Rajasthan govt’s first social media policy taps influencers to promote welfare schemes

JAIPUR: Social media influencers on platforms like Facebook, Twitter (now X), and Instagram are set to promote the Bhajan Lal Sharma govt’s social welfare schemes as the administration unveils its first social media policy .
The policy introduces the concept of "new promoters," influencers who will promote welfare programs through creative and engaging content. “With clearly defined eligibility criteria, performance-based honorariums, and structured responsibilities, this initiative aims to reach crores of people in the state,” said an official.
Designed to harness the extensive reach and influence of digital creators based in Rajasthan, this policy aims to convert social media platforms into powerful tools for promoting social welfare schemes.
The govt anticipates reaching up to 20 million impressions in a month. The number of social media influencers hired is not disclosed in the policy, but every influencer will be on a contract for a year.
“By involving social media influencers, we are ensuring that our welfare schemes reach every corner of Rajasthan, bridging the gap between governance and the people,” said an official posted at the Department of Information and Public Relations (DIPR). The influencers do not have the freedom to post the content without it being verified by the DIPR.
According to the policy, individuals aspiring to become social media promoters must meet specific requirements. These include a minimum follower base on platforms like Facebook, X (formerly Twitter), Instagram, or YouTube.
Influencers with over 1 lakh followers qualify for Category A, while those with 7,000 to 1 lakh followers fall under Category B. Additionally, their social media accounts must be at least one year old and active, with at least 100 posts published in the last year.
To incentivise participation, the govt has introduced a structured honorarium system. Category A promoters will receive Rs 25,000 per month, while Category B influencers will be paid Rs 15,000 monthly.
The payouts will be performance-based, with posts and activities validated by a monitoring authority. Promoters who exit the program within the first month will forfeit their honorarium, and the policy does not include additional allowances such as travel or miscellaneous expenses.
The selection process involves two stages. Initially, officials from the DIPR will screen applicants to create a shortlist based on the eligibility criteria. A state-level committee will then make the final selection, evaluating the shortlisted candidates’ suitability for the role.
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