Having trouble tapping into the Chinese student market? Douyin comes with an answer! A buzzing short-video platform in China boasting over 750 million users, Douyin’s potential to connect with prospective students is immense.
This blog will be your roadmap – highlighting just how Douyin outshines other platforms and sharing some golden nuggets on successful strategies employed by foreign universities in reaching and recruiting Chinese students. So buckle up and let’s embark on this journey to supercharge your marketing strategy!
- Douyin is a popular video app in China. More than half of the people there use it.
- Many students in China love Douyin. They like funny, short videos that stick in their minds.
- Big brands can show off products on Douyin too. This is called “influencer marketing“.
- Foreign schools are using Douyin to talk with Chinese students and share what they offer. It’s a great way to get these students interested in them!
Douyin: The Best Platform to Reach Chinese Students
Douyin, known globally as TikTok, has taken the Chinese social media landscape by storm and is now a vital platform for reaching out to Chinese students. Its massive popularity among young people in Mainland China makes it a prime channel for foreign universities looking to recruit students.
Every month, 750 million users are active on the app inside China alone. It ranks as one of the top video apps in the country, and the second only to WeChat when it comes to the number of monthly users. Both TikTok and Douyin share much of their features and style but they serve different groups: TikTok for global users and Douyin for people in China.
Popularity among Chinese students
Douyin is a big hit with Chinese students. More than half of people in China have an account on this platform, with the majority of them being under 30 years old. The attractive form of short videos was accepted first by young people, who started looking for entertainment on the platform, watching dancing challenges and daily life stories. But today, they also look for educational content, which has become a big part of the Douyin platform.
It’s clear to see why universities from around the world have started using Douyin to recruit Chinese students. They know that being on Douyin will let them talk directly with Chinese students, share what their school has to offer, and hear back from potential recruits in real time too!
Douyin tries to attract more educational content with ‘youth mode’
In 2021, in an attempt to limit the usage of mobile devices and social media among young Chinese, Douyin introduced a ‘youth mode’ also called a ‘teen mode’. Douyin Youth Mode is a specialized feature developed for the Chinese version of TikTok, Douyin, aimed at fostering a safer online environment for younger audiences.
This unique mode incorporates several restrictions and guidelines, focusing on safeguarding underage users from inappropriate content and interactions, while simultaneously managing their screen time to promote healthier online habits.
How Does It Work?
Once activated, Youth Mode limits the type of content that can be viewed and shared by the user, ensuring it is age-appropriate and safe. It also implements time restrictions to encourage balanced use of the platform. These measures are vital for maintaining the well-being of younger users and ensuring their online experience is secure and positive.
Leveraging Youth Mode for Educational Institutions
For foreign educational institutions striving to make an impact in China, Douyin Youth Mode presents a unique opportunity. By curating content that is not only educational but also aligns with the safety guidelines of Youth Mode, institutions can effectively reach a younger demographic and engage Chinese students.
This allows them to showcase their educational programs, values, and campus culture in a manner that is both engaging and responsible. With well-curated content, educational institutions can start attracting Chinese students from an earlier age, promote courses, and later recruit Chinese students to their educational programs.
Building Positive Connections
Utilizing Douyin Youth Mode enables educational institutions to build positive and meaningful connections with many Chinese students. By demonstrating a commitment to the safety and well-being of Chinese international students, institutions can foster trust and establish a favorable reputation among Chinese parents and students alike.
A Community of Aspiration
By creating a sense of community and aspiration through engaging content on Douyin, foreign educational institutions, and education agents can successfully attract Chinese students to study abroad. This approach allows them to highlight the unique opportunities and experiences they offer for Chinese students studying abroad, sparking interest and inspiring young minds to explore educational possibilities abroad.
How to Attract Chinese Students Through Educational Content on Douyin?
Attracting Chinese students with educational content on Douyin demands a thoughtful and comprehensive approach that aligns with the platform’s dynamics and the interests of the student demographic. Here are several enriched strategies to enhance your higher education institutions’ presence and outreach on Douyin:
Start from a Douyin Business Account
Before diving into content creation and community engagement, it’s essential to set up a Douyin Business Account. This account type facilitates a variety of functionalities tailored for businesses and educational institutions, allowing for enhanced content management, analytics tracking, and advertising capabilities.
By utilizing a Business Account, institutions gain access to valuable insights into user behavior and content performance, enabling a more informed and strategic approach to content creation and audience targeting on Douyin. Establishing a strong foundation with a Business Account is a pivotal step in effectively reaching and attracting Chinese students through the platform.
Craft Engaging and Informative Content
Develop content that seamlessly blends educational information with engaging elements. Utilize vibrant imagery, compelling graphics, and clear, concise messaging to articulate the distinct values and benefits of your institution or program.
Illuminate various aspects of campus life, feature testimonials from satisfied students, offer insights from esteemed faculty and share success stories to present a well-rounded narrative that appeals to prospective students.
