Prime Minister Narendra Modi's Instagram account has taken on a noticeably different look in recent weeks.
Instead of relying mainly on polished speeches and official announcements, the Prime Minister has begun sharing more selfie-style videos, short reels and informal greetings aimed at social media users.
The shift follows July's Gen Z-led protests over alleged examination paper leaks and concerns around education and employment, which brought thousands of students and job seekers onto the streets across India. According to Reuters, the BJP has since stepped up its outreach on platforms popular with younger audiences as it looks ahead to the 2029 general election.
A Different Style Of Political Communication
One of the most talked-about examples came on 31 July, when Modi posted a vertically shot Instagram video opening with the words, "Hi, friends."
Other recent posts have featured shorter videos, casual styling and formats commonly associated with Instagram creators rather than traditional political messaging.
Reuters reported that after the protests, Modi urged Union ministers to become more active on platforms used by younger audiences and to produce videos that appeared less heavily edited.
The news agency also reported that ministers and government departments have increasingly adopted short-form videos. On 7 August, the Ministry of External Affairs announced that it would also expand its presence to Snapchat.
Modi's Instagram Following Continues To Grow
The renewed focus on Instagram has coincided with continued growth in Modi's online audience.
His official Instagram account now has 106 million followers, making him one of the world's most-followed political leaders on the platform.
Earlier this year, Modi became the first world leader to cross 100 million Instagram followers. According to reports, his account has added millions of followers in recent months as his social media strategy has evolved.
Why Instagram?
Instagram has become one of the most influential platforms for reaching younger audiences in India.
Unlike platforms centred on text-based updates, Instagram is driven by reels, short-form videos and visual storytelling. Its recommendation system also allows content to reach users beyond an account's existing followers, making it an increasingly important communication tool for public figures.
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Political leaders around the world have expanded their presence on Instagram in recent years, using the platform to share behind-the-scenes moments, campaign updates and short videos alongside official announcements.
Why Gen Z Matters
The BJP's increased focus on Instagram comes after weeks of student-led protests over alleged examination paper leaks and wider concerns about education and employment opportunities.
The demonstrations led to the resignation of the Union education minister and placed youth issues at the centre of political debate.
Reuters reported that the BJP's renewed digital outreach reflects the growing importance of younger voters ahead of the 2029 general election. With more than half of India's population under the age of 35, Gen Z is expected to form one of the country's largest voting blocs.
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Reuters also reported that the Rashtriya Swayamsevak Sangh (RSS), the BJP's ideological parent organisation, has expanded its outreach to students through public events and youth engagement programmes.
A Wider Digital Strategy
Since first taking office in 2014, Modi has relied extensively on digital platforms to communicate directly with the public. The BJP has also built one of India's largest political communication networks across platforms including WhatsApp, X, YouTube and Instagram.
Political analysts interviewed by Reuters said platforms such as Instagram favour content that appears more spontaneous and conversational than highly produced political messaging.
Whether the strategy will influence electoral outcomes remains uncertain. Analysts quoted by Reuters said online engagement does not automatically translate into voter support, particularly on platforms where users create and shape conversations independently.
As political campaigning continues to evolve, Instagram is becoming an increasingly important platform for reaching India's youngest voters.
TL;DR | News At Glance
Why has PM Modi increased his Instagram activity?
Reuters reported that the BJP has expanded its outreach to younger audiences following the July Gen Z-led protests, with Instagram becoming a greater focus of its digital communication strategy ahead of the 2029 general election.
How many Instagram followers does PM Modi have?
As of August 2026, Prime Minister Narendra Modi has 106 million followers on Instagram, making him one of the world's most-followed political leaders on the platform.
Why is Instagram important in political campaigns?
Instagram's focus on short-form videos and visual content allows political leaders to communicate directly with younger audiences, who increasingly consume news and information through social media.
