APMA News - May/June 2022 - 23
APMA Student Recruitment Campaign
on TikTok Exceeds Expectations
APMA promotes the Step Into Podiatry student
recruitment campaign through digital advertising
and paid social media. Because the campaign
targets an audience of high school students, stakeholders
and staff identifi ed TikTok as a platform
worth exploring.
While APMA does not have a dedicated TikTok
account, APMA recruitment staff worked with
advertising partners to create advertising space on
TikTok without a dedicated account. Staff collected
video content from current podiatric medical
students sharing everything that they love about
the profession, and why they chose a career in
podiatry. Thanks to the enthusiasm of our current
students, campaign results on the platform
exceeded expectations.
The videos were shown on TikTok over the
course of two months, with the campaign ending
on April 15. In that time, more than one million
prospective students saw the Step Into Podiatry
content, which exceeded the expected number
of impressions by 35 percent. Additionally, more
than 12,000 prospective students visited www.
StepIntoPodiatry.com as a result of the TikTok
campaign, surpassing the goal of 2,500 page visits
by 417 percent. TikTok tends to have a captive
audience, meaning users typically do not click
outside the platform to learn more, which makes
this metric particularly signifi cant.
Female prospective students engaged with
recruitment assets more than males, and Los
Angeles was identifi ed as a top performing market
on the platform. Knowing this, APMA can explore
the possibility of targeting future content specifi
cally to female viewers, or even considering
highlighting the two podiatric medical colleges in
California to this audience given the market share
of this recent campaign.
The success delivered by this campaign is
once again a testament to the student recruitment
market research conducted by APMA.
Having the ability to identify the key characteristics
of an ideal prospective student allows for
better campaign targeting. This understanding of
the audience is what produces phenomenal results,
and in the end, a better qualifi ed candidate.
We sincerely thank all recruitment stakeholders
for providing the fi nancial support that allowed
APMA to coordinate a robust campaign that
delivered outstanding results.
APMA.ORG
apmanews
23
Editorial credit: Ti Vla / Shutterstock.com
http://www.Shutterstock.com
http://www.StepIntoPodiatry.com
http://www.StepIntoPodiatry.com
http://www.APMA.ORG
APMA News - May/June 2022
Table of Contents for the Digital Edition of APMA News - May/June 2022
Contents
APMA News - May/June 2022 - Cover1
APMA News - May/June 2022 - Cover2
APMA News - May/June 2022 - 3
APMA News - May/June 2022 - 4
APMA News - May/June 2022 - 5
APMA News - May/June 2022 - 6
APMA News - May/June 2022 - 7
APMA News - May/June 2022 - 8
APMA News - May/June 2022 - Contents
APMA News - May/June 2022 - 10
APMA News - May/June 2022 - 11
APMA News - May/June 2022 - 12
APMA News - May/June 2022 - 13
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APMA News - May/June 2022 - Cover3
APMA News - May/June 2022 - Cover4
APMA News - May/June 2022 - A1
APMA News - May/June 2022 - A2
APMA News - May/June 2022 - A3
APMA News - May/June 2022 - A4
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