Communally charged messaging delivered through dance, music and jazzy pop culture references tailor-made to appeal to youthful voters – this is how election season is playing out on Instagram.
With younger audiences shifting to Instagram from Facebook, political parties have followed suit. India has the largest Instagram user population globally, edging ahead of the United States, and 79 percent of these users are in the 18 to 34 age group. As a result, many political campaigns are now designed to play out through reels and Instagram stories.
