At a time when the Narendra Modi government is increasing its digital engagement with young people following student protests at Delhi’s Jantar Mantar last month, sources told India Today that the Cabinet meeting on Wednesday included a presentation on the social media performance of ministers.
The report did not simply compare Cabinet ministers with one another. Instead, the rankings were based on the reach and engagement generated by their social media content across platforms, covering political leaders from the highest levels to those working at the grassroots.
Sources said the assessment covered the period from May 1 to August 15, 2026, spanning roughly three-and-a-half months.
The evaluation looked at ministers’ activity on Instagram, X and Facebook.
For the overall rankings, several factors were considered, including average daily posts, total engagement, average engagement per post, total likes, average likes and follower numbers across all three platforms.
Prime Minister Narendra Modi emerged as the top-ranked leader.
The assessment comes as Modi and his government have increasingly focused on Instagram and other platforms popular with younger audiences. In recent months, the Prime Minister’s social media posts have adopted more informal and creator-oriented formats.
One prominent example came on July 31, during the peak of the Gen Z protests in Delhi, when Modi shared a vertically filmed Instagram video that began with the words, “Hi, friends.”
His recent content has increasingly included shorter videos, informal presentation styles and formats more commonly associated with Instagram creators rather than traditional political communication.
Reuters reported that following the protests, Modi asked Union ministers to increase their activity on platforms used by younger audiences and produce videos that appeared less heavily edited.
Ministers and government departments have also increasingly turned to short-form video content, according to the report. On August 7, the Ministry of External Affairs announced plans to expand its presence to Snapchat, highlighting the government’s broader effort to reach younger audiences through platforms they frequently use.
Instagram has emerged as an important tool for connecting with India’s youth, much like in other countries. Unlike primarily text-driven platforms, Instagram focuses heavily on reels, short videos and visual storytelling.
Its recommendation algorithm can also push content to people who do not already follow an account, making the platform increasingly valuable for public figures seeking to expand their reach.
Political leaders globally have expanded their use of Instagram in recent years, posting campaign updates, behind-the-scenes content and short videos alongside formal announcements.
Since becoming Prime Minister in 2014, Modi has made extensive use of digital platforms to communicate directly with citizens.
Political analysts cited by Reuters said Instagram generally rewards content that feels spontaneous and conversational rather than highly produced political messaging.
However, the analysts also cautioned that it remains unclear whether increased social media engagement can translate into electoral gains. Online interaction does not necessarily mean users will support a politician at the ballot box, particularly on platforms where audiences actively create and influence discussions themselves.
