Snapchat is appealing to young voters the only way it knows how: through their phones.
The social media app is pushing its millennial users to the polls with a special initiative in honor of National Voter Registration Day that allows them to register directly through the app.
All of Snapchat’s users above the age of 18 – which is 80% of them – were greeted Tuesday with a special tab on their user profile page exclaiming, “Register to vote!”
Clicking the link brings the potential voters to a TurboVote site custom-made for Snapchat in which any user of age can sign up to cast their ballot ahead of the 2018 midterm elections.
And that’s not all – the users were also sent a video from Team Snapchat reminding that just how easy registering to vote is.
“Do you know what takes longer than registering to vote? Opening up your locker. Tying your shoes. Walking your dog. Ordering a cup of coffee. Brushing your teeth takes longer than registering to vote,” the video says.
The push will also be available in Spanish, and users can expect to see voting-themed filters to accompany their selfies, Snapchat said.
The company, which launched in 2011, had previously flirted with registration pushes in 2016 with targeted ads and creative tools, but this is the first time users have been given the option to actually sign up.
Voter registration has been on the rise among the younger generation, with 1.1% more of 18-29 year-olds voting in the 2016 election than in 2012, according to the U.S. Census Bureau.
But that rise doesn’t exactly extend to midterm elections – only 17.1% of 18-24 year-olds voted in 2014, according to a Tufts University study.
Snapchat isn’t the only social media platform to use its influence for good among its massive audience (and it is massive — the app reaches 100 million users daily in the U.S. and Canada).
Instagram also has plans to run sponsored, nonpartisan ads powered by TurboVote pushing for voter registration.
And it seems the efforts aren’t in vain – Facebook broadcast a similar message in 2010 by placing a banner atop its site urging users to vote.