Although the body of research about social media marketing in higher education is growing, little is known about how social media content influences social media engagement in the higher education sector. Researchers studying social media use in higher education often emphasize the importance of utilizing social media marketing to influence prospective students' college choice and connect with institutional stakeholders. Researchers also indicate that due to social media and social media users' ever-changing nature, it is difficult to use social media in the higher education landscape strategically. This study investigates the Flagship University's Facebook and Instagram accounts to compare the engagement levels of posts with photos, videos, calls to action, and content themes to determine which platform and types of posts are preferred to inform strategy. This paper begins with an overview of social media use in higher education and explores how different social media posts impact engagement levels. This study employs a quantitative content analysis approach to identify the content preferences of social media users. It concludes with recommendations for social media strategy for higher education institutions. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]