In the current reality, the 'power' of digital platforms is steadily increasing thanks to artificial intelligence and the growth of accumulated user data. Digital platforms are capable of directly influencing the behaviour and values of individuals and, consequently, influencing the final choice of digital and communication strategy.In the context of expanding educational and cultural influence on the audience and forming mechanisms for introducing spiritual and moral values into the youth environment and mass consciousness, it is necessary to more actively engage the influence of educational and scientific institutions through the cultural and educational potential of university museums. Despite the active presence of university museums in the digital environment, the impact of their chosen communication formats and positioning strategies on user engagement remains insufficiently studied.This study is devoted to examining the role of digital platforms in the development of communication strategies for university museums and identifying the characteristics of their implementation using the example of St. Petersburg State University. The main research methods are: scientific literature analysis, secondary data analysis, content analysis of publications on digital platforms taking into account a number of contextual factors, including event and seasonality factors, and audience surveys.The expected results of the study include identifying the dominant types of content and forms of information presentation, revealing differences in communication strategies during the academic year and holiday periods, and comparing the characteristics of university museum promotion on VKontakte and Telegram. It is also planned to identify key factors influencing audience engagement and develop recommendations for optimising the digital communications of university museums.