Commentary

Snapchat, And Millennial Marketers Are Changing The Political Game

Capturing the youth vote can make the difference in a candidate’s victory or defeat. Historically, 18-29-year olds have performed below expectations. In 2018, voter registration has skyrocketed. The question is whether the actual number of votes cast by 18-29 year-olds will match this expectation.  The initial signs are promising. According to The Institute of Politics at Harvard Kennedy School, the demographic comprised of Gen Z and millennials will be making it to the polls in high numbers this midterm election; especially in comparison to only 17.1% of 18-24-year-olds who voted in the 2014 midterms. In their latest survey, they found that 40% report they will "definitely vote" with student debt elimination, affordable health care and the labor economy driving interest.In this current divisive political atmosphere, celebrities, brands, and political campaigns have all galvanized voters to register for the midterm elections. They’ve utilized millennial marketing tactics to make registration easier for digital natives. Here are three ways that marketing and community engagement activations have led to this historical voter registration.
Influencers encouraged their communities.Celebrities have always had a voice in politics. Now with the rise of social media, it is easier than ever to encourage action by leveraging content and communities. This was most noticeable when Taylor Swift claimed her political voice. She posted her viewpoints to her 112 million Instagram followers and directed them to Vote.org which received400,000 new registrations nationwide for people under the age of 30 in 72 hours.Kamari Guthrie, Director of Communications at Vote.org, elaborates on this historical moment: “Taylor had such an impact because her message was genuine and heartfelt. When fans see their role models engage on important issues, they follow suit. Influencer marketing, from both sides of the aisle, has become a power for good this political season.”

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