The Karnataka government is stepping up its digital game with the introduction of its new Digital Advertising Guidelines, 2024. This initiative allows content creators and social media influencers to promote state schemes and programs through government advertisements. Interestingly, this move comes right after Uttar Pradesh's recent policy, which offers influencers up to ₹8 lakh a month for similar promotional activities or life imprisonment if they go anti-govt.
Who is eligible?
The Department of Information and Public Relations (DIPR) is actively inviting influencers with over 1 lakh followers to join this exciting opportunity.
Under the new guidelines, influencers in Karnataka will be categorized based on their follower count into three distinct categories:
- Nano influencers: 1 to 5 lakh followers
- Micro-influencers: 5 to 10 lakh followers
- Macro influencers: Over 10 lakh followers
These influencers will engage in various promotional activities, including brand ambassadorships, sponsored posts, content collaborations, themed campaigns, shoutouts, reviews, and event promotions. This structured approach aims to maximize the impact of government messaging by utilizing influencers’ established audiences.
Registration with the Department of Information and Public Relations (DIPR)
To qualify for government advertising, influencers, and digital media entities must register with the DIPR. Eligible platforms for this initiative include:
- Video streaming sites like YouTube and Facebook
- Search engines like Google
- Social media platforms such as X (formerly Twitter), LinkedIn, and Instagram
- Messaging services like WhatsApp
- OTT platforms
- Fintech services
- App download platforms
- Chatbot providers
What is Their Goal?
The DIPR has emphasized that digital advertising is now a game-changer, as traditional media is losing its reach due to the rise of the internet, smartphones, and smart TVs. They have noted that the existing traditional media advertising policies are insufficient for the unique dynamics of digital advertising.
All state departments, local bodies, and corporations are required to adhere to these new guidelines for their digital advertising needs, ensuring that communication and content are of the highest quality and effectively reach the intended audience.
Karnataka's Digital Advertising Guidelines, 2024 & Uttar Pradesh’s new policy, both represent a significant shift in how the government engages with its citizens through digital platforms. By collaborating with social media influencers, the Karnataka government is looking to enhance the visibility and impact of its schemes and programs.
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