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A reflection on UK Clearing, new social media age restrictions and best tips for Reddit ad campaigns

Newsletter

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 behaviours that impact the sector and share insights on how to better connect with your audiences.

Every August in the UK brings A-Level Results Day—and with it, Clearing. This crucial period in the student recruitment calendar sees 17- and 18-year-olds receiving their final exam results and finding out whether they've been accepted into their first or second-choice university.

There are many different paths a student might take on the day: some decline their original offers to pursue a place at a different provider, others switch courses, and some reconsider university altogether. Each year, the data tells a different story, but one thing remains consistent: anything can happen on Results Day and during the Clearing period.

Clearing 2025 was a record-breaking year. A total of 439,180 applicants were placed, the highest number ever recorded, with 82% securing a place at their top-choice university.

This strong performance had a ripple effect: higher-tariff providers (typically more selective universities) began to widen their offers amid a shortage of top-grade applicants in Clearing. For mid- and lower-tariff institutions, this created a slower, steadier recruitment period, as more students were considered eligible for higher-tariff options.

Among the most popular subjects this year were English and Teaching, which saw a 14% increase, and Law, which rose by 9% year-over-year. In contrast, Computing experienced a 10% drop in applications, though overall interest in the subject remained solid.

In total, 13,730 students secured a university place through Clearing on Results Day this year, a 4% increase compared to 2024.

The regulation of social media is heating up, with Mississippi becoming the latest to pass rules around age restrictions. A new state law, upheld last month, requires all users to verify their ages before accessing platforms like Facebook, Instagram, and Snapchat. Unlike laws targeting only explicit content, Mississippi’s rule casts a much wider net, applying across all social networks.

Not everyone is complying. Bluesky announced it would block access in Mississippi rather than build out costly verification systems. The company explained in a blog post that it simply doesn’t have the resources as a small team to make the changes needed to adhere to this regulation. It also argued that forcing every user to hand over sensitive information would create “significant barriers that limit free speech” and entrench the power of big tech over smaller platforms.

This tension isn’t unique to the US. Australia is preparing to roll out a nationwide social media ban for under-16s this December, requiring platforms to take “reasonable steps” to block younger users. That includes checking the age of all accounts, whether by ID upload, AI-based facial estimation, or cross-checking with banks and mobile providers. Noncompliant platforms could face fines of nearly $50 million.

While governments argue these measures are about protecting children online, critics warn of overreach. Smaller platforms like Bluesky say they simply can’t keep up with compliance costs, while civil liberties groups highlight the risks to privacy and free expression. For users, VPN use is likely to soar as they look for ways around restrictions.

The US Department of State continues to revoke international student visas

It has been widely reported that the State Department has so far revoked over 6,000 international student visas. A spokesperson has said that about 4,000 of these visa revocations were due to law violations, such as alleged support for terrorism, assault, driving under the influence, and burglary.

The move comes as the White House continues its crackdown on immigration and international students. The attacks on international students have created an air of uncertainty in the higher education landscape in America. According to a recent analysis by NAFSA, international enrolment could plummet by 150,000 students in the Fall alone, amounting to a 15% overall decline. To put that into context, more than 1.1 million international students were enrolled in US colleges in the 2023-24 academic year, according to Open Doors.

US scraps $100m in study abroad programmes

In other international student news, the US Department of State has also removed $100 million in FY25 funding for at least 22 cultural exchange programmes. These cuts, which affect everything from community college initiatives to the flagship Kennedy-Lugar Youth Exchange and Study (YES) Programme, were announced just weeks before these programmes were expected to be renewed and receive funding in September. Higher education institutions, students, and staff have therefore all been left in limbo.

Stakeholders say the move isn’t just disruptive; it could be unconstitutional. Typically, these grants are congressionally approved and renewed as standard. But this year, the Office of Management and Budget stepped in, cancelling programmes that had already been allocated funds for 2025. Leaders in the sector warn that this sets a dangerous precedent, opening the door for future cuts at any time.

“Cancelling $100 million in programmes which impact 10,000 students is devastating on many levels,” said Bill Gertz, chairman of the American Institute for Foreign Study, whose YES Abroad programme is among those axed.

The higher ed community has already begun rallying, with campaigns urging Congress to intervene and protect the future of these exchanges.

