Joshua Miller, the White House’s director of product management, announced the new account of WhiteHouse in a blog post, saying it was another way for people to engage with their government. “This is it”, the president says in a promotional video released by the White House. Snapchat users can add the profile in their apps to check out the Presidential residence’s official story which starts off tomorrow by providing a behind the scenes look at the White House’s preparations for President Obama’s final State of the Union address.
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While Stories posted to the president’s account will disappear after 24 hours from Snapchat, they’ll be preserved by the White House.
Also, when it comes to live events like SOTU, Snapchat has become the place to score a behind-the-scenes vantage point.
That’s right, alongside your friend’s Snapchat stories, you’ll now be able to view stories from the White House administration. The White House is active on Facebook, Twitter, Tumblr, Periscope and has posted major announcements on Medium.
The decision to join Snapchat is just the latest example of the Obama administration embracing varied media platforms in order to gets its message out, particularly to young people.
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Part of its appeal is the younger skew of its user base: if you know a millennial, they are probably on Snapchat, allowing campaigns to check a box in their efforts to reach a key political demographic.
