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
