"While there are many reasons for Zohran Mamdani's success, the New York City mayor-elect's meteoric rise was in no small part down to his campaign's blazing social media game. Across TikTok, Instagram and X, his ads have racked up tens of millions of views, turning his charismatic potential into an electoral earthquake that has shaken the foundations of the Democratic party. Many politicians on both sides of the Atlantic will be asking: what is his secret formula? For me, the answer is clear."
"On social media, radicalism isn't a potential liability it's your strongest selling point. This is a reality that the most adept politicians from Mamdani to Donald Trump understand very well. Above all else, what matters online is your authenticity and commitment to standing by the things you believe in, no matter how many outraged headlines they may produce."
Zohran Mamdani's campaign turned viral content across TikTok, Instagram and X into massive visibility, with ads accumulating tens of millions of views. Authenticity and visible commitment to radical positions attracted supporters rather than alienating them. Criticism from mainstream outlets was repurposed as validation, mobilising online communities who view advocacy, such as for Palestinian human rights, as a credential. Relatable ad formats—street interviews, celebrations with fans, bodega shopping—foregrounded ordinary people and everyday joy. An army of unofficial supporters produced edits, tweets and memes that amplified reach and disarmed opponents, creating sustained grassroots digital momentum.
Read at www.theguardian.com
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