Snapchat Turned to ‘Deep Integration’ for its National Voter Registration Day Efforts

The messaging app teamed up with TurboVote

Snapchat is sending a message on National Voter Registration Day Snapchat
Headshot of David Cohen

While Snapchat is often viewed as the platform of choice for teens, 80 percent of the messaging application’s users in the U.S. are actually of voting age, so the company teamed up with nonprofit, nonpartisan organization TurboVote to encourage those people to get to the polls.

Snapchat marked National Voter Registration Day Tuesday by announcing the integration of voter registration into its app for all U.S. users 18 and over, including a custom text and video message containing a link that enables them to easily register if they haven’t already.

Snapchat users 18 and up in the U.S. began seeing this video Tuesday

The link takes people to this page, powered by TurboVote, where they can sign up for election reminders, register to vote and apply for absentee ballots.

Snap Inc. said that while it ran targeted ads and offered creative tools for the 2016 U.S. election, this marks the first time it ventured into deep product integration, with an eye toward the high traffic seen by users’ profile pages.

The integration has been in testing with “a few million users” since last week.

A new national filter is now available on Snapchat to raise awareness around National Voter Registration Day, and users can swipe up to register via TurboVote.

Snap added that its video, creative tools and TurboVote site will all be available in Spanish, as well.

Snapchat Discover partners including The Washington Post, NowThis, Mic, Vice, Refinery29, Mitu, Cheddar and Good Luck America will also have the capability of enabling users to swipe up and access the TurboVote page without leaving the app.

And the company’s news team will prompt users to discuss which issues are of the most importance to them in the run-up to Election Day, Nov. 6, to help craft Snapchat’s Our Stories coverage.

Snap global head of public policy Jennifer Stout said, “We’re working hard at Snap to engage, inspire and register eligible voters this election season through creative, product-driven launches. Voting is one of the most important forms of self-expression we have, and we’re committed to empowering our community to register and vote for their chosen representatives.”

TurboVote is involved in similar initiatives with Twitter, Facebook and Instagram. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: September 25, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT