The Obama administration is again expanding its range on social media, debuting its Snapchat account on Monday.
The White House announced it on Instagram, Twitter, and Facebook.
The White House is promising a "behind-the-scenes look at President Obama’s final state of the Union" when users add the White House on the app. By about 11 am on Monday, its first story, which is available to view in-app for 24 hours, rather than disappearing after a maximum of 10 seconds, pans up from a bowl of apples to reveal a view of the Oval Office.
White House director of product management Joshua Miller wrote on WhiteHouse.gov that the administration’s "digital strategy centers around meeting people where they are."
"This decentralized approach, in response to the proliferation of social media, aims to provide the American people with a multitude of layers to engage with their government," he added.
There were firsts around Obama’s penultimate State of the Union last year. The White House posted the speech on Medium.com for anyone to read, instead of just passing out advanced copies to members of the media.