- Pihu Yadav on CNBC
Karnataka has introduced the Karnataka Digital Advertising Guidelines-2024, aimed at leveraging social media influencers for state promotion. This new initiative by the Department of Information and Public Relations (DIPR) allows digital media entities and influencers to receive government advertisements, marking a significant shift towards digital engagement.
Key Features of the Guidelines:
- Influencer Categories: Influencers are classified based on their follower count:
- Nano Influencers: 1 lakh to 5 lakh followers
- Micro Influencers: 5 lakh to 10 lakh followers
- Macro Influencers: Above 10 lakh followers
- Roles and Collaborations: Influencers may be involved in various activities including brand ambassadorships, sponsored posts, content collaborations, hashtag campaigns, and event promotions.
- Eligibility and Registration: Influencers and digital media entities must register with the DIPR. The guidelines cover a wide range of platforms, from video-streaming sites like YouTube to social media networks like Instagram and X (formerly Twitter), as well as OTT platforms and fintech services.
- Digital Advertising Shift: The DIPR emphasized that digital advertising’s reach surpasses traditional media, due to the widespread use of the internet and smart devices. The new guidelines address the unique dynamics of digital advertising, which traditional media policies cannot adequately handle.
All state departments, local bodies, and corporations are required to adhere to these new guidelines for their digital advertising needs.
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This initiative follows Uttar Pradesh’s recent Digital Media Policy, which offers up to ₹8 lakhs a month to influencers for promoting government schemes on various platforms.
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