Dear Education Marketer, 

It’s already been a rollercoaster ride of a year in higher education — and it’s only April! For the first time in a decade, the number of students registered at UK universities has decreased, with a 1% drop in the 2023-24 academic year compared to the previous year. Things aren’t exactly smooth sailing for international student recruiters either – there has been a 7% reduction in international students, with postgraduate-taught entrants from outside the EU declining by 10% (nobody mention the dependent policy).

But there is a silver lining.

While markets such as India, Nigeria, and China have seen a drop, markets such as Nepal, Saudi Arabia, and Pakistan are showing promising growth. There’s more good news: international students might not be opting for on-campus programs as much due to policy changes, but recent data shows a growing interest in online programs as a pathway to earning a UK qualification. Online programs could be the diversification opportunity universities need.

In an increasingly competitive landscape, understanding where prospective students spend their time online — and how to connect with them on the right platforms — is more important than ever.‍

💡That’s why this edition is dedicated to global social media strategies for higher education:

✉️ Spotlight: The rise of Redbook, Douyin, and WhatsApp in key international markets

📚 Quick read: How universities can adapt their strategies for different platforms and regions

🌍 Resource: The ultimate TikTok micro-guide for schools, universities, and edtech brands

🧘 Bonus: Insights from King’s College London on proving the value of social accounts to senior leadership

‍

The rise of Redbook, Douyin, and WhatsApp in key international markets

In the world of international student recruitment, Redbook, Douyin, and WhatsApp are emerging as essential platforms.

📕 Redbook (Xiaohongshu) is growing fast in China, with over 200 million active users and a 70% female demographic. It’s a mix of lifestyle content and e-commerce (think Instagram), making it perfect for showcasing campus life, study experiences, and success stories. 

📹 Douyin (China’s version of TikTok) is a must for engaging students with short-form video content. With 600 million daily active users, Douyin is ideal for promoting virtual campus tours, highlighting events, and using trending challenges to increase visibility.

📞 WhatsApp dominates in India, Pakistan, and the Middle East, where it’s a preferred messaging platform. Universities can use WhatsApp to create private groups for prospective students, share important updates, and even offer instant support. 

Looking for a partner who understands international markets just as well as social and paid marketing?

As trusted agency partners for Newcastle University, Bayswater, and the University of East London, we have the expertise to help you achieve your enrollment goals. Let’s create a strategy that works for you.

<a href="https://www.pink-orange.co.uk/speak-with-education-marketing-experts" class="finsweet-edvertise-cta" target=“_blank”>Book a free consultation today!</a>
‍

Redbook

Over 300 million registered users, with around 100 million monthly active users

Douyin

Users spend an average of 58 minutes daily on the platform

WhatsApp

Over 50 million businesses worldwide use WhatsApp as of 2024

How universities can adapt their strategies for different platforms and regions

Spoiler: Global social media strategies aren’t one-size-fits-all. But you already knew that. Success in international student recruitment requires expert knowledge and hands-on experience in launching region-specific campaigns—something that isn’t always possible from a UK, US, or European standpoint alone.

Here’s why:

1️⃣ Cultural nuances, language, and user behavior matter

A campaign that resonates in Latin America might fall flat in Southeast Asia due to differences in communication styles and platform preferences. Plus, localizing content goes beyond language; it’s about understanding cultural trends, humor, and sensitivities.

2️⃣ Navigating regional regulations and platform-specific rules

Navigating digital marketing regulations varies across regions, requiring a tailored approach for each market. In India, Twitter faces scrutiny, and TikTok remains banned, while local alternatives like Moj and Josh continue to thrive. In Russia, online ads must be registered with the Unified Registry of Internet Advertising (ERIR) through an Advertising Data Operator (ADO), making compliance a crucial step. Meanwhile, in China, advertising on major platforms like Baidu, Alibaba, and Tencent typically requires a registered business entity, while email marketing remains a key channel for direct outreach. 

