Creators can earn up to Rs 1 lakh per video as Bihar govt expands social media outreach

The Bihar government has expanded its social media outreach rules, allowing creators producing content on government schemes and programmes to earn performance-linked payments of up to Rs 1 lakh per video, signalling a sharper shift towards using creators as a formal government communication channel.

Under amendments to the Bihar Social Media and Other Online Media Rules, 2026, creators can receive an additional Rs 10,000 for every 1 lakh views generated after the first 30 days, subject to a maximum payout of Rs 1 lakh per video. The rules will also introduce periodic verification of followers across listed social media handles, pages and channels.

Rather than treating creators only as media distributors, the framework effectively links remuneration to audience reach and content performance. Bihar Chief Minister Samrat Choudhary said, "The Bihar government’s decision reflects a broader push to make digital communication more performance-led, with creators being incentivised according to the reach generated by content around government schemes and programmes. The revised framework also provides for periodic verification of followers and handles, bringing greater accountability to government-led creator partnerships." 

The state’s Information and Public Relations Department is expected to issue a detailed notification outlining the implementation process. The move could also push creators to produce more consistent, platform-native content around government schemes, particularly as administrations increasingly look beyond conventional advertising to reach younger and digitally active audiences.

The development comes amid a broader shift in how governments are using social platforms to communicate directly with citizens. Bihar’s model could potentially become a reference point for other state governments exploring structured creator partnerships, especially where regional-language and hyperlocal creators can deliver reach that conventional campaigns may struggle to achieve.