Snapchat users who want to add some serious presidential street cred to their Snapchat game can now follow 1600 Pennsylvania Ave. on the mobile social networking app.

The White House joined social networking app Snapchat this week in an effort to reach more U.S. residents.

The move to join Snapchat is a part of President Obama’s  digital strategy to meet people where they are, Joshua Miller, director of product management for the office of digital strategy, writes in a post on the White House blog.

Snapchat allows its users to send videos and pictures for a limited amount of time, ranging from seconds to a few days, specified by the sender. More than 100 million people use Snapchat on a daily basis, and more than 60% of U.S. smartphone users between ages 13 and 34 use the social media network, Miller writes.

“In light of the number of Americans who use the service to consume news and share with their friends, the White House is joining Snapchat to engage this broad cross-section of the population in new and creative ways,” Miller writes.

In addition to Snapchat, the White House has several other social media accounts, including President Barack Obama’s Facebook page and a Twitter account, @POTUS. (POTUS is a news media abbreviation for “president of the United States.”)

Today, the day of President Obama’s State of the Union address, the White House Snapchat account sent out a Snapchat story—a short series of videos—to people who have added the White House on the social network. The footage shows various shots around the White House grounds, such as the president’s dogs running around the yard, a government official entering the West Wing and The Today Show conducting an interview.

The State of the Union will also stream live on Amazon Video as well as on a special web page for the event at wh.gov/sotu and the White House’s YouTube channel, Jason Goldman, the White House’s chief digital officer, wrote in a blog.

Like the nation’s chief executive, many brands are signing on to Snapchat to reach a broader audience of increasingly mobile U.S. consumers.  Luxury brand Michael Kors, for example, launched a Snapchat account during New York Fashion Week in March 2015 that gives its users access to behind-the-scenes moments during events, such as photos of designers and shots from the front row.

“We’re using the platform as a way to reach a new audience for the brand—with a particular focus on connecting with millennials,” says Lisa Pomerantz, the brand’s senior vice president of communications and marketing.

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