As we approach 2025, targeting Chinese students requires a deep understanding of their preferences, behaviors, and the digital landscape. With increasing competition among educational institutions and businesses, effective online marketing strategies are essential. How to target Chinese students in 2025? This article explores practical ways to target Chinese students in 2025 using online marketing.
The Trend of Chinese Students Studying Abroad
From 2019 to 2024, the trend of Chinese students studying abroad exhibits several key characteristics:
Steady Growth: Overall, the number of Chinese students studying abroad has shown a continuous upward trend. Although there was a decline in 2020 due to the global pandemic, the numbers gradually recovered and began to rise again.
Diverse Destinations: Increasingly, Chinese students are choosing a variety of countries and regions for their studies. In addition to traditional English-speaking countries (such as the United States, the United Kingdom, and Australia), newer destinations like Canada, New Zealand, and various European countries are gaining popularity.
Changing Fields of Study: Students’ choices of majors are becoming more diverse. Beyond traditional fields like business and engineering, more students are opting for humanities, social sciences, arts, and technology.
Policy Impact: The study abroad policies, visa regulations, and education recovery measures in different countries significantly influence the willingness and opportunities for Chinese students to study abroad.
Return Trend: Some students choose to return to China after completing their studies abroad, particularly in high-tech and innovative sectors, reflecting the growing attractiveness of the domestic market.
Overall, from 2019 to 2024, the number of Chinese students studying abroad is expected to show a year-on-year increase, with the study abroad market becoming increasingly diversified.
Motivations for Chinese students to study abroad
Limited space on best local universities
In China, some of the best universities are public universities that get most of their support from the government. Although the number of institutions for higher education and students enrolled in universities in China has increased significantly in the last few years, the pathways to gaining admission to good universities are still limited.
The national exam “Gaokao”
For most people, the national exam “Gaokao” remains the only way to enter a good public university. Therefore, students are studying abroad to avoid the national exam and to gain admission to a better-ranked university. For some study programs, overseas institutions are better equipped and can provide a more international academic environment. These qualities attract a lot of Chinese scholars. People who have studied abroad are considered to have global insight and better language skills. This will make them more competitive in China’s recruitment market.
Importance of Mobile Optimization
Chinese students primarily use mobile devices for online activities. As a result, businesses must ensure that their websites and content are mobile-friendly. A responsive design that adapts to various screen sizes is essential. For example, an online education platform should provide a seamless mobile experience, allowing students to access courses easily from their smartphones.
Utilizing Social Media Platforms
Engage on Popular Platforms
In 2025, social media will continue to be a primary channel for reaching Chinese students. Platforms like WeChat, Douyin (TikTok), and Xiaohongshu are highly popular. These platforms allow businesses to create engaging content that resonates with students.
For instance, USC university used Xiaohongshu to share short videos showcasing campus life, student testimonials, and academic programs. Creative content that highlights the university’s unique offerings can attract prospective students. Additionally, using trending music and challenges can increase visibility.
Leverage Influencer Marketing
Influencer marketing is a powerful strategy in China. Collaborating with influencers who resonate with students can enhance credibility. For example, a language school could partner with a popular education influencer on WeChat to promote its courses. This collaboration can help reach a wider audience and build trust among potential students.
Creating Quality Content
Informative and Engaging Articles
Content marketing plays a vital role in attracting Chinese students. Educational institutions should create informative articles and blog posts that address students’ needs and interests. Topics could include study tips, career advice, and information about specific programs.
For example, Boston university offering international studies wrote articles about global career opportunities and the skills needed to succeed. Sharing this content on their WeChat account can drive traffic to the university’s website and engage potential applicants.
Video Content
Video content is increasingly popular among Chinese students. Educational institutions should consider creating engaging video content to showcase their programs. This could include virtual campus tours, interviews with professors, or student experiences.
Implementing Targeted Advertising
Use of Paid Ads
In 2025, targeted advertising will be crucial for reaching Chinese students. Utilizing platforms like Baidu and WeChat for paid ads allows businesses to target specific demographics based on interests and behaviors.
Retargeting Strategies
Retargeting is an effective strategy to re-engage students who have previously visited a website. By using cookies, businesses can display ads to these users across different platforms. For instance, if a student visits a university’s website but does not apply, retargeting ads can remind them of the benefits of applying.
Building a Community
Online Forums and Groups
Creating online communities can help businesses connect with Chinese students. Platforms like WeChat allow the formation of groups where students can interact and share experiences. Educational institutions can create groups focused on specific programs or interests.
Hosting Webinars and Live Q&A Sessions
Hosting webinars and live Q&A sessions can engage students directly. These events allow institutions to showcase their expertise and provide insights into their programs. For instance, a university could host a webinar about the admissions process, featuring faculty members and current students.
Promoting these events on social media and through email marketing can attract a larger audience. Offering incentives, such as discounts on application fees, can encourage participation.
Optimise Through SEO ( Search Engine Optimisation)
A significant number of these students (around 90%) say they will use medias such as Baidu and Xiaohongshu when deciding about which institution or school to attend. Therefore institutions can establish their reputation and status by publishing useful, reliable content on reputable platforms.
It is crucial to provide consistent fresh content and ensure that it is easy to access and search on Chinese websites through Mandarin keyword searches. Including specific Chinese keywords and phrases on your website, you can make search engines in China prioritise your website. Besides, your website will rank higher in search results.
Moreover, to improve your website ranking on Baidu, you can build links from Chinese websites by partnering with Chinese universities and educational organisations. Or by creating high-quality content that Chinese websites will want to link to. Around 70% of Chinese students use their phones as their primary research tool for researching different options. Therefore, optimising your website to be mobile-friendly and easy to use on these devices is essential.
We can help you reach out to Chinese students
We are Deep Digital China, a Chinese digital marketing agency has a proven track record in terms of quality and results and the initial platform that helps businesses promote their products and services in China. And we will guarantee your campaigns’ success on every channel. If you are seeking ways to target international Chinese students, don’t hesitate to contact us for support.