Oct 30, 2020 - Politics & Policy

Instagram partners with ATTN: to encourage young people to vote

Illustration of the Instagram logo with the light blinking as if it's recording.

Illustration: Aïda Amer/Axios

Instagram is funding a slate of new memes, Reels, Stories and IGTV videos from ATTN:, the millennial-focused digital media company, to empower young people to vote.

Why it matters: Instagram and its parent Facebook are pushing to promote more civic engagement ahead of the election — and ATTN: is one of the top creators of social change-focused videos on the platform.

  • The campaign features some big influencers, including Jilly Hendrix, The Funny Introvert and Mrs. Dow Jones. 
  • The videos began rolling out in early October and will continue until Election Day.
  • Mark Kanemura, a popular dancer and choreographer, will participate in a game show on IGTV on Friday featuring questions about civic history.

Between the lines: Advocacy groups often lean on ATTN: to spread messages about social change because of its unique ability to tap into millennial and Gen Z zeitgeist.

  • Earlier this year, the company partnered with Facebook and Instagram, as well as Poynter's "MediaWise," for a video series on digital literacy.

What they're saying: "Along with numerous other organizations, ATTN: has leveraged creative trends to help connect people with authoritative information in a way that is fun, resonates and is culturally relevant," says John Tass-Parker, Instagram’s head of politics and government.

The big picture: Facebook announced this week that at least 4.4 million people have registered to vote on its platform, making it one of the largest voter registration campaigns in history.

Go deeper: Big Tech pushes voter initiatives to counter misinformation

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