Democrats enlist Latino content creators to reconnect with voters
Democrats are trying to recover support among Latino voters after Kamala Harris won the group by only three points in 2024, down from Joe Biden's 25-point margin in 2020. BOLD PAC, the Congressional Hispanic Caucus campaign arm, launched a program pairing social media influencers with voters in swing districts. The effort provides travel stipends to creators like Alexa Flores, who now promotes get-out-the-vote events and political engagement.
BOLD PAC, the Congressional Hispanic Caucus’s campaign organization, began a February initiative linking social media creators directly with voters. It provides $1,500 stipends for flights, hotels, and other travel costs, but does not pay for posts. Arizona creator Alexa Flores, who has almost 500,000 followers, moved from beauty and fashion content toward politics after Trump administration immigration actions.
She is scheduled for get-out-the-vote appearances in competitive districts, including a Las Cruces wine tasting tied to Rep. Gabe Vasquez’s race and a Tucson Día de los Muertos event involving JoAnna Mendoza’s challenge to Rep. Juan Ciscomani. Pew says 30% of Latinos regularly rely on influencers for news, the highest share of any group.
This outreach may affect Latino voters in swing House districts by exposing them to political messages through familiar online personalities. If it builds trust, it could influence turnout and how some independent Latino voters view Democratic candidates. It may also reshape campaign strategies, encouraging more paid travel for creators rather than direct ad buys. Yet trust damaged over several cycles may not be repaired quickly, so effects could be limited or uneven.