Understanding these complexities is critical for campaign success. Imagine having 103 campaign creatives ready, a compelling strategy in place, and a KPI you’re confident about, only to be blindsided by regulations that derail your plans.

3️⃣ Managing multiple platforms and measuring impact

Running accounts across various platforms is complex, but specialists understand how each platform is used, how to build engaged communities, and how to attribute social media efforts to actual leads and enrollments. From choosing the right platform mix to integrating social media with CRM systems, an expert-driven approach ensures universities like yours get measurable results such as effective student leads. 

Having trouble convincing budget holders to invest in a specific market or platform? 

Check out our blog for expert tips on creating successful ISR strategies without overextending your resources.

The ultimate TikTok micro-guide for schools, universities, and edtech brands

Did we just save you 4 hours' worth of research? TikTok’s #BackToSchool trends report is here, and with 469K videos tagged—up 129% from 2022—it’s packed with insights you won’t want to miss! Now’s the perfect time to use these insights to level up your International Student Recruitment campaigns.

Here’s what you’ll get in this micro-guide:

📌 What parents are searching for on TikTok during back-to-school season

📌 The types of content parents find most valuable

📌 Creator stats and other key insights to boost your strategy

From top shopping trends to actionable marketing tips, this micro-guide contains everything you need to ace your campaigns and connect with students, parents, and educators. 

<a href="https://www.linkedin.com/feed/update/urn:li:activity:7305165720185634818" class="finsweet-edvertise-cta" target=“_blank”>Read the post</a>

‍

Insights from King’s College London on proving the value of social accounts to senior leadership

We recently attended the UniversitiesUK Marketing and Communications Conference 2025, where Tania Rhodes Taylor, Executive Director of Communications at King’s College London, highlighted a powerful point:The panel discussion focused on how to effectively manage so many accounts. It's really not about quantity, it's about who, what, and why behind each account. And, of course, the data to back up the results. Tania’s insights emphasized the importance of intentional strategy and careful management when it comes to social media presence.. Each account, however, serves a unique purpose, has its own audience, and represents a voice that deserves to be heard.

Our Director, Xenia Muether, was also invited to speak at the event, where she shared great insights on global marketing strategies, full-funnel marketing, attribution, and more. Xenia talked about how important it is to adapt strategies for different international markets and how to track and measure success at every stage of the customer journey—from the first touchpoint to conversion. 

To stay updated with Xenia’s fresh take on global social media marketing, follow her on LinkedIn. 

Aaaand that’s a wrap! 

Let us know how we did by leaving us a message on

<div class="social-media-link-container">
   <a href="https://www.instagram.com/pinkorangemedia?_hsenc=p2ANqtz-9xKWDZCcGNXoOF_9X7ngOZOzMKrrfMvXDXPCQIbId0zFYOQKKC_B825dCRkZnLevTHB5QEFIevbaDgVbo3tXWodWz-hA&_hsmi=2" target="_blank">
       <img src="https://cdn.prod.website-files.com/63f8bb49caf3ae64d2c26508/66f259c42188a2962beb9ec4_pink%20orange%20instagram%20social%20media%20icon.png" alt="Instagram Icon" class="social-media-icon">
   </a>
   <a href="https://www.linkedin.com/company/12614860/?_hsenc=p2ANqtz--fDLQUbdVMJlGuB09COqZISG2tZsBcsBBILW8pg0TOYrgsq1ZOrU7N3G29_8SXXeMsai2rJN6pT5O_66dbPwmHbKnuLA&_hsmi=2" target="_blank">
       <img src="https://cdn.prod.website-files.com/63f8bb49caf3ae64d2c26508/66f259c40629b62fa3a68666_pink%20orange%20social%20media%20Linkedin%20icon.png" alt="LinkedIn Icon" class="social-media-icon">
   </a>
</div>

‍

Until next time, 

Your friends in education marketing

Jayde & Ridhima