Becerra Embraces TikTok for California Campaign, Focused on Spanish-Speaking Voters
Xavier Becerra, the Democratic candidate for California governor, is taking a unique approach—he’s using TikTok, primarily to engage Spanish-speaking users. For now, his videos will be exclusively in Spanish.
It’s interesting. His campaign research indicates that Hispanic adults are using TikTok significantly more than their Black and White counterparts. This could be a smart move, I think.
Last year, Congress enacted a ban on TikTok, labeling it as a potential national security risk. Yet, President Biden, who was Becerra’s boss, signed the bill but decided not to enforce it during his presidency.
The ban, which aimed at the China-based company ByteDance, faced legal challenges and was evaluated by the Supreme Court; the ban was deemed unconstitutional. Meanwhile, Donald Trump had aimed to eliminate TikTok during his presidency but ironically joined the platform last year, gaining millions of followers.
Becerra’s strategy is part of broader Democratic efforts to address the noticeable rightward shift that happened last year, particularly in states like Texas and Florida. Interestingly, this shift was also evident in traditionally Democratic areas such as California and New York, where Trump gained traction with Latino voters.
By focusing on TikTok, Becerra seeks to connect with a key demographic more effectively. The Trump administration’s recent moves have diminished services in multiple languages, which complicates efforts to engage diverse communities.
In other states, candidates gearing up for the 2025 elections are already adjusting their tactics to appeal to Hispanic voters disillusioned by recent electoral outcomes. There’s a lot of uncertainty about whether these strategies will yield consistent results.
Becerra noted, “It’s crucial for voters to engage in spaces where they get their information and interact.” This resonates, I think.
A recent Pew Research survey highlighted that TikTok’s user base has rapidly expanded, with almost half of Hispanic adults reporting usage compared to 39% of Black adults and 28% of White adults.
The Becerra campaign plans to deliver a variety of video content: from direct addresses to discussions on policy and behind-the-scenes glimpses of the campaign trail. Collaborating with influencers to produce these videos will also be a focus—all in Spanish, of course.
In New Jersey, candidates from both parties have participated in forums aired on Univision, where they engage directly with Hispanic voters. It’s a smart move.
In Virginia, Abigail Spanberger, a Democratic candidate, speaks in Spanish in her radio ads, personally connecting with voters by discussing challenges faced by families today.
Interestingly, Katy Porter, one of Becerra’s rivals in the California gubernatorial race, rapidly gained a following on TikTok as well. She has a significant presence on other social media platforms too.
In his introductory TikTok, Becerra mentions key priorities like making housing more affordable and reducing healthcare costs. He expresses a desire to engage with voters, stating, “I want to learn what you are most concerned about and what you want from the next California governor.”
