TikTok made me apply: Inside Gen Z's scholarship search habits

For today's students, scholarship advice doesn't just come from school counselors, financial aid offices, or official websites. It's also showing up between dance trends and day-in-the-life videos on social media.

For many Gen Z students, TikTok has become part of the scholarship search. Between short-form advice, "hidden gem" reveals, and real student success stories, the platform feels fast, relatable, and easy to access. To understand how that's shaping the way students look for money for college, Sallie surveyed Gen Z students about where they search, what they trust, and what actually works.

Key takeaways

• 1 in 5 Gen Z students are searching for scholarships on TikTok at least once a week.
• 3 in 5 Gen Z students who used TikTok for scholarship searches discovered new opportunities, with nearly 1 in 10 (9%) successfully winning at least one scholarship.
• About 1 in 3 Gen Z students who used TikTok for scholarships (34%) encountered content they believed was misleading content on the platform.
• Only 27% of students always verify TikTok scholarship information before applying.

TikTok is emerging as a scholarship search engine

While many students still search official websites, TikTok has become a space where scholarship advice feels quick and accessible, and once they find opportunities, many are turning to AI tools to help complete applications.

About 2 in 3 Gen Z students (68%) used TikTok to search for scholarship opportunities at least occasionally. Beyond casual browsing, 1 in 5 Gen Z students said they search for scholarships on TikTok at least once a week, showing that the platform has become part of many students' regular planning routine. TikTok even ranked as Gen Z's 5th most common scholarship discovery source.

The platform has helped expand access: 60% of Gen Z students who used TikTok to find scholarships discovered opportunities they hadn't heard of before.

Still, the experience wasn't always smooth. About 2 in 5 TikTok scholarship users (38%) said TikTok made them feel like they were "falling behind" in the scholarship search compared to others, while about 3 in 10 (29%) felt overwhelmed by the volume of scholarship information on the platform.

At the same time, nearly half of users (49%) said TikTok scholarship content motivated them to apply to more scholarships, showing the platform can both pressure and inspire. When it came to engagement, certain content stood out. TikTok scholarship users engaged most with:

• "Hidden gem" scholarship reveals: 50%

• Essay tips and review content: 40%

• Financial aid explainers: 31%

• Creator success stories: 30%

• Scholarship deadline reminders and alerts: 22%

Trust, risk, and the real cost of algorithm-driven advice

Scholarship advice on TikTok can feel more personal, but that doesn't necessarily make it more reliable. Students navigate a mix of opportunities and risks as they decide who and what to trust.

About 1 in 3 students who used TikTok for scholarships (34%) reported encountering content they believed was misleading. Low-income students discovered the most unique scholarships via TikTok (68%), but also faced the highest rate of misleading content (41%). About a third of students who paid for a TikTok-promoted scholarship service (32%) reported it was misleading.

First-generation college students were also about 1.5 times more likely to have won a TikTok-sourced scholarship than their non-first-gen peers (11% vs. 8%), suggesting that peer-shared information may be especially impactful for students navigating the process without family experience to guide them.

Students' verification habits varied. Only 27% always checked out TikTok scholarship information before applying, meaning many other students may have relied on what they saw without double-checking. Personal success stories carried serious weight: 3 in 5 students said they were the top factor influencing whether they trusted a TikTok creator's scholarship advice.

Students also revealed which content creators they trust the most. Current college students topped the list at 59%, nearly double the rate of certified financial advisors (31%).

What this means for students and families

TikTok has clearly stepped into a new role, opening doors to scholarship opportunities and motivating students to apply for more aid. At the same time, it exposed many to scams, misinformation, and pressure to keep up. For students' supporters, the takeaway isn't to ignore TikTok, but to pair social discovery with verification, trusted tools, and conversations about evaluating financial advice online.

As scholarship searches move further into social feeds, the question becomes bigger than where students look for money. It's about how they learn to separate helpful guidance from harmful noise, and who helps them build that skill.

Methodology

A survey conducted by Fractl on behalf of Sallie in 2026 surveyed 274 U.S. college students and recent graduates about the role TikTok plays in their scholarship search. Respondents were asked about discovery channels, content engagement, trust dynamics, verification habits, and experiences with misleading content. The gender breakdown was 61% women, 36% men, and 3% non-binary. All respondents were Gen Z, with a mean age of 22 years.

Brand names referenced in this report (including TikTok) are trademarks of their respective owners and are used for descriptive purposes only. This study is independent and not affiliated with or endorsed by those companies.

About Sallie

Sallie is an education-solutions company that helps guide students and families through the entire higher-education journey with trusted tools, free-money-first support, and clear guidance from day one to done. Sallie helps students find scholarships, navigate financial aid, plan for college with Scout, and feel more confident about the steps ahead. 

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