While it was Facebook that influenced the US Elections in 2016, in 2020 the mantle has been taken up by Snapchat.
Entrepreneurs, companies, models, sportspersons and above all politicians through their rhetoric speeches and articles are trying to persuade people for their vote and support. While it was Facebook that influenced the US Elections in 2016, in 2020 the mantle has been taken up by SnapChat.
In 2018 the US political ad spending on Snapchat amounted to $594,324 and in 2019 crossed $609,049.
Although these are incomes that an online website earned by providing impetus in ways for the leaders to reach the common man. But it also comprises a giant bushel of campaign budgets.
The US President Trump, who is leading the list of leader spending prior to US general elections amounting to $26.2 million out of which $40,000 on Snapchat. Similarly, Beto O’Rourke and Elizabeth Warren have spent around $41,000 and $19,000 on Snapchat respectively.
Snapchat is proving itself preeminent. Recently, the social media platform released its political ad spending data prior to the US 2020 election, i.e., it has released ad archives (for both 2018 and 2019) in its website displaying its political ad campaigns along with the names of the person who launched the ad.
The public around the globe can view the details of the person launching the ad. This is something a standard company never dare to share but to compete in the market with the social media giants it has done it. According to the Snapchat official, these ads include information regarding education, abortion, guns, environment, discrimination, immigration, and other current issues ahead of the elections.
The Transparency Factor
This transparency is providing a platform for the company to come along with its competitors like Facebook and Twitter that already launched its own ad archives last year. These ad disclosure efforts came in the wake of the 2016 US elections when Russia’s linked ads allegedly surface related to misinformation.
This forced the US lawmakers to adopt more transparency from the tech platforms. Prior to the US 2020 election, Snapchat launched a political news channel “Good Luck America” that is telecasting daily and to be hosted by Peter Hamby (former CNN correspondent).
Countries with chunks of political ad campaigns on Snapchat
In 2018 the US political ad spending amounted to $594,324 and in 2019 $609,049. Likewise, Canada which is readying itself for polls in October 2019 spent $469,766. The next three include Australia, Norway, and France at around $217,153, $188,639, and $96,940, respectively.
The Hot mess that is the UK with a no-deal Brexit and snap elections on the cards, spent around $89,366 on Snapchat ads in 2019. Germany follows filling up the top seven slots with a spend of $29,493.
Top political advertisers spending on Snapchat in US 2020
In this contemporary world, online trends and social media platforms are playing an influential, imperative and exigent role in everyone’s life. They are also the forums for eye-opening discussions on debates and exemplifying different ideas.
The top 10 political advertisers pouring dollars on Snapchat are dominated by Democratic groups and candidates. The data is from reports by groups or committees on federal spending to the US FEC (Federal Election Commission). However, there’s a Republican exception in the form of US President Trump.
The Focus shifts from Facebook to Snapchat
Facebook was no doubt influential in the last elections when President Trump defeated Hillary Clinton. However, the social media giant came under the wrong spotlight with the Cambridge Analytica scandal that marred its trustworthiness and in part the interest of political hopefuls to leverage it.
Snapchat, on the other hand, is today the go-to social media for millennials. The number of Snapchat users in the US from 2017 to 2023 as expected which definitely going to play a vital role in the upcoming 2020 US elections.
This has made it the ideal spot to reach out to the young population which makes up a sizable amount of the US voter base in 2020. However, there is also close monitoring and vigilance to ensure a similar scandal doesn’t surface in the aftermath of the Presidential elections.