Role of social media in shaping international education:

Social media plays a pivotal role in the international education landscape, offering invaluable support and opportunities for growth. In the dynamic and evolving global scenario, various industries, including education, have found social media to be a blessing. A study conducted by Forbes Advisor reveals that the average social media user is active on 6–7 platforms, underscoring the significance of adopting a multi-channel approach for effective outreach.

Furthermore, data suggests that approximately two-thirds of the global student population engages with short-form videos on various social media platforms. This emphasises the prevalence and impact of multimedia content in shaping the educational journey for students worldwide.

Influence of social media:

The influence of social media on students and individuals is ever-growing, offering recruitment partners worldwide an opportunity to enhance their reach and engage with a vast international student audience.

  • According to the International Student Barometer 2022, the crucial determinant for students in choosing where to study is the ‘Future Career Impact,’ emphasising the significance of career prospects in decision-making.
  • Duolingo reported a noteworthy milestone in Q3 2023, with over 20 million daily active users on their language learning app.
  • Recent data underscores the effectiveness of text messages, with an impressive average open rate of 98%, surpassing email open rates (17%) by more than five times. Text messages are preferred due to their rapid response time, typically within a few minutes, compared to emails, which can take up to 90 minutes.
  • Several trending hashtags on social media related to international students, such as #studyabroad, #studyhacks, #universityfood, #internationalstudent, and #studentlife, provide valuable tools for reaching a larger audience of aspiring students and those already studying abroad. Leveraging these hashtags can significantly enhance visibility and engagement.

Social Media habits across different countries:

Each country is utilising social media to create for diversifying purposes. However, the recruitment partners should also leverage social media to engage more international students and help them achieve their dream of studying abroad.

  • With a population of 107 million, Egypt stands as one of the most populous countries in the Arab world. This demographic presents a substantial and diverse market for student recruitment. Notably, approximately 20% of Egypt’s population falls within the age range of 15 to 24 years. Given the significant influence of social media on this age group, leveraging these platforms can be an effective strategy for enhancing student recruitment efforts in Egypt.
  • The South Korean market is set for an upswing in international student enrollment, with an anticipated 30% increase by the year 2027.
  • Research indicates that over half of the 23,800 prospective international students from 195 countries commence their exploration of studying abroad. Notably, 56% of these students initiate their research six months prior to or even less than that before making a decision.
  • A survey encompassing 7,000 students across 19 countries in America, Asia, Europe, and the Middle East reveals a preference for virtual learning environments. Approximately 65% of respondents express a desire to continue attending classes in the virtual mode rather than traditional settings.
  • Indonesia ranks fourth globally in terms of active social media users, surpassing China, India, and the United States. Indonesians, on average, spend 3.3 hours daily on social media. The following graph illustrates social media habits across Indonesia: 


In conclusion, social media emerges as a transformative force in the international education landscape. The global prevalence of social media underscores its significance for educational institutions and recruitment partners, offering diverse opportunities for growth and connection with a vast international student audience.

The evolving habits of social media users, coupled with the impact of multimedia content, emphasise the need for comprehensive recruitment strategies. In this ever-connected world, social media stands as a powerful tool that, when leveraged strategically, can contribute significantly to the success of international student recruitment efforts.

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