Using TikTok and Instagram To Build Brand Equity

Florida International University (FIU) is still relatively young, first opening its doors fifty years ago in 1972. Its evolution and growth have been quick, becoming the fourth-largest public university in the country, achieving R1 research status, and climbing through national rankings. Nevertheless, the FIU brand equity has not caught up as quickly. Many prospective students in South Florida get their parents’ version of FIU, a smaller commuter university, during their time. Their value on our brand does not represent what FIU has become; this is where TikTok and Instagram come into play.

Young, Established, and Highly-Regarded

FIU has embarked on an Instagram and TikTok-heavy social media strategy. The goal is to update FIU as a highly-regarded research institution while demystifying outdated ideas and perceptions. We are accomplishing this by driving key messages paired with trends and putting our students as the stars of our content. We aim to make the large institution a relatable brand that talks like you, engage with your peers, and shares its story through content. We are integrating educational and research content but delivering in a way that makes it relatable and exciting to our student audience. As a result of these efforts, we are creating favorable student responses and emerging as a more positive brand that drives student affinity and FIU pride.

Meeting Students Where They Are

Our next project will dive deeper into Instagram and TikTok with the introduction of FIU Creators’ social media ambassador program. Ten students will partner with FIU to showcase student life, events, and organizations. The program will provide us with fresh and genuine content that shows day-to-day life on campus while continuing to have students drive the messages of research success, social mobility, and vibrant campus life. In addition, having our content reach new audiences will raise brand awareness with the content creating positive brand associations to grow our brand equity as one of Florida’s leading institutions of higher education.