Adapting educational marketing strategies to student migration trends

By Rhiannon Stone

If you’re in higher education, you’ll have noticed the recent drop in international students. A closer look at the numbers reveals a significant decline across several key markets including the US and the UK.

But what’s behind these recent shifts in student migration? Let’s explore the data in more depth and what it means for marketing in education. 

What’s causing the dip in student migration?

There’s been a significant decline in international admissions globally. However, it’s especially notable in the Big Four:

The United States

The US Department of State broke records by refusing around 250 million student visas in 2023. Over a third of applicants ended up getting rejected. That’s significantly higher than the rate across other US visa categories which hovers around 20%.

Most visa denials are due to “failure to prove nonimmigrant intent”. That means the Department of State believes applicants don’t appear to have compelling enough reasons to return home after they graduate. 

The United Kingdom

Student visas dropped by 11% between 2023 and 2024 in the UK. There’s no question this decline is the direct result of a new policy that prevents most applicants from bringing their families into the country.

After all, the average international student is aged between 22 and 35. Many of them will have spouses and young children they can’t leave behind.

There was also talk of axing the Graduate visa entitlement. This legislation gives students the right to remain in the UK and work for two years after successfully a course. Although the government scrapped these proposals, the initial uncertainty may have deterred would-be applicants.

Canada

Canada has capped the number of student visas at 360,000 per year. The government recently introduced this policy to stabilise migration levels and prevent universities from abusing the system. These measures are expected to last until 2026 when they’ll reassess the situation.

Aside from limiting visas, Canada has doubled the financial requirements. Applicants must now prove they have $20,635 in savings and that amount increases with every family member they bring.

Australia

Australia’s student visas are actually the highest they’ve been since before the pandemic. Issuances increased almost 25% between 2023 and 2024.

However, that’s all set to change. The Australian prime minister has announced intentions to reduce immigration levels by around half. His government has already introduced several restrictive measures including an increase in tuition fees and financial requirements.

Universities shall also face hurdles as the Australian government plans to impose limits on the number of international students they can enrol. The good news is that you can apply for an exemption if you can prove you’ve got adequate accommodation.

How falling migration levels impact international admissions

When governments restrict immigration, the number of international students will inevitably drop. That might be because many applicants no longer qualify or there are fewer visas to go around.

On top of that, promising applicants may decide against your country based on these new policies. They might feel unwelcomed or falsely believe they’re ineligible. Instead, they may look elsewhere or stay in their home country to study.

That all means institutes have to work harder to attract candidates and successfully get them down the student recruitment funnel.

But you may find old marketing tactics don’t work. As the market shifts and new challenges arise, student priorities will change. That’s when it’s time to reassess your current strategies and adjust your approach.

Adapting your educational marketing strategy

There are still thousands of applicants despite the recent decline in student migration. If you want to succeed, your targeting and positioning needs to be laser focused. By tapping into the right audience segment, understanding their goals, challenges and needs, your school can demonstrate why it is uniquely positioned to serve them.

Here are the top considerations for digital marketing in universities based on the data:

1. Keep updated: Policy changes can have a significant impact on the size and nature of the market. Governments constantly revise immigration policies and reject proposals. Staying current means you’ll always know exactly what you can offer students. 
2. The full picture: Students may hear about restrictive immigration policies and not realize they’re exempt. For example, Canada’s student visa limit doesn’t apply to postgraduates and PhDs. Including details like these in campaigns can help you show potential candidates what’s possible. It may also shift your budget allocation.
3. Location, location, location: You’re not just advertising your programme. Now the country has become a growing priority for students, you have to double-down on selling your location. Testimonials, interviews, and interest stories can give candidates a taste of what life is really like overseas.
4. Cards on the table: Candidates say they most want to hear about funding and scholarships. Leading with this information can help you grab their attention.
5. Know your audience: Which demographics do your students belong to and what challenges do they face? Advise them on how to overcome these issues. For example, the US receives a high number of Indian applicants but often denies them during the visa interview. Marketing materials could show candidates how to successfully navigate this stage.
6. Show them you’re the right call: The top reason for studying abroad is to achieve personal and professional goals. Show how many former students have successfully completed your courses and gone on to pursue their dream careers. You can use all this positive data to offset all the negative news stories.

Time to revamp your marketing strategy?

Changing migration trends are an opportunity as much as they’re a challenge. If you can develop an agile marketing strategy, you can keep winning over students. You can remain resilient or even thrive no matter the global outlook.

Besides, the issue isn’t with the programs themselves. Overall student satisfaction is higher than ever indicating there’s still a strong demand for higher education. All that you have to do is prove to candidates that taking your courses is the best move.

Hubbub Labs is a content marketing agency that helps education companies and startups grow. Book a 15-minute chat with us to talk about your marketing needs.