Prime Minister Narendra Modi met social media fitness influencer Ankit Baiyanpuria on October 2, 2023, during the ‘Swachhata Hi Seva’ campaign. He posted a video of their participation on X (formerly Twitter), highlighting the importance of blending fitness and well-being with cleanliness. The meeting underscores the crucial role of social media influencers in Indian elections, as they have the ability to reach diverse demographics, engage with voters, and shape public opinions.
Social media influencers are individuals who have the ability to influence their audience toward purchasing the products or services they endorse. They are categorized based on the number of followers they have, including nano, micro, macro, and mega influencers. Each category offers different levels of engagement, reach, and cost-effectiveness, making them suitable for various types of campaigns.
Political parties in India are increasingly collaborating with influencers to shape narratives and engage with voters. With the 2024 general election approaching, there is high demand for influencers, and parties are actively pursuing them to target the country’s online population. The Bharatiya Janata Party (BJP) has organized meetings with influencers across various regions, recognizing their role in the party’s success, while Indian National Congress is also using influencers in their campaigns.
Influencers have been used in various political campaigns, including the Bharat Jodo Yatra and the ‘Jan Samman’ video contest launched by former Rajasthan Chief Minister Ashok Gehlot. The contest aimed to promote the government’s welfare schemes and encouraged participants to create short videos highlighting their impact. This demonstrates the significant role that influencers play in promoting political messages and engaging with diverse audiences.
However, the promotional activities conducted by influencers often lack complete transparency, and some express apprehension about facing criticism or negative feedback from political parties. This calls for the establishment of mechanisms to ensure the accountability of social media influencers in India. A multifaceted approach involving regulatory frameworks, self-regulation, and public awareness initiatives is needed to make influencers more accountable and ensure their ethical conduct.
Dr. Nikhil Kumar Singhmar, an author and social media consultant in India, emphasizes the need for explicit guidelines and standards to ensure the ethical conduct of social media influencers. His areas of interest include social media discourse and narrative analysis, election strategies, and data analysis.
In conclusion, social media influencers play a significant role in shaping political narratives, engaging with diverse audiences, and promoting political messages in India. Their influence is particularly crucial in the context of elections, as they have the ability to reach and engage with large numbers of voters. It is important to establish mechanisms for ensuring their accountability and ethical conduct, in order to maintain transparency and integrity in political campaigning.