How govt-influencer collabs could shake up the influencer marketing game in India

New Delhi: Be it ‘Mann Ki Baat’, hosting National Creators Awards or interacting with gamers, governments are finally realising the role of content creators in communicating its ideas to the masses. 

In an upending move focused on reaching out to even the most remote areas and the younger audience, the state governments of Punjab, Karnataka, and Uttar Pradesh have now decided to engage with social media influencers and digital media entities.

Calling it a natural step to reach a wider audience, Kalyan Kumar, CEO and Co-Founder of Klug Tech, said, “The government, like everyone else, understands the power of influencers to shape narratives and reach people. They will likely look beyond the most popular influencers and consider smaller, more niche voices.

This approach is something brands are already experimenting with, and now the government will try it too. Only the nuances are very different from paid media, but an influencer's job is advocacy more than the visibility of an ad per se, which any media can do. What an influencer brings is influence. Influencing is about credibility.”

Vipasha Joshi, an independent consultant specialising in the creator economy, mentioned how this move by the state governments is also an attempt to make an outreach to young voters, as less than 40% of voters between the ages of 18 and 19  registered for the 2024 elections across the country (data from the Election Commission of India). 

Justifying her stance on the subject, Joshi said, “Connecting with the younger audience is crucial, especially as Gen Z becomes the first-time voters. Traditional promoters like Amitabh Bachchan or SRK may not resonate with them. Instead, influencers like gamers can be more effective. Additionally, for women-centric policies or women entrepreneurs, involving prominent creators who relate to the masses can be highly impactful.”

Moving on to the kind of content that influencers will create for the government, Joshi anticipates that it will be focused on ensuring that citizens are aware of the subsidies and incentives offered by the government, as even today many policies for adolescent girls and women remain unknown to the public. 

As Joshi perceives it, “Many government policies for girl education or children and widows of martyrs often go unnoticed. These policies are typically disseminated through manifestos, government offices, or mentioned briefly during elections. By leveraging digital media, the government can directly reach people at home who can read and understand these policies. Targeting can be precise, such as reaching females on their devices via Facebook or other media channels for specific women-related policies.”

With the government shifting focus from traditional channels to digital, there lie anticipations about how the Karnataka Digital Advertising Guidelines-2024 will impact the allocation of advertising budgets between traditional print media and influencer marketing.

Putting an end to such anticipations and providing a concrete answer, Mothi Venkatesh, Head of Growth at Qoruz, said, “The Karnataka Digital Advertising Guidelines-2024, the shift towards digital is likely to accelerate. For instance, a recent trend shows that brands are reallocating up to 20-30% of their advertising budget towards influencer marketing, often at the expense of print media.

It’s because influencer content can drive instant engagement, and the results are measurable in real time, unlike print, which is static and has a delayed feedback loop. This move by the Karnataka government is reflective of a larger national trend towards digital-first advertising.”

Now that we know what kind of content influencers will create, the obvious question to ask is: who will be these creators that the government will nitpick?

In replying to the query, Venkatesh gave the example of Rashmika Mandanna, a famous actress, who recently did a promotional video for the Atal Setu bridge in Mumbai.  

Vouching for macro influencers to lead the parade, Venkatesh said, “Macro-influencers with a strong voice in areas like social causes, education, or sustainability will likely take up these projects. Influencers who have previously advocated for environmental awareness or women’s empowerment may find alignment with government initiatives.”

While Venkatesh expects macro influencers to collaborate with the government, Joshi feels that the state governments would be more keen to hire regional influencers. “For Karnataka, the focus won’t be on national-level creators, as local audiences are less influenced by figures like Kusha Kapila who lack a social impact background. Instead, the government will likely choose regional creators who speak Kannada, have a positive image, and resonate culturally with the audience. While nano creators have loyal followings, their impact is limited due to their smaller audience,” she added.”

But what about micro- and nanocreators? What are the opportunities available for them?

Answering the question, Venkatesh said, “For nano and micro-influencers, this is a golden opportunity to work on large-scale projects with the government. These collaborations offer them a chance to build credibility and gain exposure on a much larger platform.”

