The British Council is excited to share insights from its latest report, analysing how prospective students across seven key markets engage with social media when considering study opportunities in the UK. This study spans Brazil, China, India, Indonesia, Nigeria, Turkey, and Vietnam, offering UK higher education institutions a robust overview of platform preferences, content types, and prevalent discussion topics among potential applicants.

Building on a 2022 pilot study, this expanded research delves into a wide range of platforms, including Instagram, TikTok, X, Facebook, and Reddit, as well as China-specific networks like Douyin, WeChat, and Xiaohongshu. Data was collected and analysed by Behave, a behavioural consultancy, from March 2022 to May 2023. This report underscores the evolving nature of social media habits among international students, noting differences in platform usage by study level, journey stage and home country.

Key findings reveal strong growth in short-form video (notably popular with undergraduate students) and high interest in private chat groups, where students, agents, and alumni discuss topics such as UK culture, academic reputation, visa/work policies, and affordability. Additionally, the role of tech savvy agents—often using short videos to provide relatable content based on personal experiences—continues to grow, especially among niche, specialised agents focused on specific countries or fields.

By understanding these platforms, user demographics, and interaction styles, UK universities can better tailor their social media strategies to meet the needs of a global audience.

This report serves as a valuable tool for institutions aiming to connect with prospective students worldwide and enhance their digital engagement efforts.