NORMAL, Ill. — The beloved social media platform, TikTok, has been a large topic of conversation following the United States decision to move towards banning the app. Illinois State University’s flagship TikTok account will be one of the many accounts affected by the Supreme Court’s decision.
Director of Strategic Communications, Kevin Bersett spoke about the impact the app has had on campus and how it has fostered a more relaxed relationship between the university and its students.
“It’s opened us up to be more informal on that channel and have a little bit more fun with it.” Bersett said.
The ISU TikTok account has over 9,000 followers, Bersett adds that a “decent video” gets around 10,000 views.
“We have the highest follower count in any of the Missouri Valley conference basketball schools and the second highest among the football schools.” Bersett said.
The university account isn’t the only popular TikTok account on campus. The ISU Police Department has over 13,000 followers with some videos garnering 20,000 views. The university account is the least “branded’ account which has allowed the university to connect on a deeper level with viewers.
Bersett adds that the authenticity of the videos created is what draws students to the account. He shared that 67% of the account’s audience is the 18 to 25 age-group whereas only 37% of the age group fills demographic on Instagram.
“To a large degree, you all prefer TikTok.” Bersett said.
Bersett noted that the university will continue to post content on other social media apps, including Instagram and Facebook, but that TikTok’s algorithm functions differently than those in place for Instagram Reels and Facebook Shorts.
On Jan. 18, users of the app received a message stating the app was no longer available in the United States. The message which read “Sorry, TikTok isn’t available right now. A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok.” The message prohibited users from any app usage including viewing direct messages and personal accounts.
Less than 24 hours later a message appeared on the landing page of the app announcing the app was back in the United States. The message read, “Welcome back! Thanks for your patience and support. As a result of President Trump’s efforts, TikTok is back in the U.S.”
In his first day back in office following his inauguration, President Trump signed an executive order delaying the app ban for 75 days.
The executive action has allowed TikTok’s parent company ByteDance more time to find a buyer for the app. However, until a buyer plan is solidified, the app’s fate will remain in question.