The cancel culture in India is at its peak, as hashtags asking people to boycott a particular brand are the norm on X (formerly known as Twitter). It’s so ridiculous now that people talk about boycotting American products on Instagram, which is itself a product from the States. Thus, it shouldn’t come as a surprise if brands decide to setter away from influencers who are extremely vocal about their political inclinations.

How will brands perceive influencers who create content for the government? It is vital to ask because in India people often associate governments with political parties. Working with influencers who are creating content for the government, brands will have to walk a tightrope.

Sharing his take on the matter, Venkatesh said, “Brands can manage this situation if they approach government collaborations strategically. For instance, content that focuses on public service initiatives like healthcare, education, tourism, or environmental campaigns is generally seen positively and detached from politics. Influencers can position themselves as advocates for social change rather than promoting political figures. The key here is transparency. Influencers need to ensure their content aligns with their brand and values, which will make the audience and the brands trust the creator.”

Offering his perspective on the subject, Kumar said, “Brands will be careful depending on how deeply and with which influencer is the government working. It's an interesting situation but a catch-22 situation for brands or influencers because brands would like their influencers to look neutral. So they would probably pick more of those influencers who speak both good and bad or stay away from politics because that's a polarising space for a brand.

Given that there are always camps in the follower base of any influencer, working with the government can put them in a polarising position as well. For instance, if the government introduces an unpopular policy, influencers face a dilemma: criticise it and risk future government collaborations, or stay silent and lose audience trust. So, brands may hesitate to engage with influencers who are overtly pro-government.”

Resounding the same bugle, Joshi called collaborations between influencers and the government a double-edged sword. “Recently, interviews with union ministers by influencers like Ranveer Singh Allahbadia came out as propaganda, whereas Modi’s meeting with Ankit Baiyanpuriya did not. The type of content promoted by an influencer is crucial. Brands generally don’t have issues with government support unless the content appears overtly propagandistic,” Joshi quoted. 

Speaking of content, influencers please note that under Uttar Pradesh’s new digital media policy, state authorities can withhold payments to influencers if the content they post “showcases the government’s schemes in an incorrect manner or with ill-intent” or hurts sentiments of different sections of the society.

Moreover, the new policy also mandates legal action against influencers who upload “objectionable content” on sites such as Facebook, Instagram, X, and YouTube.

Considering the stern nature of the policy, content freedom for influencers takes centre stage. Addressing concerns surrounding content freedom, Venkatesh said, “One of the biggest challenges will be navigating the fine line between creative expression and adhering to government messaging. Influencers are known for their authenticity and creative freedom, which their followers trust. However, government campaigns come with specific guidelines that must be followed.

To maintain balance, influencers can focus on co-creating content with government officials, trying to add their unique voice while staying true to the campaign’s core objectives. For instance, if the campaign is about public health, influencers can add personal stories or community impact anecdotes to make the message resonate more naturally with their audience.”

Highlighting the challenges surrounding content freedom for influencers, Kumar said, “When you are being paid, you have to say good things as an influencer. When a brand pays you, it is the same thing. The type of influencer you are, your monetsation goals, and the consistency of incentives all play a crucial role in maintaining credibility. These considerations are important both before and after engaging with any brand or government initiative. The challenge of staying credible remains constant, regardless of the partnership.”

After mentioning the challenges for influencers, Kumar called out the challenges for the government when it comes to selecting the right influencer. 

From the horse’s lips, Kumar said, “Not every influencer is right for the government. An influencer may have fake followers too and the challenge for the government remains the same as for brands. There is a decline in trust for certain influencers who have overused their platforms for excessive brand endorsements, leading to audience fatigue. Not all products are good, and constant promotion can diminish credibility. 

The government needs to take this into account and find new faces constantly to stay relevant amidst media fatigue. Just like brands, even the government should be mindful of how to use the channel so it stays credible and useful, otherwise, it will become as good as any media house, which will say anything for cash.”

Given how fast the digital landscape is evolving, Venkatesh believes that this move will set a precedent for other states and even the Central government.

Walking along similar lines, here’s what Joshi had to say: “The government is actively supporting the creative and gaming communities. Earlier this year, India became the first country to introduce a National Creators Award, with PM Modi honouring creators across various categories, showing his connection to their content. The government is subtly promoting the creative economy through initiatives like these awards. They might also invest in newer platforms, similar to their support for ONDC.”