Armenian Prime Minister Nikol Pashinyan has launched a viral trend on social media

Armenian Prime Minister Nikol Pashinyan has unexpectedly launched a viral trend on social media.

It all started with Pashinyan's video for Zemfira's song "PMML" on Instagram (owned by Meta, which is recognized as extremist in Russia), which became a trend.

In the footage, the Armenian leader is sitting at a table in a white shirt and tie. His immobile posture, lack of direct gaze into the camera and verbal comments created a melancholic image that inspired users to recreate similar videos.

This video with Zemfira's music is not the only one on the politician's social networks. He regularly posts videos where he sits silently in front of the camera to music, including Armenian.

While most world leaders use social media for official statements, Pashinyan has joined a group of political influencers who speak to the audience in the language of digital creativity.

For example, Hungarian Prime Minister Viktor Orban regularly publishes impressive video reports about his trips, which his team mounts as real mini-films. Emmanuel Macron has created his signature style by sharing touching shots of himself hugging colleagues on social media. And the British royal family has long mastered the art of turning official visits into aesthetic movie sketches for the public.

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