Democrats urge Swifties to be in their ‘voting era’ with new Snapchat filter

Taylor Swift‘s Eras Tour makes its return stateside tonight (Oct. 18) in Miami and the Democratic National Committee (DNC) sees it as an opportunity to encourage youth voter turnout in battleground states like Florida!!!

It’s launching a Taylor Swift-themed Snapchat filter in battlegrounds states reading, “I’m in my voting era” followed by “Be fearless for…” Users complete the phrase by tapping through key issues like reproductive rights, climate action, racial justice, and student debt relief and selecting whichever resonates. It also directs users to IWillVote.com, the Democratic Party’s flagship voter education website, to learn how to cast their ballot in the upcoming election.

“There are folks from all over the country heading to Miami for the Taylor Swift concert, but also fans from all over the country who will be tuning into it live. We wanted to capitalize on that moment and be creative in the ways that we’re reaching some key voters — like young people, women, and the LGBTQ community — to talk to them about the issues that are going to matter most in this election,” Rosemary Boeglin, DNC communications director, told Mashable. “You’ll see that the Snapchat filter not only directs users to IWillVote.com, but it has them engage on the issues.”

Additionally, the DNC is placing ads on a boat near Swift’s concert venue and on billboards across Miami that read, “I’m in my Kamala Era” and “A new way forward…Ready for it?” The ads also direct viewers to IWillVote.com.

This is the first Snapchat filter the DNC has launched this election cycle. It’s part of its strategy aimed at meeting young voters where they are in a fractured media environment.

According to Snapchat, it has more than 100 million users in the United States, around 80 percent of whom are at least 18 years old and eligible to vote. It has a higher percentage of users under 30 than other major social media platforms, according to the New York Times. The paper reported the Harris-Walz campaign has spent $5.3 million on Snapchat campaign ads so far, while the Trump campaign has yet to buy a single Snapchat ad.

This Snapchat campaign comes after the pop star endorsed Vice President Kamala Harris in an Instagram post after the Presidential debate. To her 284 million followers she wrote, “I will be casting my vote for Kamala Harris and Tim Walz in the 2024 Presidential Election. I’m voting for @kamalaharris because she fights for the rights and causes I believe need a warrior to champion them.” The custom voter registration link she posted on her Instagram story that same night saw 405,999 visitors.

Also timed to Swift’s Miami concert is Swifties for Kamala‘s You’re Not Alone Kid friendship bracelet campaign. The grassroots organization of Swift fans is distributing Harris-themed friendship bracelets across the U.S. with a QR code directing the recipients to voting information.