:format(webp))
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.
Google is under mounting legal pressure in two landmark antitrust cases that could reshape key parts of its business, and in turn, the landscape of digital marketing as we know it.
In Virginia, a federal court is set to hold a preliminary hearing on May 2 to begin discussions on how Google must restructure its advertising technology operations.
This follows an April 17 ruling which found that Google illegally maintains monopoly power in two core markets: publisher ad servers and ad exchanges.
This case could ultimately result in Google being forced to divest parts of its ad tech business, a major move that would aim to restore competition in digital advertising.
Meanwhile, in Washington D.C., a separate remedy hearing is underway in another DOJ-led antitrust case, following a 2023 ruling that Google is operating an illegal monopoly in search.
The government's proposed remedies to this ruling include forcing Google to divest the Chrome web browser, share search and ad data with competitors, and syndicate parts of its search infrastructure for up to a decade. DOJ attorneys argue these steps are necessary to level the playing field and restore competitive opportunities for rival search providers.
Google has fiercely opposed the proposals, calling them “fundamentally flawed”. Its legal team contends that the remedies unfairly penalise the company for its innovation.
Harvard University is locked in a widening standoff with the Trump administration, with billions in federal funding, international student access, and academic independence on the line. Here's a breakdown of the latest developments across three major fronts:
Federal funding freeze sparks lawsuit
On April 22, Harvard filed a lawsuit against the Trump administration over a $2.3 billion freeze on federal research grants, calling it unconstitutional and a threat to critical medical research in areas like pediatric cancer and Alzheimer’s.
The university claims the funding was suspended in retaliation for rejecting federal demands to overhaul its curriculum, governance, hiring, and admissions practices. Harvard described these demands as a “government takeover”.
Harvard President Alan Garber argued the cuts are part of a broader federal assault on academic freedom, as the administration ramps up pressure on elite institutions it accuses of failing to combat anti-semitism on campus.
:format(webp))
The administration has already suspended significant funding to Cornell, Brown, and Columbia, and has continued to threaten Harvard with further freezes.
A hearing has been scheduled for July 21, as tensions continue to mount between the federal government and one of the world’s most influential academic institutions.
International student program under threat
In a parallel move, the Department of Homeland Security has threatened to revoke the university’s SEVP certification, which allows it to enrol international students.
DHS gave Harvard until April 30 to provide detailed records on disciplinary and “illegal” activities of foreign students, especially related to last year’s pro-Palestinian campus protests.
When the imposed deadline arrived, Harvard confirmed it responded to the request and shared some student data, though it’s unclear how much information was turned over. The university has emphasised it acted within the law and has called for due process.
International students currently make up more than 27% of Harvard’s headcount.
Civil rights investigation targets Harvard Law Review
Adding to the pressure, the Trump administration has opened a civil rights investigation into the Harvard Law Review, alleging that it fast-tracked a submission by a minority author in violation of Title VI of the Civil Rights Act. The Departments of Education and Health and Human Services claim the journal's editorial practices may amount to race-based discrimination.
This new inquiry follows Harvard’s broader resistance to government efforts to dismantle DEI programmes and restructure institutional policies. The administration has accused Harvard of pushing “anti-American” and “pro-Hamas” ideology, while rights groups have raised concerns about free speech and academic freedom under political threat.
A Harvard University representative said the school was “committed to ensuring that the programmes and activities it oversees are in compliance with all applicable laws and to investigating any credibly alleged violations”.
:format(webp))
Meta has released new research into the content habits of Gen Z, revealing key shifts in how 18–24-year-olds interact with social media - and what that means for marketers aiming to reach them.
Based on surveys conducted across the US, UK, Brazil, Germany, and Japan, the study found that Gen Z treats content sharing as a form of emotional connection. For instance, 67% of Facebook and Instagram users were found to regularly share videos and memes as a way to express care and identity. For brands, this means creating content that’s not just watchable, but shareable. Think - joyful, useful, and emotionally resonant.
