With CJP getting millions of followers, Kejriwal changes messaging style
Following the rise of the 'Cockroach Janta Party' on social media, AAP leader Arvind Kejriwal has shifted his digital strategy to use vertical, unedited Instagram reels. This change in messaging style has resulted in significantly higher engagement, particularly with younger audiences.
Why it matters
Illustrates the evolving nature of political communication and the influence of social media trends on traditional political messaging.
Within 24 hours of the Cockroach Janta Party (CJP) being formed and gathering million of followers online, the Aam Aadmi Party (AAP) chief Arvind Kejriwal made an important shift in his messaging.
The AAP supremo, whose Instagram account was filled with edited videos of his press conferences or speeches, started shooting and posting reels.
The vertical videos are simple, without much editing or writings like his previous videos, and are being made specifically for the platform. The change seems to work for him, as videos since then are mostly getting more views than the past, including one such video clocking over 55 million views – the highest ever for Mr. Kejriwal.
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