Bihar to pay social media creators up to Rs 1 lakh per video promoting government schemes

Bihar, an Indian state, has introduced a new policy that will pay social media creators up to Rs 1 lakh (approximately $1,200) per video for content promoting state government schemes and initiatives. The amendment, approved at a state cabinet meeting, aims to incentivize creators to disseminate information about development projects and social welfare programs.

The payment system is based on video viewership. Creators registered under the state's government media rules will receive Rs 10,000 for every 100,000 views a video garners. Payments will be processed 30 days after the views are recorded, with a maximum cap of Rs 1 lakh per video.

However, simply going viral will not qualify creators for payment. They must first apply for and receive empanelment with the state's Information and Public Relations Department (IPRD). The IPRD will review applicants' social media accounts, follower counts, and other eligibility criteria. Only content that meets government criteria and focuses on state schemes, welfare programs, and development work will be eligible for payment.

The IPRD is expected to issue a detailed notification outlining the application process, covered platforms, content requirements, and methods for counting and verifying views. Until then, operational details, including timelines for empanelment and disbursement, remain unclear. Bihar previously implemented a policy allowing for advertising-linked payments to creators and online media, but this new view-based model adds a performance-linked payment structure to the existing system.