Kathmandu— India’s federal ministers are undergoing performance reviews based on their activity across social media platforms, as Prime Minister Narendra Modi’s government seeks to better connect with the country’s younger population. The initiative comes after student-led protests last month challenged the ruling party’s previously dominant online presence. Data assessing the quality and reach of communications from each minister was presented at a recent cabinet meeting, though the results have not been made public.

Assessing Social Media Reach

The review focused on ministers’ activity across Instagram, X (formerly Twitter), and Facebook between May 1 and August 15. Metrics used for grading included post frequency, engagement levels, likes, and overall interactions generated on each platform; LinkedIn posts were also reportedly considered. The exercise went beyond simply counting followers, aiming to evaluate the effectiveness of ministers’ communications.

Modi Leads the Way

Prime Minister Modi himself topped the review, leveraging his substantial social media following – approximately 107 million on X alone – to share updates on government policies, development schemes, and messages to citizens and international leaders. The Bharatiya Janata Party (BJP) has long maintained a strong online presence through its dedicated IT cell.

Protests Highlight Generational Shift

Recent student protests, organized by the satirical Cockroach Janta Party, revealed vulnerabilities in the BJP’s traditional social media strategy. These demonstrations underscored changing preferences among young people, who increasingly favor platforms like Instagram and visual content formats such as short videos and reels. TikTok, a popular platform with this demographic, remains banned in India.

Party Responds to Changing Landscape

Following the protests, Modi posted a selfie message on Instagram and urged his ministers to increase their presence on the platform to engage with younger audiences. The party’s chief, Nitin Nabin, subsequently implemented an organizational shakeup, replacing personnel in key leadership positions, including the head of the IT cell.

The government has not publicly released the full results of the social media review, but the initiative signals a renewed focus on adapting communication strategies to reach India’s growing Gen Z population.

Originally published on abcnews.com.np.