How Zohran Mamdani just won New York — and the internet
As I’m writing this, news is breaking that Zohran Mamdani is set to become the next Mayor of New York City.
A little over a year ago, the New York State Assembly Member was basically unknown. So how did a 34-year-old, democratic socialist become the mayor of America’s biggest city?
No matter your politics, Mamdani’s campaign has already become a masterclass in how to use social media; especially short-form video, collaboration and authenticity to connect with voters.
So in this edition, we’re taking a look at what he’s doing differently and what you can borrow for your own content.
launching Mamdani for Mayor
Zohran first grabbed attention with a viral video chatting with Trump voters. In the video, he lets the people talk and explain, without judgement, why they voted for Trump. He then deftly turns the conversation to outlining his three key policies, and his candidature for Mayor.
The video is nearly 3 minutes long, yet doesn’t lag. While the people of New York talk, Mamdani comes across as compassionate, warm and surprisingly funny.
This strategy of letting people talk wasn’t a stunt. Mamdani’s production team say they create two kinds of videos for his campaign: quick and fun, or ones that let real New Yorkers speak for themselves.
The quick and fun videos introduce voters to a smart, funny guy who isn’t afraid to poke fun at himself - or poke his opponents.
But it’s the videos where voters do the talking that really have emotional impact. The voters voice what they are struggling with and the kind of city they want to live in - while Mamdani demonstrates he is actively listening to what they have to say.
As he told Time Magazine (and his Insta followers):
I think the most important thing is that people see themselves and their struggles in your campaign.
And I think the larger struggle for us as Democrats is to ensure that we are practicing a politics that is direct, a politics of no translation, a politics that when you read the policy commitment, you understand it, as how it applies to your life.
make the policies go viral
Mamdani followed up his first viral video with a stunt that got attention - not just for him, but for one of his key policies.
The aspiring mayor took part in the annual Coney Island Polar Bear Plunge diving into the cold water in a suit to make a video with the title: I’m freezing… your rent as the next mayor of New York City.
But the video is more than just a stunt. After his dip, Mamdani then plunges into the details of the issue, and what he would do about it as Mayor. The optics are great, the policy: unforgettable.
But what’s also important is how he explains the details. It’s not dumbed down or glossed over for younger voters. As he explained in a Daily Show interview:
We’re not patronising, we’re not condescending. We’re not hanging a shiny little thing and saying please come follow. We’re just talking to them the same way we talk to anyone.
The production values are slick - but the message is clear and smart, while treating his audience with respect.
collaborate + communicate like the candidate
There’s a lot to learn from Mamdani’s campaign and his team’s fresh approach to political communication. But let’s start with three takeways you can implement:
talk less, smile more*
Get people talking about you and with you. Mamdani’s content shows him listening to voters, and let’s them voice the issues and react to his policies.
This kind of content can be trickier to make. His production team mention standing around for hours trying to get people to talk to him. But it is worthwhile working on including more people into your videos. It’s more authentic and easier to trust when it’s not coming from a politician.
Practice your interviewing skills. Let people talk. And then use the best bits to show people themselves in your campaign.
be clear what you stand for*
Stick to your key messages and repeat them often. For Mamdani this was three key policies: freeze rents, universal childcare and free buses. And all three could be tied back to his one key issue: the cost of living.
Mamdani made countless pieces of content promoting these same key policies and the overall cost of living issue. While some reels stood out over others, the repetition and storytelling is what made the policies stick - without dumb gimmicks.
When you’re planning content:
Has it been a while since you’ve discussed a key policy or initiative? Revisit it.
How can you incorporate more storytelling to introduce emotion and context to every reel?
Who do you know who can tell a story to promote your policies?
Are you encouraging your audience to collaborate and share with you?
*We’re not taking all of Aaron Burr’s advice here…
make it reely easy to discover*
Mamdani’s social media campaign was built on short-form video. But his reels don’t shout TikTok.
With filmmakers on his production team, some of the videos are shot in horizontal format, most in vertical, but they all have a very clear, recognisable look as Mamdani’s New York, while giving him the time and imagery to share his vision for the city.
This is the content that is getting seen and shared around - particularly if there is a zinger or moment that gets emotional.
If you’re not already doing it, you need to make more videos. We may have some time before the next round of elections, but now is the time to build your skillset - both on and behind the camera.
Get used to talking to the camera, bringing personality and warmth while sharing a clear message. This takes time and preparation!
Build a habit of capturing footage around your community - with people in it.
Practice interviewing people and really listening to what they have to say.
Think about a stunt you could try to draw attention to a key policy. This is about creating something people want to share with their friends - and to underline a message.
That’s it for now, but as always, if you try one of these tips or trends or see something cool, send it to me at@katewilson.au
