White House joins Snapchat

White House, Snapchat
Snapchat

The White House is launching an official Snapchat account one day before President Obama’s final State of the Union address.

The Obama administration will appear under the username “WhiteHouse,” according to a Monday blog post announcing its debut on the social media platform.

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“At the White House, our digital strategy centers around meeting people where they are,” said Joshua Miller, the White House’s director of product management.

“This decentralized approach, in response to the proliferation of social media, aims to provide the American people with a multitude of ways to engage their government. Today, we’re excited to announce that this push is continuing with the debut of the White House’s official story on Snapchat.”

Miller cited the popularity of Snapchat as a key factor in the administration’s decision.

“There are over 100 million daily active Snapchat users, and over 60 percent of American smartphone users between the ages of 13 and 34 use the platform,” he wrote.

“In light of the number of Americans who use the service to consume news and share with their friends, the White House is joining Snapchat to engage this broad cross-section of the population in new and exciting ways,” Miller added.

“Tomorrow, our official story will take you behind the scenes of the White House’s State of the Union preparations with footage and angles you won’t find anywhere else.”

Obama has become an active figure on social media, boasting 5.8 million followers on Twitter and over 1.4 million likes on Facebook.

Snapchat is unique, however, because its posts are only temporarily available before disappearing.

The White House said Monday that it does not foresee any problems in preserving administration content on the social media platform.

“With Snapchat as with other social accounts, we’ll be fully compliant with [Public Records Act] requirements, saving and preserving snaps for archives,” a White House official told BuzzFeed.

“Occasionally that content may find its way onto other platforms, but you shouldn’t expect all of the Snapchat content to live somewhere on our website. Stay tuned for the president’s participation down the line."

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