Democrats are working to rebuild trust among Latino voters after significant losses in the 2024 elections, a constituency once considered reliable. BOLD PAC, the campaign arm of the Congressional Hispanic Caucus, initiated a program in February to connect social media influencers directly with voters.
In 2024, Kamala Harris won the Latino vote by three points, down from Joe Biden's 25-point margin in 2020—a 22-point shift that has alarmed party strategists. Democrats are scrambling to regain these voters in swing districts with large Hispanic populations, contests that could determine control of the House.
Rep. Linda Sánchez, a California Democrat and BOLD PAC chair, said the party is enlisting influencers to reach voters on their own terms. "We're turning to trusted voices in local communities that have followings, giving them information and then allowing them to create content in a way that is organic and authentic," Sánchez said.
One such creator is Alexa Flores, an Arizona resident with nearly 500,000 followers across platforms. Flores previously focused on beauty and fashion but shifted to politics in response to the Trump administration's immigration policies. She said her aim is to ensure Latino voters understand their potential impact at the ballot box.
Flores is participating in "get-out-the-vote" events organized by BOLD PAC in competitive districts. She is scheduled to appear at a wine tasting in Las Cruces, New Mexico, supporting Democratic Rep. Gabe Vasquez in his close race against Republican Greg Cunningham.
Flores will also attend a Día de los Muertos event featuring lowriders and voters in Tucson, Arizona, supporting Marine veteran JoAnna Mendoza, who is challenging Republican incumbent Juan Ciscomani for his House seat.
BOLD PAC does not pay content creators for their posts. The organization provides stipends totaling $1,500 per event to cover flights, hotels, and other travel costs.
Sánchez said influencers can help close a communication gap for Democrats. The Pew Research Center reports that 30 percent of Latinos regularly receive news from social media influencers, a higher percentage than any other demographic. "So whether that's Instagram or YouTube or TikTok, that's how they're getting their information," Sánchez said.
Democratic strategist Stephanie Valencia cautioned that regaining long-term support from Latino voters will be difficult.
