Modi changed his Instagram style in an effort to connect with Gen Z
In recent weeks, Indian Prime Minister Narendra Modi has changed his communication style on Instagram, posting selfie videos and more casual content aimed at a younger audience. The politician, who for a long time maintained the image of a strong leader through prepared speeches and carefully orchestrated public appearances, now addresses young users as friends, according to BBC News.
Modi’s page, which has over 106 million followers, now features “get-ready-with-me” videos and selfie video messages. In one of his speeches to students at a graduation ceremony in Delhi, he also used a phrase popular among Gen Z about becoming the first in one’s family to build a rocket, a chip, or a drone.
This shift in approach came after youth protests in India that spread through memes, live streams, and Instagram Reels. The movement, led by the satirical Cockroach Janta Party, started as a joke but later grew into a force capable of securing the resignation of a federal minister.
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Modi’s first selfie video, in which he addressed the protests, sparked a wave of sarcastic reactions. Users shared edited versions of the clip, poking fun at the pause after he addressed his friends, as well as the lighting and camera angles. In subsequent posts, the prime minister’s team appears to have taken some of this criticism into account by changing the camera angles, background, and lighting, according to BBC News.
The Bharatiya Janata Party (BJP) has also begun to make more active use of memes, slang, and pop culture references. At the same time, some young users called such videos “cringe,” and 22-year-old Jinny Malia noted that her peers tend to view this material as comedic content rather than a political message.
University of Michigan professor Joyojit Pal believes that the BJP’s strategy, which relies on networks of supporters on WhatsApp, Facebook, and X, is less effective on Instagram. The platform’s algorithms prioritize content that generates more engagement, particularly longer and repeat views, shares, and comments. According to experts, the party’s success in the elections still depends far more on its organizational strength and consistent support than on the effectiveness of its social media videos.
