Several social networks are taking on their democratic duty to get people to vote in November.
Today—on National Voter Registration Day—Instagram, Tumblr and Twitter have debuted in-house initiatives to get potential voters registered ahead of national, state and local elections happening in just a few weeks. (Today, Twitter also began running its own promoted #iRegistered hashtag as a way to get users to take a few minutes to register.)
From today through Sept. 30, Instagram users will see a sponsored post inside the app that if clicked on will direct them to the official U.S. voter registration website. The move is in large part directed at younger voters, which the company says make up around two-thirds of users who currently follow presidential candidate accounts.
"We love seeing the election conversation happening on Instagram," said John Tass-Parker, Instagram's politics and government outreach manager. "We also look forward to the community using their voice on the biggest platform—Election Day—and it starts with registering to vote."
Along with voter registration ads, Instagram also plans to partner with the multiple TV networks that target younger voters. The app is partnering with CBS News for live debate coverage through Instagram Stories, focused on millennials. With CNN, Instagram is launching a #MYVote campaign and projection tour to better understand what motivates young voters.
For its initiative, Tumblr users will see a new switch on their dashboard, which will direct those who click on it to register to vote through the national voter registration website. The feature ends at 11 p.m. today. According to a staff blog post on Tumblr's website, only 42 percent of eligible voters between the ages of 18 and 29 voted in the last election.
"What's at stake? Oh, just gun violence, racial justice, the Supreme Court, education, a living wage, health care, clean water, immigration, the war on drugs, legal weed, access to abortion, national security, the gender gap, trans rights, LGBTQ+ rights, and the right to love who you love."
Instagram and Tumblr aren't the only two putting their millennial muscle behind promoting voter registration. Last week, both Google and Snapchat launched their own campaigns featuring a string of celebrities.
According to TurboVote, a nonprofit campaign aimed at increasing voter turnout, it only takes one minute to register. (Today, YouTube began running short 1:34 videos to show how quick the process can be.)