The transition to college is a critical period marked by excitement and uncertainty, as first-year students navigate new social and academic environments. This study investigates the role of university-managed social media platforms in reducing belonging uncertainty - a phenomenon characterized by students’ concerns about fitting into their new college community. Drawing on Hossler and Gallagher’s College Choice Theory and Walton and Cohen’s concept of belonging uncertainty, this research addresses two primary questions: 1.) Does university social media play a role in reducing uncertainty for students attending higher education institutions? 2.) Which types of social media content are most effective in maintaining low levels of uncertainty? Employing qualitative focus groups with first-year students at Wichita State University, the study explores how digital engagement via institutional social media affects students’ perceptions of belonging. Participants discussed their experiences interacting with university social media posts, identifying themes such as identity representation, authenticity, relatability, and visual clarity. Findings indicate that authentic, inclusive and relatable content, particularly student-generated posts showcasing realistic experiences- significantly reduced feelings of uncertainty and enhanced students’ sense of belonging. Conversely, overly curated or institutionally driven content intensified students’ perceptions of exclusion and uncertainty. This study fills a gap in current literature by highlighting the potential of using social media content to function as an effective digital intervention supporting first-year student retention and engagement, especially for marginalized student populations