Through the initiative of the Public Information Office (PIO), in collaboration with the Bachelor of Arts in Communication On-the-Job Trainees for the Second Semester of Academic Year 2025-2026, Wesleyan University–Philippines (WUP) officially launched its TikTok account as part of its efforts to expand the University’s digital presence and strengthen engagement with its stakeholders.
The official TikTok account was created on January 21, 2026, with its first content uploaded the following day. Initial posts featured the University’s newly updated Vision and Mission, along with a creative launch reel titled Paper Plane.
As social media plays an increasingly important role in institutional communication, WUP’s entry into TikTok reflected current research on the platform’s effectiveness in digital engagement.
According to the study “Digital Marketing Strategies on Short-Video Streaming Platforms: A Case Study” by Jingyi Mo (2025), TikTok engages users through a “content–interaction–conversion” model, supported by its personalized recommendation algorithm and interactive features such as likes, comments, shares, and livestreams. These features help organizations attract attention, increase engagement, and drive meaningful audience interaction.
Further supporting this initiative, Statista reports that TikTok recorded the highest average engagement rate per post at 2.65 %, significantly surpassing Instagram (0.7 %) and Facebook (0.15 %) between 2021 and 2023. The platform’s emphasis on personalized content feeds and discoverability allows posts from both small and large accounts to reach audiences beyond their existing followers, making it highly effective for brand awareness, audience interaction, and content virality.
“As social media continues to shape how people connect, WUP’s official TikTok account allows the University to reach its stakeholders more effectively, particularly its current and prospective students,” said Mr. Mark Alvin B. dela Cruz, PIO Director.
“The more visible we are online, the greater our ability to engage, inform, and inspire our community,” he added. WU-P currently maintains an official Facebook page and Instagram account, in addition to its website.
“We also look forward to creating the University’s official YouTube channel as another venue for stakeholder engagement,” Mr. dela Cruz said.
The PIO committed to continue exploring innovative digital strategies to strengthen WUP’s online presence, ensuring the University remains connected with its growing community of students, alumni, and partners.
Article and photo by Ayumi San Cai Valerio (PIO)
