Should Schools Use Instagram and TikTok?
Should Schools Use Instagram and TikTok?
A member of SLT comes back from a conference buzzing. "Another school has 20,000 views on a TikTok of their caretaker dancing. Should we be doing that?"
Maybe. Maybe not.
Instagram and TikTok can help a school reach new families and show its personality. They also bring extra safeguarding questions and take time to run well. This guide helps you decide whether Instagram and TikTok are right for your school, and how to use them safely if they are.
Should schools use Instagram?
Yes, many schools benefit from Instagram, especially for showing school life visually to current and prospective parents. It works well alongside Facebook, which is still where most parents and local communities are most active.
Instagram is a strong choice if you have plenty of good photos and short videos, want to reach younger parents and want a more polished visual showcase of your school.
Should schools use TikTok?
Some schools use TikTok well, particularly secondary schools and colleges reaching prospective students. For most primary schools, TikTok is lower priority, because the main decision-makers are parents rather than pupils.
Before you start, ask: who are we trying to reach, and are they on TikTok? If the honest answer is "not really", your time is better spent elsewhere.
What are the benefits of Instagram and TikTok for schools?
Reach. Short videos can reach local families who don't follow you yet.
Personality. Both platforms reward warmth, humour and authenticity.
Recruitment. Staff showcases can attract new teachers.
Search. People now search Instagram and TikTok for local information, including schools.
What are the risks of Instagram and TikTok for schools?
The risks are mainly about safeguarding, comments and time.
Consent. Short videos often capture more children in the background than a single photo. Check consent carefully.
Comments. Public comments need monitoring, especially on viral posts.
Age limits. Instagram and TikTok are for users aged 13 and over. Content shouldn't encourage younger pupils to sign up.
Trends. Not every trend suits a school. Ask whether it reflects your values before joining in.
Time. Video content takes longer to plan and edit than a photo post.
How do schools use Instagram safely?
Use a business or professional account, not a personal one. Turn on comment filters, limit tagging and check every image against your consent list before posting.
Avoid geotagging posts in real time, never use full names with photos and keep pupils' faces out of anything that could reveal their location outside school. Your school social media policy should cover each platform you use.
How do you decide which platforms are right for your school?
Use three questions:
Who are we trying to reach? Parents, pupils, staff or the community?
Where are they already? Ask your parents directly in a quick survey.
What can we keep up? Consistency on one platform beats occasional posts on four.
For most primary schools, the answer is Facebook first, then Instagram. For secondaries, Instagram and sometimes TikTok play a bigger role.
What if your school already has an account you don't use?
Either revive it with a clear plan or close it properly. An abandoned account with the last post from two years ago sends the wrong message to parents checking you out.
Ready to choose with confidence?
There's no single right answer for every school. The right platforms are the ones your families use and your team can run safely and consistently.
If you'd like help deciding, a School Power Hour will review your current channels, look at your audience and give you a clear, practical plan for the platforms that matter.
