MEA Joins Snapchat: Ministry of External Affairs Expands Digital Diplomacy to Gen Z

In a move aimed at enhancing outreach to younger demographics, India’s Ministry of External Affairs (MEA) has officially launched a presence on Snapchat. The announcement was made today, August 6, by the Ministry’s official spokesperson, Randhir Jaiswal, marking a significant step in the government's ongoing effort to modernise its digital diplomacy and connect directly with "Gen Z" audiences.

The decision to join the popular multimedia instant messaging platform follows recent directives from the central government encouraging ministers and departments to increase their visibility and engagement on visual-centric social media platforms, including Instagram and Snapchat. How Much Did the Indian Government Spend on PM Narendra Modi’s Foreign Trips?

We're Now on Snapchat, Says MEA Spokesperson Randhir Jaiswal

We're now on Snapchat!

Add us and stay connected for exclusive stories, updates, engaging content and more.

Let's Snap! pic.twitter.com/LyzjeuYG1I

— Randhir Jaiswal (@MEAIndia) August 6, 2026

Strengthening Digital Diplomacy

Sharing the news on X (formerly Twitter), the Ministry’s spokesperson, Randhir Jaiswal, invited the public to connect with the department on the new channel. "We are now on Snapchat! Add us and stay connected for exclusive stories, updates, interesting content, and much more," the post read, concluding with the tagline, "Let’s Snap."

By establishing a presence on Snapchat, the MEA seeks to move beyond traditional press releases and text-heavy communications. The platform will be utilised to share behind-the-scenes content, real-time updates on diplomatic missions, and educational material regarding India’s foreign policy, tailored specifically for a younger user base that consumes information through short-form visual storytelling.

Context of Government Social Media Strategy

The move is part of a broader "digital-first" communications strategy adopted by the Indian government. In recent weeks, the administration has intensified efforts to engage with youth following public discourse surrounding student-related issues and competitive examinations. Prime Minister Narendra Modi has also actively utilised Instagram, including sharing video messages to address concerns directly. The government’s pivot toward platforms like Snapchat - which are primarily used by younger generations for ephemeral content - reflects an acknowledgement of the changing media consumption habits in India.

An Established Social Media Presence

While Snapchat is a new addition, the Ministry of External Affairs has long been considered a pioneer in "digital diplomacy" among global foreign ministries. Since 2010, the MEA has built a robust ecosystem across multiple platforms:

• X (Twitter): Operates two primary handles - @MEAIndia (the official spokesperson's account) and @IndianDiplomacy (focused on cultural narrative and "Brand India").
• Facebook: Maintains one of the most-followed foreign ministry pages globally, frequently used for live-streaming press briefings and detailed policy explanations.
• Multimedia: The Ministry already maintains active accounts on YouTube, Instagram, LinkedIn, and Flickr to disseminate information to various audience segments, from professionals to the Indian diaspora.

With this latest expansion, the MEA continues its trend of leveraging technology to bridge the gap between complex foreign policy and public perception, aiming to make India’s diplomatic efforts more accessible to the digital-native generation.

(The above story first appeared on LatestLY on Aug 06, 2026 06:19 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).