Snapchat joins campaign to reach young voters

The popular social media app has weighed into politics as the Australian federal election looms ever closer.

More than ever before, young Australians are being encouraged to get involved in the upcoming Federal Election, and now Snapchat Australia has joined in the call.

The social media platform launched its partnership with Australian Electoral Commission (AEC) last week, sharing its own resources designed to encourage Gen Z users to get educated about the election on May 21, and enrol to vote.

Snapchat Australia partnered with AEC to encourage Gen Z to vote. Picture: Snapchat / AEC

“We reach millions of young Australians every day on Snapchat, many of whom are politically engaged but voting for the first time,” Kathryn Carter, Snap Inc. APAC general manager, said in a statement.

“Tapping into the educational capabilities of AR and making content highly shareable, the campaign has been designed to share with friends so Snapchatters can encourage one another to get involved and start a discussion about the upcoming election,” she continued.

Among the features being used are an educational Quiz Lens to help users discover voting age requirements and check their enrolment status, an election sticker pack, and in-app video series explaining the enrolment and voting process and a national filter with ‘My vote will help shape Australia’.

Record-breaking enrolment numbers were seen in Australia last week.

“It’s been great working with Snapchat to create fun and engaging content that will establish voting as a rite of passage,” said AEC spokesperson Evan Ekin-Smyth.

“The AEC wants to help young people enrol and learn how to vote correctly, so this becomes a lifelong habit that will have a positive impact on themselves, their friends, families and communities. I encourage all Snapchat users to check out our Federal Election content and make their vote count in 2022”.

The partnership was introduced as only 85 per cent of Australians between 18 and 24 are registered to vote.

The campaign seems to be making an impact — as part of a wider AEC campaign to get Australians enrolling to vote — as a record-breaking 214,000 people enrol to vote on April 18.