Democrats are employing social media content creators to reconnect with Latino voters ahead of the 2026 midterm elections. The initiative, led by BOLD PAC—the campaign arm of the Congressional Hispanic Caucus—aims to utilize influencers to deliver political messaging to a demographic that increasingly relies on social media for news.
The strategy follows a shift in Latino voting patterns documented by the Pew Research Center. In 2020, Joe Biden carried the Latino vote by 25 points, but by 2024, Kamala Harris won the group by a three-point margin. That same year, Donald Trump increased the Republican share of the Latino vote to 48%. Strategists attribute this shift to concerns over liberal immigration policies and a perceived focus on foreign intervention over domestic issues.
BOLD PAC's program, launched in February, connects influencers with voters in competitive districts. Rep. Linda Sánchez (D-CA), chair of BOLD PAC, stated the goal is to provide information to "trusted voices" who can then create "organic and authentic" content. Participating creators, such as Alexa Flores and Solangie Hernandez Hollowell, participate in community events like wine tastings and cultural celebrations. BOLD PAC reported it does not pay for posts but provides $1,500 stipends per event to cover travel expenses.
The scale of this effort reflects the high stakes for control of the House of Representatives, where swing districts with large Hispanic populations are expected to be decisive. According to Equis Research co-founder Stephanie Valencia, about one-third of Latino voters identify as independent, and more than 40% of those feel neither major party represents their interests. This makes the group a "persuadable universe" rather than a guaranteed base, requiring sustained engagement rather than just late-cycle turnout efforts.
The outcome of these efforts will be tested during the upcoming midterm elections on November 3, 2026. BOLD PAC is currently deploying influencers to specific races, including the contest in New Mexico where Rep. Gabe Vasquez (D) faces Greg Cunningham (R), and in Arizona, where JoAnna Mendoza (D) is challenging incumbent Rep. Juan Ciscomani (R). The effectiveness of this influencer-based model could set a precedent for how both parties allocate campaign spending in future cycles.