The New Influencer Empowerment Policy

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September 24, 2024

Introduction to the Policy

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The Punjab government recently launched the 'Punjab Influencer Empowerment Policy' to collaborate with social media influencers to promote state initiatives, cultural heritage, and governance. This recognizes the power of influencers and aims to bring state stories to the front.

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Who Does It Impact?

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The policy affects influencers ranging from micro-influencers to those with millions of followers. They will be compensated based on their reach, with top-tier influencers receiving up to ₹8 lakh, creating opportunities for both small and large digital creators.

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Political Alignment and Brand Choice

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Brands may now need to consider influencers’ political affiliations more carefully, as the government pushes for narratives aligned with state policies. This may influence how brands collaborate, ensuring that influencers fit into state-endorsed messaging.

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Authenticity at Risk?

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As these collabs will increase, so will the questions about their content authenticity. Followers may doubt whether promotions are genuine or driven by political agendas, potentially shaking the trust in influencer marketing.c

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The Future of Influencer Collaborations

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This may already lead to UP Govt introducing a similar policy, and can lead to more states joining. These partnerships can now become a norm nationwide. If it happens, influencers could become key players in not just marketing but also governance and public engagement efforts.

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