Facebook Inc (NASDAQ:FB) has unveiled a new feature on its social networking platform that allows users to endorse their preferred presidential candidates ahead of the November 8 US presidential election.  The new feature is in addition to the fact that users can still show support for their preferred presidential candidate by liking their official page and sharing content.

Facebook ‘Endorsement’ Feature

To endorse either Hillary Clinton, Donald Trump or the other two third party candidates, users will simply have to visit their favorite candidate’s page and click ‘Endorsements.’ The new feature also allows users to write a small message outlining why they are endorsing a specific candidate. The endorsement can be saved as private or public.

In addition to the ‘endorsement’ feature, Facebook has also unveiled an ‘issues’ portal which upon clicking will allow users to view pages on various topics as discussed by the candidates.

The new feature has already elicited negative reactions with some people arguing that the results will clog their news feeds with political content. However, Facebook, through its product manager Samidh Chakrabarti, insists that the move will help people echo their views about the next general election.

“Similar to how politicians, newspapers, and organizations endorse candidates for elected office, this feature allows anyone on Facebook to do the same,” said Mr. Chakrabarti.

Focus on Politics

Facebook, unlike the other social networking platforms, appears to be taking a front role with regards to the upcoming US general election. The unveiling of the ‘Endorsements’ feature comes barely a month after it sent reminders to users in the US reminding them of their civic right to vote. The move appears to have paid off as a number of states reported an uptick in the number of people registering as voters.

It does not come as a surprise that Facebook has become extremely political this year compared to previous election years. This year’s elections has emerged as the most talked about topic on social media and what better way to use it to bolster engagement levels than unveiling features that support the attention.

Facebook shares were up by 1.2% in Wednesday trading session closing the day at a high of $130.11 a share.