“I think the most noticeable way that the internet impacted my university experience, most definitely at first, was in my perception of St Andrews.” Spoken by fourth-year student (and president of HerCampus) Lily Andrews, these are words that undoubtedly resonate with the majority of students here. “I had a completely different vision of what life would be like here because of all the TikToks, YouTube videos, and Reels I watched. Unfortunately, they don’t compare to living the real experience, and once I got here, I was a bit in shock at how different St Andrews life was from my perception of it. Not that my experience here has been bad (in fact, it’s been better than I could’ve ever imagined), it’s just different than what 18-year-old me thought it would be on my social media deep dives.”
For Gen Z students, the internet functions as both a lens and a guide, shaping expectations long before arriving on campus. At the University of St Andrews, a combination of viral TikToks, Instagram aesthetics, and YouTube vlogs profoundly influences how students perceive academic life, social interactions, and the overall university experience. Black-tie balls are drenched in a perfume of glamour that may have previously felt untouchable, and the campus is shrouded in a sepia-toned filter that mimics a version of reality uncommon in the world outside the bubble. While these digital narratives inspire a romanticization of a world ever-so-slightly out of reach, they can also be an instigator to a reality that may not be the same.
TikTok and the Digital Preview of University Life
TikTok, in particular, offers a curated lens into university life. Short-form content showcasing “day in the life” routines, dorm tours, or the scenic West Sands Beach generates a surge of anticipation among prospective students. Yet, it isn’t uncommon to exaggerate aspects of campus life, emphasizing visually appealing moments while overlooking the routine demands of lectures, study sessions, and student living. “There’s a culture of performance here,” says one third-year student. “I love it sometimes and dread it others, but either way, it exists, and I know changing it would change the entire scope of the town.”
Despite these limitations, TikTok creates a bridge between students. “In such a small part of Scotland, it can be really easy to become swept up in a crowd of people that feel the same, even when it doesn’t feel natural or right. Finding a platform was something that changed my experience completely, especially as I was able to look more towards people I had much more in common with.” Especially for first-years, as those in halls outside of town may struggle with the sense of isolation that not being dead-center brings, the internet and the social frame it provides does not sit merely as a virtual connection. Students engage with online communities that offer advice, share study tips, and highlight social events, fostering a sense of preparedness and belonging even before arriving on campus. In this sense, the platform bridges expectation and reality, albeit imperfectly.
Wellness Trends and the Performance of Self-Care
Wellness has become central to contemporary student culture, heavily influenced by social media discourse. Platforms like Instagram and TikTok have popularized practices ranging from mindfulness exercises to structured daily routines. At St Andrews, students increasingly integrate these trends into campus life, attending yoga sessions on the Quad, participating in mental health workshops, and exploring resources designed to balance academic and personal well-being.
Yet the online representation of wellness often emphasizes idealized routines, presenting a standard that can feel unattainable. St. Andrews undoubtedly has a culture of nightlife (though it is constrained to the cozy pub or boozy dinner party), and many struggle with the need to have this idealized daily routine despite all the “going out” that occurs. While finding solace in wellness is a perfect platform for many, others struggle with the notion that productivity is what is priceless, rather than a prioritization of what they truly want to do.
Despite it all, St. Andrews offers us so many opportunities to embrace the culture of wellness whilst simultaneously doing what makes us happy. Sunday morning walks on the Fife Coastal Path or a post-Wednesday-out dip at Castle Sands serve as a reminder that wellness can exist within our lifestyle here, rather than despite it.
Fashion, Lifestyle, and the Glamorization of Student Life
“I feel like there are so many things here that can be considered performative, but I just love that I can embrace my personal style and never feel judged.” Recounting the times she has seen students march down Market Street in full black tie or arrive at a tutorial in heels, one student remarked that the St. Andrews fashion culture is its own genre of niche. Social media, for one, has transformed individual perceptions of style and has especially created an environment of style within St. Andrews that cannot be compared to any other university.
From academia-inspired wardrobes to Instagram-worthy study brunch parties, to pre-ball TikToks made with Jacob Elordi’s Saltburn monologue, there is a glamorization of the daily student occurrences here at St. Andrews. After all, how could you not pretend life is a movie when many have quite literally been filmed here? While these trends provide creative inspiration, they can also amplify feelings of inadequacy, as daily life often fails to mirror the highly polished images presented online.
“I feel like lately, I’ve been working harder than ever to prioritize actually attending the classes I need, but I feel like it’s impossible,” a first-year expressed to me, whilst discussing her adjustment to such a new environment. “Every night there’s something else going on.” Glamorizing every single party, ball, and dinner that occurs at this school isn’t a challenging task to bequeath upon the individual, as it is a school with plenty. And yet, it is true- at the end of the day, there is still the Main Library, and there are still 9 am lectures for many. Oftentimes, the internet doesn’t allow the individual student to see these things as ‘necessities’ during their time here, or may breed struggle in giving them the time to balance school work with school life.
Nevertheless, engagement with these trends allows students to explore identity and align with subcultures that reflect their interests. Online communities offer spaces to connect with peers who share aesthetic, ethical, or cultural values, translating digital interactions into meaningful in-person relationships at university.
For Gen Z students, online subcultures function as a crucial mechanism for finding community. Whether centered on music, sustainability, fashion, or wellness, these digital networks create pathways for connection, fostering belonging in a campus environment rich with tradition and diversity. For St Andrews students, these subcultures help bridge the gap between preconceived expectations and lived experiences, facilitating both social and emotional support.
Reconciling Online Narratives with Real Life
The influence of the internet on Gen Z students encompasses the shaping of expectations and the creation of a new narrative as we begin a page in our story here each year. Yet the most meaningful aspects of university life emerge when students move beyond digital narratives and engage fully with their surroundings. At St Andrews, this includes forging authentic friendships (whether over a book or a pint), navigating pages of reading through nights at the King James Library, and discovering moments of complete stillness by the North Sea on an October morning.
These are experiences that no social media post can fully capture, and no social media post can put into words the universality of what we share here. There is a magic here that begins that very first morning when, in our red gowns, we all share a moment within a town with stories older than any of us can truly comprehend. This is something that no ‘new’ technology can ever take away, and no individual can ever undermine.
Ultimately, the internet serves as a guide, not a blueprint. While 18-year-old students may arrive with a highly curated vision of university life, the richness of the St Andrews experience lies in embracing its unpredictability, celebrating authenticity, and forging a personal path within the community here.