Today's Chinese students are spoilt for choice and with closed borders, and fears over Covid Safety, video has become a critical part of attracting, engaging with, and converting potential Chinese students.
China's live-streaming market is anticipated to reach US$76.42 billion in 2025, experiencing growth at a CAGR of 35.29% during the period spanning from 2021 to 2025. Live-streaming allows university brands to open up interactive Q and A sessions, as well as campus tours, to an audience in China who can’t visit in person.
Weibo education fair, a seasonal campaign when Weibo actively promotes overseas education institutions to their 550m users, is a key opportunity for UK universities to leverage a live streaming format, something that is usually blocked for Western brands.
Live-streaming gives a university a unique opportunity to bring the brand, campus, and student experience to life, especially with closed borders. Safety, pastoral care, and support are increasingly important in post-COVID China and the University of Portsmouth is superb at looking after international students and this is a testament to that.
The Weibo Fair is highly competitive and to ensure the live stream gained the recommended audience and interaction, we worked with the University of Portsmouth on creating the right narrative.
Owned and paid traffic
• Trigger expectations and sign-ups of the live-streaming event from multiple comms angles that bring out the university USPs.
• Boost the outreach via Weibo feed ads.
• Engage with alumni for brand endorsement and advocacy.
• Increase the earned traffic, six official Weibo accounts forwarded live-streaming links.
• Bring the university to life, demonstrating life through the eyes of a Chinese student, creating high levels of engagement, shares, and questions.
• Our highly experienced live-streaming project team provided end-to-end execution and additional support to ensure the quality and performance of the live streaming session.