: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.
In a major development with potential global enrolment impacts, the US State Department has paused all new visa interview appointments for international students. This temporary suspension comes as the government prepares to implement stricter social media screening measures for visa applicants.
The pause does not affect students who already have interview appointments, but it adds to the growing uncertainty for institutions dependent on international enrolment. The move is part of a broader crackdown by President Donald Trump’s administration on higher education - with Harvard University as a focal point.
In mid-May, Trump announced a ban on Harvard enrolling international students, citing the university’s alleged failure to sufficiently address antisemitism on campus. Harvard swiftly responded with a lawsuit, and in a May 29 hearing a federal judge extended a temporary order to block the ban.
The combination of policy shifts, legal battles, and increased vetting could delay or derail international students' plans to study in the US - just as schools prepare for summer and fall intakes. For marketing and admissions teams, this is a moment to double down on international communication, contingency planning, and support structures. With institutions already feeling the strain of declining federal research funding, any dip in international tuition revenue could pose real challenges.
Among the widespread pause on international student visas, The Trump administration has specifically cracked down on students from China and Hong Kong.
The Harvard University fallout, which included the accusation that the university was collaborating with the Chinese Communist Party, threatened the legal status of roughly 6,800 foreign students, including nearly 1,300 from China alone.
The US government has since announced that it will begin “aggressively revoking” visas for Chinese students, especially those studying in "critical fields" or with perceived links to the CCP. While the scale of these revocations remains unclear, the impact on Chinese student sentiment is already tangible, adding to growing anxieties over visa uncertainty and personal safety.
:format(webp))
Chinese students are the second largest cohort of US international students, comprising nearly 25% of new international enrolments in 2024.
Amid the chaos, China and Hong Kong are seizing the moment. Hong Kong’s top universities have issued “unconditional offers” and streamlined transfers to international students caught in the US policy crossfire. The Hong Kong University of Science and Technology was among the first to openly invite affected Harvard students, while the Education Bureau promised expanded pathways for displaced learners.
It’s a calculated move: with five universities in the Top 100 of the Times Higher Education rankings and an ambition to become a global education hub, Hong Kong is positioning itself as a welcoming alternative to an increasingly unpredictable US.
Meanwhile, the broader geopolitical backdrop remains tense, as the temporary US-China tariff truce has added to the conflict. In higher ed, the messaging is clear: global students are now caught in the crosshairs of a strategic “decoupling”.
Chinese students, who made up nearly a quarter of new international enrolments in 2024, are re-evaluating their options. Countries like the UK and regions like Hong Kong are already stepping in, offering stability, academic excellence, and visa certainty.
Institutions in the US face the dual challenge of protecting their international pipelines and rebuilding trust. Clear communication, legal preparedness, and diversified recruitment strategies will be essential.
As AI continues to reshape digital media, the world’s biggest ad platforms are racing to redefine what intelligent advertising looks like. Whether it’s streaming, social, or search - here’s our roundup of the latest AI advertising innovations from Amazon, Meta, and Google.
Amazon
Amazon is bringing the power of generative AI to the streaming screen. At its second Upfront presentation, the company unveiled contextual "pause ads", which are dynamically generated ad units that align with what's happening on screen.
Additional updates include:
Shoppable ads with real-time product info from Amazon’s store.
New interactive formats for non-endemic brands, including location-based CTAs and lead gen features.
Expanded reach: over 130 million monthly US viewers on ad-supported Prime Video, with engagement up 40%.
Meta
At NewFronts 2025, Meta rolled out a flood of AI-driven ad tools designed to maximise promotions.
Key highlights:
Trending Reel ads: Ads can now appear next to top-performing Instagram Reels, sorted by themes like beauty or sports, similar to TikTok’s Pulse.
AI-powered trend tracking in Creator Marketplace: Helps brands find what’s hot, with metrics like hook rate and interaction rate to guide partnerships.
AI video resizing: Meta can now auto-expand Instagram Reels assets to fit different formats using “unseen pixels”.
At Google Marketing Live 2025, the spotlight was on automation and AI-generated assets - all aimed at keeping advertisers ahead of evolving search behaviour.
Here’s what stood out:
Smart bidding exploration: Google's biggest bidding update in a decade uses AI to uncover high-intent search queries you might have missed, like “where to study in Europe” for international students. Early adopters have seen up to 19% more conversions.
AI overviews + ads: Ads are coming to AI-generated search summaries on both mobile and desktop, expanding reach even in an era of answer-first search.
