforms like Instagram or Facebook have struggled to capture.
“If you’re considering colleges, you’d likely choose one that feels welcoming and fun over a college that posts plain, standard content like career fairs or events,” said Shores. “A vibrant, fun campus culture is much more appealing. Compared to Instagram, Twitter, or Facebook, which can be more serious, it helps students see themselves at our school by showcasing how much fun we’re having.”
As President Donald Trump takes office, uncertainty still looms over TikTok’s future. Trump has proposed extending the ban for up to 90 days, giving ByteDance, its Chinese owner, time to sell the app to a U.S.-based company.
If the ban is upheld, it will impact more than 170 million users nationwide, including UH Mānoa, where TikTok has been a tool for connecting the public to campus life.
For other departments, TikTok’s impact has made event promotion easier by jumping on trends that started on the platform to attract audiences.
Graciella Butler, a UH Mānoa student, the marketing lead and project manager for Mānoa Now, and a student assistant for the UH men’s basketball team, says the team has seen an increase in attendance due to TikTok.
“Without (TikTok), connecting with students will be much harder,” Butler said. “For Mānoa Now, keeping up with trends for internal marketing will also be more challenging.”
Butler said creating relatable content and keeping up with trends will be a struggle without TikTok. The platform allows her departments to tie popular sounds and memes to campus events, making the content engaging and relevant.
“Trends like the ‘They don’t love you like I love you’ sound, which we tied to things happening on campus,” Butler said. “We’ve been creating memes featuring our players after every game, and that’s been working for us.”
TikTok’s impact is beyond the content, but through its unique algorithm and creative tools. According to Wayne Buente, a UH Mānoa communications professor specializing in social media, TikTok’s proprietary algorithm is exceptionally effective as it analyzes video content and various metrics to deliver relevant content to keep users engaged.
The platform’s other creative features like Duet and Stitch, allow users to engage with and build on others’ content. The platform’s use of sound and audio, combined with its interface, encourages creativity and collaboration.
“This kind of content creation is something that platforms like Reels or YouTube Shorts can’t quite replicate,” said Buente. “Removing TikTok would significantly impact student life, conversations, and trends. It plays a major role in shaping discussion topics and highlighting what’s popular.”