PM Narendra Modi tops social media engagement charts; What content creators can learn

PM Modi's posts typically combine emotionally charged visuals, direct communication, and strong positioning on issues

by Shalinee Mishra
Published: Jun 28, 2025 5:00 PM | 3 min read

Prime Minister Narendra Modi is not just leading the country—he’s leading Indian influencers in online engagement too. According to Comscore’s Social Influencers Report India 2025, Modi recorded the highest number of user actions across major platforms in April 2025—ranking first on Facebook and X, third on YouTube, and fourth on Instagram—surpassing celebrities, athletes, and professional content creators.

On Instagram, Modi clocked 42.5 million actions, while on Facebook, he led with 5.4 million actions. His engagement levels on X (formerly Twitter) were even stronger, hitting 10.8 million total actions, which include likes, shares, reposts, and comments. Even on YouTube, Modi’s videos generated 144.4 million views, placing him far ahead in visibility and impact.

What’s he doing that others aren’t? Modi’s posts typically combine emotionally charged visuals, direct communication, and strong positioning on issues—all of which drive reactions and shares. Unlike commercial influencer content focused on products or trends, Modi’s content is rooted in events, messaging, and national interest. Yet the structure—consistent visuals, timely posts, clear storytelling—mirrors what any creator or brand can apply.

Interestingly, Rahul Gandhi, also features in the top five on FB. His posts generated between 3 million actions.

This continued digital traction—despite fluctuating political outcomes (Asaduddin Owaisi)—shows the strength of issue-based storytelling and youth outreach in his social media strategy. His active use of reels, street-level visuals, and crowd interaction posts draws consistent engagement.

Other names in the top influencer lists include cricketers Hardik Pandya and KL Rahul, actor Siddharth Nigam, and journalists like Shiv Aroor and Rahul Shivshankar, all of whom posted regular, visually-driven updates around current affairs or entertainment.

According to the report, influencers—spanning real people and AI avatars—generated 36% of all global user actions in April 2025 across Facebook, Instagram, X (formerly Twitter), and TikTok. The data shows that influencer content has become the primary engine of engagement, overtaking traditional media and brand-owned posts in visibility and resonance.

The report identifies clear timing trends for influencer engagement across platforms:

Facebook: Peak user actions occur late morning and late afternoon, with Mondays to Wednesdays showing the highest engagement. Activity is minimal before 9 a.m.
Instagram: Solid engagement is seen between 10–11 a.m. (Monday–Wednesday) and 4–7 p.m. daily. Sundays also show strong performance during late afternoons.
X (Twitter): A steady 8–9 a.m. slot remains consistent across the week, with higher activity late night on Mondays and Tuesdays. Fridays and Saturdays are quiet in comparison.

Today’s audiences consume content across Instagram, YouTube, and X almost simultaneously, making it critical for brands to move beyond single-platform campaigns. Limiting a campaign to one app risks missing out on significant audience overlap and engagement.

The report also stresses the need to engage creators early. With the most effective influencers now behaving like media planners—choosing collaborations strategically and commanding high demand—brands need to act fast to secure valuable partnerships. Finally, influencer marketing should not be treated as a standalone initiative. To maximise impact and return on investment, it must be integrated into the broader media mix, sitting alongside paid digital, OTT, and streaming campaigns.