The White House launched its own Snapchat account (@WhiteHouse) today, signifying the social platform’s definitive entrance into the mainstream.

“In light of the number of Americans who use the service to consume news and share with their friends, the White House is joining Snapchat to engage this broad cross-section of the population in new and creative ways,” White House director of product management Josh Miller wrote in a blog post.

Snapchat has acquired more than 100 million daily active users since launching in 2011, of whom 37% are between 18 and 24. That high concentration of millennials makes the app exceedingly attractive to advertisers, many of whom have established brand accounts on the platform. By launching an account, the White House will also be able to target that youthful audience.

Following the setup of personal POTUS accounts on Facebook and Twitter, the move makes clear the White House’s determination to be perceived at the forefront of digital. But as many brands have found, setting up an account is often easier than using it. L2’s Intelligence Report: Social Platforms finds that only 16% of brands with Snapchat accounts post daily – a far lower rate than on the other major platforms.

Brand posting by platform

In what could serve as a lesson for advertisers, however, that handful of brands plays to the platform’s need for constant content. The study finds that they average nine posts per day. In contrast, brands that post daily on Facebook, Instagram, and Twitter supply much less content. While it’s doubtful that the White House will be such a prolific content provider, the success of brand tactics on the platform is worth keeping in mind for any entity seeking to engage social media users.

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