After losing ground with Latino voters, Democrats are turning to influencers for help
The Democratic Party is increasingly utilizing social media influencers to reconnect with Latino voters following a decline in support during the 2024 elections. Campaigns are partnering with content creators to reach local communities through authentic, grassroots-style engagement.
Why it matters
As Latino voters become a critical swing demographic, political parties are shifting traditional campaign strategies toward digital influencer marketing to influence election outcomes.
Democrats lost the 2024 elections in part because of their eroding support among Latino voters, a constituency that was once a reliable segment of their base.
That November, Kamala Harris won the Latino vote by three points, according to the Pew Research Center . In 2020, Joe Biden carried them by 25 points.
This year, swing districts with large Hispanic populations could help decide which party controls the House. And Democrats are scrambling for ways to win those voters back.
One new effort comes from the campaign arm of the Congressional Hispanic Caucus, also known as BOLD PAC. In February, they launched a program to personally connect social media influencers with voters.
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