Transforming Social Media Usage Paradigms Among Millennials: Analysing Preferences, Behaviours, and Strategic Implications

The paper examines the current trends and usage of social media platforms by Millennials, with an emphasis on their preferences, behavioural patterns and the paradigm shift of using these platforms. This paper presents an overview of current studies addressing trends in social media usage, with a particular focus on academic and scholarly publications, as well as studies. The paper presents an analysis of self-reported data on social media use among Millennials. The author conducted comprehensive research and a series of individual in-depth interviews with the objective of determining the number of social media platforms currently utilised by Millennials, the primary reasons for their usage, the individuals they follow on social media, their preferences regarding post content, and their perceptions of the various social media platforms. Particular attention is paid to the perception of social media platforms in relation to educational institutions. The paper also offers recommendations for educational institutions regarding the use and communication through social media platforms.