In a bid to expand its digital outreach among younger audiences, the Ministry of External Affairs (MEA) has launched its official account on Snapchat, becoming one of the first Union ministries to establish a presence on the platform popular with Gen Z users.
Announcing its official Snapchat account, the ministry invited users to “add us and stay connected for exclusive stories, updates, engaging content and more.” In a promotional video, the MEA said the platform would give users an opportunity to understand the work of the ministry and India’s diplomatic missions, both within the country and abroad.
The ministry already maintains an active presence on X, Instagram, Facebook, YouTube and LinkedIn, where it shares updates on bilateral visits, international engagements, travel advisories and assistance to Indians overseas.
With India among Snapchat’s largest markets and a significant share of its users belonging to Gen Z, the ministry’s entry onto the platform reflects the government’s increasing focus on reaching younger citizens through the social media platforms they use most.
The move also signals the evolution of India’s digital diplomacy, using short-form visual content to make foreign policy and diplomatic work more accessible and engaging.
