Punjab Government Harnesses the Power of Social Media Influencers

In a move that reflects the changing landscape of communication in the digital age, the Punjab government, led by the Aam Aadmi Party (AAP), has introduced the ‘Punjab Influencer Empowerment Policy, 2023.’ This groundbreaking policy seeks to engage social media influencers to promote and narrate the rich cultural, heritage, and governance stories of Punjab to a broader audience across India. This initiative acknowledges the significant role played by influencers in shaping public perceptions and narratives.

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Categorising Influencers

The policy classifies social media influencers into five categories based on the number of subscribers they have. The compensation structure is designed to align with an influencer’s reach and impact:

• Category A: Influencers with more than one million subscribers can receive a maximum compensation of Rs 8 lakh per campaign.

• Category B: Influencers with subscribers ranging from five lakh to one million are eligible for a compensation of Rs 5 lakh.
• Category C: Influencers with 1 lakh to 5 lakh subscribers can receive a maximum compensation of Rs 3 lakh.
• Category D: Influencers with 50,000 to one lakh subscribers and
• Category E: Influencers with 10,000 to 50,000 subscribers can also receive a maximum compensation of Rs 3 lakh.

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Empowering Influencers to Tell Punjab’s Story

The Punjab government recognises the power of influencers in the digital era and their ability to narrate the diverse and rich stories of Punjab’s culture, heritage, and governance initiatives. The policy aims to tap into this potential to ensure that Punjab’s progress, culture, and the stories of its people are celebrated and shared across India. Beyond positive outreach, it also strives to combat fake and manipulated news.

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A Collaborative Initiative

Punjab government extends a warm invitation to influencers across various digital platforms to participate in this unique initiative. Through collaboration, both influencers and the government will work together to communicate the state’s achievements and policies effectively to the public. The collaboration is designed to be transparent, supportive, and mutually beneficial, providing influencers with a platform to expand their reach while contributing to the state’s communication efforts.

Gunveer Singh

Transparency and Impact

The policy underlines the importance of influencers maintaining a positive and lawful digital image. It emphasises that influencers should have no criminal records and should not engage in activities against state and national interests. The compensation model is structured to ensure fairness and transparency, aligning earnings with reach and impact.

Ethical Guidelines for Content Creation

Influencers, as they craft and share content, are expected to adhere to ethical guidelines that respect privacy, cultural, social, and religious norms. They must also follow relevant advertising and data protection laws, ensuring responsible and ethical content dissemination.

The ‘Punjab Influencer Empowerment Policy, 2023’ reflects a forward-thinking approach to harnessing the power of social media influencers. It recognizes the influence and reach of influencers in the digital age and aims to leverage their potential to share the unique stories of Punjab’s culture, heritage, and governance with audiences across India. This initiative, with its structured compensation model and ethical guidelines, promises to be a powerful tool in shaping perceptions, promoting positive narratives, and fostering transparency in the digital realm.