Got to keep up with the trends, right? California’s Democratic governor candidate Xavier Becerra is doing just that—he’s launching a TikTok channel…but here’s the twist: he’ll post exclusively in Spanish. 🇪🇸
Becerra, former Health Secretary under Biden, is aiming to lock in Hispanic voters by meeting them where they already hang out. A 2024 Pew survey found 50% of Hispanic adults on TikTok, compared with 39% of Black and 28% of white users. That’s a huge demo to tap into!
This move comes as politicians experiment with short-form video. Even former President Trump has millions of followers on TikTok, despite past efforts to restrict its parent company, ByteDance. The White House even joined the platform last month.
By dropping Spanish-only clips early, Becerra hopes to stand out in a crowded field and counter a rightward swing among Latino voters seen in recent races. Think of it like an indie musician staking out a niche on Spotify before the big labels notice.
For young pros in South and Southeast Asia, this shows that in politics as in tech, language and platform choice can make or break your strategy. If you’re scrolling TikTok, you might just be shaping the next political wave…en español! 📲
Reference(s):
TikTok: A new way to reach voters in California's governor race
cgtn.com
