Objectives <p>Social media is pervasive among university students in their daily routines, with a growing body of research highlighting its negative impact on sleep quality. However, evidence of this association remains limited in Iraq. This study aimed to examine the relationship between social media use and sleep quality among university students in the Kurdistan region of Iraq.</p> Methods <p>A cross-sectional study was adopted at the University of Duhok from November 4, 2024, to April 12, 2025. A total of 600 undergraduate students were selected using convenience sampling. Data were collected using a structured questionnaire, including sociodemographic data, social media usage patterns, and the standardized Pittsburgh Sleep Quality Index (PSQI). A Significant level of <i>P</i> value &lt; 0.05 was used.</p> Results <p>The study revealed that more than half of the students (56.3%) reported using four or more social media platforms, and 51.8% had been active users for 5–10&#xa0;years. TikTok was the most frequently used platform (40%), followed by Instagram (35%). Nighttime was the most common period of social media use (68%), with 82.7% reporting use specifically at bedtime. The primary purpose of social media engagement was non-academic (87.8%). Overall, 66.3% of students reported poor sleep quality. Poor sleep quality is significantly associated with using multiple platforms (<i>p</i> &lt; 0.001), nighttime use (<i>p</i> &lt; 0.001), bedtime use (<i>p</i> &lt; 0.001), and use of TikTok and Instagram (<i>p</i> = 0.002). However, no significant associations were found with age, gender, or field of study.</p> Conclusions <p>Social media use was significantly associated with poor sleep quality. These results highlight need of awareness programs and behavioral interventions aimed at promote healthier digital habits and enhancing sleep quality.</p>