Snapchat reminds Scottish voters to register to vote

With council elections due to be held throughout Scotland next month, steps are being taken to ensure that as many people as possible are registered to vote. The Electoral Commission has turned to Snapchat to remind people to register ahead of the cut-off deadline next week.

Using social media tools as election reminders is not a new tactic -- Facebook has been used for some time -- but in using Snapchat, an entirely different section of voters is being targeted. This is the first time 16- and 17-year olds will be eligible to vote in Scottish council elections, and Snapchat seems like the sensible way to connect with late-millennials.

While this is the first time the voting age has been so low, it is already known that younger people are far less likely to bother to register to vote in the first place. It is hoped that by connecting with would-be voters through channels they're familiar with, they are more likely to follow through.

The head of the Electoral Commission in Scotland, Andy O'Neill, said:

Working with Snapchat gives us a fantastic opportunity to reach a typically under-registered audience and let young people in Scotland know that they can use their voice in these elections. However, they need to be registered by 17 April. It only takes a few minutes to register at http://www.gov.uk/register-to-vote.

The registration reminder uses a filter to target Snapchat users in Scotland, and the campaign will also operate on Facebook and Twitter.

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