Turning Pinners into voters

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Pinterest
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Pinterest Engineering
•4 min read•beginner•
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Python

Overview

The article discusses how Pinterest engineers leveraged existing tools from VOTE.org to encourage voter participation by embedding interactive iframes in Pins. This initiative successfully guided tens of thousands of users to check their registration status and request absentee ballots.

What You'll Learn

1

How to integrate third-party tools into social media platforms

2

Why embedding iframes requires SSL compatibility

3

How to create engaging content that drives user action

Prerequisites & Requirements

  • Basic understanding of web technologies and iframes(optional)
  • Familiarity with VOTE.org tools(optional)

Key Questions Answered

How did Pinterest help increase voter participation?
Pinterest engineers embedded tools from VOTE.org into Pins, allowing users to check their voter registration status and request absentee ballots. This initiative reached a nationwide audience and significantly increased engagement, with Pinterest being the top referrer for VOTE.org traffic.
What were the results of Pinterest's voting campaign?
The campaign resulted in a .43 percent click-through rate (CTR) for the standout Pin that checked voter registration status, with an impressive .8 percent earned CTR. This led to tens of thousands of users engaging with the voting tools, showcasing the effectiveness of the campaign.
What technical considerations were necessary for embedding iframes?
The iframes from VOTE.org needed to be SSL compatible and render correctly at various sizes. This ensured that they could be displayed properly across different devices and contexts, particularly on mobile where iframes are not visible.

Key Statistics & Figures

Click-through rate for standout Pin
.43 percent
This Pin allowed users to check their voter registration status.
Earned click-through rate
.8 percent
This indicates the effectiveness of the Pin in driving user engagement.
Average completion rate for VOTE.org’s tools
31 percent
This statistic reflects the success of the embedded tools in engaging users.

Technologies & Tools

Backend
Vote.org
Provided tools for voter registration and absentee ballot requests.

Key Actionable Insights

1
Integrate voter registration tools into your platform to increase civic engagement.
By embedding tools like those from VOTE.org, platforms can facilitate user actions that contribute to societal good, enhancing user experience and brand reputation.
2
Ensure all embedded content is SSL compliant to avoid security issues.
This is crucial for maintaining user trust and ensuring that all data transmitted is secure, especially when handling sensitive information like voter registration.
3
Utilize analytics to measure the effectiveness of embedded tools.
Tracking engagement metrics such as CTR can provide insights into user behavior and help refine future campaigns for better results.

Common Pitfalls

1
Failing to ensure that embedded iframes are mobile-friendly.
If iframes do not render correctly on mobile devices, it can lead to poor user experience and reduced engagement.
2
Neglecting to track the performance of embedded tools.
Without proper analytics, it is difficult to assess the impact of the tools and make necessary adjustments for future campaigns.