Jumping into the frigid waters of Coney Island in January for a pun on I'm freezing... your rent. Visiting food trucks to discuss how city permitting processes have led to Halalflation. Walking the length of Manhattan to show New Yorkers they deserve a mayor that they can see, they can hear, they can even yell at. These lively social media videos helped propel Zohran Mamdani and his left-wing policies to a surprise win in New York City's mayoral primary and then to victory in the November election.
The democratic socialist, 34, engaged New Yorkers - particularly young voters who spend much of their time doom-scrolling – by using social media to build an image of someone who is authentic and joyful. Now, after he was sworn in as mayor on January 1, his next challenge will be keeping those same supporters engaged and maintaining momentum in office. About three-quarters of New York City voters under the age of 30 voted for Mamdani, according to an Associated Press voter poll.
Mamdani's robust social media strategy engaged these voters by delivering an image of a political candidate that young people - frustrated with older, more established candidates - craved. Experts suggest that while a candidate does not need to be young to connect with young voters, authenticity and relatable messaging are key.
However, a successful tenure as mayor means moving beyond the thrilling campaign season into the sometimes unexciting world of day-to-day governance. Engaging the public on issues such as bureaucracy in city council may present a challenge where social media alone may not suffice.
Although Mamdani enjoyed an unexpectedly friendly first meeting with Donald Trump post-election, their campaign dialectic was sharp, with Trump labeling him an extremist. As Mamdani transitions from a dynamic campaign to steady governance, he will have to navigate these relationships while being realistic about the limitations he may face.
To sustain his supporters' engagement, Mamdani's team has established a nonprofit organization aimed at continuing grassroots organizing and pushing forward his agenda. The road ahead is not clear, and how he melds his vibrancy on social media with tangible political action will be pivotal in deciding if he can shift from campaign success to governance success.
The democratic socialist, 34, engaged New Yorkers - particularly young voters who spend much of their time doom-scrolling – by using social media to build an image of someone who is authentic and joyful. Now, after he was sworn in as mayor on January 1, his next challenge will be keeping those same supporters engaged and maintaining momentum in office. About three-quarters of New York City voters under the age of 30 voted for Mamdani, according to an Associated Press voter poll.
Mamdani's robust social media strategy engaged these voters by delivering an image of a political candidate that young people - frustrated with older, more established candidates - craved. Experts suggest that while a candidate does not need to be young to connect with young voters, authenticity and relatable messaging are key.
However, a successful tenure as mayor means moving beyond the thrilling campaign season into the sometimes unexciting world of day-to-day governance. Engaging the public on issues such as bureaucracy in city council may present a challenge where social media alone may not suffice.
Although Mamdani enjoyed an unexpectedly friendly first meeting with Donald Trump post-election, their campaign dialectic was sharp, with Trump labeling him an extremist. As Mamdani transitions from a dynamic campaign to steady governance, he will have to navigate these relationships while being realistic about the limitations he may face.
To sustain his supporters' engagement, Mamdani's team has established a nonprofit organization aimed at continuing grassroots organizing and pushing forward his agenda. The road ahead is not clear, and how he melds his vibrancy on social media with tangible political action will be pivotal in deciding if he can shift from campaign success to governance success.
