Steyer Faces Criticism Over Social Media Influencer Strategy

Tom Steyer, a billionaire with progressive views, is receiving criticism for employing paid influencers for his California gubernatorial campaign. A recent revelation that one of these influencers is based in Texas has heightened scrutiny from critics.

This election cycle, Steyer is donating a substantial amount—$100,000—to Carlos Eduardo Espina, a 27-year-old Uruguayan-American activist who resides in Houston. It’s worth noting that Espina boasts over 22 million followers on social media.

Espina communicates primarily in Spanish in his posts. Interestingly, he has garnered attention from potential 2028 Democratic presidential nominees due to his significant influence among Latino voters. A survey conducted by Pew Research Center last year placed him among the top five news influencers, alongside well-known figures like Tucker Carlson and Joe Rogan.

With his financial resources, Steyer managed to enlist Espina for guidance on Latino-related issues. Campaign records indicate he was compensated for “strategic advice and campaign representation.”

Espina has produced numerous posts and reels promoting Steyer, often seen wearing a “Tom Steyer for Governor” shirt. However, none of these posts disclosed the financial arrangement, which is a requirement under state law.

Amid an investigation by state election officials into possible failures to disclose sponsored political content, Steyer defended his campaign’s use of social media influencers.

Kevin Liao, a spokesperson for the Steyer campaign, addressed the allegations in a statement, asserting that payments to creators for their content are properly documented in campaign finance reports, and they have made creators aware of the disclosure rules. He stated that they believe the complaint lacks merit.

In response to inquiries, Espina claimed that he was not required to disclose anything since his post was self-generated and not linked to the payment.

“People see me as a content creator and think that’s all I do,” he explained. “My role is more advisory.”

Despite these justifications, some critics are skeptical about the decision to hire someone from Texas for commentary on a California-centric issue.

One critic disparaged Espina as a “sleazy salesman” and highlighted his lack of California roots while questioning the substantial payment he received for promoting Steyer. “Watch out for dumpster fires in the state, dude,” another user remarked.

In April, Steyer defended Espina, calling him a “trusted ambassador” who connects with Latinos on issues pertinent to all across the country.

Espina clarified that he has connections to California, noting that many supporters are from the state and were displeased by endorsement shifts involving his “friend,” Rep. Ro Khanna, a California Democrat.

He mentioned having some influence on Steyer’s campaign by encouraging more visits to the Central Valley, known for its large Latino community, and gathering input from his California followers to shape Steyer’s policy platform.

As it stands, candidates are gearing up for the gubernatorial primary set for June 2nd. Steyer is vying to challenge fellow Democrat Xavier Becerra, who has previously held the position of secretary of the federal Department of Health and Human Services.