The start of the year always brings plenty of new developments for businesses in international education to stay up-to-date and retain their competitive edge. So what does this mean for 2024? In this two-part series, we highlight some of the key trends to expect this year, starting off with the role of social media and artificial intelligence (AI).

Social media trends

When it comes to the top social media platforms in 2024, both Instagram Threads and LinkedIn are gaining popularity. Since its launch in July 2023, Threads has seen a surge in its monthly users. With the platform set to grow even more this year, it’s a good idea for international schools and agencies to have a presence on Threads, even if it’s just claiming a username. Likewise, LinkedIn's importance in B2B marketing has also been growing. Gone are the days of it simply showcasing your CV – this platform is now providing more unique opportunities for networking and brand development.

AI trends

AI was the buzzword of the year in 2023, and this is one trend sure to evolve even further in 2024 and beyond. Businesses in international education will need to develop the skills to use AI as an effective tool for co-creating their digital marketing strategies. What’s more, social media platforms are now integrating AI. For instance, LinkedIn is offering AI features to premium users, such as AI-powered profile writing assistance, and Instagram is experimenting with AI-generated stickers. With this trend also being one of the key focuses at ICEF Digital 2023, it is clear that AI will be shaping social media strategies and interactions in international education in 2024. 

With 2024 set to be a year of change, make sure your international school or agency’s digital marketing strategy stays ahead by keeping your finger on the pulse of these emerging trends. Look out for more insights in Part 2 coming soon!

Written by Stephanie Clark