Social influencers promote Queensland to international students

Study Queensland leveraged the power of social media influencers in a campaign during 2017–18 to attract students to the Sunshine State. Five international digital influencers, with a combined reach of around two million overseas fans, were invited to showcase Queensland during a week-long visit that included the Gold Coast 2018 Commonwealth Games and tours of Brisbane, Cairns and the Sunshine Coast.

The aims of the program were to increase awareness of Queensland as a leading study destination among millennials, to build partnerships with education opinion leaders and digital influencers, and to raise awareness of the Gold Coast 2018 Commonwealth Games.

One of the most-followed influencers was Carina Fragozo, a PhD student in linguistics from Brazil, who has a popular English-learning blog and more than 560,000 followers. Carina visited English-language schools and universities across Queensland and showcased the state’s study options to her followers.

This included creating five YouTube videos covering subjects such as Aussie slang and life in Queensland, each of which attracted more than 20,000 views. Together, the influencers engaged with audiences from the Philippines, Indonesia, Nepal, Brazil, Taiwan, Bangladesh, Colombia, South Korea and Timor-Leste.

Each influencer shared his or her tour on social channels, which resulted in more than 200 posts on Instagram, Facebook, YouTube and Weblog. This helped boost Study Queensland’s Instagram followers by 113%.