The White House joins Snapchat to connect with millennials

The White House has joined Snapchat with the intent of sharing its ‘Stories’ on a daily basis with the American people.

Taking control of the ‘whitehouse’ user name, Joshua Miller, director of product management for the White House, claimed the platform will help staff engage with a “broad cross-section of the population in new and creative ways."

He said: “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."

The channel, which launched its first story on Monday morning, featuring the Oval Office, looks to offer “behind the scenes… footage and angles you won’t find anywhere else” of the government in action.

Over 60 percent of American smartphone users between the ages of 13 and 34 use the Snapchat, making it an important platform for the POTUS to maintain a presence on.

The digital out-reach builds upon president Obama’s presence on Facebook and Twitter with the White House looking to connect with some of Snapchat’s 100m strong userbase.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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