For all the hype, you’d expect TikTok to be the preferred social platform for students. But it really isn’t. Based on a survey of 20,000 UG, PG and PhD students globally, TikTok ranks way lower than I expected. Now, this doesn’t mean that students aren’t on TikTok. It just means it’s not their favourite or “go-to app.” Just because students are on TikTok doesn’t make it their no.1 platform. Be careful if you’re planning to pare back efforts on Facebook and Instagram. They are still very much in the game.