This research investigates the social media identity of the top 50 universities in the UK, focusing on Instagram as a key platform for brand communication and audience engagement. By analysing universities’ social media presence and marketing strategies, the study aims to identify best practices for content creation, audience interaction, and follower growth. The outcomes will provide actionable insights to optimise social media presence, offering new benchmarks for effective digital branding. This research not only enhances institutional outreach but also offers valuable guidelines for academics seeking to improve their online engagement with their students and colleagues, positioning Instagram as a vital tool in the modern higher education landscape.