As universities around the world compete for a rapidly evolving pool of globally mobile students, understanding the nuances of local behaviour, media use, and cultural context is no longer optional, it’s essential for student recruitment.
Whether you’re targeting digitally native teens in Pakistan or cost-conscious families in Nigeria, the way you position your message and pick your media channels makes all the difference.
Here are a few of the key insights shaping student recruitment in 2025:
India: Speak to the Whole Family
In India, the university decision is rarely made alone. Parents are central to the process, focusing on; safety, return on investment, and career outcomes.
Tip: Create campaigns that balance youth appeal (YouTube, Instagram, Moj) with content tailored for parents highlighting alumni success, employability, and scholarship value.
China: Trust is the Currency
China’s media ecosystem is tightly controlled, but still highly influential. Livestreaming with Chinese alumni on platforms like Xiaohongshu and WeChat can drive real engagement if done authentically.
Tip: Prioritise credibility and cultural fluency. Platforms like Douyin and Zhihu are powerful, but you’ll need local partnerships and a nuanced approach to get it right.
Nigeria: Financial Transparency Is Key
Nigeria’s youth are aspirational and digitally savvy, but the devaluation of the naira has placed a renewed focus on affordability and security. Boomplay, WhatsApp, and Google Search are key channels.
Tip: Showcase scholarships and career pathways clearly. Messaging that includes post-study work options and graduate outcomes builds both aspiration and trust.
United States: YouTube, Reddit and the Rise of “Why I Left the U.S.” Content
More American students are looking beyond their borders for education, with UK institutions offering shorter degrees, international access, and a fresh academic perspective. According to Studyportals, U.S. interest in British degrees increased by 25% in March 2025 compared to the previous year which presents a huge opportunity.
Tip: Partner with real students on YouTube to tell authentic stories. These peer-led narratives resonate more than traditional ads and rank well in search.
One Size Doesn’t Fit All
From Pinterest in Pakistan to programmatic display in Tier 2 Indian cities, it’s clear that no two markets are the same and your media plan shouldn’t be either.
If you’re still using a single strategy to speak to global audiences, you’re leaving opportunities on the table.
Want the Full Picture?
The above is just a snapshot. Our Country Playbook dives deeper into all of the high-priority markets with platform recommendations, regulatory guidance, and campaign tips to help your university stand out.
Download the full Playbook here to get the media insights and strategy ideas you need to recruit smarter this year.
For a bespoke market view, get in touch with Emma@adgenuk.com
