Democratic Socialist Zohran Mamdani is the new Mayor of New York, defeating former governor Andrew Cuomo and Republican candidate Curtis Silwa in a race that saw the city’s highest voter turnout since 1969. Mamdani’s social-media-driven campaign may be one reason why.
Throughout the New York mayoral election season, Mamdani has used social media to mobilize younger voters. The mayoral candidate has been a frequent face on various TikTok accounts, sharing his platform beyond New York.
Over the years, influencers have become a more popular avenue for sharing news, and it’s clear that Mamdani knows that the Gen Z vote is huge. Being featured on popular New York-based internet series accounts such as @subwaytakes, @judgyseries, and @areyouokayshow, he has access to speak directly to the younger generation. These three accounts are interview-based and follow a format similar to traditional news interviews. The difference is that they are less formal, allowing Mamdani and other interviewees to speak freely while keeping it lighthearted.
In his recent episode of Subway Takes, Mamdani said that he should be the Mayor of New York. He later explained why, and the host, Kareem Rahma, gave him a platform to share his campaign, while also cracking jokes.
In his other appearances on internet shows, Mamdani participates in the usual rapport, where interviewers ask absurd-ish questions, but he still manages to pivot his answers to be relevant to his campaign. “What’s a hill you’re willing to die on?” Are You Okay host Brianna Morales asked. Mamdani answered with, “to make New York City more affordable,” which is the basis of his campaign.
Additionally, other influencers and celebrities have also taken steps to campaign for Mamdani, such as comedians Bowen Yang, Sarah Sherman, Ramy Youssef, as well as TikTok stars Christian Divyne (@xiandivyne) and Prance ( @bocxtop), who typically make sketch-like comedy with their friend group. Prance posted a video at a press conference of Mamdani’s, using their typical humor and making fun of New York, while ending with a series of questions for Mamdani to answer.
Other mayoral candidates were not as prominent online, or at least they weren’t in a way that made people want to vote for them. The mayoral debate became a viral topic, with many focusing on how differently each candidate answered questions, laughing at how off-topic Silwa got, and the event even got parodied on SNL.
What set Mamdani apart was his relatability, which easily translated across the accounts he was featured on. Mamdani’s social media strategy gave him the opportunity to market himself to audiences both in and outside of New York. There were people on the internet who wished they were in New York so that they could vote for Mamdani, while non-supporters have threatened to move out of New York.
Mamdani resonated with the younger generation and other New Yorkers because of his political platform, but it was the accessibility of the internet and his commitment to connecting with all of New York that led to his win.
Popline News 