<em>Social media has become a significant part of our lives today. Students, in particular, use internet media technologies to access information about their educational environments. The goal of this study was to assess how private institutions in Afghanistan use social media for marketing. The perspectives and experiences of significant stakeholders in these universities were investigated using a qualitative research design. Semi-structured interviews with university officials, academic staff, and students were conducted as part of the data-gathering process, and private institutions' use of social media platforms was also examined. Thematic analysis was used to examine the data that had been gathered. The findings suggest that social media has become an essential marketing tool for Afghanistan's private institutions. The interviewees agreed that social media was crucial for attaining marketing objectives and increasing brand recognition. According to the survey, social media sites like Facebook, Twitter, Instagram, and LinkedIn are useful tools for promoting higher education programs and interacting with prospective students. In Afghanistan, Facebook was discovered to be the most widely used social media site. The results also showed that social media marketing in Afghanistan has difficulties and restrictions. Poor internet access and expensive internet have significantly reduced the effectiveness of social media marketing. It stressed how important it is for institutions to comprehend their target market, create efficient social media strategies, and allocate funds wisely. Despite these difficulties, participants saw social media as a valuable tool for promoting higher education programs and connecting with prospective students.</em>