Post by : Raman

California’s 2026 race for governor is becoming very exciting. One of the strongest candidates, Xavier Becerra, who once served as Health Secretary under President Biden, is now trying something new. Becerra is using TikTok, one of America’s fastest-growing social apps, to talk to voters—but only in Spanish for now.

This is a smart move. Hispanic people are very active on TikTok. Instead of posting in English, Becerra wants to speak directly to them in the language they feel most comfortable with.

Why Use TikTok?

TikTok is one of the most popular apps in recent years. Many young people and minorities use it daily. A survey from 2024 by the Pew Research Center shows that nearly half of Hispanic adults use TikTok. In comparison, 39% of Black adults and 28% of white adults use it.

Becerra said:

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

His campaign will post a mix of different videos in Spanish. These will include messages where he talks directly to voters, explains his policies, and shares behind-the-scenes clips from his campaign. Becerra’s team also plans to work with social media influencers and share videos made by supporters.

José Muñoz, a Democratic strategist helping Becerra, explained why this is important:

“Working-class Latinos aren’t necessarily visiting Spanish websites, but they are scrolling and watching videos in their free time.”

The Political Context

Becerra’s strategy comes as the Democratic Party works hard to win back Hispanic voters. In recent years, more Hispanic people have supported Republican candidates in many states. Last year, even former President Donald Trump gained more Latino voters in red states like Texas and blue states like California.

There is more background drama about TikTok too. In 2024, Congress passed a law to ban TikTok, fearing data security risks since the app is owned by ByteDance, a China-based company. President Biden did not enforce the ban before leaving office. Then the Supreme Court upheld the law, but former President Trump later suspended the ban to give ByteDance time to sell the platform. Trump even joined TikTok himself last year and has millions of followers.

Even the White House started its own TikTok account last month, showing how important the app is in politics now.

Why Focus on Hispanic Voters?

Hispanic voters are now a very important group in American politics. Their power is growing. Many candidates in the 2025 elections in New Jersey and Virginia are also trying to reach them by hosting Spanish events, ads, and interviews.

For example:

• In New Jersey, Mikie Sherrill (Democrat) and Jack Ciattarelli (Republican) held Spanish town halls on Univision.

• In Virginia, Abigail Spanberger (Democrat) released radio ads in Spanish, talking about her life as a mother and public school supporter.

For Becerra, posting videos in Spanish on TikTok is a way to talk to Hispanic voters early in the campaign. Most politicians are still learning how to use the platform.

This decision also goes against Republicans who want to reduce multilingual services and promote only English in government.

What Are Becerra’s Main Campaign Goals?

In his first TikTok video, Becerra talked about the most important things he wants to do as governor:

• Make housing more affordable for people in California.

• Lower health care costs.

He said:

“I am the only candidate in this race who will speak to you in Spanish on this platform. 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 showing short videos explaining his policies, sharing personal stories, and behind-the-scenes moments, Becerra hopes to build a strong connection with Hispanic voters, especially young adults who spend a lot of time online.

Social Media Competition

Becerra is not the only one using social media to reach voters. Another Democratic candidate, Katie Porter, already has over 500,000 followers on TikTok. She also has followers on Instagram and Facebook.

Becerra’s plan is not only about reaching more people but also making them talk back. His team believes that sharing personal stories and easy policy explanations will help more people understand and trust him.

Bigger Picture: Why This Matters

Becerra’s use of TikTok shows a bigger trend in politics. Campaigns now understand that reaching people on the right platform and in the right language matters most. In today’s world, social media is as important as TV ads and newspapers.

By starting early on TikTok, Becerra wants to get support from Hispanic voters. These voters could be key in winning the election.

Political experts say we don’t yet know how big of an impact this will have on actual votes. Still, campaigns like Becerra’s show they understand that voters' habits are changing.

Why Spanish Matters

Many Latino voters don’t always follow news on English websites. Instead, they prefer content in Spanish or videos they can watch on social apps. Becerra’s strategy shows he understands that reaching people in their language helps build trust.

The Future of Political Campaigning

Becerra’s campaign could set a new standard. Instead of general ads, political candidates are now creating personalized videos for targeted groups.

This shows how politics is changing. Today, success depends not just on big speeches but on real conversations. By using TikTok in Spanish, Becerra is trying to speak directly to millions of people who don’t see themselves represented in traditional political ads.

Final Thoughts

As the California gubernatorial race in 2026 moves forward, Xavier Becerra’s bold choice to use TikTok in Spanish is attracting attention. His focus on affordable housing, health care, and direct voter engagement could help him stand out in a crowded race.

This campaign also highlights a key lesson: In today’s digital world, knowing where your audience is and speaking in their language makes all the difference.

Becerra’s approach may not only help him in California but could influence how future campaigns use social media and language to connect with voters.

California 2026 election, Xavier Becerra TikTok, Hispanic voter campaign, Spanish political videos