UP and Karnataka to leverage influencers for promoting government schemes

New Delhi: Recently, the Uttar Pradesh Cabinet approved a new social media policy aimed at regulating content on platforms like Facebook, X, Instagram, and YouTube.

In addition to guidelines on anti-national content, the policy encourages the promotion of government schemes on social media, offering influencers potential earnings of up to Rs 8 lakh per month. Payment limits are set at Rs 5 lakh for X, Rs 4 lakh for Facebook, Rs 3 lakh for Instagram, and Rs 8 lakh for YouTube.

Similarly, the 'Karnataka Digital Advertising Guidelines - 2024,' issued by the Department of Information and Public Relations (DIPR), allow digital media entities, including influencers, to receive government advertisements. This initiative aims to connect the internet-savvy public with government schemes and policies through digital channels over the next five years.

Influencers eligible for these advertisements are categorized into nano, micro, and macro based on their follower count. Ads will feature various formats, including videos, banners, pop-ups, audio, and static images.

To qualify for government advertisements, digital advertising agencies and media entities must meet several criteria: being legally incorporated or having an operational office in Karnataka, holding valid GST registration, maintaining contracts with digital platforms like Google and Meta, and having been in operation for at least one year.