Bihar adopts pay-per-view model for creators promoting government schemes

Bihar has introduced a policy to pay social-media creators who promote government schemes, using a model that pays ₹10,000 for every 1 lakh verified views, up to a limit. Creators must first get approval from the state's Information and Public Relations Department, and must clearly label paid content. The policy aims to use influencers for wider digital reach and to make information more relatable, but whether this leads to more citizen engagement is unclear. Some details, such as rules for repeat payments and guidelines for smaller creators, have not yet been finalized. The policy's success might depend on transparent checks and how quickly payments are made.

Bihar has introduced a pay-per-view model for creators who promote government schemes, a landmark policy that directly ties compensation to audience engagement. Approved by the state Cabinet on August 19, 2026, under the amended Bihar Social Media and Other Online Media Rules, 2026, the new rules aim to leverage the reach of social media influencers to amplify public welfare information.

The policy, first detailed by media outlets, is positioned as a performance-based incentive rather than a simple subsidy. The state's Information and Public Relations Department (IPRD) will manage the entire process, from creator empanelment and content approval to verifying view counts for payment.

How the Payout Formula Works

Under this model, creators are paid a set rate for verified views on approved videos promoting government initiatives. The system requires official registration and content vetting before publication, with payments calculated only after a 30-day performance window to ensure authentic engagement and prevent fraudulent activity.

The payment structure is based on a clear, view-based formula:

Payment Rate: Creators earn ₹10,000 for every 100,000 verified views on an eligible video.
Payout Cap: A maximum payment of ₹1 lakh is set per video, even if viewership exceeds one million.
Verification Window: View counts are finalized for payment only after the video has been publicly available for 30 days, as detailed in the Cabinet note cited by The Indian Express.
Pre-Approval Required: All creators must be officially empanelled with the IPRD, and content requires prior approval to be eligible for payment.

Eligibility Checks and Audits

To ensure transparency and authenticity, the policy mandates strict eligibility and disclosure standards. Creators must adhere to the Advertising Standards Council of India (ASCI) guidelines by clearly labeling sponsored content with disclosures like #Ad or #PaidPartnership. The government reserves the right to deny payment or request content removal if these sponsorship rules are not met.

Why the State is Turning to Influencers

The government's decision to partner with creators is driven by two key strategic goals:

Wider Digital Reach: With the Indian influencer market valued at approximately ₹55 billion in 2024, creator channels have become essential communication platforms for reaching a broad audience.
Enhanced Relatability: Research from EY suggests that audiences often find creator content more trustworthy and relatable than traditional advertising. The government hopes this authenticity will lead to better adoption of public welfare schemes.

By leveraging localized and personality-driven content, the Bihar Cabinet aims to convert passive awareness of its schemes into active citizen enrolment. The program's success will depend on the detailed guidelines yet to be released by the IPRD and the rigorous enforcement of authenticity protocols.

What Remains Unclear

While the core framework is in place, reports indicate that a final notification with detailed operational guidelines is still pending. Key questions that remain unanswered include:

The process for handling repeat payouts if a video continues to accumulate views beyond the initial 30-day audit period.
Whether different benchmarks will be established for smaller or niche creators.
How the government will balance the need for message discipline with creative freedom for paid creators.

Until these details are clarified, the policy's potential is based on the initial Cabinet note and media summaries. Bihar has established a pioneering pay-per-view model that other states are likely to monitor, but its ultimate impact will hinge on the transparency of its audits and the timeliness of its payments.