China is one of the world’s largest sources of international students. It’s no surprise, then, that many universities and higher education institutions have increasingly directed their marketing resources toward this market.
In 2024–2025, Chinese student enrollments abroad exceeded 1.3 million, marking a 22% increase compared to 2021. The United States, the United Kingdom, Australia, and Canada remain the top destinations, while Europe—particularly Italy, Germany, and France—is seeing a 35% surge in admission requests.
In the post‑pandemic landscape, pressure around employability and the need for continuous upskilling have made studying abroad a strategic “Plan B” to China’s extremely competitive Gaokao, the national university entrance exam. With its intense selectivity—less than 1% of candidates gain access to top‑tier institutions such as Peking University and Tsinghua, which offer the strongest career prospects—millions of families look overseas to secure high‑quality academic and professional opportunities for their children.
Although highly promising, reaching Chinese students can be challenging. Western universities often face three major weaknesses in the Chinese market:
Brand awareness gap — Many students have never heard of the university or its specific programs.
Fragmented and impersonal content — Traditional communication feels like institutional advertising, lacking empathy and emotional resonance.
Broken conversion journey — There is no smooth path from initial interest (a “like” on a post) to an actual counseling request (a lead).
Moreover, China has developed a unique digital ecosystem, with its own platforms and social media—very different from Western ones and largely inaccessible within the country.
How can Western universities build visibility among Chinese students?
China is one of the most digitally advanced countries in the world; today, more than 1.12 billion people have Internet access, and most of them connect primarily through smartphones. As a result, online platforms are the main research tools for Chinese users, who rely on them to find information and recommendations even in the education sector. However, choosing the right communication channels and strategies is essential.
Which digital platforms are essential for recruitment?
Wechat, the institutional channel and communities
WeChat is the most widely used app in China, fully integrated into every aspect of daily life for more than 1.3 billion users. On this platform, communication needs to be more institutional and formal, as it primarily targets parents—who play a central role and exert strong influence in their children’s educational choices and university decisions.
What universities should do on WeChat
Create a Verified Official Account — This establishes authenticity and credibility for the institution.
Develop a structured menu with sections such as admissions procedures, academic programs, services, and deadlines.
Send regular content updates that appear in followers’ feeds to increase engagement.
Offer one‑to‑one communication for direct assistance (detailed instructions, deadlines, tips for application preparation).
Use WeChat Channels (short‑video feature) for virtual campus tours, interviews with faculty and students, and showcasing student life.
Leverage WeChat Groups, where prospective students, alumni, and recruiters gather in one space to share relevant WeChat articles, engage the community, and provide reassurance and direct support.
Wechat Mini Program
Mini Programs are sub‑applications within the WeChat ecosystem. They do not require any download, as they load directly from the main app. For universities, a WeChat Mini Program can be developed to provide a centralized hub where Chinese students and parents can easily access key information and resources. Whether it’s academic schedules, exam results, school policies, or event notifications, this sub‑application can serve as a dedicated “service desk” that helps attract and convert prospective students.
REDnote, the touchpoint for Chinese students
REDnote (Xiaohongshu) is a social media and lifestyle platform with 350 million monthly active users in 2025, who open the app an average of 16 times per day. Most users are young women (80%) aged 18–24, primarily from first‑ and second‑tier cities such as Shanghai, Beijing, Guangzhou, and Zhengzhou. Because of this demographic profile, communication on REDnote adopts a direct and friendly tone of voice, strongly encouraging interaction in the comments and private messages between students and recruitment teams.
High‑performing formats and content include:
Guides — visual content that simplifies complex processes such as “how to apply,” “how to obtain a visa,” or “how to choose the right program.”
Livestreaming — essential for online open days and interactive Q&A sessions with recruiters and current students.
Interviews and real‑life student videos — showcasing the everyday experiences of international students (#留学生真实生活), outfits (#留学生穿搭, 120 million views), and the challenges of returning to the Chinese job market (#留学生回国找工作, 25.1 million views).
UGC and KOC content — user‑generated posts and micro‑influencers (1,000–36,000 followers), perceived as more authentic and trustworthy thanks to their real testimonials, campus tours, “day in the life” videos, and program reviews.