Meta also highlights that short-form video is Gen Z’s favourite way to gather information online. Whether they’re looking for travel tips, recipe ideas, or financial advice. A massive 81% of Instagram users use the platform for self-development content, opening the door for educational, value-driven brand messaging.
More on Gen Z sentiments, but now we're looking at their thoughts on the value of a university or college degree.
A new survey of US professionals, conducted by job site Indeed, has revealed a deepening generational divide over the value of a college degree. While just 20% of Baby Boomers said their education wasn’t worth the cost, that figure jumps to 41% among Millennials and 51% of Gen Z.
The rising scepticism stems from a combination of stagnating wage benefits, skyrocketing tuition costs, and a growing disconnect between degrees and job requirements in today’s workforce.
Many younger professionals are now questioning whether their degree was a sound investment, especially those carrying student debt. In fact, 38% of respondents believe their student loans have held back their careers more than their degree has helped them. Meanwhile, 68% of Gen Z workers said they could do their current jobs without a degree altogether.
For education marketers, it's worth bearing these sentiments in mind when it comes to messaging around study costs and the value of the college experience at large.
:format(webp))
Since mid-March, it’s been reported that the Trump administration has revoked or terminated nearly 1,000 international student visas, many without clear justification.
The majority of those affected are said to be Chinese students, some of whom were detained or deported, often in connection with participation in pro-Palestinian protests or social media activity perceived as controversial.
In response, Chinese students from top institutions including UC Berkeley and Carnegie Mellon have filed lawsuits, arguing the government violated their constitutional rights.
Critics have labelled the mass cancellations a politically motivated crackdown, comparing it to a modern-day "witch hunt".
On April 9, China’s Ministry of Education issued its first study-abroad alert of 2025, urging students to assess security risks and legislative changes in certain US states. While moderately worded, the advisory coincided with new US laws like Ohio’s higher education reform, which bans Chinese partnerships and limits DEI programmes.
These signals, alongside ongoing trade tensions and increasing visa denials, are already shifting student behaviour, with more Chinese families opting for alternatives.
According to China’s 2025 Study Abroad Blue Book, the US now ranks fourth behind the UK, Singapore, and Canada in study destination desirability. Once a top destination, the US is increasingly seen as high-risk, unpredictable, and ideologically polarised.
Chinese students contributed over $14 billion to the US economy in 2023, but current US policy risks long-term damage to international trust in American higher education.
Threads expands ads to global advertisers
Meta has officially expanded ads on Threads to all eligible advertisers globally, following a limited test earlier this year in the US and Japan. The Threads Feed will now appear as a default placement for campaigns using Advantage+ or Manual Placements.
Key details:
Advertisers can choose between Expanded, Moderate, or Limited inventory filters to control content adjacency
Ads will roll out in select markets first, with broader availability increasing over time
Why it matters: This move transforms Threads into a new advertising channel with high engagement potential. For education marketers, it’s an opportunity to reach Gen Z audiences in an emerging social space, but expect mixed user sentiment as ads become more prominent.
Instagram launches ‘Edits’
Instagram has launched a standalone video editing app called Edits, offering creators more control and creative flexibility than the main app currently allows. It’s positioned as Instagram’s answer to TikTok’s CapCut.
What’s included:
Access to trending Reels audio and creative prompts
Green screen effects, animated cutouts, AI-powered scene changes
Export options with no watermark
In-app analytics and royalty-free music
Why it matters: This is a major tool for content teams looking to scale their video strategy. For marketers, the Edits app offers an alternative to CapCut which is currently under threat in the US.
TikTok rolls out fact-checking
TikTok is the latest social app to roll out fact-checking with its new feature - Footnotes. The community-driven system allows users to add contextual notes to videos with questionable or misleading claims. The system is based on the Community Notes model popularised by X.
How it works:
Notes become visible only if contributors from different political perspectives rate them as helpful
The system runs alongside TikTok’s existing partnerships with 20+ fact-checking organisations
The pilot is currently limited to the United States
Why it matters: While well-intentioned, Footnotes could face similar challenges to other moderation systems that rely on political consensus. For education marketers navigating topics like misinformation, it underscores the need to maintain credibility and clarity in digital content.