Xavier Becerra Uses TikTok in Spanish to Reach Latino Voters

California’s 2026 gubernatorial race is heating up, and former Biden administration Health Secretary Xavier Becerra is taking an innovative approach to reach voters. Becerra has announced that he will start posting videos on TikTok, one of the fastest-growing social media platforms in the United States, but with a key difference—he will post only in Spanish for now.

This decision is part of Becerra’s effort to connect with the Hispanic community, a group that surveys show is more active on TikTok than other demographic groups. By embracing the platform in Spanish, Becerra hopes to reach Hispanic voters directly where they spend much of their online time.

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Why TikTok?

TikTok has become one of the most popular social media apps in recent years, especially among younger audiences and minority communities. According to a 2024 survey by the Pew Research Center, nearly half of Hispanic adults use TikTok, compared with 39% of Black adults and 28% of white adults.

“This platform allows me to speak directly to the community I want to engage,” Becerra said in a statement. “It’s critical to communicate in the language and on the platforms where voters spend their time and get their information.”

Becerra’s campaign plans to use TikTok to post a mix of videos where he speaks directly to viewers, policy explainers, and behind-the-scenes clips from his campaign trail. In addition, his team will collaborate with social media influencers and share content created by supporters—all in Spanish.

José Muñoz, a Democratic strategist advising Becerra, explained the reasoning behind the move. “The working-class Latinos Democrats need to win back aren’t necessarily visiting Spanish-language websites, but they are scrolling and watching vertical video in their free time,” Muñoz said.

Political Context

Becerra’s strategy comes as the Democratic Party works to regain support among Hispanic voters, who in recent years have shown increased support for Republican candidates in several states. Last year, President Donald Trump made gains among Latino voters in both traditionally red states, such as Texas and Florida, and blue states, including California, New Jersey, and New York.

Meanwhile, the Biden administration had faced political challenges regarding TikTok. Congress passed a bill to ban the app, citing security concerns about the China-based company ByteDance, which owns TikTok. President Biden, who was Becerra’s boss as Health Secretary, chose not to enforce the ban before leaving office. The Supreme Court later upheld the law, but former President Trump suspended the ban on his first day in office to give ByteDance time to find a buyer.

Trump himself had joined TikTok last year and has millions of followers. He has repeatedly extended deadlines for ByteDance to sell the platform and occasionally hinted that a deal was in the works, but has provided no clear details. The White House also started its own TikTok account last month, showing the platform’s growing importance in political communication.

Targeting the Hispanic Vote

Hispanic voters are becoming an increasingly important segment of the electorate, and campaigns are adjusting to reflect this. Candidates running in the 2025 elections in New Jersey and Virginia are also reaching out to the Hispanic community through Spanish-language events, ads, and media appearances.

For example, in New Jersey, both Democratic candidate Mikie Sherrill and Republican candidate Jack Ciattarelli have participated in Spanish-language town halls on Univision, allowing Hispanic voters to ask questions directly. In Virginia, Democratic nominee Abigail Spanberger released a radio ad in Spanish, highlighting her experience as a mother of three daughters who attended public school.

For Becerra, posting videos in Spanish on TikTok is a way to connect with a key demographic early in the campaign, while most politicians are still learning how to use the platform effectively. It is also a move that contrasts with the current Republican push to phase out multilingual services in government and promote English as the official language of the United States.

Becerra’s Campaign Priorities

In his first TikTok video, Becerra outlined his main priorities as a candidate for governor. He focused on making housing more affordable and reducing health care costs for Californians. He emphasized that the TikTok platform would not just be a place for him to speak, but also a space to listen to voters.

“I am the only candidate in this race who will speak to you in Spanish on this platform,” Becerra said. “But I want this to be a two-way conversation. I want to learn what worries you the most and what you want from the next California governor.”

By sharing policy updates, personal stories, and behind-the-scenes campaign activities, Becerra hopes to build a direct connection with Hispanic voters, particularly those who may not engage with traditional political messaging.

Social Media Competition

Becerra’s decision to use TikTok also places him in direct competition with other Democratic contenders, such as Katie Porter, who is already active on social media. Porter has established a strong following on TikTok, with over 500,000 followers, compared with 200,000 on Instagram and 164,000 on Facebook. Porter’s social media presence shows the growing importance of short-form video platforms in modern political campaigns.

For Becerra, the strategy is not just about reaching a wider audience, but also about creating engagement and dialogue. Campaign staff believe that videos featuring personal stories, clear explanations of policy, and interactive content can make a stronger impression on voters, especially younger Hispanic adults who spend a lot of time online.

Broader Implications

Becerra’s approach reflects a broader trend in politics, where campaigns increasingly adapt to the platforms and languages that voters use most. In a digital-first era, social media presence can be just as important as traditional advertising. By starting early on TikTok, Becerra hopes to lock in support from a demographic that could be crucial in the upcoming election.

Political analysts note that while the trend of targeting Hispanic voters in digital spaces is growing, it is still unclear whether it will have a lasting impact on voter behavior. However, campaigns like Becerra’s demonstrate a recognition of changing voter habits and the importance of personalized communication.

Xavier Becerra’s decision to use TikTok exclusively in Spanish is a calculated effort to reach Hispanic voters in California and engage them in meaningful conversation about his policies and vision for the state. By focusing on affordable housing, health care costs, and direct voter engagement, Becerra aims to stand out in a crowded field and connect with a community that is increasingly influential in politics.

With the 2026 gubernatorial race approaching, Becerra’s Spanish-language TikTok campaign may set a new standard for how candidates use social media to speak directly to diverse audiences, demonstrating the power of targeted, culturally aware digital campaigning.