📷 Image: Wikimedia Commons / Santosh katai
Politics
BJP Turns to Instagram to Win Over India's Gen Z Voters
✍️ BBC
🗓 22 Aug 2026, 06:39 AM
👁 6
The ruling BJP, which has effectively used WhatsApp and X to reach young voters, is now focusing its digital outreach on Instagram, a BBC report says.
The Bharatiya Janata Party (BJP) has long relied on social media to communicate with India's younger electorate. Recent analysis by the BBC notes that the party mastered the use of WhatsApp groups and the platform formerly known as Twitter, now called X, to disseminate its messages among Gen Z users.
These channels allowed the BJP to circulate tailored content, mobilise supporters, and counter opposition narratives with speed and scale. Observers say the party's digital teams have built extensive networks of volunteers who share campaign material across private messaging apps and public micro‑blogging sites.
Building on that success, the BJP is now turning its attention to Instagram, a visual‑centric platform that enjoys high engagement among Indian teenagers and young adults. The party aims to craft image‑heavy posts, short videos and stories that resonate with the aesthetic preferences of this demographic.
BBC analysts suggest that the shift reflects a broader strategy to stay ahead of evolving online habits. By establishing a stronger presence on Instagram, the BJP hopes to deepen its connection with Gen Z voters ahead of upcoming elections, while also monitoring the platform for emerging trends that could influence political discourse.
These channels allowed the BJP to circulate tailored content, mobilise supporters, and counter opposition narratives with speed and scale. Observers say the party's digital teams have built extensive networks of volunteers who share campaign material across private messaging apps and public micro‑blogging sites.
Building on that success, the BJP is now turning its attention to Instagram, a visual‑centric platform that enjoys high engagement among Indian teenagers and young adults. The party aims to craft image‑heavy posts, short videos and stories that resonate with the aesthetic preferences of this demographic.
BBC analysts suggest that the shift reflects a broader strategy to stay ahead of evolving online habits. By establishing a stronger presence on Instagram, the BJP hopes to deepen its connection with Gen Z voters ahead of upcoming elections, while also monitoring the platform for emerging trends that could influence political discourse.