In an attempt to reach a wider audience and promote its various welfare schemes, the Congress-led government in Rajasthan, headed by Chief Minister Ashok Gehlot, has announced its plan to issue advertisements to social media influencers active on platforms such as Facebook, Twitter, Instagram, and YouTube. This move comes ahead of the upcoming state elections and aims to leverage the popularity and reach of social media to disseminate information about the government’s initiatives.
The Department of Information and Public Relations (DIPR) issued a notification on June 26, stating that while the department regularly issues advertisements to traditional print and electronic media, it will now extend this practice to social media handles and influencers. The notification categorizes influencers based on their subscriber or follower count, with four distinct categories: A) minimum 10 lakh subscribers; B) minimum 5 lakh subscribers; C) minimum 1 lakh subscribers; and D) minimum 10,000 followers. The rates for issuing advertisements will be fixed accordingly.
The primary objective behind this decision is to expedite the dissemination of the state government’s public welfare schemes to the general public. The Rajasthan government, therefore, intends to approve advertisements on social media platforms operated both within and outside the state, including Facebook, Twitter, Instagram, YouTube, and others, if the need and usefulness of such promotion are established, as stated in the DIPR notification.
As per the notification, the Rajasthan government has made 4 categories A-category social media influencers will be eligible for monthly advertisements worth up to Rs 5 lakh. The rates decrease for the lower categories, with B-category influencers being eligible for advertisements up to Rs 2 lakh, C-category influencers up to Rs 50,000, and D-category influencers up to Rs 10,000. The notification further outlines the fixed rates for specific tasks. For example, an A-category influencer can earn Rs 10,000 for creating a video thumbnail, while a D-category influencer can earn Rs 1,000 for a single tweet.
To ensure a fair and transparent process, a committee will be constituted at the division level by the commissioner or director. Advertisements will be issued only after obtaining the necessary permission from the government, based on the committee’s recommendations. Additionally, before the payment is released, the government will verify that the advertisement has reached or garnered views from at least 5 percent of the total followers or subscribers. Influencers receiving the remuneration will also need to provide affidavits and attach reports of social media analytics, as outlined in the notification.
However, it is important to note that the content created by influencers who are issued advertisements must adhere to certain guidelines. The notification explicitly states that the content cannot be “indecent, obscene, and anti-national” in nature. This measure ensures that the government’s association with social media influencers remains aligned with its values and objectives.
The government’s decision to collaborate with social media influencers for promoting welfare schemes in Rajasthan is not merely a strategic move, but it also reflects the political landscape leading up to the state assembly elections. The Congress Party, which currently holds power under the leadership of Chief Minister Ashok Gehlot, aims to leverage the influence of social media to gain an edge over its political rivals, particularly the Bhartiya Janta Party (BJP).
The government’s decision to collaborate with social media influencers for promoting welfare schemes in Rajasthan is not merely a strategic move, but it also reflects the political landscape leading up to the state assembly elections. The Congress Party, which currently holds power under the leadership of Chief Minister Ashok Gehlot, aims to leverage the influence of social media to gain an edge over its political rivals, particularly the BJP.
In conclusion, the Rajasthan government’s decision to issue advertisements to social media influencers is a strategic move aimed at utilizing the power of digital platforms for political campaigning. With the upcoming state assembly elections in sight, the Congress Party is leveraging social media to connect with voters and promote its welfare schemes. By capitalizing on the popularity and influence of social media influencers, the government seeks to gain a competitive advantage over its political rivals.