In today’s digital landscape, social media platforms are essential tools for universities to engage with students, foster community, and build institutional loyalty. This study examines American University’s (AU) use of Instagram as a case study to assess its effectiveness in meeting student needs and preferences. Employing a mixed-methods approach, the research combines quantitative analysis of Instagram engagement metrics with qualitative survey responses from undergraduate students. Findings reveal that community-focused and authentic content generates the highest engagement, while promotional posts underperform. Recommendations include amplifying student-centered narratives, leveraging seasonal themes, and reimagining promotional strategies. This research underscores the importance of a strategic, inclusive, and adaptive social media presence for enhancing student engagement and institutional impact in higher education.