Social media has revolutionized the world. Every day, more than 2 billion users log onto different platforms for different purposes. Some scroll through TikTok and Instagram to unwind after a stressful day, others use Snapchat to talk with friends, and some rely on YouTube to learn subjects like calculus. With such a broad range of uses, what do Guilford College students use most—and why?
After interviewing 13 Guilford College students, roughly two-thirds said TikTok or Instagram. Their reasons were consistent: both apps combine entertainment, communication, and connection in one place.
Instagram and TikTok are multi-purpose. They allow students to connect with their friends and have an extensive catalog of videos of all genres for anyone to be entertained, which is why they’re able to reach so many different people, including Guilford College students.
Still, even with the popularity of these apps, Guilford’s own social media pages don’t always draw much attention. Looking at the numbers from the Guilford College Instagram page, there were fewer than 300 likes across three posts.
“Guilford doesn’t have a strong school spirit like other universities such as Duke or Chapel Hill,” said one student when asked why engagement might be low.
Many of the other Guilford College Instagram pages also lack significant engagement. Many of the football posts only have a couple of comments and roughly a few hundred likes.
But how does Guilford’s social media culture compare to larger universities like UNC-Chapel Hill or NC State?
At larger schools, social media tends to play a more profound and performative role. Students use Reddit for campus-wide discussions and confessions that thrive in an anonymous environment. Massive Instagram meme pages and TikTok trends help students find belonging within a sea of thousands. Public platforms become spaces to build identity and visibility, with posts that can reach tens of thousands overnight.
Still, there are similarities between large and small schools. Many big universities also maintain thriving Instagram and TikTok accounts for their clubs, organizations, and athletic programs—just like Guilford. The main difference lies in scale and engagement. While a UNC club post might attract hundreds or even thousands of likes, a Guilford post might reach a few dozen.
Looking at the UNC Football page, many of the posts get over 10k likes and over 100 comments, but many of the other clubs don’t seem to have the same success. The UNC Korean American Association has roughly 1000 followers, but many of their posts get below 100 likes and only a few likes.
But as platforms continue to evolve, Guilford’s social media presence reflects its personality: small, community-based, and genuine. While large universities may use social media to amplify their voices, Guilford’s quieter digital presence mirrors the close relationships found on campus.
