US, UK universities recruit Chinese students on video-sharing app Douyin

Universities in the United Kingdom and the United States are leveraging the huge popularity of Chinese social media platform Douyin to recruit students from China.

Eight UK and US universities have trialed an advertising service run by student marketing agency Natives in collaboration with video-sharing app Douyin, called Tik-Tok outside China.

The service posts university ads on Douyin, and Chinese users who interact with the posts are then connected to university customer relations systems as well as to a marketing platform operated by Natives.