Gen Z students are looking for scholarships on TikTok

With more college students turning to social media to find scholarships, consumer advocates warn that they could run into trouble.

Around 1 in 5 Gen Z students search for scholarships on TikTok at least once a week, according to a recent survey from the private student lender Sallie. Roughly 1 in 3 students who used the platform to find scholarships believe they encountered misleading scholarship content.

“As college costs increase, students become more desperate for funding, making them more vulnerable to scams,” said higher education expert Mark Kantrowitz.

For the 2025-2026 school year, the average price for a private, nonprofit college — including tuition, fees, housing and food — is $60,920, up from $58,500 the prior year, according to the College Board. At four-year, in-state public colleges, the total cost is $25,850, up from $24,920 in 2024-2025.

At the same time, recent legislative changes have made federal student loans more restrictive, including fewer repayment options and stricter rules for debt forgiveness.

More than $6 billion in scholarships are awarded to college students each year, according to an analysis of U.S. Department of Education data by Kantrowitz. Unlike student loans, scholarships typically don’t need to be repaid and there are thousands available. Some of the awards are based on merit, while others are granted because of financial need or through an association with a group or organization.

Determining whether a scholarship opportunity is legitimate — or a scam designed to trick you into paying for the “opportunity” to apply for or receive the money — can be difficult, especially on social media.

When looking for scholarships on TikTok or other popular social media platforms, “students may not know whether the person they are listening to is actually credible,” said Will Geiger, a co-founder of the search website Scholarships360.

“Someone may have had success personally, but that does not mean they are qualified to advise others,” Geiger said.

A spokesperson for TikTok said the company encourages people to cross-check scholarship information with official sources and trusted organizations before applying, and noted that many students discover scholarships on their platform that they didn’t know about.

While social media can raise awareness about scholarship opportunities, “it can also spread incomplete or misleading information,” said Jackie Bright, president and CEO of the National Scholarship Providers Association.

“We’re seeing influencers promote services that claim to ‘guarantee’ scholarship awards in exchange for payment, which is a red flag,” Bright said. “Details like deadlines, eligibility and award amounts can also be misrepresented.”

Other “red flags” to look out for include vague or missing contact information, urgent deadlines and requests for sensitive personal data early in the process, Bright said.

There are more trustworthy places than social media to look for college scholarships, said Murphy Miller, director of membership experience, global engagement and education at the National Association for College Admission Counseling.

“Many colleges and universities post information about scholarships on their official websites, particularly on their financial aid pages,” Miller said. “Students should review the financial aid sections of colleges they plan to apply to for recommended resources.”

The U.S. Department of Labor also offers a free scholarship search tool, he added. Miller recommended using databases such as Fastweb and the College Board’s Big Future, as well.

Despite flashy promises, parents and students should temper their expectations around scholarships, he said.

“It’s important for families to understand that it’s relatively rare for outside scholarships to cover a substantial portion of college costs, and those that do are typically very selective,” Miller said.

Indeed, just around 1 in 8 college students has won a scholarship, Kantrowitz found. The average award is roughly $5,000. Just 0.1% of undergraduate students receive $25,000 or more in scholarships.

Still, there’s no reason to be discouraged. Even small awards can add up, reducing the amount of money you may need to borrow to cover college costs.

“It’s not just about the money,” Bright said. “Many scholarships connect students to a broader community of support, mentors, networks and resources that can shape their success well beyond the award itself.”