Democrats face a challenge as they seek to regain trust among Latino voters. This demographic was once a steadfast part of their voter base. In the 2024 elections, Kamala Harris won the Latino vote by a narrow three-point margin, compared to Joe Biden’s 25-point lead in 2020, according to the Pew Research Center.
Swing districts with significant Hispanic populations may play a crucial role in determining party control of the House. To address this, Democrats are searching for new strategies to win back Latino voters.
Engaging Content Creators
The campaign arm of the Congressional Hispanic Caucus, known as BOLD PAC, has initiated efforts to connect with voters through social media influencers. In February, they launched a program to build these connections personally.
“We’re turning to trusted voices in local communities that have followings, giving them information, and allowing them to create content in a way that is organic and authentic,” stated Rep. Linda Sánchez, D-Calif., Chair of BOLD PAC.
One such content creator is Alexa Flores, a Latina who shifted her focus to politics in response to the Trump administration’s immigration policies. Previously, she concentrated on beauty tips and fashion. Flores emphasizes the importance of the Latino vote and urges voters to realize their impact.
“My job is to get people to understand that so they can move that needle,” said Flores, who has approximately 500,000 followers. She now participates in ‘get-out-the-vote’ events with BOLD PAC in key districts nationwide.
Influencer-Led Events
Flores will appear at events like a wine tasting in Las Cruces, N.M., where Democratic Rep. Gabe Vasquez is in a tight race against Republican Greg Cunningham. Additionally, she’ll attend a Día de los Muertos event in Tucson, Ariz., featuring lowriders and voters, where Marine veteran JoAnna Mendoza seeks to unseat GOP incumbent Juan Ciscomani.
BOLD PAC does not pay content creators for posts. Instead, they provide stipends of $1,500 to cover travel expenses for events. Rep. Sánchez notes that content creators can bridge the communication gap, especially since 30% of Latinos get their news from social media influencers, as opposed to other demographics.
The Challenge Ahead
Democratic strategist Stephanie Valencia acknowledges that regaining the trust of Latino voters will be challenging. As co-founder of Equis Research, she estimates that around one-third of Latinos identify as independent voters. Of these, more than 40% feel that neither party adequately represents their interests.
“One election cycle won’t solve Democrats’ trust issues with Latino voters, which have developed over several election cycles,” Valencia explained.
In 2024, Latino voters gravitated toward right-leaning positions in response to perceived liberal immigration policies and foreign intervention under former President Biden. During that year, President Trump increased his party’s share of the Latino vote to 48%, leaving Democrats with a slim majority, as reported by the Pew Research Center.
Opportunities for Change
BOLD PAC leaders see a chance to reclaim support, as many Latinos express dissatisfaction with President Trump’s immigration and economic policies. Yet, Valencia warns that some Democratic campaigns still underestimate Latino voters’ ‘swingy’ nature, arriving with insufficient spending and messaging.
“Latinos are more persuadable and shouldn’t be treated merely as a turnout base for Democrats,” she said.
Solangie Hernandez Hollowell, a Texas influencer working with BOLD PAC, concurs. Her posts often address topics like taxes and immigration, aligning with Democratic campaign themes, while intentionally avoiding specific candidate mentions.
She aims to help Latinos connect with candidates beyond transactional interactions. “Latinos feel like politicians show up right before elections. We don’t feel very heard,” she remarked. She works to translate the political context for her community.
Flores hopes for increased recognition of the growing influence of Latinos in shaping American life. “The wave of Latinos in this country is becoming a larger voice for many issues,” she said.
Leave a Reply