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Finnish Universities Visit to Douyin Group

Finnish Universities Visit to Douyin Group

December 10, 2024
3 mins read

Ocean Engine recently welcomed a delegation of Finnish Universities of Applied Sciences to the our office in Shanghai, where they gained firsthand insights into the potential of university marketing on Douyin—China’s leading short-form video platform.

This visit, facilitated by Ocean Engine’s trusted agency partner, Nordic Friend, offered Finnish universities valuable strategies to elevate their presence in China and attract top talent to their campuses.

The Douyin advantage in student recruitment

The delegation from Finnish universities learned about the growing trend of Chinese students seeking study abroad opportunities, with a specific focus on Finland.

Known for its affordable, high-quality education, Finland offers unique advantages, including subsidized study abroad opportunities, employment guarantees post-graduation, and special benefits for family work permits—factors that are highly appealing to Chinese students and their families.

The potential for European universities to connect with this audience on Douyin is immense. With millions of active users—many of whom are young, ambitious, and digitally savvy—Douyin offers an ideal platform for universities to create authentic, engaging content that resonates with prospective students.

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During their visit, Finnish universities learned how to adapt their strategies to Douyin’s unique format, ensuring their messages would effectively reach and engage Chinese students.

Key takeaways included:

  • Chinese students respond well to content that speaks directly to their aspirations and challenges. Combining practical advice with a humorous and relatable take on overcoming educational and social barriers makes content more engaging and shareable and Douyin’s short-form videos are the perfect medium for this type of messaging.

  • Douyin’s advanced targeting features allow universities to reach specific demographics—such as students interested in studying abroad, those considering computer science programs, or those looking for employment opportunities after graduation—ensuring that content is seen by the right people.

  • One of the most successful strategies highlighted during the visit was the power of personal narratives. Unlike traditional promotional content, creative campaigns that feature real student stories are more likely to evoke empathy and create stronger connections with prospective students.

Why Douyin is the key platform in China to focus on

As international education institutions seek to attract more Chinese students, Douyin offers unparalleled opportunities to connect with this highly competitive market. Douyin’s interactive features, such as livestreaming, user-generated content, and influencer partnerships, allow universities to authentically engage with students in a way that traditional advertising can’t match.

For Finnish universities, highlighting their affordable education, attractive work benefits, part-time job opportunities, and family-friendly policies is essential in appealing to both students and their families, with Douyin being the perfect platform to showcase those benefits.

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Get started today

Whether you’re aiming to raise awareness, attract applications, or engage with students through creative, relatable content, Ocean Engine provides the advertising tools and audience reach to make it happen.

Contact Ocean Engine today to learn how you can start your journey advertising in China on Douyin and plan your next marketing campaign.

For further insights and tips on China marketing solutions, please see our comprehensive blog catalog.