The marketing strategies of higher education have been substantially impacted by the rapid evolution of digital technologies and social networking platforms. Generation Z and the emerging Generation Alpha are digital natives who predominantly engage through online platforms. In order to effectively attract, engage, and retain prospective students, higher education institutions must adjust to these behavioral alterations. This paper investigates critical marketing strategies that capitalize on social networking to optimize engagement and dissemination, as evidenced by pertinent academic and industry literature. The study also investigates the influence of social media on the perception of the brand, the reputation of the institution, and the decision-making process of students in a highly competitive global education market.