This study aims at examining how universities use social media in their marketing strategy to recruit international students. A theoretical framework has been developed based on international recruitment, social media platforms and social media content. By applying a qualitative method, 13 interviews were conducted from international departments in 10 Swedish universities. The respondents included communication managers, international coordinators and social media administrators. The empirical evidence was analyzed with few themes following the theoretical structure. The common social media platforms used in international recruitment of students are found to be Facebook, Instagram and YouTube. Pictures and videos are important formats, which are used to ensure student engagement and create interest for the educational institutions. When creating content, it is significant that it emphasizes the value of the education, arouses student emotions and displays a clear picture living around the university. This study will be helpful for educational institutions that already use or plan to use social media for international recruitment.