Democrats Seek to Reconnect with Latino Voters Through Influencers

Democrats are aiming to regain the trust of Latino voters, a group that was once a steady component of their support. Following a decline in Latino support during the 2024 elections, Democrats are exploring innovative approaches. According to the Pew Research Center, Kamala Harris secured the Latino vote by only three points in 2024, a significant decrease from the 25-point advantage Joe Biden had in 2020. This year, districts with substantial Hispanic populations are pivotal in determining control of the House, leading Democrats to strategize new methods to appeal to these voters.

The Congressional Hispanic Caucus’s campaign arm, BOLD PAC, has initiated a unique program to connect social media influencers directly with voters. Representative Linda Sánchez, D-Calif., who chairs BOLD PAC, emphasized the importance of leveraging trusted local figures. By giving influencers information, they can create genuine and relatable content. This strategy includes working with Latina content creator Alexa Flores, who shifted her focus from beauty tips to politics, motivated by the Trump administration’s immigration policies.

Flores, with an audience nearing 500,000 followers across various platforms, aims to highlight the Latino community’s influence in elections. Her efforts now include participating in get-out-the-vote events with BOLD PAC in key districts nationwide. Notable appearances include a wine tasting event in Las Cruces, N.M., and a Día de los Muertos gathering in Tucson, Ariz.

BOLD PAC clarifies that they are not paying influencers for content creation; instead, they offer stipends to cover travel expenses. Sánchez notes that approximately 30% of Latinos frequently receive news from social media influencers, according to Pew Research Center. This exceeds any other demographic, making platforms like Instagram, YouTube, and TikTok critical for reaching voters.

Democratic strategist Stephanie Valencia, co-founder of Equis Research, acknowledges the challenge in reclaiming Latino support. Her research indicates that around one-third of Latinos are independent voters, with more than 40% feeling neglected by both parties. Valencia points out that regaining Latino trust is a long-term endeavor and emphasizes that past liberal immigration policies under Biden contributed to the rightward shift of Latino voters in 2024.

This year, BOLD PAC leaders observe an opportunity as some Latinos express disillusionment with President Trump’s policies. Despite this, Valencia cautions against underestimating the fluid nature of the Latino electorate. Influencers like Solangie Hernandez Hollowell are working to engage voters by focusing on issues central to Democratic campaigns, such as taxes and immigration, without explicitly endorsing candidates.

Hernandez Hollowell, a Texas influencer, aims to help Latinos see beyond transactional politics. She highlights the importance of listening to Latino voices consistently, not just during election seasons. Flores adds that the increasing presence of Latinos in America is contributing significantly to various sectors, emphasizing their expanding influence on important facets of life.