The MEA is now on Snapchat—and it's part of PM Modi's Gen Z outreach plan

The Ministry of External Affairs (MEA) has launched its official account on Snapchat, becoming one of the first Central ministries to establish a presence on the platform, which has a strong Gen Z user base.

The move comes as the Centre looks to strengthen its engagement with younger audiences through social media.

Announcing the launch, MEA spokesperson Randhir Jaiswal shared a video on X inviting users to connect with the ministry on the new platform.

In the video, he said, “You followed us on X, on Instagram, and on LinkedIn. Follow us on Snapchat to hear more about what the Ministry of External Affairs does. Both in India and through our missions and posts abroad.”

He also posted, “We're now on Snapchat! Add us and stay connected for exclusive stories, updates, engaging content and more. Let's Snap!”

Push to connect with young audiences

The launch follows Prime Minister Narendra Modi's recent call for Union ministers to strengthen their digital outreach, particularly among young Indians.

According to sources, the Prime Minister encouraged ministers to make greater use of Instagram by posting reels and other interactive content instead of limiting their accounts to official announcements.

He reportedly told ministers, "Young audiences are on Instagram. This is a large section of citizens that all of us need to stay connected with."

PM Modi also emphasised that social media should be used to interact directly with young people and communicate government initiatives in a more engaging and accessible manner.

Social media strategy gains momentum

The government's renewed focus on digital engagement comes after the month-long protests led by the Cockroach Janta Party over the alleged NEET paper leak.

The agitation saw widespread participation by young people, with Instagram playing a major role in amplifying the movement through reels, memes and other shareable content.

Against this backdrop, the MEA's arrival on Snapchat signals a broader effort by the government to expand its presence on platforms popular with younger users and adopt more interactive ways of communicating with the public.