In a groundbreaking move that highlights the growing influence of social media in India, the Uttar Pradesh government, led by Chief Minister Yogi Adityanath, has announced a new policy aimed at supporting and leveraging the power of social media influencers. The policy seeks to provide substantial financial incentives to these digital professionals in exchange for promoting government policies and achievements.
Under the new policy, the UP government plans to offer up to Rs 8 lakh to YouTubers and Rs 5 lakh to Instagram influencers who create reels. This fiscal stimulus is part of a broader strategy to harness the reach and impact of social media platforms like Facebook, Instagram, and YouTube, enabling the government to communicate more effectively with the public.
However, the initiative comes with significant strings attached. Influencers receiving these incentives will be required to propagate government policies and achievements, ensuring that the administration’s messages reach a wider audience. The policy aims to promote public welfare, highlight beneficial schemes, and showcase what the government considers “policy successes.”
The policy also introduces a stringent regulatory framework, with potential punitive measures for those who spread “misinformation” or post content deemed “anti-national.” Offenders could face severe penalties, ranging from three years to life imprisonment, depending on the severity of the infraction. Additionally, the policy outlines specific payment caps for influencers and social media account holders, with platforms like X, Facebook, and Instagram having monthly payment limits of Rs 5 lakh, Rs 4 lakh, and Rs 3 lakh, respectively. YouTube has its own set of payment limits for videos, shorts, and podcasts.
The announcement has generated mixed reactions. Some netizens and industry professionals have welcomed the move, seeing it as a significant step toward recognizing the economic potential of social media influencers. Traditionally, the bulk of government advertising budgets has been allocated to legacy media outlets, such as print and broadcast. This shift towards digital platforms could signal a reallocation of these resources, potentially leading to a decline in the dominance of traditional media in government spending.
The BJP has a history of effectively utilizing social media for political communication, and this new policy seems to extend that approach into the realm of governance. By partnering with influencers, the UP government aims to create a more direct and engaging channel for disseminating information about its initiatives.
However, the policy also raises questions about the independence of influencers and the potential for government influence over digital content. As the government seeks to amplify its reach through social media, the balance between promotion and propaganda will be closely scrutinized.
This development marks a significant shift in how government communication strategies are evolving in the digital age. As the UP government embarks on this new approach, the impact on both social media influencers and traditional media outlets will be watched closely, potentially setting a precedent for other states and the central government to follow.