Political Engagement Insights from Snapchat Report

As the U.S. midterm elections approach in November, Snapchat is actively promoting its value for political advertisingby releasing a new report that explores civic engagement within the app and how it influences the voting decisions of its users.

This comprehensive study is based on a survey of over 1,000 Snapchat users aged 18 to 45, conducted by Alter Agents earlier this year.

The findings reveal that Snapchat users show a growing interest in civic activities and are increasingly responsive to in-app initiatives related to social causes.

According to Snap: “In a complex political landscape, Snapchatters are uniquely open-minded in their political approach, seeking out viewpoints before deciding how to vote and are willing to reconsider their positions.”

According to the report, a significant 78% of Snapchat users intend to participate in the upcoming midterm elections, making them 1.2 times more likely to vote compared to non-users.

Additionally, Snapchat users frequently turn to digital ads for information about candidates and their positions. Approximately 80% of respondents reported that political advertisements have introduced them to candidates and causes they were previously unaware of. 74% indicated that they are more inclined to research candidates after encountering ads on the platform.

Key insights from the data include:

• Sixty-six percent of Snapchatters actively seek out information on political and social issues through discussions within their close communities.
• Sixty-four percent of Snapchatters place greater trust in peer and community perspectives than in traditional news outlets.
• Eighty-three percent of Snapchatters are likely to engage with advertisements related to social causes, candidates, or voter initiatives, which is 1.4 times higher than those who do not use Snapchat.

Snapchat has long focused on enhancing civic engagement, previously participating in various outreach initiatives to motivate users to vote.

In 2018, Snapchat reported that it successfully encouraged over 450,000 individuals to register to vote. By 2020, that figure rose to 1.2 million due to targeted in-app prompts designed to spur voter participation.

This ability to engage younger, often first-time voters through a trustworthy platform enhances civic participation. Snapchat’s role in the electoral process is significant, and these findings underscore the platform’s potential to support political outreach effectively.