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Tags: Trump Administration | Snapchat | social media | campaign messaging

Snapchat Emerges As Key Portal for 2016 Messaging

Snapchat Emerges As Key Portal for 2016 Messaging
(Gary Arbach/Dreamstime)

By    |   Monday, 04 May 2015 10:14 AM

Snapchat may be the hot communications tool for politicos running for election in 2016, The New York Times reports.

The smartphone app has vaulted into newfound popularity and has hired a political editor, Peter Hamby, from the ranks of CNN, all in anticipation of offering original content to its 100 million youthful users, the Times said of the trend.

With news consumption moving ever-more toward mobile devices, Snapchat offers an emergent platform for social media messages from campaigns. In other words, use of it attempts to hit a younger generation of voters where they live, the Times noted.

"There is no harder riddle to solve in politics than reaching young Americans who are very interested in the future of their country but don't engage with traditional news," Dan Pfeiffer, a former senior adviser to President Barack Obama, told the Times' Jonathan Mahler via email.

"Snapchat may have just made it a whole lot easier to solve this riddle," Pfeiffer told the Times.

In January, Snapchat announced that news content would be more accessible through its "Discover" option, NPR reported of its expansion into more than simply social connections.

"Discover" is tailored to the mobile consumption habits of younger users, offering text, photo, and video "editions" from 12 media companies, counting Snapchat's new media content wing, NPR noted. Those editions get refreshed every 24 hours, offering viewers a roundup of news at their fingertips, as easy as sharing a photo, NPR noted.

"The difference is that instead of posting all the stories written that day, each organization picks around six or seven to be featured in a given edition," NPR wrote.

Wired magazine said Snapchat's goal was to "hook a new, younger audience that doesn't often connect with traditional media." It is working with such media companies as CNN, Discover, and National Geographic to offer its content.

Noted Snapchat in a blogpost: "Social media companies tell us what to read based on what's most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what's important."

It added: "All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising."

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Politics
Snapchat may be the hot communications tool for politicos running for election in 2016, The New York Times reports.
Snapchat, social media, campaign messaging
390
2015-14-04
Monday, 04 May 2015 10:14 AM
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