印度总理纳伦德拉·莫迪近期调整了Instagram上的内容策略，从正式演讲转向更加随意的短视频形式。1莫迪在该平台拥有超过1.06亿粉丝，是平台上最受关注的政治领袖之一，其首条短视频获得超过4亿次观看。1这一转变反映出莫迪团队对印度青年用户不同内容消费习惯的适应。1
这一策略调整的背景在于，今年印度青年抗议运动通过社交媒体的有效传播引发了广泛关注，其中一起抗议甚至导致一名联邦部长辞职。1鉴于印度60%以上的人口年龄在35岁以下，Gen Z预计将成为2029年大选中最大的投票群体之一，1莫迪政府加强了对年轻选民的争取力度。印度人民党社交媒体主管阿米特·马尔维亚于近期被替换，此人自2015年以来一直担任该职位。1联邦部长们因抗议期间社交媒体表现被评分，并被要求加强在各平台上的存在。1
然而，莫迪的新内容策略也引发了质疑。这些短视频内容往往遭到讽刺嘲笑，相关政策诉求也未能得到应有的关注。1
Indian Prime Minister Narendra Modi has significantly altered his social media approach, pivoting from formal speeches to casual short-form videos in an attempt to engage younger audiences on Instagram.1 Modi, who commands over 106 million followers on the platform—making him one of the most-followed political leaders globally—saw his initial short video reel accumulate more than 400 million views.1 This strategic shift reflects growing recognition that Gen Z consumes content differently than previous generations, particularly following youth-led protests earlier this year that gained substantial traction through social media and even resulted in a federal minister's resignation.1
The timing of this pivot underscores demographic pressures facing India's political establishment. More than 60 percent of India's population is under 35 years of age, with Gen Z expected to constitute one of the largest voting blocs in the 2029 general elections.1 The BJP's social media operations have undergone internal restructuring to support this new direction, including the recent replacement of social media chief Amit Malviya, who had held the position since 2015.1 Federal ministers have also been evaluated on their social media performance during recent protests and instructed to strengthen their presence across platforms.1 However, Modi's new reels have frequently drawn ridicule, and the policy messaging behind them has largely failed to gain traction among the target audience.1
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