Challenge

The government’s social media and public relations teams faced mounting challenges in keeping the public consistently informed. While dedicated teams worked hard to share timely updates, gaps in training and evolving industry standards limited their ability to fully engage audiences. Additionally, outreach efforts could be siloed across departments, leading to missed opportunities for collaboration and message amplification. Leaders recognized the potential to enhance how updates and announcements were delivered to communities throughout the state.

Solution

The Government of Telangana decided to uplevel their communications and strengthen audience interest by harnessing the power of video. Recognizing that short-form video is today’s most widely consumed format online, the government selected Reels on Facebook and Instagram to maximize reach and engagement with citizens.

Drawing on best practices, the teams created fresh, attention-grabbing videos that were informative, enjoyable to watch and easy to share. They used a variety of tools such as text overlays, filters and effects to elevate the viewer experience and boost the videos’ effectiveness. The social media managers also took advantage of a built-in keyword-blocking feature by Facebook to help prevent trolling, abuse and harassment — enhancing the government’s reputation with its constituents.

The Government of Telangana used reels to support the state’s e-governance goals by promoting the launch of a new initiative. The digital kiosk program is a major initiative aimed at reducing reliance on in-person government office visits by enabling citizens to access 10 essential services, such as birth and death certificates, water and electricity bill payments, and the reissuance of community and income certificates. Equipped with advanced features like QR code-based payments, the kiosks ensure contactless, transparent and accessible services.