The media is abuzz with Snapchat’s job postings calling on “political junkies and news aficionados” to cover the 2016 election.

2016 may be the year of the Snapchat election. In late April, the startup hired top CNN political correspondent Peter Hamby as Head of News. And the media is abuzz with Snapchat’s recent job postings calling for “political junkies and news aficionados” to cover the election.

The move may seem odd to some—as The New York Times put it, “A company known for enabling teenagers in various states of undress to send disappearing selfies to each other is getting into politics.” But Snapchat wields significant power among influential voters. The app has more than 100 million users, many of whom are Americans in the 18- to 30-year-old age range that politicians struggle to reach through traditional media.

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Snapchat also has impressive engagement—our recent SONAR™ survey of generation Z, which covered 12- to 19-year-olds and thus included eligible voters, found that 45% of respondents had Snapchat accounts and 17% spent four or more hours per day using the app.

Will bite-sized political content at millennials’ and generation Z’s fingertips help motivate them to participate in the upcoming election? If so, this could be Snapchat’s breakthrough media moment.

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