How to approach recruitment? The role of paid campaigns
To maximize enrollments, organic content alone is not enough: it must be amplified through advertising campaigns specifically designed for recruitment. China’s digital ecosystem offers advanced advertising tools across key platforms such as Baidu, REDnote, and WeChat, each with its own formats and objectives to capture interest and encourage students to submit their contact information. Here are the main types of paid campaigns, organized by platform:
REDnote to convert interest into contacts
| Formats | Functions |
|---|---|
| Post Promotion (Feed) | Promote organic posts directly in the user feed. Includes a clickable button that opens a direct DM with the university. |
| Search Ads | 90% of searches on RED are proactive: ads on specific keywords capture users who are already in the decision‑making stage. |
| Landing Page | Sponsored posts that redirect to internal pages to collect qualified leads through a form. |
Wechat to reach the students’ families
| Formats | Functions |
|---|---|
| Moments Ads | Ads in the personal feed that look like posts from a contact. Precise targeting and a click to learn more. |
| Official articles Adv | Promote long‑form content (master’s presentations, school overviews) to strengthen authority and discovery. |
| Internal Landing Page | Pages hosted within WeChat, developed ad hoc to showcase the offering and make form submission fast and fully trackable. |
BAIDU for active research
Format | Functions |
SEM | Ads placed at the top of search results for specific keywords (e.g., “master Italy”). Targetable by age, location, and interests. |
Feed Display | Native ads in the news feed featuring impactful visuals and immediate calls to action. |
Landing page | Presence and visibility on Baidu without the need for a website or a Chinese ICP (Internet Content Provider) license. Possibility to direct users to the WeChat Official Account and the WeChat Mini Program. |
What is the GAOKAO, and why is it so crucial for Chinese students’ decisions to study abroad
The Gaokao (高考) is the national exam that determines the future of around 13 million Chinese students every year. From 7 to 10 June, candidates take exams in Chinese, mathematics, English, and either science or humanities subjects, in an environment of intense pressure: the score they obtain determines which university they can attend, their professional opportunities, and often the social mobility of the entire family.
When the result is not high enough to access quality universities, domestic alternatives are limited: retaking the exam, choosing lower‑tier institutions, or entering the job market immediately. This is the moment when many families begin to consider studying abroad as an immediate and more promising solution.
How the Gaokao period becomes the most effective moment for recruitment campaigns
During the exam days, the keyword “gaokao” reaches annual search peaks on Baidu, WeChat, and RED. Students and parents look for information, updates, and—above all—academic alternatives in case the score is not high enough.
For foreign universities aiming to attract Bachelor‑level students, this is the perfect moment to:
activate targeted campaigns using Gaokao‑related keywords,
reach families who are already actively searching for solutions,
position themselves as an immediately available option right after the exam.
Is a website still relevant in China
With the evolution of China’s complex digital ecosystem, traditional websites have gradually lost importance in favor of social platforms. However, websites are still used—especially by more mature generations. Parents play a major role in choosing a university during the early years, which means institutions should consider reaching this audience segment as well.
Even for websites, creating a dedicated Chinese version is essential. Simply indexing a site on Baidu, the country’s main search engine, is not enough to attract visitors; the site must be designed and optimized specifically for the Chinese market.
It is also crucial to ensure that the website follows Baidu’s ranking logic, so that the university appears among the top search results. Baidu has unique characteristics, including complex linguistic challenges, cultural differences, distinct user behaviors, legal constraints, and censorship dynamics.
Takeaway for Western universities
Building trust, communicating transparently, and offering a genuinely welcoming environment remain the factors that matter most to Chinese students when evaluating a university abroad. With a targeted strategy — developed together with a specialized agency and aligned with the institution’s identity and objectives — universities can strengthen their presence on the right channels and turn this interest into actual enrollments, welcoming new students from China in a solid and sustainable way.
| Factors | Concrete actions |
|---|---|
| Trust | Verified WeChat accounts, authentic content from KOC |
| Clear information | Optimized chinese website, detailed FAQ, linguistic support |
| Inclusive environment | Chinese student clubs, dedicated orientation programs |
| Digital presence | WeChat OA + Mini Program + REDnote + Baidu SEO/SEM |
| Adaptability | Monitor changes in the Chinese and international education landscape |