The White House has joined Snapchat, apparently unaware that Peach is the new social media craze.
In addition to having a presence on Instagram and Facebook, the White House says in a blog post that Snapchat’s 100 million active daily users — 60 percent of them are between 13 and 34 years old — is an ideal platform for it to share news in “new and creative ways.”
First-ever snap from the Oval Office, from whitehouse on Snapchat pic.twitter.com/qn4cUpArhE
— Peter Hamby (@PeterHamby) January 11, 2016
Those so-called new and creative ways leave something to be desired. The White House’s first snap (username: WhiteHouse) added to its story is a wobbly video panning out from a bowl of apples (?) revealing an empty Oval Office. Well, at least there was an emoji.
Snapchat is the latest platform to be added to the White House’s social media arsenal, along with a presence on the usuals, like Facebook, Instagram and Twitter, where it has a better grasp on how things work.
It’s the latest sign that Snapchat is shifting from being quirky to more mainstream as it broadens its appeal to become profitable. The White House’s addition to Snapchat has some of its loyal users worried that it’s no longer cool:
The @WhiteHouse is hip and with it now that it has a @Snapchat channel. In other news, mass exodus of millennials from snapchat…
— Calvin Men (@CalvinMenAtWork) January 11, 2016
The move comes a day before President Obama’s final State of the Union. Yesterday, The White House said that in addition to YouTube, the speech will be streamed on Amazon for free. Presumably, snippets of the speech will be shared on Snapchat.
As for Peach, we’ve requested someone named the “WhiteHouse” but haven’t yet been approved to follow them. Hmm.
Photos via White House/Flickr.
Spotify cancels six true crime podcasts amid layoffs, Gimlet-Parcast merger
Spotify is canceling six shows and laying off 200 people as it merges its Gimlet and Parcast units to push its podcast business towards profitability.
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.