Digital Education Influencers visit Queensland

12th June 2018

Juliana on Skyrail | Study Cairns

Study Queensland has embraced the power of social media influencers in its latest campaign to attract students to Queensland.

Six international digital influencers, with a combined reach of around 2 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.

Study Queensland Executive Director Rebecca Hall said the Digital Influencer Program targeted students using the platforms they liked best.

‘Most, if not all, students are on social media so it is logical to take our message to them on the platforms they are comfortable with and using frequently,’ Ms Hall said.

‘Study Queensland chose 6 participants to promote Queensland as the new leading study destination.’

One of the most-followed influencers was Carina Fragozo from Brazil, a PhD student in linguistics 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 including five YouTube videos covering everything from Aussie slang to life in Queensland, each of which attracted more than 20,000 views.

Juliana visited many sites around Cairns and posted images on her Instagram account, which has almost 8,000 fans.

Ms Hall said the digital influencers had communicated Queensland’s 3 key appeals as a study destination to young people around the world.

‘The program promoted the student lifestyle, education facilities and course offerings in Queensland to potential international students,’ Ms Hall said.

‘Each influencer shared their tour on their social channels, which resulted in more than 200 posts on Instagram, Facebook, YouTube and Weblog.

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Les presento a Yanganda, integrante de la tribu aborigen Kuku Yalanji. Su historia es bastante interesante, la madre de Yanganda es Aborigen y su padre es Español. A pesar de ser mitad Europeo, Yanganda siempre insistió en conservar y practicar sus raíces aborigenes para transmitirlas de generación en generación. Yanganda trabaja en 'Moossman Gorge' como guía turístico y lleva a turistas como yo por una caminata en el bosque tropical Daintree. Durante la caminata, Yanganda cuenta historias aborigenes y nos explica como sobrevivían sus ancestros en los bosques tropicales. Es tan interesante aprender de la cultura aborigen, estoy completamente fascinada. Definitivamente esta fué una de mis experiencias favoritas en Cairns @studyqueensland @studycairns @tropicalnorthqueensland #studyqueensland #studycairns #thisisqueensland

A post shared by Juliana Medina (@acaenaustralia) on

Study Queensland’s Instagram channel also received a boost, with followers up by 113%.’

Together, the six influencers engaged with audiences from the Philippines, Indonesia, Nepal, Brazil, Taiwan, Bangladesh, Colombia, South Korea and Timor-Leste. In 2017, there were 123,737 international student enrolments in Queensland, generating $4.37 billion for the economy.

The Digital Influencer Program is part of the International Education and Training Strategy to Advance Queensland 2016-2026.

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