Govt ranks ministers on social media performance; PM Modi tops chart

The Modi government's social media performance ranking, based on activity and engagement across Instagram, X and Facebook from May 1 to August 15, was presented at the Cabinet meeting, with Prime Minister Narendra Modi topping the list. The assessment comes amid a push to adopt more informal, youth-focused digital communication formats.At a time when the Narendra Modi government is boosting its digital outreach to the youth following student protests at Delhi's Jantar Mantar last month, sources told India Today that the overall social media performance ranking of all ministers was presented at the Cabinet meeting today.Importantly, the report was not limited to comparing Cabinet ministers with one another. The ranking was prepared based on the traction received by their social media content across all platforms, taking into account leaders ranging from the country's top political figures to grassroots-level leaders.According to sources, the performance report covered the ministers' activities between May 1 and August 15, 2026 -- a period of around three-and-a-half months.The assessment was based on their activity on Instagram, X and Facebook. For the overall ranking and social media performance report, the assessment considered their average daily posts, total engagement, average engagement per post, likes, average likes and follower count across all three platforms.Prime Minister Narendra Modi ranked at the top of the list. This assesment comes at a time when PM Modi and his government have increasingly turned to Instagram and other youth-focused platforms as part of their digital communication strategy, with recent posts adopting a more informal and creator-style format.One of the most discussed examples came on July 31, at the height of the Gen Z protests in Delhi, when PM Modi posted a vertically shot Instagram video that opened with the words, "Hi, friends."Recent posts have featured shorter videos, casual styling and formats more commonly linked to Instagram creators than to conventional political messaging.International news agency Reuters reported that after the protests, PM Modi asked Union ministers to become more active on platforms used by younger audiences and to create videos that appeared less heavily edited.According to Reuters, ministers and government departments have also increasingly adopted short-form videos. On August 7, the Ministry of External Affairs said it would expand its presence to Snapchat, signalling a wider move by the government towards platforms popular with younger users.Like in other parts of the world, Instagram has become key to reaching out to India's youth. Unlike platforms built around text-based updates, Instagram is driven by reels, short-form videos and visual storytelling.Its recommendation system also allows content to reach users beyond an account's existing followers, making it an increasingly significant communication tool for public figures.Political leaders around the world have expanded their presence on Instagram in recent years, using the platform to share behind-the-scenes moments, campaign updates and short videos alongside official announcements.Since first taking office in 2014, PM Modi has relied extensively on digital platforms to communicate directly with the public.Political analysts interviewed by Reuters said platforms such as Instagram tend to favour content that appears more spontaneous and conversational than highly produced political messaging.At the same time, analysts quoted by Reuters said it remains uncertain whether this approach will affect electoral outcomes, as online engagement does not automatically translate into voter support, especially on platforms where users create and shape conversations independently.- EndsPublished By: Sayan GangulyPublished On: Aug 19, 2026 20:00 IST