Snap, the company behind the popular social media app Snapchat, is planning a major push to register first-time voters within its app and to guide them through the ballot process ahead of the election on November 3.
Beginning in early September, the app, which is popular with young smartphone users, will introduce a new tool in partnership with TurboVote that allows users to register from within their Snap account with a streamlined set of prompts. The process is intended to eliminate the more complex process of having to go to the website of TurboVote and other registration sites.
The company will also promote a voter guide for users searching for terms associated with voting and the election. The guide will contain content from partners like the National Association for the Advancement of Colored People, the American Civil Liberties Union, and the Latino Community Foundation. Also starting in September, the N.A.A.C.P. and other partners will begin to flood Snap with short videos, postcards and pithy guides to information around policies promoted by candidates.
In 2018, Snap conducted a similar voter campaign and helped direct more than 400,000 young voters to register for the first time. An estimated 15 million Americans have turned 18 since the last presidential election.
“That voting bloc has as much to gain and much to lose if the election doesn’t turn out to their advantage,” said Jamal Watkins, a vice president of civic engagement for the N.A.A.C.P.