<p id="docs-internal-guid-8b9b7045-7fff-11d2-973e-3b39ca7cb732" dir="ltr"><span>Since began to become a platform for various types of information around the world, brand development strategies have undergone significant changes. However, a lot of universities continue to rely on outdated advertising strategies and do not fully take use of. The goal of this study is to demonstrate how Social Media Instagram (SMI) and Content Marketing (CM) can boost a brand's reputation, equity, and pride, which in turn can influence college decision making. This study was conducted at popular private universities, with a total of 704 student respondents chosen with the use of a stratified random sampling method. Using the Google Forms platform, a survey was used to collect the data, and data analysis was carried out using SEM-SmartPLS 4.0 Structural Equation Modeling. Study results indicated that currently, Social media and Content Marketing are crucial for building Brand equity, Brand Reputation, and Brand pride and can influence college choice.</span></p>