SRINAGAR, August 3, 2025 : Security agencies in Kashmir have unearthed a concerning trend where some young social media users are glorifying separatist and terrorist figures—not out of ideological allegiance, but to build a follower base and generate income through digital monetisation.
According to officials, the Srinagar police uncovered this strategy while monitoring online platforms for radical content. Several youths operating such accounts were recently detained, and during questioning, they allegedly confessed to using provocative imagery—particularly visuals of slain Hizbul Mujahideen terrorist Burhan Wani—as part of a deliberate tactic to grow their online reach.
Once these accounts gained traction—especially with audiences from across the border and overseas—the controversial posts were often deleted or replaced with scenic images, such as Kashmiri landscapes or Chinar trees, to soften the content and maintain platform compliance while retaining their following.
“This is engagement farming,” an official said. “They exploit sensitive themes to gain popularity, and once their accounts are monetisable, they shift to brand promotions and influencer content.”
Officials added that this trend blurs the line between ideological extremism and opportunistic social media marketing. While the content appears politically charged, the underlying motivation is often financial.
Police said they are increasing digital surveillance and cracking down on accounts exploiting conflict imagery for personal profit. At the same time, counselling and community outreach remain a focus. Recently, seven minors detained for such activities were released after counselling sessions held in the presence of their parents.
“This isn’t just about ideology anymore,” said an officer involved in the investigation. “It’s about digital currency—followers, views, and ad revenue.”
The monetisation model on platforms like Instagram, Facebook, and YouTube has become a powerful lure. Influencers typically earn through a mix of brand endorsements, ad revenue, and subscriptions. However, the process remains opaque. Two influencers, speaking anonymously, described the revenue-sharing system as inconsistent and unclear, even for verified accounts.
On some platforms, content creators are required to meet high engagement thresholds—such as 10,000 followers and 1,000 minutes of watched content in 60 days—before earning eligibility.
In this volatile digital landscape, officials warn that young Kashmiris may be drawn into using radical symbolism not for political reasons, but simply to meet the metrics needed to monetise.
“This emerging pattern reflects a deeper challenge,” an official noted. “When ideology becomes a means to an economic end, the threat becomes more complex—and so must our response.”
