California gubernatorial candidate Xavier Becerra has launched a Spanish-only TikTok campaign to connect with Latino voters, who use the app at higher rates than other groups. Becerra, a former Biden administration health secretary, says the effort will feature direct-to-camera messages, policy explainers, behind-the-scenes clips, and influencer collaborations—all in Spanish. The move highlights Democrats’ push to strengthen Latino support after Republican gains in recent elections, while rivals like Katie Porter are already using TikTok to grow their followings.

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