Inspiring younger folks to register to vote is nothing new in 2020 — however the velocity with which audiences are responding to influencers’ calls to motion is breaking data.
A photograph posted Sept. 29 to Instagram by YouTube star David Dobrik confirmed the 24-year-old standing in entrance of a set of 5 white Teslas adorned with vibrant purple bows. The caption: “Hello!! HeadCount and I are gifting away 5 Teslas to you guys!! All you must do is share this to your story, tag a good friend within the feedback and ensure you’re good to vote at my hyperlink in bio!! Winners will likely be introduced Monday. Good luck!”
The submit, a part of HeadCount’s #GoodToVote marketing campaign, earned hundreds of thousands of likes and greater than 1.8 million feedback — and, in keeping with HeadCount, crashed its voter registration web page, with greater than 100,000 new voter registrations in a 24-hour interval.
“I spend lots of time at YouTube making an attempt to grasp what builds an viewers – what will get views, what will increase subscribers, what drives watch time,” stated Ben Relles, Head of Innovation for YouTube Originals. “However the stats on ‘Good to Vote’ have been a enjoyable change as a result of as we discovered what labored and why, we knew it was leading to new first time voters. Nothing in opposition to views, however when the registration stats began coming in on the David Dobrik submit I used to be utterly flipping out.”
Dobrik’s messaging is a part of the broader #GoodToVote marketing campaign, developed by Relles and Tess Finkle, CEO of Los Angeles-based Metro Public Relations. The 2020 marketing campaign additionally consists of contributions from Samuel L. Jackson, Emma Roberts, Hailee Steinfeld, Josh Gad, Alisha Marie, Remi Cruz, DeStorm Energy, Tina Fey and the forged of Imply Women, the unique forged of hit actuality collection Laguna Seaside, and extra.
Of the greater than 160,000 new voter registrations that the marketing campaign has pushed, greater than 85% are beneath the age of 30. In keeping with Relles, the success has been a few years within the making.
“Among the first those who agreed to do a ‘Good to Vote’ — Epic Rap Battles, Vsauce, Corinne Leigh, Destorm, Rebecca Black, Rhett and Hyperlink — these have been channels I’ve identified for greater than 10 years and have been prepared to assist me attempt the concept out, so I am actually grateful for that,” Relles stated. “They’ve some followers that in all probability began watching once they have been 10 years previous and are actually voting for the primary time.”
Media influencers have leveraged their voices for many years to drive voter registrations. However in keeping with Relles, “YouTube creators undoubtedly confirmed a stage of fandom we did not see on some other platform.”
“Personally I really like when influencers use their platform for social affect, and I by no means noticed extra of it than in 2020,” Relles stated. “They’ve a extremely loyal viewers they constructed on their very own, and I am all the time impressed once they use their platform for good.”