AI creatives: Tools like image-to-video help marketers convert static assets into motion and adapt visuals across platforms.
AI agent for ad creation: Think of it as your 24/7 campaign assistant, offering suggestions and enhancements across the Google Ads ecosystem.
For higher ed marketers, it’s important to stay up to speed with the AI-driven ad tools that these key platforms introduce to remain competitive in your marketing efforts. Whether you're building awareness, driving leads, or pushing enrolment conversions, these updates reinforce that AI isn't just powering platforms - it's shaping the entire advertising space.
The UK Home Office has published its new immigration white paper and it’s set to create seismic shifts across the UK’s higher education landscape. From visa rule changes to a proposed international student levy, here’s what you need to know and why it matters.
Graduate route cut
Arguably the most immediate and impactful change: the post-study work visa (Graduate Route) for undergraduates and master’s students will be reduced from 24 to 18 months.
The Home Office claims too few graduates are entering “professional-level” roles quickly enough, citing that only 30% of surveyed users are in such jobs.
The modelling used to justify the cut is thin, based on limited survey data and a questionable assumption that the change will only deter 3.5% of applicants. But the bigger issue is reputational. When routes to long-term opportunities are narrowed, will students feel welcome in the UK?
:format(webp))
Compliance rules tighten
Universities will now face tougher visa sponsorship criteria, with compliance thresholds being raised across the board:
Visa refusal rate: from <10% to <5%
Enrolment rate: from 90% to 95%
Completion rate: from 85% to 90%
The Home Office estimates 5 universities could lose their sponsor status entirely, affecting up to 14,000 students annually.
International student levy
In an unexpected move, the white paper has proposed a levy on international student tuition fees - a policy reminiscent of ideas floated and abandoned in Australia. The “illustrative” figure mentioned is a 6% levy, potentially raising £570M to be reinvested into UK higher education and skills.
However, the sector is already warning this would likely be passed on to students via higher fees or disproportionately impact non-Russell Group and teaching-intensive institutions - the very universities responsible for much of the UK’s international growth.
This white paper lands in a political climate where migration is being used as a pressure valve, and students are increasingly being caught in the crossfire. The overall tone is one of increased control, tighter rules, and diminished flexibility. For higher education marketers, this is a moment to reassess not just recruitment pipelines, but the value proposition the UK can still offer and how this can be communicated.
TikTok breached EU ad rules, says commission
TikTok is under fire from the European Commission for breaching the Digital Services Act (DSA) - the same regulation that recently flagged Elon Musk’s X. The issue? Lack of ad transparency.
According to the Commission’s preliminary findings, TikTok failed to provide clear information about; who paid for ads, who the ads targeted, and what content the ads contained.
It also doesn’t offer a public archive of its ads which is a key DSA requirement. While TikTok has pushed back, claiming it supports the regulation’s goals but disagrees with the Commission’s interpretation, the stakes are high: fines could reach 6% of global revenue if the findings are upheld.
More woes for TikTok as the platform tries to calm advertisers
Amid continued threats of a potential US ban, TikTok used its NewFronts presentation to steady the ship with a clear message to advertisers: “We’re not going anywhere.”
Here’s what was unveiled:
Search expansion: TikTok is pushing further into search, with new Sponsored Solutions letting brands buy space around trending keywords - especially useful for Gen Z audiences.
Sponsorship tools: New brand experiences are coming via partnerships with Live Nation and events like Formula 1, integrating both in-app and on-the-ground activations.
Pulse upgrades: TikTok’s AI-powered ad placement engine, Pulse, now includes Custom Lineups using generative AI to surface category-relevant videos.
Safety messaging: TikTok’s Head of Trust and Safety kicked off the show, spotlighting $2B in brand safety investments to counter “bad actors.”
Despite regulatory uncertainty, TikTok’s ad business is projected to grow 24.5% this year - reaching an estimated $32.4 billion in 2025, assuming it remains operational in the US.
Meta says Community Notes is working
Meta has said that the newly implemented Community Notes feature is working. According to Meta’s latest transparency reports, there has been a 50% reduction in enforcement mistakes in the US.
This feature was originally introduced to ensure that more speech is allowed with fewer restrictions, with the community holding the power to decide what should and should not be allowed on the platform.
When it comes to the implementation of its new moderation approach, the automated detection of bullying and harassment declined by 12% while there has been a 7% reduction in proactive detection of hateful conduct.
It’s unclear at this stage whether this is because the community has a lower bar for what is deemed as bullying, harassment or hateful conduct on the platform.