EAB’s Nicole Council, Scott Baker, and Jonathan Barnhart discuss the explosive growth of TikTok as a student recruitment tool and why it may, nevertheless, disappear completely from college campuses. While TikTok has become the dominant social media platform used by Gen Z students, state-run colleges across America are banning access to the platform over a variety of concerns. Our guests share advice for admissions teams on how to adapt quickly as the situation evolves.