The Emergence of TikTok as a Go-To Platform for College Financial Aid

In the evolving landscape of higher education, where tuition costs continue to climb and traditional financial aid channels sometimes fall short, students are increasingly turning to unconventional sources for support. The TikTok scholarships trend has taken social media by storm, with Generation Z college students leveraging short-form videos to uncover financial aid opportunities that can make pursuing a university degree more attainable. This phenomenon reflects a broader shift in how prospective and current undergraduates approach funding their education at colleges and universities worldwide.

What began as viral tips from influencers and peers has morphed into a robust ecosystem of content dedicated to scholarships, grants, and financial aid strategies tailored to higher education. Platforms like TikTok democratize access to information previously gated behind official websites or counselor appointments, allowing students to discover niche awards for specific majors, demographics, or extracurriculars offered by universities.

Revealing the Numbers: How Prevalent Is the TikTok Scholarships Phenomenon?

Recent data underscores the scale of this trend. A 2026 survey conducted by Fractl on behalf of Sallie Mae, polling 274 U.S. Gen Z college students and recent graduates, found that 68 percent have used TikTok to search for scholarships at least occasionally. Notably, one in five—20 percent—engage in weekly searches on the platform. TikTok ranks as the fifth most common discovery source for scholarships among this demographic, trailing only university websites, dedicated scholarship search sites, Google, and financial aid offices.

Among those using TikTok, 60 percent reported discovering opportunities they hadn't encountered elsewhere, with nearly 10 percent—nine percent precisely—successfully securing at least one scholarship sourced from the app. These figures highlight TikTok's role in expanding the financial aid net for university-bound students, particularly as average scholarship awards from such discoveries often target smaller, specialized funds from colleges.

Real Student Success Stories Fueling the Momentum

The trend's virality stems from authentic narratives. Countless TikTok creators—often current or former university students—share step-by-step breakdowns of applications that led to substantial awards. For instance, influencers like @espdaniella, known as the Scholarship Guru, boast helping students win millions since 2017 through tips popularized on the platform. Videos dissecting essay formulas have inspired users to claim over $300,000 in aid, as one creator documented winning 83 percent of applications attempted.

Institutions are noticing too. Saint Joseph's College of Maine launched a pioneering TikTok challenge in 2025, awarding up to $1 million in full-ride scholarships to participants creating content about their academic aspirations. Such initiatives blend entertainment with opportunity, drawing thousands of views and applications from prospective college students eager to fund their degrees.

First-generation students, in particular, shine here. The Sallie Mae survey revealed they are 1.5 times more likely to win TikTok-sourced scholarships compared to continuing-generation peers, underscoring the platform's equalizing potential in higher education access.

Navigating Pitfalls: Misinformation and Scams in the Feed

Despite successes, the TikTok scholarships landscape isn't without hazards. About 34 percent of users encountered content they deemed misleading, including phantom scholarships, erroneous eligibility criteria, exaggerated award amounts, and pitches for paid 'unlock' courses. Low-income students face amplified risks, with 41 percent reporting deceptive material—higher than the overall average.

Paid services promoted via TikTok fare poorly too: 32 percent of purchasers labeled them misleading. Only 27 percent of students consistently verify tips before applying, amplifying exposure. Red flags abound: demands for upfront fees (legitimate scholarships never charge), urgency tactics, or vague provider details. These issues erode trust and can derail college funding plans.

Building Trust: What Makes a TikTok Creator Credible?

Students prioritize relatability over credentials. Personal success stories sway 60 percent, while content from current college students garners 59 percent trust—surpassing certified financial advisors at 31 percent. Recent graduates and peer testimonials dominate feeds, fostering a community-driven verification process where likes, comments, and duets signal legitimacy.

Yet, this peer reliance poses challenges for higher education stakeholders. Universities must contend with unofficial narratives shaping perceptions of their aid packages, prompting some to amplify official TikTok presences with verified tips on merit-based awards, need-based grants, and enrollment-specific funding.

Empowering Underserved Groups in Higher Education

Low-income and first-generation students reap disproportionate benefits—and risks—from the trend. Sixty-eight percent of low-income TikTok users unearthed unique scholarships, often niche offerings from community colleges or regional universities overlooked in traditional searches. This discovery edge helps bridge gaps in access to four-year institutions.

However, heightened misinformation exposure demands vigilance. Financial aid offices at colleges increasingly host workshops on social media literacy, guiding students to cross-check via official portals like the U.S. Department of Education's Federal Student Aid site or equivalents in the UK (Student Finance England) and Australia (StudyAssist).

Higher Education Institutions Adapt to the Social Media Shift

Colleges and universities are responding proactively. Beyond Saint Joseph's challenge, many maintain TikTok accounts dispensing financial aid nuggets: deadline reminders, FAFSA (Free Application for Federal Student Aid) explainers, and spotlights on institutional scholarships. For global reach, Canadian universities like those promoting via @scholarshipscanada share bursaries, while Australian Catholic University highlights international awards.

This adaptation aids enrollment. TikTok's algorithm favors authentic, student-generated content, boosting visibility for lesser-known colleges offering generous aid packages. Data shows platforms like these correlate with higher application volumes from diverse demographics.

Insights from Financial Aid Experts and Officers

Katarina Ellison, director at Sallie Mae, encapsulates the consensus: "TikTok can be a good starting point, but it shouldn’t be the only stop." She praises its role in surfacing niche university scholarships but warns, "Relatable doesn’t necessarily mean reliable." Experts urge collaboration: colleges labeling content, platforms curbing scams, and counselors fostering verification skills.

Financial aid officers report surges in queries about TikTok finds, using them as teachable moments on processes like Expected Family Contribution (EFC) calculations or income-driven repayment plans post-graduation. Globally, similar sentiments echo in UK and Canadian higher ed forums.

Practical Verification Strategies for Aspiring Undergrads

• Cross-reference with official sources: University financial aid pages, Fastweb, or Scholarships.com.
• Scrutinize the provider: Legit scholarships link directly to .edu or .gov sites.
• Avoid fees: No application costs for genuine aid.
• Check comments/duets: Community flags scams swiftly.
• Consult professionals: Email your college's aid office for confirmation.

These steps safeguard dreams of higher education without derailing progress.

AI's Growing Role in Streamlining Applications

Post-discovery, many turn to AI for essays and forms. Tools like ChatGPT draft personal statements aligned with university prompts, boosting submission rates. While efficient, experts advise personalization to avoid detection and ensure authenticity—key for merit scholarships at competitive colleges.

Photo by Kelly Sikkema on Unsplash

Looking Ahead: Social Media's Enduring Place in College Funding

As algorithms evolve and universities deepen TikTok integration, the trend promises longevity. Projections suggest 75 percent Gen Z engagement by 2027, with platforms like Instagram Reels following suit. Higher education must balance innovation with integrity, ensuring social media amplifies equitable access to transformative degrees.

For students eyeing universities, blending TikTok serendipity with rigorous research unlocks maximal aid, paving debt-free paths to graduation.