Harris-Walz Campaign Taps WhatsApp to Engage Latino Voters

The Harris-Walz campaign has taken a significant step in its outreach efforts by launching a bilingual WhatsApp channel targeting Latino voters. This move, announced on a Monday afternoon, has sparked discussions about the potential impact of digital platforms on political engagement.

Evelyn Lees, a 53-year-old Puerto Rican middle school science teacher, expressed enthusiasm upon receiving the notification about the new channel, "Latinos con Harris-Walz." The channel promises behind-the-scenes information and details on the Democratic ticket's plans to support Latino families.

WhatsApp, founded in 2009 by Brian Acton and Jan Koum, has become an integral part of communication for many Latino communities. With over 2 billion active users worldwide as of 2023, the app's popularity stems from its free messaging and calling features over the internet. According to the Pew Research Center, 54 percent of Hispanic adults in the United States use WhatsApp.

Experts suggest that utilizing WhatsApp could be a strategic move to reach an increasingly influential voter base. Latinos are projected to comprise 14.7 percent of all eligible voters in November 2024, representing the second fastest-growing voter bloc in the country.

Dr. Inga Kristina Trauthig, head of research at the University of Texas at Austin's Propaganda Research Lab, emphasizes the app's significance: "WhatsApp will impact this election because it is one of the main sources for some communities to get their news, which is key for the formation of political opinions."

While the Harris-Walz channel may be a first for a U.S. presidential campaign, WhatsApp has played a crucial role in elections globally, including in India, the United Kingdom, Brazil, Mexico, and Venezuela. The platform has evolved from small group chats to a more social media-like experience, allowing for broader communication through features like Channels, introduced in 2023.

Experts are divided on the effectiveness of this approach. Stephanie Valencia, president of Equis, believes that "going where people already are and creating a space to communicate with Latinos is crucial." The ability for users to forward messages to their contacts could amplify the campaign's messaging through trusted networks.

However, Dr. Marisa Abrajano, a political science professor at the University of California at San Diego, cautions that while the channel may reach millions, it might primarily engage those already supportive of the candidates. She notes that traditional door-to-door canvassing remains the most effective method for mobilizing low-propensity voters.

The Latino electorate's diversity presents challenges for campaigns. As Evelyn Lees points out, "We don't fit into a neat category." The Harris campaign is addressing this by employing various tactics, including influencer partnerships and targeted advertising.

Since its launch, the Harris campaign's WhatsApp channel has attracted over 3,000 users, sharing content from Latino politicians, celebrities, and the candidates themselves. As the campaign progresses, it will be interesting to observe how this digital strategy evolves and its impact on voter engagement in the 2024 election.

"I think they can still add a little sazón. Give us music, give us joy, give us the things that make us proud to be Latinos."