After the last couple of years, from a turbulent pandemic, rising poverty, a spike in violent crime, a massive increase in the wealth gap, and an overall deterioration in the quality of life, “The Big Apple” has fallen into a dark age of economic crisis. Despite the promises from former mayors and current mayor Eric Adams to rebuild the city in his “economic recovery” slogan, many within the public have lost faith in the platform of politics. They believe politicians can not keep their promises or will continue to serve their own interests.
“A famously packed city became a fraught place where it felt like getting too close to anyone might send both of you to a mass grave,” said New York political journalist Zoe Beery. Alongside journalists, financial expert and Fiscal Policy Institute Director Nathan Gusdorf levied similar criticism about the financial state of the city.
“The data illustrate what many New Yorkers already know to be true: affordability challenges are increasingly fueling the city and state’s population loss,” said Gusdorf. “Families with young children and New Yorkers in search of housing are leaving at higher rates — indicating that those most exposed to affordability challenges are increasingly moving out”
Even under these circumstances, the current mayor-elect Zorhan Mamdani has changed those perceptions. During the debates, he became very well regarded because of his natural charm, quick wit, and underdog appeal. He defeated establishment-backed rival Andrew Cuomo and Republican candidate Andrew Silva after running a campaign that relied heavily on social media engagement and grassroots organizing. Mamdani identifies as a democratic socialist, and his candidacy initially faced resistance within his own party. Despite hesitations, the 33-year-old former assemblyman garnered national support.
This national attention raised the stakes of the race, historically not known for such polarizing support. Despite his likability in the arena of debate and being well spoken in press conferences and news interviews, the young candidate took a different approach to his campaign. While many politicians aren’t strangers to utilizing social media for public support, Mamdani used social media content as a main driving force in his campaign.
Mamadani used platforms like Instagram, TikTok, and X to create well-edited yet relatable content to appeal to viewers. Mamdani created content from videos of Mamdani interacting with local businesses, talking to citizens about specific policies and issues, and even outlining all his specific plans about what he wants to do as mayor in simple yet effective messaging. Also creates more light-hearted sketch-style videos, poking fun at his critics and using that same charm from his debate to translate into his content.
One recurring series on his page titled “Until it’s Done” was based around the history of New York City, and going to places around the city explaining their historical significance, while relating them back to a relevant issue or subject within the realm of his campaign.
The mayor-elect also collaborated with many different content creators, such as Matty and Kadio, Nicolas Nuvan, Shop Cats, comedian Andrew Schultz on his podcast “Flagrant,” and Bulwark Media. Mamdani even went as far as to endorse the SNL skit made on his debate and collaborating with the actor who portrayed him.
The appeal of Mamdani isn’t simply one of change, but of humanization. Supporters say the candidate’s relatability sets him apart.
“It’s actually mind-blowing how normal Mamdani is compared to other politicians who just spew word salad,” said online supporter Paul Newin.
While many are still skeptical about the new mayor-elect thanks to his “man of the people” appeal from social media, Mamdani was also able to strike a massive chord with young voters. According to Tufts University’s Center for Information & Research on Civic Learning and Engagement, voters ages 18 to 29 made up roughly 78% of Mamdani’s voter base.
While the future of the mayor-elect and New York City as a whole is uncertain, one thing is crystal clear: social media marketing and content creation win campaigns. Mamdani and his team have set the precedent for what major elections may look like in the future.
