Australia universities have become one of the most popular study destinations for Chinese students. According to recent statistics, over 200,000 Chinese students enroll in Australian universities in 2022, making up 38% of the international student population. Australian universities have employed various strategies to attract Chinese applicants.
Many Australian universities have organized student recruitment events and education fairs in major Chinese cities. They showcase their programs, campus facilities and student life at the events to attract interests from Chinese high school students and their parents. For example, the University of Sydney held over 50 events across China in 2022, including large-scale education fairs in Beijing, Shanghai and Guangzhou.
Australian universities have been actively engaging Chinese students through online marketing channels. According to surveys, over 90% of Chinese students rely on university websites and social media for information to support their study abroad decisions. Australian universities deploy both digital marketing and social media to reach tech-savvy Chinese youths.
Make good use of Chinese websites
University websites are commonly the first touchpoint where Chinese students learn about Australian universities. Leading Australian universities like Monash University and the University of Queensland have Chinese versions of their websites. They provide key information on courses, admissions, scholarships, student services, etc. The content are carefully localized to meet the needs of Chinese readers. Some universities also have online courses, virtual tours and live streaming on their websites to give Chinese students a taste of studying in Australia.
Leverage China’s Social Media to build visibility for Australian universities
Social media platforms are effective for Australian universities to build brand awareness and engage prospective Chinese students. Universities maintain accounts on popular Chinese social networks like Weibo and WeChat, posting updates, sharing photos and answering questions. They also launch social media campaigns and competitions to raise attention. The University of Sydney’s campaign “You Can Always Come Back” on Chinese social media attracted over 5 million views and 20,000 participant students.
Leverage China’s Popular Platforms to build awarness for universities in Australia
Firstly, live streaming on platforms like Xuzao and Kuaishou are also popular with Chinese youth and influencers. Universities in Australia can work with influencers to promote programmes and share university information through live streams. Live streaming allows you to reach a wide audience, build authentic connections, and share details about student life on campus.
Secondly, Chinese students rely on university rankings and reviews on online education platforms like Zinch China. Universities in Australia should build profiles on these platforms to raise visibility and connect with active users. Platforms can also be leveraged for reputation management by requesting and monitoring student reviews.
Thirdly, with the rise of short video platforms, universities in Australia have an opportunity to tap into this trend. Projects promoting student life and campus culture through fun short videos are likely to gain a large Chinese audience on Douyin and Kuaishou. Such videos feel more authentic and personal. They are a memorable way for universities to build brand awareness.
In summary, university websites, social media and popular platforms have formed an effective online marketing toolkit for Australian universities in China. By strengthening digital engagement and interaction, you are able to capture the hearts and minds of Chinese students in the competitive global education market. Contact Deep Digital China if you want to recruit more Chinese applicants!