Facebook Continues Its Voter Registration Push

National consumer awareness campaign More Questions, More Answers kicked off Monday

Information about how to register to vote began showing up this past weekend atop the Facebook, Instagram and Messenger From Facebook apps Facebook
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Facebook CEO Mark Zuckerberg said in June that the social network’s goal was to register 4 million voters prior to November’s presidential election in the U.S. The company said Monday, on the eve of National Voter Registration Day, that it was up to 2.5 million, and it outlined steps it is taking to meet its target, including Monday’s kickoff of a national consumer awareness campaign.

The estimate of helping 2.5 million people register to vote was based on conversion rates from some of the states Facebook teamed up with, and it topped the roughly 2 million registrations apiece the social network tallied for the 2016 and 2018 elections.

Information about how to register to vote began showing up this past weekend atop the Facebook, Instagram and Messenger From Facebook applications, bringing users to the relevant page with their state’s official website or nonpartisan partner organizations where online voter registration is not available. Those notifications will continue appearing through Sept. 25.

National consumer awareness campaign More Questions, More Answers kicks off Monday on the Facebook platform, as well as audio (streaming and podcast host reads), broadcast television, cable TV, digital (homepage takeovers within lifestyle and news outlets), full episode players, online video platforms and radio.

The goal of the campaign is to encourage people to use the Voting Information Center on Facebook and Instagram so that they can make sure their vote is counted, and campaigns will be run on those two platforms, as well.

Facebook said More Questions, More Answers marks the first time the company is running a consumer marketing campaign across its company and apps, adding, “Our spot is a fast-paced journey through the voting process, which uses playful cinematography to portray everyday voters in a heroic, empowering light. While there may be questions in this election, there are many more determined Americans who are ready to do what it takes to make sure their voices are heard in 2020 and beyond.”

On National Voter Registration Day Tuesday at 8 a.m. PT/11 a.m. ET, one-hour Facebook Watch special Vote-a-Thon 2020 will be livestreamed on the Facebook App page.

Liza Koshy will host, and several celebrities and public figures are slated to participate in an effort to drive people to register and vote.

Vote-a-Thon 2020 will also feature human interest stories from communities across the country, putting the spotlight on “the unsung heroes of the election process.”

Top brass from Facebook will do their part in two Facebook Live videos.

Vice president of product and social impact Naomi Gleit will host a roundtable on the Facebook company page Monday at 9:35 a.m. PT/12:35 p.m. ET, along with Marcia Johnson-Blanco of the Lawyers’ Committee for Civil Rights Under Law and Clarissa Unger of the Students Learn Students Vote Coalition.

And Tuesday at 12:15 p.m. PT/3:15 p.m. ET, chief operating officer Sheryl Sandberg will go live on her page with Maria Teresa Kumar of Voto Latino.

Registration deadlines are being added to the Voting Information Center, along with an early voting feature with information about early voting polling locations, dates and hours.
People can also learn about vote-by-mail options in their states, request mail or absentee ballots (when available) and be informed about upcoming deadlines.

The Voting Information Center is now available in Arabic, English, French, Japanese, Korean, Mandarin, Portuguese, Russian, Spanish, Tagalog, Thai and Vietnamese.

The Instagram Register to Vote sticker has been used over 6 million times by nearly 1 million people, and new National Voter Registration Day stickers will be rolled out Tuesday.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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