The Bihar government has approved amendments to its social media rules that will allow empanelled social media creators to receive an additional ₹10,000 for every one lakh views generated by eligible videos about government schemes and programmes. The decision was cleared by the state Cabinet, chaired by Chief Minister Samrat Choudhary, on Wednesday, August 19.
Payments will be calculated after a video completes 30 days and will be subject to verification, with the additional payment capped at ₹1 lakh per video. The Information and Public Relations Department is expected to issue detailed guidelines covering eligibility, verification and other conditions. The move is intended to expand the reach of information about government programmes through digital platforms, while also raising questions about how publicly funded promotional content will be identified and monitored.
₹10,000 For Every 1 Lakh Verified Views
Under the amended rules, empanelled creators whose content about Bihar government schemes and programmes meets the prescribed conditions can receive ₹10,000 for every one lakh views. The payment will not be made immediately after the view threshold is reached. Instead, the video must complete 30 days, after which the views will be verified before payment is processed.
The maximum additional amount for a single video has been fixed at ₹1 lakh, meaning the incentive will be capped even if a video attracts significantly more views.
The arrangement is linked to Bihar’s existing framework for empanelling social media accounts, web media platforms and other online channels. The state’s Social Media and Online Media Policy allows eligible creators and platforms with significant digital audiences to be considered for government communication and advertising.
The policy’s official portal says individuals with at least 100,000 followers on Facebook, Instagram, X or YouTube can apply for empanelment, while web media and mobile applications have separate user-base criteria.
Bihar’s Digital Outreach
The latest amendments build on the Bihar Social Media and Other Online Media Policy, 2024, which was introduced to use social media and online platforms for communicating government policies, welfare programmes and other public information.
When the policy was introduced, the government said digital platforms had become important channels for reaching citizens quickly. It created a system under which social media accounts, websites, news portals, mobile applications and other online platforms could be empanelled for government communication and advertising.
The 2024 framework also provided for verification of audience figures. For social media accounts, follower and subscriber numbers are considered, while web media platforms are assessed using monthly unique-user data. The official empanelment portal states that social media applicants must submit analytics reports covering the previous six months. It also says that eligible platforms must have been operational for at least one year before applying.
The amended rules approved this week modify several existing provisions, including Rules 8(A), 11, 11(A) and 11(B), while adding Rules 14(A), 14(B) and 14(C). The Cabinet also approved periodic verification of followers of listed social media handles, pages and channels. However, the detailed notification explaining exactly how the new view-based payments will be assessed has not yet been issued. The Information and Public Relations Department is expected to set out the eligibility requirements, verification mechanism and other conditions.
The Logical Indian’s Perspective
Using social media creators to communicate information about public schemes reflects the changing way people consume news and information, particularly as short videos and creator-led platforms reach audiences that traditional government communication may not always reach. At the same time, public-funded digital outreach needs clear rules so that audiences can distinguish between factual information about government services and promotional content.
Transparent eligibility criteria, independent verification of views, clear disclosure when creators are paid with public money, and safeguards against artificial or manipulated engagement can help maintain public trust. As this policy takes shape, how can governments and creators work together to make public information more accessible while keeping transparency and accountability at the centre?
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>Make videos on Bihar Govt schemes.
— Gems (@gemsofbabus_) August 20, 2026
>Get ₹10,000 for every 1 lakh views.
>Max payout: ₹1 lakh per video.
>Views will be counted after 30 days of performance.
Every day, they seem to invent a new way to spend taxpayers’ money. 🤡 pic.twitter.com/8XWIT8qHGt
