Effective Short Video Strategies for China Recruitment

Short videos have become one of the most effective ways for universities to engage with prospective students—especially in China, where traditional email campaigns are increasingly losing their influence among the younger generation. Instead, today’s Chinese students are spending hours daily watching bite-sized video content on mobile-first platforms like Douyin (China’s TikTok), RedNote (Xiaohongshu), and Bilibili. 

According to QuestMobile, the number of active online users in China's youth born after 1995 reached 342 million as of June 2022. On average, these users spend around 7.2 hours per day, well above the average of all age groups. Their habits are mobile-first, visual, and community-driven, making short video a key medium for effective outreach. For them, these platforms are not just entertainment apps—they’re becoming search engines, recommendation hubs, and decision-making tools.

Turn Recruitment Tours Into Compelling Content

While on tour, a quick selfie interview with students can be more effective than a high-budget promo. These moments showcase the real human connection your university is building on the ground.

We also encourage admissions officers to use their personal WeChat or RedNote (Xiaohongshu) accounts to post short, informal clips and event highlights. Content shared this way feels personal and “real”—something authentic, unscripted that resonates strongly with Chinese families who want to see the people behind the brand.

Format for Mobile-First Platforms

Most Chinese students consume content on their smartphones, making vertical format (9:16) the gold standard for platforms like Douyin and RedNote, where horizontal videos might feel out of place. A quick 30- to 60-second vertical video featuring a smiling student talking about their experience or an admissions officer explaining what makes their school unique can go a long way.

Enhance Visual Appeal with Campus Footage

For promotional content created outside of recruitment tours, use multiple camera angles to add depth and interest by integrating dynamic campus B-roll. Footage of libraries, classrooms, student housing, and outdoor spaces helps Chinese students visualize what it’s like to live and study at your university. This content can be also localized with Chinese subtitles, voiceovers, and platform-specific edits to suit different channels.

Why It Works for China Recruitment

Short videos are powerful because they build two essential elements for Chinese families: trust and familiarity. Parents and students in China want to see real people—students who look like them, speaking their language, sharing their stories. Face-forward, authentic content tends to outperform scripted messaging or polished branding. Moreover, localized videos, when optimized for Chinese platforms and cultural context, see higher engagement.