Inland Empire/Desert Regional Consortium:
A Fresh Approach to Student Engagement
As a seasoned collaborator with the Inland Empire/Desert Regional Consortium (IEDRC) for the initial seven years, my journey with them was marked by continuous innovation and a commitment to enhancing their mission. One recent project that stands out is the creation of a series of TikTok videos designed to resonate with Gen Z, offering a unique and engaging perspective on educational opportunities.
A Fresh Take on Student Testimonials
In the summer of 2023, I embarked on a project that aimed to break the mold of traditional student testimonials. Armed with an iPhone and a tiny mic, I conducted short and spontaneous interviews with 19 students across two IEDRC campuses. The goal was clear: capture authentic, off-the-cuff responses that felt more like user-generated content (UGC) and less like traditional ads.
Ads that don’t feel like Ads
The resulting videos feature snippets from these interviews, showcasing the diverse and vibrant student body. In the editing room, I embraced a Gen Z editing style, employing jump cuts, on-screen emojis, and text boxes to mirror the platform's aesthetic.All the videos are open-captioned, aligning with the platform's trend where over 70% of content is consumed without sound, and they have a very UGC feel until the very end where there is a more polished call to action.
Navigating the Short-Form Landscape
While the metrics for this project are yet to be fully realized, the intention is clear — to create content that resonates with the short-form content audience and provides a fresh perspective on educational opportunities within the IEDRC. The videos aim to be more than just informative – they seek to be relatable, approachable, and, most importantly, shareable.
In a landscape dominated by user-generated content, these TikTok videos represent the IEDRC's commitment to evolving with the times, reaching prospective students where they are, and making education not just accessible but enjoyable.
