Sit next to any young student deciding where to go next and watch what actually happens. They don’t open a prospectus; they open TikTok, type the college’s name into the search bar, and see what comes up. Call it a vibe check. What surfaces isn’t a prospectus tour; it’s whatever students have posted. That’s the open day now, weeks before anyone books an actual slot. Meanwhile, the official account has no idea and keeps doing what it’s always done: the principal presents a certificate or the science teacher demonstrates a mildly entertaining experiment. It’s fine. It’s also invisible to the people making the decision because a 16-year-old running that search has already correctly worked out that a comms team’s version of college life isn’t college life. This is not a taste problem. It is a trust problem, and it is measurable: Ofcom’s own research finds that virtually every 13 to 17-year-old in the country is on social media, with TikTok and Instagram chief among them. These are not niche channels. They are where the decision gets made, long before anyone fills in an application form. Become a member for unlimited access to FE Week subscribe Our members enjoy early access to exclusive content and in-depth articles before anyone else. Get expert journalism on FE and skills, experience fewer ads, and unlock a growing range of member benefits.