Studying abroad has long been a family decision for Chinese students, but where institutional prestige once dominated, more practical factors now play a defining role, according to search trends on Chinese social media.

Increasingly, that search is playing out on Douyin. With billions of views on content tagging “study abroad life”, the platform has become a revealing lens into how preferences are shifting—offering a real-time window into the hopes, concerns, and priorities that guide the decision to study abroad.

In this post, we unveil these shifting trends and show overseas education providers how to build a meaningful presence on Douyin to connect with their target audience.

The new era of study abroad choices in China

China’s study abroad market is undergoing a noticeable shift. Families are becoming more rational in how they evaluate overseas education, weighing practical outcomes like employment prospects, affordability, and safety alongside the traditional appeal of international prestige. This more pragmatic approach is reshaping how information is sought and how decisions are made.

At the same time, interest in studying abroad has found a powerful new outlet on Douyin. Topics related to “study abroad life” have accumulated over 42 billion views, making it one of the most active areas of engagement on the platform. Specific destinations attract significant attention as well.

Trending study abroad topic

Data source: Ocean Engine 2024

Content regarding studying in the United Kingdom has been viewed more than 12 billion times, while South Korea has generated 7 billion views, Japan 4.9 billion, and the United States 4 billion. These numbers underscore Douyin’s role as a central place where students and parents research, exchange, and form perceptions of overseas education opportunities.

Douyin as a cultural touchpoint

As one of China’s most influential entertainment and media platforms, Douyin offers far more than entertainment value. It has become a cultural touchpoint where young people and families actively share stories, seek advice, and exchange authentic perspectives about studying abroad.

What sets Douyin apart is its unique combination of scale and credibility. With billions of views across education-related hashtags, the platform reflects not only what students are curious about but also how parents evaluate choices in real time.

For families, watching peers document their lives abroad provides a level of immediacy and relatability that traditional brochures or agencies cannot match. Whether it is a video of a student adjusting to dorm life in the UK, navigating a subway in Seoul, or preparing for exams in the United States, these firsthand accounts build trust by presenting a reality that feels unfiltered and accessible. In this way, Douyin has become an informal yet deeply influential research channel.

For education providers, this shift signals a new opportunity. Douyin is not simply a channel for visibility; it is a community where brands can participate in conversations that matter. By aligning with the cultural codes of the platform—creativity, authenticity, and interaction—institutions can meet students and families at the exact moment when questions are being asked and decisions are being shaped.

Ocean Engine: Connecting brands to audiences

For overseas education providers seeking to engage potential students and their families in China, the Ocean Engine platform offers a comprehensive suite of advertising products to connect with Douyin users.

Spanning news, education, selfie cameras, real estate, games, and e-book apps, Ocean Engine is a programmatic advertising and marketing platform.

With 1.9 billion monthly active user accounts across this network, Ocean Engine is able to analyze user interests and behavior in real-time on a massive scale, helping advertisers find the right audience and reach them at the right time and place. This enables advertisers to target focused online communities using granular and AI user targeting and then gain access to data-driven insights about user behavior in their chosen market.

Mastering Douyin for the education industry with lead generation

For the education industry, Ocean Engine provides a comprehensive suite of solutions designed to build an effective lead generation system, including native advertising, branding, KOL collaborations, and Search Brand Zone.

By pairing creative formats with advanced targeting, institutions can convert awareness into measurable outcomes such as engagement, inquiries, and applications. Paid advertising also creates a virtuous cycle where more views and followers lead to account growth and elevated organic growth.

Native advertising
Native ads, delivered through certified Business Accounts, are a cornerstone of this approach. By publishing content through their official Douyin presence, institutions are able to move beyond direct commercial messaging. Native ads allow them to build long-term engagement through native components, creator integrations, follower management, and indirect conversions.

Branding solutions
Branding solutions such as Brand Takeovers and In-Feed Ads provide large-scale exposure. These placements function as high-impact entry points, enabling education brands to quickly establish visibility and reinforce brand tone. In-feed advertising, in particular, supports integration with landing pages, apps, and WeChat mini programs, giving users a direct pathway to take the next step.

KOLS
Collaboration with key opinion leaders further enhances conversion effectiveness. By working with creators, education providers can integrate their message into trusted content, drive app downloads, or redirect users to official websites. This not only boosts conversion rates but also shapes brand perception in a positive way. Content promotion tools, such as heating up creator videos with native in-feed ads, amplify the reach of high-quality content and ensure it reaches larger audiences.

Search Brand Zone
Search Brand Zone is another critical channel. When users actively search for keywords related to studying abroad, a brand can ensure its content is displayed at the top of the results page. Presented in a native Douyin style with customized backgrounds, automatically playing videos, and integrated brand components, this placement establishes authority and strengthens brand image at a decisive moment in the user journey.

Case study: How Stevens Institute of Technology engaged Chinese students

As a leading private research university located in New Jersey, Stevens Institute of Technology aims to recruit students from China each year, with a special focus on those drawn to STEM disciplines and computer science.

To meet this ambitious goal, Stevens partnered with Ocean Engine to design a digital strategy capable of reaching high-potential Chinese students in a competitive study abroad market. The campaign emphasized lead generation as its primary objective, with Ocean Engine’s suite of tools enabling precision targeting and performance measurement.

Solution
One of the keys to success was using a “specialized targeting” approach that allowed Stevens to reach students by academic interest. Customized creative materials were designed for different STEM programs, ensuring that the ads resonated with the exact applicants most likely to apply.

The campaign also deployed carefully crafted “hook” designs to bridge the final gap between interest and application. Recognizing that mismatched information and language barriers are among the biggest pain points for students and parents, Stevens created tailored ads highlighting free access to the Chinese-language version of its graduate course handbook. This valuable resource provided clarity and reassurance, encouraging students to complete their application forms.

Results
By combining Ocean Engine’s targeting capabilities with localized content, Stevens not only drove strong application numbers but also achieved a 23 percent uplift in click-through rates. They also successfully transformed their digital outreach into a powerful recruitment tool, positioning itself as a trusted destination for Chinese students aspiring to join one of America’s top STEM universities.

The future of study abroad marketing in China

As Chinese families approach overseas education with increasing pragmatism, Douyin will continue to be an important cultural touchpoint shaping future decisions. Its scale, authenticity, and peer-driven dialogue make it an essential space for students and parents seeking trustworthy information.

For education providers, Ocean Engine delivers the solutions needed to engage this audience meaningfully. From native advertising and branding campaigns to KOL collaborations and search visibility, the platform enables institutions to connect with families at critical decision-making moments.

The success of Stevens Institute of Technology illustrates how overseas universities can use Douyin to build trust and relevance by addressing concerns directly and presenting information in accessible, localized formats. In doing so, institutions can move beyond awareness to play an active role in one of the most important choices families will ever make.

Ready to reach students and their family members on Douyin? With dedicated teams to guide education providers at every step, Ocean Engine can help you leverage Douyin as a powerful recruitment tool. Contact us today to learn more.