India’s Ministry of External Affairs (MEA) has adopted Snapchat as part of the government’s digital communication strategy to reach out to Generation Z (Gen Z) and younger audiences. It is part of an effort to drive official government communication to a younger generation of Indian youth using platforms that are used by many Indians.
With its official Snapchat page, the MEA joins a growing number of government institutions that use newer social media platforms to connect with citizens in real time. In this digital age, short-form visual content is the preferred medium for younger users.
The ministry will also be available on Snapchat for weekly updates on Indian foreign policy, diplomatic activities, international visits, cultural exchanges, consular services, and other key developments in an accessible and visually engaging format. In practice, the use of popular digital platforms could make foreign policy more understandable and a lot more accessible to a wider public, officials say.
The launch is also part of the government’s overall attempt to connect with Gen Z (people who are now the majority of people who consume news and public information on mobile and social media platforms). Over the past few years, various government agencies have developed a digital presence across multiple platforms to improve public engagement and transparency.
Narendra Modi has made it very clear many times that we need to use technology and digital platforms to communicate with young people. The government’s communication strategy has moved closer to reaching audiences based on the channel they use most often and is mainly focused on short videos, interactive features, and visual storytelling.
Snapchat is known for its disappearing messages, Stories, Spotlight videos, and augmented reality (AR) features and has a huge user base in younger demographics. The MEA's official profile provides a contemporary and accurate understanding of diplomatic developments, international events, and public service information that is in line with the digital consumption habits of contemporary society.
Digital diplomacy is becoming a more important aspect of international engagement, with foreign ministries worldwide using social media to communicate policy positions, travel advisories, counter misinformation, and highlight diplomatic initiatives. India's MEA has already established a strong presence on platforms like X, Facebook, Instagram, YouTube, and LinkedIn. Snapchat expands its digital outreach ecosystem.
Communication experts say that engaging younger audiences through platforms that they actively engage with can increase awareness of foreign policy issues, international cooperation, study and travel opportunities, and consular services. It also allows government institutions to communicate directly with the public without being limited by media channels.
This government communication is evolving with the digital age; one might see this in the latest move from the ministry. Public institutions are evolving their outreach methods for making official information available and timely for wider society to the point of being relevant in a digital age.
The launch of the official Snapchat account is the Indian government’s second step toward digital governance and public communication to improve the country’s digital governance and communication and connect with the country’s growing population of digitally active young people.
