The feature that first made Snapchat so popular is that the messages there were evanescent — disappearing just as soon as they were viewed. But Snapchat has grown since then, and the disappearing act isn’t its only distinguishing quality. These days Snapchat’s most distinguishing — and desirable — distinction is its youthful demographic, with a high percentage of its 100 million active daily users being under 35.
So it’s not a huge surprise that the White House just announced it will be using Snapchat as a messaging platform — they want to reach the youth as much as all the big brands do. The White House revealed in a press release that it will use President Obama’s last State of the Union address to launch its first foray onto Snapchat, putting exclusive content about the lead-up to the SOTU there for curious viewers. Also of note: the White House content won’t disappear.