Trump administration proposes 4-year cap on international student visas

The Trump administration has proposed a controversial cap on international student visas, which would limit the time that students can stay in the country to four years — regardless of how long a degree programme actually takes.

Under the plan, students on F visas (the most common for international undergraduates and postgraduates) would need to apply for extensions and undergo regular assessments with the Department of Homeland Security (DHS) if their studies run longer than the cap. The rule would also apply to J visas, which cover exchange students, visiting faculty, and researchers.

For many, the proposal raises more red flags than solutions. PhD programmes, for example, often take more than four years to complete. Student advocates argue the rule would add unnecessary bureaucracy, create visa backlogs, and deter talented students from choosing the US in the first place.

The Department of Home Security defends the proposal, saying it would prevent fraud and reduce “safety risks.”

Beyond red tape, the economic impact could be severe. International students already contribute more than $50 billion annually to the US economy, and they’re a vital lifeline for tuition-dependent institutions.

Reddit has released an infographic in partnership with Kantar, which highlights practical ways advertisers can boost action intent, i.e. the likelihood that someone will take the next step after seeing an ad. It claims that on average, Reddit campaigns deliver a +2.8 point lift in action intent, which is 47% higher than Kantar’s industry norms.

So, what works best?

  • Get the frequency right: Campaigns perform best with 3–5 impressions per week. Any less, and users may miss your message; any more, and you risk saturation.

  • Mix up placements: Combining Takeovers with Auction products and layering in Conversation placements significantly lifts intent. Ads in earlier parts of the customer journey drive stronger results than those left until the end.

  • Use a variety of creatives: Campaigns with multiple creative formats, but particularly video and text-based ads, outperform those relying on a single style. More than one message keeps users engaged and drives them further down the funnel.

  • Plan for learning: Reddit recommends working with their team to set learning agendas, ensuring you test, optimise, and refine along the way.

With the right mix of placements, creative formats, and frequency, Reddit ad campaigns can deliver beyond awareness.

Canada’s international student story in 2025 is shaping up to be complicated. While approvals are improving on paper, the number of permits being issued has fallen off a cliff.

In Q2, BorderPass data showed a 10% rise in the approval rate, with June recording the highest monthly approval of the year at 39%. After months of refusals, this uptick felt like a small win.

But approval rates only tell half the story. When looking at the actual number of permits issued, the picture is much starker. Between January and June 2025, Canada issued just 36,400 new study permits, a 70% drop compared to the same period in 2024. In March, only 3,800 permits were granted, compared with nearly 17,000 the year before.

IRCC has been upfront about the reasons: the government is deliberately reducing international student intake to “sustainable levels,” part of broader immigration caps tied to housing and labour pressures. Prime Minister Mark Carney has warned that further cuts to student and temporary worker visas may follow.

The impact varies widely by country and institution:

  • India: Approvals have plunged to just 20%, down from over 80% only a few years ago.

  • Iran: Approvals dropped by more than half in Q2.

  • China and South Korea: Relatively stable, with approvals above 65% and 85% respectively.

  • Ghana: A standout, with approvals surging 225% compared to Q1.

Colleges are feeling the heaviest blow, with approvals sliding to 28% in 2025 (down from 60% last year), while universities are averaging 53%. Programmes tied directly to labour market needs, like health, tech, and trades, are showing better resilience.

With limits on international students across the US, Australia and now Canada, markets across Europe and Asia could see an increase in applicants as a result.

The White House joins TikTok

The Trump administration has launched its first official TikTok account, even as the app’s future in the US continues to hang in the balance. Trump himself appears in the opening video, declaring: “I am your voice”. With the deadline for ByteDance to divest TikTok now extended to September 17, many see the move as a signal that the app will likely remain available to US users and businesses, at least for now.

China pushes back

The Chinese government has reiterated that it won’t hand over TikTok’s algorithm as part of any US sell-off deal. Through state media, officials highlighted the irony of the White House joining TikTok while simultaneously framing it as a national security risk.

Global growth continues

Ban or no ban in the US, TikTok’s business is booming elsewhere. The app’s revenue in the UK, Europe, and Latin America has more than doubled since 2022, hitting $64 billion in 2024 and reaching a 38% year-over-year jump. With in-app shopping gaining traction, TikTok is fast becoming a global ad and e-commerce powerhouse.