Is a ‘national’ digital marketing approach for U.S. companies the same as ‘national interest’?

Two different meanings of the word ‘national’ coexist here, and it is worth separating them so you do not confuse a marketing strategy with a visa criterion.

In digital marketing, a ‘national’ approach typically means a strategy that reaches consumers across the entire United States, through campaigns on online platforms, social media, search, and ads, rather than efforts limited to a single city or region. It is a matter of geographic reach.

In the EB-2 NIW, however, ‘national interest’ means something else entirely. It does not measure the reach of your campaign; it measures whether your work brings a broad and meaningful benefit to the country. A sophisticated digital strategy may serve as supporting evidence of merit, but it is not, by itself, what establishes the national interest required by the visa.

In other words, a nationally scoped campaign does not automatically translate into the national interest standard of the EB-2 NIW. Since each case is evaluated individually, it is worth reviewing the current guidance from USCIS and aligning your profile assessment with a trusted specialist.

About the author

Victoria Harper

Editor-in-Chief

Meet the author

As a journalist and lead editor at Visto n’ Visa, Victoria helps ensure that immigration topics are covered in a clear, trustworthy, and easy-to-understand way. Her focus is on delivering useful, human, and relevant content for people exploring new paths abroad.