Evaluating the Effectiveness of Social Media Campaigns in Driving Awareness and Enrolment in PMKVY: Insights from a Pilot Study

India’s flagship skill development initiative, the Pradhan Mantri Kaushal Vikas Yojana (PMKVY),aims to equip youth with skills that enhance their employment opportunities and reduce unemployment. This study examines the comparative effectiveness of social media platforms (WhatsApp, Instagram, Facebook) and traditional media channels (television, radio, newspapers) in raising awareness and facilitating enrolment among youth beneficiaries. Data were collected from 350 respondents across five states using a structured questionnaire and were supplemented with focus group discussions. Key indicators assessed include exposure, awareness, credibility, message recall, and intention to enrol. The findings indicate that social media has surpassed traditional media in reach and engagement, particularly among urban and semi-urban youth. WhatsApp and Instagram emerged as the strongest drivers of awareness. However, traditional media—especially television—continues to rank highest in credibility. Regression analysis demonstrates that frequent social media exposure, combined with credible reinforcement through traditional channels, significantly predicts enrolment intention. The study highlights the need for integrated communication strategies that blend the wide reach of social media with the trustworthiness of traditional media. The findings provide actionable recommendations for policymakers, PMKVY officials, and development communicators on how to optimize multi-channel outreach for skill development initiatives. Keywords: Social media, traditional media, PMKVY, youth awareness, skill development, communication effectiveness