Snapchat has no proven track record in election advertising. It shares only limited data about its audience, and caters mainly to a demographic that hasn’t traditionally turned out in big numbers to vote. That’s not stopping political campaigns from devoting more ad dollars to reach the millions of millennials who spend hours every week on the social-media app.
Democratic presidential candidate Hillary Clinton and her Republican rival Donald Trump have both stepped up their spending on Snapchat in the past month, according to a person familiar with the matter. The Clinton campaign is buying video ads with a targeted number of views by Snapchat’s audience, while Trump is running an interactive ad seeking users’ e-mail addresses, said the person, who asked not to be named because the details aren’t public. Both campaigns have used Snapchat’s geographic photo-filter tools in the past at political rallies, but this is their first significant national advertising spend on the platform.
Though it started as an app for sending silly disappearing selfies, Snapchat has evolved into a legitimate news platform, now counting more than 150 million daily users, some three-fourths of whom fall into the coveted 18-31 age-group demographic. According to Nielsen Ratings, on any given day Snapchat reaches 41 percent of 18- to 34-year-olds in the U.S. More millennials watched the election’s early debates on Snapchat than on TV.
Source: Bloomberg Technology