National Voter Registration Day has come and gone but that hasn’t stopped one YouTube star from taking up the fight. Young people are among the least likely Americans to vote or even be registered to vote. As a consequence their values are consistently underrepresented at election time. Campaigns like OurTime.org are aiming to change that by getting the word out and making voter registration quick and easy. This year the organization is getting a major signal boost from YouTube star JennXPenn who created a video aimed at getting more 18 years olds to get themselves registered and exercise their right to vote.
Jenn’s audience of over 1.5 million falls right into the demographic category that OurTime would most like to target. Surprisingly, this is the first time that the organization has paired up with a digital star to get their message out. YouTube stars are often able to reach groups that traditional marketing has trouble pinning down, teens and young adults who are instinctively skilled at avoiding more straightforward sales pitches. Unlike mainstream celebrities, YouTube stars come with a built-in authenticity and a one-on-one rapport with their audience. It’s a lesson that OurTime and other organizations should keep in mind as they try to reach the connected generation.
Share this article with anyone who’s over the legal voting age and starting making your voice heard.