Snapchat 2020 Election In-App Voter Registration Explained
Registering to vote can be exciting for some but mundane for others, but Snapchat is doing its part through in-app voter registration features to make civic duty in 2020 that much more convenient for everyone. For the app that keeps rolling out new features this is a significant one, as while online voter registration is already on the table for those casting ballots, Snapchat has access to a younger demographic and the kind of influence which could actually translate to convincing teens to take part in voting.
The app has been at this for some time, and its dedication to getting out the vote can be traced back as far as September of 2018 when it was announced that Snapchat supported registration. This isn't the only way the company branches out from the basic kit of sending and receiving multimedia with friends, offering other entertainment options accessible through the app, but it does have implications for the way that younger users both see voting and how that audience can be reached from within a medium that's important to them.
Axios reports that according to a spokesperson, four new features are coming in September for those over 18 to help drive voter registration using the Snapchat app. The Voter Registration mini is an outside-developer integration that allows the actual registration and provides a look at how many app users have already registered. The Voter Guide lays out resources to learn about subjects, such as mail-in voting, registration, and ballot education, partnering with groups like the NAACP, ACLU, BallotReady and more. The Before You Vote mini is a voter portal that also teaches on in-person and mail-in voting, while encouraging voters to make a voting plan. Lastly, the Voter Checklist available in the user profile acts as a helpful checklist for those registering to vote.
According to the same report, Snapchat managed to get 450,000 users registered to vote during the midterms in 2018, with later data showing half among them going on to cast ballots. In terms of the new attempt, Snapchat sent out a notification to users marking this week's anniversary of the Voting Rights Act, highlighting its outlawing of discriminatory practices, while also addressing that the fight for racial equality continues marching toward justice even now.
Other Snapchat minis can be requested through the Snapchat Early Access Program on the official website while awaiting the other features that are in the works. In the meantime, the tone Snapchat set isn't necessarily as interesting as the way it was set. The company did more than make an announcement encouraging the vote, instead going further to integrate these services into the app. Possibly because of the influence, app popularity, or accessibility, the company stated its interest in getting out the vote and what it's doing is working. As for whether others in the tech world can get out the vote using similar in-app features to Snapchat with success, that's worth watching.
Source: Axios