Prime Minister Narendra Modi gained more than four million Instagram followers over a seven-day period [2].
The surge represents a strategic attempt to connect with India's Gen Z population through candid, short-form video content. By utilizing a platform favored by younger voters, the Prime Minister is engaging directly with a demographic often critical of government administration.
The growth began after Modi posted a selfie-style video from New Delhi addressing the NEET exam paper-leak controversy [1, 2]. This specific piece of content resonated with students and young adults, leading to an initial spike of approximately one million new followers within 24 hours [1].
The viral nature of the "reel" shifted the digital conversation around the exam row. While the NEET controversy has been a point of significant public tension, the candid format of the video helped humanize the Prime Minister's response to the crisis [1, 2].
Social media analysts said that the rapid increase in followers occurred between July 25 and July 26, 2024, and continued throughout the following week [1, 2]. This growth trend highlights the power of algorithmic reach on Instagram when high-profile political figures adopt the visual language of the platform's primary user base.
The surge in visibility comes as the administration seeks to maintain its image and influence ahead of key state polls [2]. By leveraging the "reel" format, the Prime Minister's team has successfully converted a policy controversy into a moment of digital growth.
“Prime Minister Narendra Modi gained more than 4 million Instagram followers over a seven-day period.”
This event demonstrates a shift in political communication in India, where traditional press releases are being replaced by high-engagement, short-form video. By targeting Gen Z through Instagram, the administration is attempting to bypass traditional media filters and build a direct emotional connection with young voters, potentially neutralizing political damage from the NEET exam controversy.