Employ Hashtags and Challenges Strategically
Maximize the use of trending hashtags and initiate creative challenges to amplify content visibility and user engagement. Challenges stimulate user participation and create a sense of community around your educational brand, enhancing its recognition and appeal to potential students.
Forge Collaborations with Influencers
Identify and collaborate with influencers and Key Opinion Leaders (KOLs) who hold sway over the Chinese youth demographic. These influencers can offer authentic endorsements, share relatable experiences, and lend credibility to your institution, thereby fostering a deeper connection with potential students.
Culturally Tailored Content
Invest time in understanding the cultural nuances, values, and preferences of Chinese students. Adapt your content to incorporate elements that resonate with this audience, such as highlighting community spirit, showcasing innovation, and underscoring opportunities for holistic development.
Direct Engagement with the Community
Foster a sense of belonging and community by actively engaging with users. Respond promptly to comments, address queries, and participate in relevant conversations. This direct interaction demonstrates that your institution is approachable and values the opinions and inquiries of prospective students.
Showcase Scholarships and Unique Opportunities
Highlight the availability of scholarships, exchange programs, and distinctive opportunities that your institution provides. Providing clear and accessible information about these benefits can be a decisive factor for both students and parents contemplating overseas education.
Leverage Educational Trends and Insights
Stay informed about the latest educational trends, student preferences, and market insights in China. Leverage this knowledge to align your content strategy with what Chinese students are actively seeking in international education.
Build Trust through Transparency
Building trust with your audience is pivotal. Be transparent about your institution’s values, academic rigor, and support services. Showcase real-life experiences of current students and alumni to provide authentic insights into life at your institution.
Encourage User-Generated Content
Encourage students and alumni to create and share their own content about their experiences at your institution. User-generated content adds authenticity and can provide diverse perspectives, enriching your institution’s image on Douyin.
Case Studies of Educational Institutions Reaching Students on Douyin
Here, we delve into real-world examples of how UK and US colleges have effectively utilized Douyin to connect with potential Chinese students. We’ll explore their successful marketing strategies on the platform and discuss the consequent benefits these foreign universities received in recruiting more Chinese students for their courses.
I will share some successful strategies used on Douyin. These are great for reaching Chinese students:
- Show off the campus: UK and US colleges have done this. They spotlight their most attractive spots.
- Use influencers: Chinese students love them! Influencers create a buzz about your school.
- Make it fun: Douyin users love engaging content. Try using light-hearted videos to get attention.
- Learn from user behavior: A study has looked at how people use Douyin in China. Use this to make your posts even better.
- Be quick with news, photos, and videos: Weibo shows us that being fast can help you reach more students.
- Plan for growth: Douyin may reach 835 million users by 2025! Your school should be ready to meet all these potential new students.
Here is one of Gentlemen Marketing Agency case studies: Mel Science’s account on Douyin. We produced a lot of educational short videos for younger and older students in China, making them engaging and fun, resulting in the fast growth of the account.
Benefits of using Douyin for college marketing
Douyin offers a lot of good things to colleges that want to share their story. It lets them show off-campus life in short, fun videos. This helps Chinese students see what it’s like on the college grounds and in classrooms.
They can watch student testimonials too, which makes them feel part of the experience even before they apply.
As you can see in the above infographics, it’s very worth taking your time and analyzing the best strategies that will work in attracting Chinese students through Chinese social media platforms, especially Douyin. China is the largest study-abroad market in the world, with 40 million people in higher education.
Partner with a Douyin Certified Expert – Gentlemen Marketing Agency
When it comes to maximizing your presence on Douyin and effectively reaching Chinese students, partnering with a Douyin Certified Partner like Gentlemen Marketing Agency can make all the difference.
With our extensive experience and expertise, we have successfully navigated numerous brands through the intricacies of the platform, ensuring they establish a compelling and engaging presence.
Being a Douyin Certified Partner, we possess an in-depth understanding of the platform’s algorithms, user behavior, and trending content. This exclusive insight, combined with our innovative strategies, ensures that your educational institution stands out and effectively connects with the vast and diverse student audience on Douyin.
Our range of services is tailored to meet the unique needs of our clients. From creating a Douyin Business Account and crafting culturally resonant content to forging collaborations with influencers and leveraging the latest trends, we cover all aspects of a successful Douyin strategy.
We understand the importance of building trust and authenticity in the Chinese market, and our experienced team is dedicated to showcasing your institution’s values, strengths, and unique opportunities in a way that resonates with Chinese students.
Moreover, our robust analytics and performance tracking enables us to fine-tune your strategy, ensuring continuous improvement and adaptation to the ever-evolving digital landscape in China.
By choosing Gentlemen Marketing Agency as your partner, you’re not just getting a service provider; you’re gaining a collaborator invested in your success.
Reach out to us and let’s explore the myriad of opportunities Douyin offers to connect with Chinese students and elevate your institution’s presence in the Chinese educational market.
Your journey towards making a significant impact on Douyin starts with Gentlemen Marketing Agency – where expertise meets innovation!