PATNA, Aug. 21 -- Bihar's social media influencers and online content creators producing videos on state government schemes and programmes will get better payouts under the amended social media advertising rules, according to a notification issued on Thursday, officials said. Under the amended rules, social media content creators will now be eligible for performance-linked payments, with Rs.10,000 payable for every one lakh views after a video completes 30 days. The amendments were cleared by the state cabinet chaired by chief minister Samrat Choudhary on Wednesday. The amended rules provide for Rs.10,000 for every additional one lakh views recorded after the completion of 30 days of a video's performance capped at a maximum of Rs.1.20 lakh per video. The proposal also revises the maximum payment ceilings across four categories. The maximum amount payable per video will be Rs.1.20 lakh for category A, Rs.1.10 lakh for category B, Rs.1 lakh for category C and Rs.90,000 for category D. The monetary incentive has been enhanced by Rs.20,000 in each category, officials said. The amendments also remove certain earlier minimum-view conditions linked to payment eligibility, thereby simplifying the performance-based payment mechanism. The Bihar Social Media and Other Online Media (Amendment) Rules, 2026, seek to make the existing 2024 framework more responsive to the rapidly expanding digital media ecosystem and introduce a mechanism for payments based on the performance of social media posts and videos. The revised rules introduce three new provisions - rules 14(A), 14(B) and 14(C). Under rule 14(A), the department will verify the follower strength of listed social media handles, pages and channels every six months. Rule 14(B) allows reputed but unlisted social media influencers to be considered for government advertising in special circumstances, based on their subscriber or follower base and subject to prescribed criteria. "There are around 170 social media content creators empanelled with Bihar's information and public relations department. Even those not empaneled will now be eligible for the incentive. However, they will require a recommendation from the departmental committee and approval from the additional chief secretary, principal secretary or the secretary concerned," said an official familiar with the matter. Rule 14(C) provides for clarification, with the permission of the departmental minister, in cases where there is ambiguity or doubt over the interpretation of any provision of the rules. The amendments are intended to make the 2024 rules more practical and effective while expanding the government's ability to use digital platforms for publicity of welfare schemes and programmes, officials said. The framework will continue to retain departmental scrutiny over government advertising....