International student enrolment has long been a cornerstone of growth for Australian educational institutions. With students from around the world seeking high-quality education, Australia offers attractive academic opportunities, cultural diversity, and a global reputation for excellence. However, with recent shifts in government policy and evolving preferences, schools and universities must adopt innovative strategies to engage this vital audience. One of the most effective methods is leveraging video marketing for education.
This week, The Guardian reported that the Australian government introduced a new cap of 270,000 new international students starting in 2025, with specific exemptions for certain categories. These include students in twinning arrangements (partially completing their courses offshore), students with government scholarships, and those from the Pacific and Timor-Leste. This cap, combined with the need for more personalised and immersive experiences, means that institutions must rethink their strategies to attract the next generation of international students.
The Role of Video in International Student Recruitment
In today’s digital age, prospective international students don’t just rely on word-of-mouth or static websites. They’re using online platforms, social media, and video content to make informed decisions. Unlike text or photos, video has a unique ability to evoke emotion and give students a tangible sense of what it’s like to study at a particular institution. It can serve as a bridge that connects a prospective student’s imagination to a real-world experience.
International students want to know more than just academic programs—they want to understand the school culture, living environment, and support systems in place. With distance and uncertainty influencing their decisions, video provides a window into their future life, allowing them to envision themselves on your campus, interact with current students, and thrive in your community.
Why Now Is the Time to Invest in a Video Strategy
With the 2025 cap on new international student enrolments, schools must engage students creatively and personally. Video content allows institutions to showcase their unique offerings, even within a restricted environment.
Here’s how video can help schools connect with prospective students, especially in light of the new policies:
Tailored Messaging for Specific Audiences
With exemptions for students in twinning programs and government scholarships, it’s essential to create targeted content that speaks to their specific needs. Videos that highlight the benefits of twinning arrangements or the advantages of scholarships will resonate strongly with this audience.
Showcasing Campus Life and Community
Videos featuring campus tours, student testimonials, and glimpses of everyday life help international students visualize their experience before they arrive. This is particularly important for those from the Pacific and Timor-Leste, where direct student experiences can reassure them about the move.
Emphasising Safety, Support, and Resources
Given the complexities of studying abroad, students (and their families) need reassurance that they will be supported academically, socially, and emotionally. Videos that demonstrate a school’s commitment to international student well-being—through counselling services, housing assistance, or cultural programs—are invaluable.
Engage Students with Authentic Storytelling
International students resonate more with authentic, real-life stories than scripted marketing pitches. Schools can use video to tell the stories of current students who have navigated challenges and thrived in a foreign environment. Whether through short clips of students sharing their experiences or documentary-style features, these narratives build trust and show prospective students that they will be welcomed and supported. For example, featuring a student from Timor-Leste who talks about how the university helped them settle into life in Australia and succeed academically can be far more persuasive than generic promotional content. Similarly, videos about students in twinning arrangements can explain how the transition from an offshore program to an Australian campus worked for them, highlighting the seamlessness of the experience.
Maximising Reach with Multi-Platform Content
To effectively reach the modern global student, institutions must extend their presence beyond their websites. Platforms like YouTube, Instagram, and TikTok have become crucial for international student recruitment. Short, engaging videos showcasing campus life, facilities, and student experiences capture attention more effectively than lengthy brochures. Australian schools can leverage video ads on social media to target specific international audiences, ensuring their content reaches the right people. For example, a targeted YouTube campaign aimed at Pacific students can include content around scholarships and financial support, while Instagram ads can focus on lifestyle and campus culture for twinning program participants.
Data-Driven Strategies for a Better ROI
As schools adapt to the 270,000-student cap, using data to refine video marketing efforts is crucial. Video analytics can reveal what content resonates most with different international audiences, allowing schools to adjust their messaging.
For instance, if data shows that Pacific students engage more with testimonials, more content can be developed around student experiences.On the other hand, if students in twinning arrangements show interest in virtual campus tours, that can be expanded into longer, more interactive content.
Schools can also use this data to retarget interested students who engage with their videos. Follow-up content, such as “behind-the-scenes” footage, interviews with professors, or deep dives into specific programs, to keep students interested and engaged throughout their decision-making process.
Actionable Steps to Boost International Enrolment Through Video
Tailor Content to Specific International Segments
Consider the new government exemptions and create content specifically for students in twinning arrangements, scholarship recipients, and students from the Pacific and Timor-Leste. Use targeted messaging that speaks directly to their unique needs and concerns.
Showcase Real-Life Experiences
Focus on authentic storytelling through student testimonials, virtual tours, and behind-the-scenes content that gives prospective students an inside look at what they can expect from your institution.
Use Multi-Platform Strategies
Expand your video presence beyond your website by leveraging platforms like YouTube, Instagram, and TikTok to connect with global students where they spend their time online.
Analyse and Optimise
Use data to track what works and continuously refine your content strategy to ensure maximum engagement and ROI.
As Policies evolve, so should your Video strategy
As Australia’s international student policies evolve, so too must the strategies schools use to attract and engage prospective students. Video content offers the ideal medium to tell your school’s story, showcase its strengths, and give international students the confidence to choose your institution.
By leveraging the power of video and tailoring it to the unique needs of today’s global students, schools can continue to stand out in a competitive market—even within a restricted enrolment environment.
Are you ready to boost international enrolment at your institution? Book a consultation with ONIX Education today, and let’s create a video strategy that captures the attention of students around the world, helping you thrive in 2025 and beyond.
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