DCCC Presence On Social Media Platform Adds to Ways House Democratic Campaign Arm Is Connecting With Young Voters in 2020
Today, House Democrats’ campaign arm launched its brand-new Snapchat channel (handle: democrats). The DCCC’s presence on the social media platform, known for its politically-engaged and young audience, builds on the committee’s robust digital strategy to engage the growing audience of Millennial and Gen Z voters across the United States this year.
From day one, the DCCC’s Snapchat will feature bilingual video content in English and Spanish that highlights the real results House Democrats are delivering for their constituents – including members of the DCCC’s Frontline Program. The channel will also highlight the DCCC’s Red to Blue candidates who are running strong campaigns to flip seats across the House battlefield.
Weekly series such as “Race of the Week” and “DCCC on the Issues” will help candidates tell their stories to young voters and discuss how issues facing this key voter bloc are on the ballot in November. Additionally, the DCCC will utilize its audience reach on Snapchat to mobilize grassroots volunteers on our March Forward 2020 Virtual Action Center, where Democrats have already recruited 40,000 volunteers for congressional campaigns. The DCCC will also cross-promote its new channel on Facebook, Instagram, and Twitter, where the committee has already made over 380 million impressions in the 2020 election cycle.
WATCH: DCCC Snapchat Launch Video
The DCCC is also proud to partner with Snapchat as this platform is a leader among social media platforms in its counter-disinformation and cybersecurity work. Snapchat uses human review to fact check all political ads on the platform, implementing policies to make it clear that misleading or deceptive political ads are strictly prohibited.
Our committee also commends Snapchat on taking a proactive approach to combating misleading content on its content platform, Discover. Snapchat’s guidelines to prohibit users and partners from sharing content that deceives or deliberately spreads false information that causes harm is a model for building and maintaining responsible social networks in our ever-evolving, technology-driven world. American voters are safer and our campaigns are more secure because of Snapchat’s strong commitment to protect against the spread of disinformation.
Statement from DCCC Chairwoman Cheri Bustos:
“House Democrats are leaving no stone unturned to reach voters from all walks of life and in every corner of the country. The DCCC will continue to aggressively pursue forward-thinking digital strategies to engage with American voters online and across several social media platforms, including Snapchat, Facebook, Instagram, Twitter, and YouTube. We know how important engaging young voters will be for Democratic success in 2020, and the DCCC’s Snapchat adds another tool for our work to protect and expand the House Majority.”
About Snapchat:
- Snapchat’s audience is growing, and larger than ever (CNBC)
- 229 million people use Snapchat every day around the world to talk with their close friends.
- In the U.S. Snapchat reaches 75% of 13-34 year olds — that’s more than Instagram or Facebook.
- More than half of the U.S. Gen Z population is watching news content on Discover, the section of Snapchat where posts from politicians appear.
- On Democratic debate nights during the recent primary season, Snapchat consistently drove age 18-34 viewership of its Debate Night channels that exceeded age 18-34 broadcast network viewership of the same events.
- Snapchat’s audience is politically engaged and old enough to vote (NYT, Mashable):
- Approximately 82% of Snapchatters in the United States are 18+.
- 300-500k Snapchatters turn 18 every single month — and we send them voter reg tools as a birthday present (Bloomberg)
- Snapchat played a role in the midterm Gen Z voter turnout surge:
- Snapchat helped over 450,000 U.S. users register to vote (Axios).
- 57% were aged 18-24, an extremely difficult to reach and register audience.
- Snapchat helped over 1.4 million users find their polling location ahead of election day — we partner with Ballot Ready, as do the other large platforms, and we contributed 40% of their traffic on Election Day (Axios).
- Millenials are aging up: there are 20 million parents on Snapchat (Oracle Data Cloud).
- Time spent watching Snapchat Discover shows doubled year-over-year (Q1 2020), while traditional TV viewership declined deeply for all under 50.
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