This paper focuses on the analysis of educational institutions’ communication on social media, with an emphasis on the individual type of content used by these institutions to increase engagement and interaction with current and potential students. The authors examine how educational institutions tailor their communication content on Facebook and Instagram to meet the expectations and needs of their target audience. The analysis includes content evaluation, frequency of posts, user interaction, and integration of multimedia elements. In our research we focused on private school segment from kindergartens, through primary to secondary schools. The paper also presents an analysis of the differences of communication on different platforms (Facebook and Instagram) and their impact on the digital communication strategy of private schools. The results suggest that despite the increasing popularity of Instagram and higher interaction, educational institutions are communicating more on Facebook.