The Uttar Pradesh Cabinet has recently approved a new policy aimed at promoting the state’s welfare schemes through social media influencers. Under this policy, influencers can earn up to Rs 8 lakh per month by sharing and advocating government welfare schemes on their platforms. The policy also outlines specific regulations for content across major social media platforms, including Facebook, X, Instagram, and YouTube.
Maximum Payout Limits for Welfare Schemes Promotion
The new policy establishes maximum payout limits based on the platform and influencer category. For platforms like X, Facebook, and Instagram, the payment limits are determined by the influencer’s subscriber and follower count. Specifically, influencers on X can earn up to Rs 5 lakh per month, those on Facebook up to Rs 4 lakh, Instagram influencers up to Rs 3 lakh, and YouTube creators up to Rs 2 lakh per month. On YouTube, the payout limits for different content types are more varied: Rs 8 lakh for videos, Rs 7 lakh for shorts, Rs 6 lakh for podcasts, and Rs 4 lakh for other types of content.
A digital agency named ‘V-Form’ has been appointed to manage the advertisements under this policy. This agency will be responsible for overseeing the promotion of content related to the government’s welfare schemes, including videos, tweets, posts, and reels.
Criticism and Controversy Surrounding the Welfare Schemes Promotion
Despite the potential benefits of this policy, it has faced substantial criticism from various sectors. Opposition parties argue that no amount of social media promotion can rectify the perceived shortcomings of the government, suggesting that the policy is a futile effort to salvage a regime that they believe is destined to face defeat in the upcoming elections.
According to a press release from Sanjay Prasad, Principal Secretary of the Information Department, the policy aims to list agencies and firms to manage the creation and dissemination of content about the U.P. Government’s welfare schemes. The intention is to provide employment opportunities for state residents while promoting government initiatives.
However, critics argue that the policy represents an attempt to suppress independent voices and manipulate public opinion. SP spokesperson Ameeque Jamei criticized the policy as an effort to control dissent and benefit individuals connected to the BJP, rather than genuinely supporting employment and transparent communication.
The Congress Party has also condemned the policy, suggesting that it reflects the government’s nervousness about the criticism being voiced through social media. Anil Yadav, U.P. Congress General Secretary, described the move as a tactic to silence criticism and counteract the exposure of the BJP government’s flaws. He argued that independent digital platforms have played a crucial role in revealing the truth and challenging the ruling party’s narrative over the past five years.
Digital influencers themselves have expressed concern that the policy may lead to the creation of biased content that favors the government. Santosh Singh, who runs the digital platform Times of Swaraj, argued that the policy is an attempt by the government to use its financial power to turn influencers into cheerleaders. This move, he contends, is aimed at creating a more favorable public image amidst growing criticism on social media.
In conclusion, while the new policy by the Uttar Pradesh government aims to leverage social media to promote its welfare schemes and provide employment opportunities, it has sparked significant debate. Critics view it as a strategy to control and suppress dissent, while the government asserts that it is a step towards better communication and employment generation. The effectiveness and impact of this policy will likely unfold in the coming months as its implementation progresses.
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