Understanding where your prospective students spend their time online is a core part of successful recruitment. This knowledge will help guide your digital marketing efforts towards those social media platforms that bring in the most business. Let’s explore the top social media platforms across key regions.

North America & Europe

Instagram and TikTok currently dominate engagement in these regions. While Facebook usage has declined among Gen Z, it remains valuable for reaching parents, and LinkedIn is essential for graduate programme recruitment and professional networking.

Asia Pacific

WeChat is indispensable for reaching Chinese students, offering everything from messaging to payment solutions. LINE is very popular in countries like Japan, Thailand and Taiwan, and KakaoTalk and YouTube are crucial for reaching the South Korean market. 

Latin America

WhatsApp is crucial for direct communication, while Instagram and Facebook maintain strong user bases. TikTok’s popularity is also surging these days, particularly among potential undergraduate students.

Middle East & Africa

Facebook and WhatsApp are primary platforms in these regions. Instagram’s popularity continues to grow, while YouTube and X (formerly Twitter) also maintain significant engagement in many countries. 

Best practices for engagement

Success in international student recruitment requires more than just platform presence – it’s about creating meaningful connections through strategic content and engagement. Here are key practices to implement across your social media channels:

• Create platform-specific content rather than cross-posting
• Use native languages when targeting specific regions
• Utilise video content, especially short-form
• Engage with comments and messages promptly
• Share authentic stories with influencer marketing, such as testimonials and campus life content

Remember, consistency in these practices helps build trust and recognition among prospective students and their families.

Are you ready to boost your international student recruitment strategy this year? At Schools & Agents, we understand the nuances of regional social media landscapes and can help you reach your target audiences effectively. Drop us a line today for expert digital marketing services that will maximise your institution’s social media presence. 

Written by Stephanie Clark