This study examines the influence of social media presence of Higher Education Institutions (HEIs) on students’ admission decisions. With increasing digital engagement, institutional branding through platforms such as Instagram, YouTube, and Google has become a critical touchpoint in the student decision journey. Primary data was collected from 210 responses for robust statistical analysis. The study employs descriptive statistics, correlation analysis, and hypothesis testing to assess the relationship between social media engagement and admission decisions. Findings reveal that social media significantly enhances institutional awareness, credibility, and perceived value, thereby influencing student choice. Content related to placements, student life, and testimonials emerged as key drivers. The study offers strategic recommendations for HEIs to optimize digital engagement and highlights limitations and future research directions.