Democrats aim to rebuild trust with Latino voters by collaborating with content creators. Recent elections highlighted a decline in Latino support for the Democratic Party. In 2024, Kamala Harris secured the Latino vote by a slim margin of three points, a significant decrease from Joe Biden’s 25-point lead in 2020, according to Pew Research Center. The outcome of this year’s elections in swing districts with large Hispanic populations could determine the control of the House.
To regain Latino voters, the Congressional Hispanic Caucus, through BOLD PAC, initiated a program connecting social media influencers with voters. This initiative is intended to provide information through trusted community figures who create authentic content. Rep. Linda Sánchez, who chairs BOLD PAC, emphasized the program’s focus on engaging local communities.
One influencer involved is Alexa Flores, originally known for beauty and fashion content. Flores shifted to addressing political issues, responding to Trump administration’s immigration policies. With nearly 500,000 followers, she actively encourages Latino voter participation through ‘get-out-the-vote’ events with BOLD PAC across important districts. Her engagements include events in Las Cruces, New Mexico, and Tucson, Arizona, supporting Democratic candidates in tight races.
BOLD PAC reimburses content creators for travel expenses but does not fund specific posts. Rep. Sánchez noted the effectiveness of using social media platforms like Instagram, YouTube, and TikTok, where 30% of Latinos regularly obtain news, a higher rate than other demographics.
Democratic strategist Stephanie Valencia, co-founder of Equis Research, acknowledges the challenge in reestablishing long-term Latino support. Equis Research estimates around a third of Latinos identify as independent, with over 40% believing neither party represents their interests. Valencia suggests Democratic efforts require sustained commitment beyond election cycles to mend trust.
In 2024, a shift occurred as some Latinos moved right, reacting to liberal immigration policies and perceived foreign focus under former President Biden. This change increased Trump’s share of the Latino vote to 48%, creating a tighter race. Despite dissatisfaction with Trump’s policies, BOLD PAC sees a chance to connect with Latinos feeling disillusioned.
Democratic campaigns often underestimate the Latino electorate’s variability, according to Valencia. Their approach should focus on meaningful connections beyond just turnout. Influencer Solangie Hernandez Hollowell stresses the importance of addressing issues like taxes and immigration to resonate with Latinos. Her content avoids direct candidate endorsements, aiming for relatable and comprehensive issue translation.
Flores emphasizes wider awareness of the Latino community’s growing influence in the United States. She recognized the increasing significance of Latino voices in shaping American society, underlining the need for informed and engaged communities.