Google told to sell Chrome, international student mobility predictions and BlueSky as the new booming social app
Welcome to The Student Funnel, a monthly higher ed sector newsletter from Hybrid, a leader in student marketing and recruitment strategies. We highlight news, trends, and behaviors that impact the sector and share insights on how to better connect with your audiences.
November has been a big month. Between the US presidential election leaving the global education sector questioning what’s to come and the Department of Justice proposing that Google sell off Chrome - there’s been a lot to digest.
So without further ado, here’s our roundup of the biggest stories in education marketing from November:
If Google sells Chrome, what does it mean for marketers?
The US Department of Justice, commonly known as DoJ, has proposed that Google sell its Chrome web browser after a ruling found the tech giant has an illegal monopoly on search and online ads.
In response, Google’s chief legal officer, Kent Walker, called the justice department’s proposals “staggering”, “extreme”, and “unprecedented government overreach”, in a blog post. The company plans to appeal the loss in court, but with the justice department’s goal to increase competition in the market, we imagine they’ll be pretty steadfast on their ruling - especially considering Chrome currently controls over 60% of the web browser market.
But what exactly could these implications look like for marketers?
Donald Trump wins the US election: What it could mean for international student mobility
As the world digests the news of Donald Trump’s return to the White House, global higher education institutions are bracing for potential ripple effects on international student mobility. From stricter immigration policies to shifting geopolitical tensions, the next four years could redefine where and how students pursue their studies abroad.
Key factors that could impact international student mobility
Reflecting on Trump’s first term provides clues to what lies ahead. Visa restrictions and the infamous “Travel Ban 3.0” previously led to a 12% drop in US international enrollments. The 2024 Trump campaign rhetoric suggests that possible limitations on visa durations and eligibility are on the horizon, raising uncertainty for prospective students. Meanwhile, geopolitical tensions, particularly with China, could deter Chinese students from considering the US, pushing them toward alternatives like the UK or Europe.
Interestingly, domestic students in the US are showing growing interest in studying abroad, as seen in the dramatic post-election spike in searches for programs in the UK and Ireland. However, whether this early data is a true indicator of the genuine motivations of these students is another matter.
For US universities the dual challenge lies in retaining domestic students and attracting international ones amidst political and policy uncertainty. Offering flexible programs that blend US prestige with international exposure could appeal to both groups. Strong messaging around inclusivity, academic freedom, and alumni success will also help counter negative perceptions.
UK and Australian institutions can seize the moment by targeting Chinese students reconsidering US options. Leveraging trusted regional platforms and showcasing inclusivity and diversity will resonate strongly with this demographic. Highlighting cost-effective, globally competitive degree programs could attract US students seeking alternatives abroad.
Is Bluesky the next big social platform or just a flash in the pan?
Bluesky is a decentralized social media platform that has recently gained significant traction, amassing over 20 million users. But what exactly is Bluesky? Developed by former Twitter CEO Jack Dorsey, Bluesky offers a user experience reminiscent of Twitter, featuring familiar elements like hashtags, mentions, and the ability to reply, quote, and repost content.
A key differentiator of Bluesky is its emphasis on user autonomy. The platform allows users to create and share custom feeds tailored to their specific interests, fostering a more democratic approach to content curation.
A recent report by Appfigures found that Bluesky held the top spot on the App Store downloads chart for almost a week, beating Threads which was in 4th place and X which was in 41st.
The surge in Bluesky's popularity can be attributed to growing dissatisfaction with X (formerly Twitter). Following events like the recent US presidential election, many users have migrated to Bluesky in search of a more open and user-controlled environment.
Interestingly, it looks as though Threads is feeling the pressures of competition too. It recently added some further features to the platform, seemingly in response to the sudden popularity of Bluesky. The Meta team behind Threads also shared that 35 million more people have signed up for accounts in November.
For now, it doesn’t look as if Bluesky is set to become a major player, but it could be worth reserving your handles on the platform just in case.
International student enrollments are at an all-time high in the US
The Land of Opportunity has drawn record numbers of international students in the 23-24 academic year, according to the annual Open Doors report from the Institute of International Education and the US Department of State. Rising to 1.1 million students, this year's international cohort saw an impressive 6% growth YOY.
Open Doors’ total count includes international students attending US colleges in person, and those participating in the Optional Practical Training program. For our non-US readers, OPT allows student visa holders to work up to a year in the US in their field of study, with a two-year extension available for those educated in STEM fields. Combined, international students provide a whopping 50 billion dollars to the US economy.
It could be said that the rise in the US as a destination comes from other Big Four study options starting to limit and restrict international student visas. Earlier this year, both Australia and Canada decided to cap or lower international student visas, and restricted post-graduate visa entry requirements came into effect in the UK.
The big question mark that now hangs over the viability of sustaining this growth comes in the form of President (-elect) Donald Trump. During his previous term, President Trump invoked a so-called “Muslim ban”, and tried to deport international students enrolled solely in online classes and the administration also suspended issuances of H1-B temporary work visas from June 2020 to the end of that year. With a second term imminent, US institutions will likely need to prepare for tighter control around international student admissions.
Social media updates
Underage social media ban for Australia. Ground-breaking legislation has been passed in Australia which will force social media platforms to implement age-verification processes. The bill has banned anyone under the age of 16 from accessing these platforms due to harmful content which may be on the sites. If social media platforms do not comply, they face fines of up to $50 million AUD.
Top countries listed by average social media usage. The team from Visual Capitalist have put together the list, which found the top three countries as Kenya, South Africa and Brazil. The full report also includes some other usage notes, such as TikTok having the highest average time spent per user, while YouTube accounts for the greatest overall share of total social media time.
YouTube shares top CTV tips for content creators. It was reported earlier this year that users watch more than 1 billion hours of YouTube content on their TV sets every day. So it’s unsurprising that the platform has recently provided some new tips to help creators hit the right notes with their CTV content:
Subscribe to The Student Funnel newsletter to receive monthly updates.