After popular demand, we came back with a second webinar in our Country Playbook, now, series. Missed the first one? Read all about it here. Missed the second one? Then look no further…
Saudi Arabia
Cultural Context:
Rooted in Islamic values, family honour, and hospitality, Saudi society blends tradition with rapid modernisation. Two-thirds of the population is under 35, creating a young, ambitious and tech-savvy country.
Media Opportunities:
- Car-centric lifestyles make programmatic audio, podcasts, and radio powerful awareness tools.
- Use OOH in malls and public spaces with QR codes for engagement tracking.
- Popular platforms: Meta, Google, TikTok, Snapchat, X.
Restrictions:
Avoid depictions of LGBTQ+, alcohol, gambling, or banned food products.
Subjects in Demand:
- Under-graduate: Business Management, Engineering, Technology, Computing.
- Post-graduate: MBA, Engineering, Technology, Education.
Link messaging to Saudi Vision 2030 goals and highlight CASP scholarship success stories.
United Arab Emirates (UAE)
Cultural Context:
Highly affluent, globally connected, with strong family influence and prestige-driven decision-making.
Key Policy Change:
Emirati citizens can only study abroad in institutions ranked Top 50 globally in their subject.
Media Opportunities:
- Luxury retail and premium lifestyle venues as advertising spaces.
- Smart billboards, elevator screens, and programmatic placements.
- Popular platforms: Instagram, Google, TikTok, Snapchat, YouTube.
- Growing Reddit MENA communities for study abroad and visa advice.
Restrictions:
No LGBTQ+, alcohol, or politically sensitive content.
Subjects in Demand:
- Under-graduate: Business Management, Engineering, Technology, Computer Science.
- Post-graduate: MBA, Education, Engineering. Link to UAE Vision 2030 themes such as AI and educational leadership.
Indonesia
Cultural Context:
Family and community-oriented, with strong parental influence on study decisions. Religious tolerance and safety are high priorities.
Media Opportunities:
- Strong engagement with national news platforms (e.g., Static, Compass).
- Programmatic and native ads for trusted, family-focused messaging.
- Platforms: TikTok, WhatsApp Groups, X, and Pinterest (underused, evergreen content driver).
Restrictions:
Bans on Reddit, Vimeo, DuckDuckGo.
Subjects in Demand:
- Under-graduate: Creative Arts & Design, Business Management, Engineering, Technology.
- Post-graduate: MBA, Engineering, Technology, Education.
Highlight scholarship links and alumni in impactful careers.
Taiwan
Cultural Context:
Mobile-first, highly connected, detail-oriented, and risk-averse. Parents remain influential in decision-making.
Media Opportunities:
- Large gaming community. Use in-game banners, audio ads, and sponsorships.
- Popular platforms: Google, YouTube, Instagram, Yahoo, Line, Dcard.
- Focus on polished, trustworthy content to avoid perceptions of inauthenticity.
Subjects in Demand:
- Under-graduate: Business Management, Creative Arts & Design, Social Sciences.
- Post-graduate: MBA, Education, Law. Position the UK as a gateway to creative freedom, global exposure, and academic innovation.
United States
Market Trend:
Political tensions and policy shifts have increased UK study interest, applications are up 14% year-on-year.
Media Opportunities:
- Platforms: YouTube, Discord, Reddit, TikTok.
- Focus messaging on prestige, peer validation, and ROI.
Subjects in Demand:
Business Management, STEM (especially AI, Computer Science), Social Sciences, Creative Industries.
European Union (EU)
Potential Policy Changes:
- Reclassification of EU students as ‘home’ for tuition fees.
- Possible return to Erasmus Plus and a youth mobility scheme.
Strategy:
If you had strong pre-Brexit EU demand, now is the time to signal openness early through trust-building campaigns, even before policy finalisation.
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.
Doesn’t include the countries you’re looking for? Get in touch with Emma@adgenuk.com for a bespoke market view.
