The Hillary Clinton campaign is killing it on Snapchat. For several months, I have followed both Hillary Clinton and the Trump campaign on the app. I saw fewer than half a dozen snaps from the latter and dozens from the former.
What is the value to the campaign?
Perspective: The Clinton campaign uses Snapchat to show behind the scenes snaps, giving followers off-stage and pre-speech exclusives. This is much more interesting than watching the televised recaps on Fox News, MSNBC, and CNN each night.
Demographics: According to Comscore, Snapchat’s year-over-year growth among users over 35% increased 84%. Additionally, younger and older voting age millennials (b. 1980-2000) are spending more time on the app and its audience is growing faster than on Instagram. (More on Snapchat’s strategy and growth compared to Instagram)
Activation: It is important to show up where voters spend meaningful time and do not expect to see you because it suggests you care and understand them. By giving good content, voters can relate more to “millionaires and billionaires” which will increase voter turnout.
On August 10, 2015, Hillary Clinton joined Snapchat. Here are three snaps from the July campaign trail and this week’s Democratic National Convention.
- The story is bigger than Her
2. User Generated Humor
3. Capturing Key Moments
Thanks, Gary Vaynerchuk, for continuing to beat the Snapchat drum and inspiring this post!