Social media vetting impacts student U.S. interest

Over half of international students are deterred by increased social media vetting in the visa process, a new Keystone survey has revealed.  

In June, the State Department announced that prospective international students applying for F, M, and J visas would need to make their social media accounts accessible for government review. The policy came as part of ongoing efforts by the Trump administration to scrutinize foreign students more closely.  

According to Keystone Education Group data from August to September, social media scrutiny is now emerging as a negative influencer for international students interested in U.S. study – with 57% of students saying it makes them less likely to want to study in the U.S. this year.  

Social media vetting is one of a series of interventions in international recruitment to the U.S. tracked by Keystone’s data in 2025 so far.  

Funding cuts to federal agencies and universities announced earlier this year have had the greatest impact on student perceptions of the U.S. as a study destination – impacting roughly two-thirds (63%).  

Despite the introduction of these policies and processes, international study interest in the U.S. is still high. It remains the top-searched destination on Keystone’s student sites (100m student visitors per year), with 3 million searches for U.S. study options in September alone.  

Mark Bennett, VP of Research and Insights at Keystone Education Group, said: “Social media vetting may have a greater impact on study decisions than temporary disruptions, such as the visa appointment cancellations, because it represents a lasting, systematic change to the process as opposed to a short-term obstacle.  

“With many policy changes, it is likely the uncertainty and confusion that impacts prospective students most. Studying internationally isn’t always a straightforward process and so institutions need to make it clear exactly what is expected when applying to study in the U.S. - what are the U.S. government expectations around social media vetting and what do students need to check before applying for a F, M or J visa.” 

Keystone’s student survey also reveals the impact of visa processing delays, with it negatively impacting 48% of students interested in U.S. study, and the introduction of international tariffs, which impacted 54%.  

Key insights: 

• 57% of students say increased social media vetting makes them less likely to study in the U.S. this year 

• That’s higher than the effect of visa interview pauses (48%) or U.S. trade tariffs (54%) 

• Only one factor outranks it: funding cuts to higher education (63%)