A One-Man Telemundo on TikTok
TikTok personality Carlos Eduardo Espina, who first attracted attention through his videos on how to pass the U.S. citizenship test, in College Station, Texas, June 26, 2024. Espina, a recent law school graduate, has become something of a one-man Telemundo for millions of Latinos in the United States.
Despite having more TikTok followers than Beyoncé or Reese Witherspoon, he has received little attention in the national press, perhaps because his videos are mainly in Spanish. But he drew attention last month with videos that he filmed with President Joe Biden as he announced two new immigration measures.
Espina is quick to emphasize that he doesn’t consider himself a journalist, but his TikTok account isn’t far from journalism, blending aspects of reporting with political commentary and entertainment. It’s a potent combination on an app that has become a meaningful source of news for a growing number of Americans.
But unlike so many of his peers, Espina didn’t claim his initial fame with dancing, cooking or comedy. Instead, it was through videos on how to pass the U.S. citizenship test. Friends encouraged him to post similar fare on TikTok. His first video surpassed 100,000 views. Soon, he branched out into adjacent topics, like explaining different types of visas.
“There’s a lot of Spanish-speaking creators talking about stuff going on in Mexico or South America,” he said. “But there was no one speaking Spanish talking about politics and Latino issues and immigrant issues here in the United States.”In the United States, Hispanic adults are more likely to use TikTok than Black, Asian and white adults are, and more likely to prefer social media for news, according to Pew Research.
Espina had been frustrated by what he viewed as inaction on immigration reform, even spearheading a national protest in 2022. But he connected with the White House this year after signing with Palette, a talent management firm that represents many creators invited to the administration’s events and that the DNC has paid to help with social media influencers.Although the White House was frequently in touch with him, he said it didn’t pressure him to put up sympathetic posts.
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