New Delhi: The Uttar Pradesh government has rolled out an ambitious plan to leverage social media influencers for promoting its schemes. Under the newly introduced Digital Media Policy 2024, influencers can earn up to Rs 8 lakh per month by endorsing government initiatives. Here’s a detailed breakdown of the policy and how influencers can benefit from it.
Categorization and Earnings
The policy categorizes influencers based on their follower count across different platforms, with distinct categories for Facebook, YouTube, Instagram, and X (formerly Twitter).
Facebook and YouTube:
- Tier A: More than 10 lakh subscribers
- Tier B: More than 5 lakh subscribers
- Tier C: More than 2 lakh subscribers
- Tier D: More than 1 lakh subscribers
Instagram and X:
- Category A: More than 5 lakh followers
- Category B: More than 3 lakh followers
- Category C: More than 2 lakh followers
- Category D: More than 1 lakh followers
Earning Potential
Influencers’ earnings will vary based on their category and the engagement their content receives:
- Top Tier Influencers: Can earn between Rs 50,000 to Rs 1 lakh per video. With high view counts, this can increase to Rs 1.2 lakh per video, but monthly earnings are capped at Rs 5 lakh.
- Tier B Influencers: Earnings range from Rs 45,000 to Rs 75,000 per video, with a maximum of Rs 1.10 lakh for high engagement.
- Tier C Influencers: Can earn Rs 40,000 to Rs 60,000 per video, with an additional Rs 10,000 for every extra 1 lakh views, capped at Rs 80,000.
- Tier D Influencers: Earnings range from Rs 35,000 to Rs 50,000 per video, with a maximum of Rs 70,000 for high engagement.
Performance-Based Bonuses
Influencers can earn additional bonuses based on the performance of their content. For every extra 1 lakh views, influencers can receive an additional Rs 10,000, up to a specified limit.
Maximum Monthly Earnings
Top influencers can earn up to Rs 8 lakh per month through a combination of state-sponsored advertising and performance-based bonuses.
This policy aims to create a structured and lucrative opportunity for influencers while promoting government schemes effectively. It also highlights the growing importance of digital media in public outreach and governance.
