A Democratic candidate for governor of California will be giving TikTok a go. The catch is it will be only in Spanish, at least for now. Former Biden administration Health Secretary Xavier Becerra is embracing the popular short-video app to target Spanish-language users. Becerra's campaign and surveys note Hispanics use TikTok in much higher numbers than Black and white people. Becerra's approach in the 2026 California governor's race is part of an effort by Democrats to counter the rightward swing among Latino voters that was seen last year both in red states such as Texas and Florida and blue states such as California, New Jersey and New York.
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