Social media has emerged as a dominant force in international students' decision-making process, with nearly three in five prospective students (59%) saying it influences their where to study abroad.
The data, from Keystone Education Group’s latest Student Study Report (SSR) 2025, highlights a significant shift in how universities need to approach student recruitment, with different platforms wielding varying degrees of influence depending on the level of study.
LinkedIn emerged as the most influential platform overall, despite not being the top priority for many institutional social media strategies. The professional networking site shows particular strength in influencing PhD students, where it commands 55% influence compared to just 9% for bachelor's students.
For undergraduate recruitment, YouTube leads the way with 27% influence, closely followed by Instagram at 24%. TikTok, despite its billion monthly users and potential for brand awareness, shows more modest influence at 18% for bachelor's students, though this drops significantly for postgraduate levels.
While TikTok offers broad reach and brand awareness opportunities, platforms like LinkedIn and YouTube may deliver more direct influence on actual enrollment decisions.
"TikTok's billion monthly users make it crucial for brand awareness for institutions," said Saba Davenport, Chief Marketing Officer. "Authentic content matters— our same research found that 82% of students say reviews impact their decisions, so giving control to your current students and letting them share real experiences can sway prospects in your favor."
The research also reveals shifting priorities in what influences students' choice of study destination. Subject opportunities and study programs remain the top factor, with 55% of students citing this as influential in 2025, up from 47% in 2024. This represents the highest priority among all factors examined.
University fees and living costs continue to be a major consideration, influencing 46% of students, while post-study work opportunities affect 41% of decision-making.
Notably, the importance of university reputation and rankings has seen a slight decline, dropping from 37% in 2024 to 36% in 2025.
Culture and leisure opportunities round out the top five factors, influencing 30% of students in 2025, down from 32% the previous year.