Why Localized Content? Does It Connect International Students?

In today’s global education market, universities face fierce competition to attract international students. With over 6.9 million internationally mobile students worldwide in 2022, institutions must create meaningful connections to stand out. Localized content—tailored to the cultural, linguistic, and aspirational needs of students in specific regions—is a powerful tool for building trust and driving applications. Here’s why localized content is essential and how to craft it effectively.

Why Localized Content Matters?

According to a report, in 2021, China sent over 1 million students abroad, followed by India with 508,000, while countries like Vietnam and Uzbekistan contributed around 100,000 each. A one-size-fits-all marketing approach fails to address these varied needs. Localized content bridges cultural and language gaps, making your university feel accessible and relevant. 

Builds Trust: Content that reflects local values and addresses regional concerns (e.g., visa processes in Canada or affordability in Hungary) shows students you understand their journey.

Increases Engagement: Region-specific blogs, videos, and social media posts are more likely to be shared, increasing your university’s visibility.

Drives Applications: Personalized content that highlights your university’s strengths, such as Denmark’s post-study work opportunities or the UK’s world-class faculty, motivates students to apply.

Strategies for Crafting Localized Content

Here are five key strategies to create compelling, region-specific content that connects with international students:

1. Understand Regional Motivations with Data-driven Insights

Use data to identify what drives students in your target markets. For example, in 2023/24, the U.S. hosted 1.1 million international students, with 55% from China and India, while Australia saw 1.09 million enrollments, led by China (22%) and India (16%). Tailor content to address these students’ priorities, such as career prospects for Indian students or academic excellence for Chinese students.

Action: Create blogs like “Top 5 STEM Programs in Australia for African Students” or videos showcasing alumni success stories from South Asian students.

SEG Solution: Our data-driven persona mapping analyzes global trends to craft targeted content for specific regions.

2. Use Local Languages and Cultural References

Language barriers are a significant challenge for international students. In 2022, 679,970 international students studied in the UK, with 151,690 from China and 126,535 from India. Content in Mandarin or Hindi, or featuring culturally relevant examples, can make your university more approachable.

Action: Produce social media posts in local languages or create infographics about campus life that incorporate cultural festivals like Diwali or Lunar New Year.

SEG Solution: Our localized content creation service delivers multilingual blogs, videos, and posts that resonate with regional audiences.

3. Highlight Region-specific Benefits

Students weigh factors like cost, safety, and post-study opportunities. For instance, Australia’s international education sector contributed $21.8 billion to the economy in 2023, reflecting its appeal due to quality education and work opportunities. Highlight these benefits in your content to address regional priorities.

Action: Develop guides like “Why Malaysia is the Affordable Study Destination for Southeast Asian Students” or “Navigating Canada’s Post-study Work Visa for African Students.”

SEG Solution: Our team creates content that showcases your university’s unique strengths, such as affordability or career support, tailored to specific markets.

4. Leverage Digital Channels for Maximum Reach

Digital platforms are critical for reaching modern students. In 2021/22, non-EU student numbers in the UK grew by 23.8%, driven by targeted digital campaigns. Use social media, SEO, and paid ads to amplify localized content.

Action: Share short-form videos on TikTok or Instagram Reels showcasing campus tours or student testimonials, optimized for regional hashtags such as #StudyInEurope or #UKStudentLife.

SEG Solution: Our online marketing and digital campaigns use data-driven strategies to boost visibility on platforms popular in your target markets.

5. Address Practical Concerns

International students often face difficulties, such as visa applications or funding. Therefore, creating content that simplifies these concerns helps build confidence.

Action: Create downloadable checklists like “Your Guide to UK Study Visas for Nigerian Students” or webinars on scholarship opportunities for Southeast Asian applicants.

SEG Solution: Our enrollment support service integrates practical guidance into content, ensuring students feel supported throughout the application process.

Measuring Success

To ensure your localized content is effective, track key metrics such as engagement rates, application conversions, and website traffic from target regions. Regularly refine your content based on performance data to stay relevant in evolving markets.

In a nutshell, crafting localized content is not just a marketing tactic—it’s a strategic necessity for connecting with international students. By understanding regional motivations, using local languages, highlighting relevant benefits, leveraging digital channels, and addressing practical concerns, universities can build trust and drive enrollments. At Shakil Education Group, our innovative marketing strategies and deep local market expertise help institutions create compelling content that resonates globally. Contact us today to transform your recruitment strategy!