Revolutionary Initiative by Rajasthan Government: Empowering Social Media Influencers as Catalysts in Election Campaigns. In the midst of the election season, wherein political parties seek to leverage the influence of social media personalities, the government of Rajasthan has introduced an innovative policy. This pioneering approach involves extending advertising opportunities to individuals possessing a substantial following on various platforms such as YouTube, Facebook, Twitter, Instagram, as well as print and electronic media.
On June 26, the government led by Chief Minister Ashok Gehlot took a significant step by issuing a notification that permits the inclusion of social media influencers in its advertising strategy. Under this new policy, these influencers will be offered a remuneration ranging from Rs 10,000 to Rs five lakh per month for promoting government advertisements on their respective channels. This proactive approach by the Gehlot administration aims to harness the potential of social media platforms in anticipation of the upcoming Assembly elections scheduled for later this year.
|Scheme||YouTubers & Influencers Scheme|
|Eligibility||Social Media Workers|
|Benefits||5 Lakh Per Month|
As outlined in the notification, the social media influencers have been classified into four distinct groups. Group A, comprising influencers with a minimum following of 10 lakh subscribers, will be eligible to receive a maximum monthly compensation of five lakh rupees for posting advertisements. Similarly, Group B influencers, encompassing individuals with 5-10 lakh subscribers, will receive an amount of two lakh rupees. Influencers falling under Group C, with a following of 1-5 lakh followers, will be entitled to fifty thousand rupees, while Group D influencers, boasting over 10,000 followers, will receive advertisements with a value of up to ₹10,000 per month.
|Group A||10 Lakh Subscribers/ Followers & Above||₹5 lakhs|
|Group B||5-10 Lakh Subscribers/ Followers||₹2 lakhs|
|Group C||1-5 Lakh Subscribers/ Followers||₹50,000|
|Group D||10,000 Subscribers/ Followers||₹10,000|
In recent times, there has been a noticeable surge in the engagement of political parties and governments with social media influencers. This emerging trend has gained significant attention, exemplified by the prominent Congress leader Rahul Gandhi opting to grant interviews to influential figures on YouTube rather than relying solely on traditional media channels during his ‘Bharat Jodo Yatra’ campaign. Furthermore, Rahul Gandhi’s own YouTube channel consistently releases videos showcasing his various interactions and engagements.