Trump, Clinton boost Snapchat spending

Trump, Clinton boost Snapchat spending
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Hillary ClintonHillary Diane Rodham ClintonDOJ backs ex-Trump campaign aide Rick Gates's probation request The media have fallen out of love with Bernie, but have voters? Trump request for Ukrainian 'favor' tops notable quote list MORE and Donald TrumpDonald John TrumpSanders urges impeachment trial 'quickly' in the Senate US sending 20,000 troops to Europe for largest exercises since Cold War Barr criticizes FBI, says it's possible agents acted in 'bad faith' in Trump probe MORE are both ramping up their campaign spending on Snapchat, according to a report from Bloomberg.

Over the last month, the Clinton campaign has spent money on video ads with a targeted number of views on the platform, while the campaign of the Republican presidential nominee has paid for an interactive feature that asks users for their emails, an unnamed source told Bloomberg.


Both campaigns are familiar with the platform. Clinton, the Democratic presidential nominee, has a Snapchat account that she and her campaign post to directly. Her campaign and Trump's have also used geolocation tags in the past at rallies and events. This, however, is the first national push for ad buys on the app.

Snapchat has played an increasingly large role in politics since its rise over the past several years.

In June 2015, former Texas Gov. Rick Perry (R) posted to Snapchat announcing his campaign for president moments before an official event. In July 2015, Sen. Rand PaulRandal (Rand) Howard PaulPelosi gets standing ovation at Kennedy Center Honors Senate braces for brawl on Trump impeachment rules Trump's legal team huddles with Senate Republicans MORE (R-Ky.) became one of the first high-profile politicians to purchase political ads on Snapchat, during his presidential bid. Earlier that year, Paul was also one of the first politicians to conduct an interview over the platform.

The tool is a new way to reach out to younger voters who don’t watch conventional coverage of politics. According to a Nielsen Media Impact study posted on Snapchat’s website, the platform reaches 41 percent of all 18- to 34-year-olds in the United States on any given day. And according to a Journal of Media Literacy Education study, nearly one-third of all likely voters use Snapchat.

In some categories, Snapchat is starting to outpace conventional media. The company told Politico that almost twice as many voters watched a GOP debate’s live Snapchat story than on TV.

Metrics like this are making Snapchat increasingly important to voter outreach efforts in 2016, and in ways that weren’t previously anticipated.

"Most political professionals probably would not have predicted it even a year ago, but Snapchat has become a very effective strategy,” Dan Schnur, a professor at the University of Southern California and former political strategist, told Bloomberg. “Given the audiences’ increased preferences for video rather than text-based [content] and given the increased competition, Snapchat is very well-positioned to inject the voter message into the voters’ window of opportunity."