Working on TikTok: Western Sydney University

Social media marketing has become one of the more successful ways to engage with the public and find new customers. For the past few years, TikTok has been the platform to be on, with it being the current social platform that has taken over the world. While Western Sydney University (WSU) were late to the game, in the Australian university TikTok market - they have stepped out onto number one.

WSU only created their TikTok account in 2022, even though the app has been around since 2016. Since then, their account @westernsydneyu has amassed 28K followers and millions of views and likes. WSU has been a harbour for trendy, lighthearted content on the app. “1# in the world and #1 source for unhinged uni content ❤️” their TikTok bio states.

Content creator for the WSU account, Sammi Star, has been with the university since before it was launched. She not only works for the university, but also attends it. The WSU account is run by students to achieve a relatable feel with its audience and it seems to be working. “As I was moving into my second year at the University, a teacher of mine approached me before the semester break and told me that she saw a job opening for a new TikTok account that the university would be launching” she states. Sammi Star and 5 other students of the university got accepted into this ‘content creator’ role.

Social media link to post by @743mia on TikTok with WSU content creator Sammi Star. Video by: Garima Singh

The university’s most viral video features a male content creator running through their Parramatta South campus in a wedding dress, with inside jokes created with their following. This video has gained 4 million views and traction from other Australian universities, most notably the University of Canberra who ‘duetted’ the video creating a point of view of the other half narrative from the video. “We started to relate more with the target audience, Gen Z” Star states. Other universities took notice and hopped on the trend that audiences deemed the ‘UNI-verse’, and Sammi Star notes that many university videos in response to WSU’s felt competitive.

Social media link to post by @unicanberra on TikTok duetting @westernsydneyu most viral video.

“It is a very positive work environment, it’s very dynamic and fast paced” Star states. Due to this, the role of content creator is starting to become more appealing to audiences, with a number of individuals commenting on WSU’s tiktok asking about how to get a job with the team. It is clear on the social media page that the work is very enjoyable and the team have a great relationship with each other. “The overall work environment is lively and fun” Star continues.

Content creator for WSU, Nisal Dayawansa, sitting in front of the Western University sign on Parramatta South campus. Photo by: Garima Singh

Star believes the work she does helps connect the university with its students and has changed the way in which the university presents itself online. “[We presented] a non-boring uni, and a lively and young spirited place that cares about their students” Star says.

As TikTok continues to be the leading social media app of the current age, WSU has definitely made its stance on the site and is currently beloved by both students and general audiences. The current WSU content creators appeal and connect with their current audiences, changing the way universities and corporations behave online.