On October 2, 2023, Prime Minister Narendra Modi met Ankit Baiyanpuria, a social media fitness influencer from Haryana. He joined the prime minister’s shramdaan program of the ‘Swachhata Hi Seva’ campaign. Prime Minister Modi also shared a video of him in a post on X (formerly Twitter), and wrote, “Today, as the nation focuses on Swachhata, Ankit Baiyanpuriya and I did the same! Beyond just cleanliness, we blended fitness and well-being also into the mix. It is all about that Swachh and Swasth Bharat vibe!”
This post highlights the significance of the social media influencers who are crucial in Indian elections due to their wide reach, accessibility, and ability to engage diverse demographics, especially the youth. They play a pivotal role in digital campaigning, amplifying political messages, and providing real-time coverage. These influencers contribute to image building through endorsements and also shape public opinions during election times.
What is a social media influencer?
A social media influencer is an individual who has the ability to sway their audience towards purchasing the products or services they endorse. Based on their followers they are broadly categorised into four types.
First, ‘nano’ influencers, with 0-10,000 followers, are cost-effective and ideal for small to medium-sized businesses with limited budgets. They often have a highly engaged following, making their recommendations more trustworthy. Nano influencers usually specialise in specific topics, providing targeted exposure for any services.
Second, micro influencers, having 10,000-100,000 followers, are suitable for any brand aiming to reach new engaged audiences. They offer cost-effective collaboration with clients and their audience’s needs. Micro-influencers are particularly effective for brand awareness campaigns.
Third, macro influencers, ranging from 1-10 lakh followers, are well-suited for brands seeking to reach large audiences. They often engage their audience across multiple platforms and may have additional platforms like a website or podcast.
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Fourth, mega influencers, with more than 10 lakh followers, are employed for campaigns focused on awareness and sales with substantial budgets. They offer the opportunity to reach large audiences and are suitable for major product launches or significant events. Mega influencers typically have well-established credibility and create high-quality, professional content.
Social media influencer political marketing is pivotal in shaping narratives and engaging with diverse voters. Political parties collaborate with influencers of different types based on their campaign goals and budgets. Nano and micro-influencers connect with local communities, while macro and mega-influencers spread messages to a vast audience. Social media influencers’ digital trust and belongingness with their audience compel politicians and political parties to visit them.
As the 2024 general election draws near, social media influencers are in high demand and are being actively pursued to target the country’s 692 million+ online population. The Bharatiya Janata Party (BJP) has organised meetings with influencers across various regions, recognising their role in the party’s success. Influencers, both big ones with millions of followers and smaller ones with specific audiences, are not only being pursued by the BJP but also by other political parties. These parties are ready to invest significantly to use their popularity for election campaigns.
Indian National Congress is not behind in this process. The party used them during the Bharat Jodo Yatra. Another big step was taken by former Rajasthan chief minister Ashok Gehlot who launched the ‘Jan Samman’ video contest aimed at promoting the government’s welfare schemes.
Also read: Questions Over Financing of Union Ministers’ Interviews With YouTube Influencers
This contest encouraged participants to create short videos highlighting the impact of various welfare initiatives. Contestants had to share 30 to 120-second videos on two social media platforms like Facebook, Twitter, Instagram, and YouTube with the hashtag #JanSammanJaiRajasthan. Winners were given cash prizes totalling Rs 2.75 lakhs. The scheme promoted youth and social media influencers to be aware of the state government’s work.
In the context of Indian elections, influencers, who serve as both entertainers and political commentators, wield significant influence in connecting with diverse audiences and shaping political perspectives. These influencers generate substantial income by endorsing political messages and sharing political content. However, the promotional activities conducted by them often lack complete transparency. Some influencers express apprehension about facing criticism or negative feedback from political parties.
It is imperative to establish mechanisms for ensuring the accountability of social media influencers in India. To make them more accountable, the country needs a multifaceted approach involving regulatory frameworks, self-regulation, and public awareness initiatives. The government needs to establish explicit guidelines and standards to ensure their ethical conduct.
Dr Nikhil Kumar Singhmar is an author and social media consultant in India. He holds a PhD in social media politics in India from Jawaharlal Nehru University. His areas of interest include the discourse and narrative analysis associated with social media, election strategies and data analysis. He is also the author of “Aam Aadmi Party: Vichardhara aur Delhi Model.”