Behind the Viral: SDSU TikTok Case Study

As an SDSU Ambassador and Social Media Intern for the School of Journalism and Media Studies, I used my firsthand interactions with prospective and incoming students to identify an opportunity for authentic, audience-driven storytelling.

I created a TikTok asking students why they chose SDSU, transforming spontaneous interviews into relatable short-form content that spoke directly to prospective students and the broader university community.

The video went viral, generating 1.1 million views and 56,000 likes.

Key Insights:

• Know Your Audience: Used direct student interactions to understand what prospective students care about.

• Prioritize Authenticity: Featured genuine student perspectives rather than traditional promotional messaging.

• Create With Purpose: Developed a relatable, platform-specific concept that encouraged audience engagement.

• Measure the Impact: Achieved 1.1M+ views and 56K+ likes, demonstrating the reach of student-centered storytelling.

My Biggest Takeaway: Successful social media starts with understanding people. By combining audience insights, creative strategy, and authentic storytelling, I turned everyday conversations into content that reached over a million viewers.