In a significant step towards expanding its digital presence, the Ministry of External Affairs (MEA) has officially joined Snapchat, becoming one of the first central government ministries to establish a presence on the platform popular among Gen Z users.

The move comes amid Prime Minister Narendra Modi's broader push for ministers to strengthen their engagement with young audiences by using interactive social media content, including reels, short videos, and platform-specific communication.

MEA Expands Digital Outreach with Snapchat

The Ministry of External Affairs announced the launch of its official Snapchat account on Thursday, marking another milestone in the government's evolving digital communication strategy.

MEA spokesperson Randhir Jaiswal shared the announcement through a video on X, inviting users to follow the ministry on Snapchat for exclusive updates and behind-the-scenes content.

In the video, Jaiswal said the ministry would use the platform to showcase its work in India as well as through Indian missions and embassies across the world.

Sharing the announcement, he wrote:

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

PM Modi Urges Ministers to Engage Young Audiences

The MEA's entry onto Snapchat aligns with Prime Minister Narendra Modi's recent directive encouraging Union ministers to strengthen their social media presence, particularly on platforms widely used by younger generations.

According to sources, the Prime Minister emphasized that ministers should actively use platforms like Instagram to:

• Publish engaging reels
• Create interactive content
• Connect directly with young citizens
• Communicate government initiatives in a more accessible manner

PM Modi reportedly noted that merely posting official updates is no longer sufficient, stressing the importance of two-way digital engagement with India's youth.

Government Focuses on Gen Z Digital Communication

With platforms such as Snapchat and Instagram attracting millions of young users, the government appears to be adapting its communication strategy to meet audiences where they spend most of their time online.

By joining Snapchat, the MEA is expected to share:

• Foreign policy updates
• Diplomatic engagements
• Stories from Indian embassies abroad
• Exclusive behind-the-scenes content
• Interactive updates targeting younger audiences

The initiative reflects the government's increasing focus on digital-first communication and youth engagement.

Social Media Strategy Gains Importance

The government's renewed emphasis on social media follows growing recognition of the influence digital platforms have on public discourse and youth participation.

Recent public movements and online campaigns have demonstrated how platforms like Instagram can rapidly mobilize discussions through:

• Short-form videos
• Memes
• Reels
• Interactive storytelling

Officials believe adopting platform-specific communication styles can help ministries reach wider audiences and improve public awareness of government initiatives.

Key Highlights

• The Ministry of External Affairs has officially joined Snapchat.
• MEA becomes one of the first central ministries to launch an official Snapchat account.
• MEA spokesperson Randhir Jaiswal announced the launch through a video on X.
• The move follows PM Narendra Modi's call for ministers to strengthen digital outreach.
• Ministers have been encouraged to create reels and interactive social media content.
• The initiative aims to improve engagement with Gen Z and younger audiences.
• Snapchat will be used to share diplomatic updates and behind-the-scenes stories from Indian missions worldwide.

Frequently Asked Questions (FAQs)

Why has the MEA joined Snapchat?

The Ministry of External Affairs has launched its official Snapchat account to expand its digital outreach and engage more effectively with younger audiences.

Who announced the Snapchat launch?

MEA spokesperson Randhir Jaiswal announced the launch through a video shared on X.

Why is the government focusing on Snapchat and Instagram?

These platforms are widely used by Gen Z and younger audiences, making them important channels for public communication and engagement.

What did PM Narendra Modi ask ministers to do?

The Prime Minister encouraged ministers to actively use social media platforms, create reels, and communicate government initiatives through engaging and interactive content.

What kind of content will the MEA share on Snapchat?

The ministry is expected to post diplomatic updates, stories from Indian missions abroad, exclusive behind-the-scenes content, and other engaging updates.