With CJP getting millions of followers, Kejriwal changes messaging style
The AAP supremo, whose Instagram account was filled with edited videos of his press conferences or speeches, started shooting and posting reels
In the space of a mere 24 hours since the Cockroach Janta Party (CJP) came to life and amassed millions of online followers, the Aam Aadmi Party (AAP) leader Arvind Kejriwal made a significant shift in his communication strategy. Previously, Kejriwal's Instagram account was dominated by edited videos of his press conferences or speeches. However, he began to shoot and post vertical reels, which are simple, without much editing or text, tailored specifically for the platform.
This change seems to have worked wonders for Kejriwal; his subsequent videos are garnering more views than ever before, with one such post reaching an impressive 55 million views. On May 17, the day following the CJP's inception, Kejriwal addressed the crisis caused by NEET in a video that garnered 7.8 million views. A senior AAP leader attributed the shift to Kejriwal's strategy of engaging directly with the audience, particularly Gen Z, through a medium they commonly use.
Despite the directive from the party to talk about a particular issue in the chosen medium, not every leader has followed suit. While some like Sanjay Singh and Manish Sisodia have posted videos in a similar style, none has achieved Kejriwal's level of success. On May 20, Kejriwal posted another Instagram video, beginning with "Hello Bacchon," a style reminiscent of an influencer's content.
Shot on his phone, the video featured AAP leader Bhagwant Mann announcing free bus travel for students during the NEET re-examination, followed by encouragement for students to work hard and stay hopeful. Kejriwal has continued to post such videos, sometimes from his car, room, or party office, gradually appearing more comfortable and in control.
Just a few hours before a planned march to Prime Minister Narendra Modi's residence, Kejriwal posted a video on August 5, seemingly shot on his phone. In it, he announced the march, and turned the phone around to show six other leaders, each sharing a brief message about the protest, before turning back to himself, ending with "jai hind." Of the 12 most viewed videos on his Instagram, seven have been shot in this informal, vertical format since May 17.
Written by urgent.news from The Hindu's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
