Peddling influence

January 25, 2024

NEW DELHI – Anew player has emerged on the Indian political scene, wielding considerable influence and reshaping traditional campaign dynamics ~ the social media influencer. There is a rising clout of social media Influencers in Indian politics and it calls for accountability on their part. The recent rendezvous between Prime Minister Narendra Modi and fitness influencer Ankit Baiyanpuria serves as a vivid illustration of the growing importance of these digital powerhouses in political campaigns.

Social media influencers, with their expansive reach and ability to engage diverse demographics, particularly the youth, have become indispensable in the realm of digital campaigning. Categorised as nano, micro, macro, and mega influencers based on their followers, these individuals play a pivotal role in image building, amplifying political messages, and shaping public opinion in real-time. As the 2024 general election looms large, political parties are actively courting influencers, recognising their role in shaping the narrative and influencing the over 692 million online population in the country. The BJP’s strategic meetings with influencers across regions signify a broader acknowledgment of their impact, with both major and minor influencers being pursued for their ability to connect with specific audiences.

The deployment of influencers in initiatives like the Bharat Jodo Yatra and the ‘Jan Samman’ video contest by the Congress underscores their role in engaging the youth. These influencers, serving as both entertainers and political commentators, bridge the gap between politicians and diverse audiences, contributing to a nuanced understanding of political perspectives. However, the growing influence of