At least for now.
Becerra’s new approach is part of an effort by Democrats to counter the rightward swing that was seen last year both in red states such as Texas and Florida and blue states such as California, New Jersey and New York, where Trump improved his numbers among Latinos.
“It’s critical to communicate in the language and on the platforms where voters spend their time and get their information,” Becerra said in a statement.
A 2024 Pew Research Center survey concluded that while TikTok has seen significant user growth in a short time, the demographics were different depending on race and ethnicity. Nearly half of Hispanic adults reported using it compared with 39% of Black adults and 28% of white adults.
Becerra’s campaign says it will push out a mix of videos with him speaking directly to the camera, policy explainers and behind-the-scenes clips from the campaign trail. It also plans to collaborate with influencers and publish videos created by supporters. All in Spanish.
“The working-class Latinos Democrats need to win back aren’t necessarily going to a Spanish-language website, but they are scrolling and watching vertical video in their free time,” said José Muñoz, a Democratic strategist advising the campaign and a former press secretary at the Democratic Congressional Campaign Committee.
In the New Jersey governor’s race this year, both Democratic candidate Mikie Sherrill and Republican candidate Jack Ciattarelli are participating in Spanish-language town halls on Univision, where Hispanic voters will ask the candidates questions. In Virginia, Democratic gubernatorial nominee Abigail Spanberger speaks Spanish in a radio ad about being a mother of three girls who attended public school.
“I know how difficult things are for families these days,” she says in Spanish.
In his introduction video, Becerra says his priority is to make housing more affordable and reduce health care costs.
“I am the only candidate in this race who will speak to you in Spanish on this platform,” he said. “But I want this to be a two-way conversation. I want to learn what worries you the most and what you want from the next California governor.”
