Key facts
- Indian Prime Minister Narendra Modi is adopting a more casual communication style on Instagram to reach Gen Z voters.
- Modi's recent Instagram content includes 'get-ready-with-me' reels and selfie-style addresses, using Gen Z language and trends.
- This shift follows youth protests that gained momentum through social media, challenging the BJP's traditional online strategy.
- Initial attempts by Modi and the BJP to connect with younger audiences have been met with sarcasm and criticism.
- Experts suggest that while social media engagement is important, the BJP's electoral success relies more on its organizational strength.
Indian Prime Minister Narendra Modi is experimenting with a more casual and personal communication style on Instagram, including 'get-ready-with-me' reels and selfie-style addresses, in an effort to connect with the country's Gen Z population. This strategic shift comes after recent youth protests that gained significant traction through social media platforms like Instagram, challenging the Bharatiya Janata Party's (BJP) established digital playbook.
Modi, who has cultivated a strongman image over years of scripted speeches and formal broadcasts, now features more 'candid' content on his timeline, addressing young people as 'friends' and using phrases popular among Gen Z. While the BJP has long been adept at digital campaigning, its traditional methods, which relied on networks like WhatsApp and X, are proving less effective on engagement-driven platforms like Instagram. The party's attempts to mimic Gen Z trends, using memes and pop-culture references, have often been met with criticism and labeled 'cringe' by younger users who find the outreach inauthentic and poorly timed.
Experts suggest that the BJP's electoral success is primarily driven by its organizational strength and loyal support base, rather than its performance on social media narratives. However, the party appears to be learning to navigate the dynamics of platforms like Instagram, which prioritize content that generates high engagement. This includes adapting to the platform's inherent irony and the potential for content to be re-shared with mocking edits, a stark contrast to the BJP's previous control over its messaging.