Nov. 4, 2025, was a significant day for many Americans. As they do every two years, voters across the country carved out part of their day to visit their local polling places and cast ballots in their states’ general elections. Often overshadowed by presidential elections, state legislative races tend to receive far less national attention. This is despite how local politics play a vital role in shaping the broader legislative landscape of the United States, one that ultimately influences decisions felt around the world.
However, the 2025 local elections seemed different. There was an unexpected amount of interest in voting from Americans across the nation who waited with bated breath as Nov. 4 loomed. The perceived indifference of Americans to local elections appeared to have waned with the promise of pivotal political changes on the horizon.
Most notably at the forefront of this surge in attention toward local elections was the New York City mayoral race, which featured Democratic candidate Zohran Mamdani, Independent candidate Andrew Cuomo, and Republican candidate Curtis Sliwa. Cuomo has been a well-known political figure for quite a while, and familiarity often lends itself to electoral success. However, it was Mamdani, a young candidate and a new face to many voters, who was stealing the show, especially on social media.
Mamdani seemed to come out of nowhere for those without prior knowledge of New York’s state legislative landscape. He had previously served as a New York State Assembly member representing Queens before becoming mayor-elect, but lacked a nationally regarded presence before the race. Nevertheless, as the New York local elections neared, Mamdani was everywhere. Making waves on X, TikTok, and various other social media platforms, with news coverage closely following his every post and campaign announcement.
His advocacy for affordable living for all New Yorkers, in tandem with his charismatic persona, had everyone talking about the New York mayoral race, even non-New Yorkers. His for-the-people ideals and commitment to achieving financial relief for all resonated deeply with voters across the country, but what truly distinguished him was the presence he had online.
Parallel to his campaign promises, his social media content painted the image of a familiar community member, someone genuinely committed to making positive change who comes from the same background as his voters. His quality social media presence not only set him apart from his opponents in the general election, but also from political figures of the past. Most of whom have consistently struggled in this area of campaign marketing, regardless of party affiliation.
In contrast to his cohorts, Mamdani’s social media content was sincere and attention-grabbing, connecting with audiences in ways that felt natural, relatable, and genuinely engaging. He quickly became known for his distinctive video format of walking the streets of New York while casually discussing his policies in a direct and approachable way. He was making references and content choices that hit home for both young people and longtime New Yorkers, in a way that was effortless and far from off-putting. Effectively flipping the script on how people thought about both political content and voting itself.
And it went beyond posts on mainstream platforms like X; he also collaborated with niche content creators such as the street-interview TikTok account, Are You Okay?, and the podcast Upstairs Neighbors. Mamdani was present in every corner of the internet, displaying his willingness to connect with his constituents and young people.
While this, of course, greatly reflected Mamdani’s stand-up character, it was also a deliberate effort by his team to reach voters where they spend much of their time these days: online. In a video interview with Channel 5 with Andrew Callaghan, a digital journalism experience on YouTube, New York City Council Member Chi Ossé discussed his perspective on Mamdani’s efforts to build a political presence on social media.
Ossé, in his own career, highlights social media as an avenue for spreading important political messages in a highly personable and persuasive way. He credits his civic engagement on social media as what led him to hold a significant legislative position in New York. Ossé recalled a conversation with Mamdani in July 2024, stating, “He told me he was deeply inspired by the social media strategy that my team and I have been doing for a couple of years… and he was asking for some advice on how to navigate that space.” Mamdani and his team set out to leverage social media in his campaign by crafting a presence that was both authentic and far-reaching, which they achieved. Setting an example that when social media is used thoughtfully, it can be a highly effective and influential tool.
Mamdani has posted content in English, Spanish, and Arabic, from the streets to parks and dance clubs in New York. He completely maximized his reach and established trust with voters by taking full advantage of the access social media afforded him. This was a masterclass in social media marketing that political figures and individuals working in the space should note.
Social media content from political figures is increasingly prevalent as the internet continues to shape the thoughts and opinions of society at large. Politicians are willing to pivot to any area they can reach voters, and as demonstrated by Mamdani, there is legitimate value for them to build a quality presence online.
Whether another campaign can utilize social media as effectively is still up for debate, as winning the heart and attention of American voters is no easy feat. But after Mamdani’s win in the New York mayoral election on Nov. 4, it’s clear that compelling content has the potential to catalyze substantial change.