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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.
On June 23, US President Donald Trump posted on his social media platform, Truth Social:
“Our deal with China is done, subject to final approval with President Xi and me. Full magnets, and any necessary rare earths, will be supplied, up front, by China. Likewise, we will provide to China what was agreed to, including Chinese students using our colleges and universities (which has always been good with me!). We are getting a total of 55% tariffs, China is getting 10%. Relationship is excellent! Thank you for your attention to this matter!”
The U-turn comes after a late May policy to “put America first, not China,” as announced in a statement by Marco Rubio, US Secretary of State:
“Under President Trump’s leadership, the US State Department will work with the Department of Homeland Security to aggressively revoke visas for Chinese students, including those with connections to the Chinese Communist Party or studying in critical fields.”
Several universities, especially in California, have affirmed that Chinese students are indispensable and make significant contributions to research and public service. Despite this, Beijing has warned students to exercise caution when considering studying abroad in certain US states.
The result of President Trump’s new statement is yet to be seen, but the perceived hostility in the US has already driven many Chinese students to other destinations like the UK and Australia – a trend that began to emerge as early as last year.
More than three-quarters (76%) of US college students say they hope or plan to study abroad, and more than 90% say studying abroad is important for their personal growth, according to the fourth annual Terra Dotta study abroad students' survey.
Two out of 10 (41%) also named the UK as their preferred destination, while two-thirds (66%) plan to study abroad for the Spring 2026 semester.
However, barriers remain, with cost cited as the most significant. The survey found that 43% of students expect to spend between $5,000 USD and $10,000 USD, with close to four in 10 (38%) planning to apply for financial aid. Another key barrier is a lack of information about programmes, as stated by 17% of those surveyed.
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According to the 2025 edition of the Gallup-WFF Student Report Card, most high schoolers do not feel prepared for a four-year college degree or work. Plus, fewer than 30% said they were “very prepared” to pursue a postsecondary pathway.
While young people have more ways to learn about career and education options from sources outside of their immediate communities and networks than ever before, they continue to rely primarily on their parents, teachers and counsellors. If their parents know a great deal about a career or education option other than a four-year college degree or a paid job, students are three to six times more likely to know a great deal about that option – and vice versa.
And while students turn to their teachers and counsellors to fill the gap, they are met with limited guidance. The report found that schools focus most of their guidance on postsecondary education, with little discussion on non-college career options. Only 15% of students say they have received “a lot” of information about career pathways that do not require a college degree.
The report also found that the majority of students do not trust non-human sources of information. Fewer than one in three students trust internet resources, such as career websites (30%), podcasts (9%) or posts on social media from people they do not know personally (8%).
Facebook rebrands all videos as Reels
More from Meta, as Facebook is phasing out standalone video uploads: all non-live videos will now be published as Reels, with no format or length restrictions. This simplifies the upload process, unifies video and Reels metrics under Reels analytics, and aligns with user behaviour, with Reels being the top driver of engagement on the platform. The “Video” tab will be renamed “Reels,” and audience settings are being streamlined across post types.
TikTok ban delayed (again)
President Trump has extended TikTok’s enforcement deadline by another 90 days, giving ByteDance until Sept. 17, 2025, to find a US buyer or face a ban. The Protecting Americans from Foreign Adversary Controlled Applications Act remains in effect, but the DOJ will not take action during this period.
TikTok welcomed the move as it continues to negotiate a US-based sale. Since 2019, the app has faced mounting scrutiny over data security and alleged ties to the Chinese government. Despite bipartisan support for a ban, Trump’s repeated extensions suggest ongoing leniency. TikTok remains operational in the US, though long-term clarity remains elusive.
Join in on #TikTokSummercamp this summer break
TikTok has introduced a new in-app initiative called #TikTokSummerCamp, which offers four family-friendly, hands-on activities: slime creation, miniature beach scenes, telescope building, and firefly lanterns. Led by popular creators as “camp counsellors,” the programme includes supply lists, tutorial videos, and sharing prompts.
TikTok positions the initiative as a way for families to connect creatively, set digital boundaries, and discuss online safety. While aimed at teens and their families, the activities appear more suitable for younger children.
Meta’s AI ad tools are getting smarter
Meta is testing a suite of AI-driven ad tools designed to streamline campaign creation and performance. These include: image-to-video generation (with text, music, and animation), AI-generated video highlights, brandable AI image creation, and persona-based copywriting.
New “Business AIs” can respond to product queries in real time, and upcoming features include CTA stickers, virtual try-ons, and voice-enabled AI chat. Early results are promising: Meta reports a 22% boost in ROAS from Advantage+ sales campaigns.