Goa government to offer up to Rs 50,000 per post as part of new influencer policy

Goa’s government is offering social media influencers an opportunity to cash in on their creativity. Under the state's new Social Media Influencer Policy, creators can earn up to ₹50,000 for producing a single audiovisual piece. This is part of the state’s effort to leverage the digital reach of influencers to promote government initiatives, from flagship schemes to cultural events like the International Film Festival of India (IFFI).

Influencers’ earnings are categorized by their follower count, with Grade A influencers (100,000+ followers) eligible for the highest pay, and Grade D influencers (10,000–24,999 followers) earning lower rates. Rates vary from ₹2,000 for a simple graphic post to ₹50,000 for custom audiovisual content. Contracts span a year, extendable based on six-monthly performance reviews.

Influencers contracted by the government must reside in Goa, have an active social media presence for at least a year, and post at least 60 pieces of content in six months. Content must pass the nodal agency’s scrutiny, and the government retains full ownership rights—a clause raising eyebrows among creators worried about creative control.

An RTI query by the Internet Freedom Foundation has also brought other critical details to light. While Goa’s government claimed to have allocated ₹20.85 lakh for empanelment software and ₹1.41 crore for project execution, actual spending showed a sharp reduction. The software cost ₹11.21 lakh, and execution totalled just ₹3.56 lakh.

In addition, the RTI response revealed that no ministries, departments, or local creators were consulted during the policy’s drafting or finalization, raising concerns about about inclusivity and the democratic process.

Goa is not alone. States like Uttar Pradesh, Karnataka, and Jharkhand have implemented similar policies. Uttar Pradesh’s policy, for instance, allows influencers to earn up to ₹8 lakh monthly on YouTube, setting a high bar for influencer remuneration. Meanwhile, Jharkhand’s health department has successfully utilized influencers for campaigns like Ayushman Bharat.

As influencer marketing becomes a critical government communication tool, states like Maharashtra are under pressure to roll out comparable pay models.

In 2024, the influencer marketing industry will constitute 11% of India’s broader digital media landscape. The anticipated growth trajectory of 20% this year, followed by 25% annually from 2024 to 2026, according to Influencer.in report.