Armenia's state influencer
Armenia's prime minister, Nikol Pashinyan, isn't your average politician on Instagram. One day, he's cycling through the streets of Yerevan; the next, he's cooking with his wife, boarding an economy flight from Brussels to New York, or dancing and DJing alongside teenagers. Whether he's in the kitchen or at a global summit, Pashinyan shares it all with his 448,000 Instagram followers.
While his feed also features high-stakes meetings with world leaders or serious political discussions, it's the glimpses into his everyday life that catch the public's eye.
Many Armenians mock Pashinyan's relaxed and random posts on social media and believe that his behaviour is unacceptable for the leader of a country that is in constant geopolitical turmoil. To Pashinyan's supporters, however, his open, down-to-earth approach is a breath of fresh air, a sign of his authenticity, and a symbol of Armenia's shift toward the West and democracy.
Pashinyan came to power following Armenia's Velvet Revolution of 2018. Leading the Revolution, he promised the Armenian people a break from the corruption and nepotism of previous regimes. His plea to the people was clear: more democracy, justice, equality, and, most of all, transparency. Now, his influencer-style posts feel like a continuation of that promise – an attempt to remain relatable and accountable to the public, even as he navigates the complexities of leadership.
Whether people appreciate his presence on social media or criticise him for it, Pashinyan's Instagram is a bold exception in a region where most leaders maintain a carefully controlled public image and keep their personal lives out of sight.