From plunging into the icy waters of Coney Island to protest soaring rents, to strolling Manhattan’s streets while quipping that New Yorkers deserve “a mayor they can see, hear, and even yell at,” Zohran Mamdani did not campaign like a conventional politician. Instead, he turned social media into both a megaphone and a movement—one that propelled the 34-year-old democratic socialist to a stunning victory in New York City’s mayoral race.
Now, just days after being sworn in as mayor on January 1, the question dominating political circles is whether Mamdani can convert viral energy into sustainable governance.
During the campaign, Mamdani’s short, witty videos tackled complex issues with humor and accessibility. A visit to halal food trucks sparked a conversation about “Halalflation,” linking rising permit costs to food prices. A polar plunge became a visual metaphor for rent freezes. And a marathon walk across Manhattan doubled as a statement on transparency and accessibility in city leadership.
Those moments resonated powerfully with younger voters. According to an Associated Press voter poll, nearly three-quarters of New York City voters under 30 supported Mamdani, a demographic often accused of political disengagement. Experts say his success lay in authenticity rather than novelty.
“You don’t have to be young to connect with young voters,” said Jane Hall, a communications professor at American University. “But you do have to be authentic and speak to what people care about in a way that feels current and inviting.”
From Campaign Virality to Governing Reality
Mamdani’s digital strategy blended levity with seriousness, a balance that Rutgers University professor Jack Bratich described as rare in modern politics. “He managed to pair a sense of fun with real policy discussions,” Bratich noted, setting him apart from the negativity that often dominates political social media—particularly that associated with Donald Trump.
That contrast was evident throughout the race. Trump branded Mamdani an extremist and threatened to withhold federal funding from New York City if he won, even suggesting he would have Mamdani arrested for obstructing immigration enforcement. Mamdani fired back on election night, declaring, “To get to any of us, you will have to get through all of us,” a line that drew thunderous applause from supporters.
Yet governing demands a different tone than campaigning. Despite public sparring, Mamdani and Trump reportedly had an unexpectedly cordial meeting in November, where they acknowledged shared concerns such as affordability. Analysts see this as an early indication that Mamdani may adopt a pragmatic approach when dealing with a White House that could otherwise stall his agenda.
“How he navigates that relationship will be critical,” said Ioana Literat, a communications professor at Columbia University. “Promising sweeping change online is easy. Governing under a potentially hostile federal administration is not.”
The Risk of Digital Disillusionment
The challenge ahead is not just policy execution, but expectation management. Social media thrives on immediacy and momentum, while governance is incremental and procedural. Jonathan Nagler, co-director of NYU’s Center for Social Media and Politics, warned that keeping supporters engaged will be far harder now.
“It’s easy to mobilise people against Trump,” Nagler said. “What’s harder is asking them to get excited about persuading the City Council or understanding how municipal government actually works.”
Mamdani’s campaign, however, may offer clues to his strategy. His social media presence consistently funneled online enthusiasm into offline action—canvassing, protests, and voter registration drives—ultimately mobilising more than 100,000 volunteers. Rutgers’ Bratich described social media as “the front door into a massive field operation,” suggesting that Mamdani could again convert followers into grassroots organisers.
Still, the risk is real. “If his administration stumbles and his feeds keep promising more than he can deliver,” Literat cautioned, “the same young voters who made him go viral could turn that energy into backlash.”
Grassroots Momentum Beyond the Mayor’s Office
Signs suggest Mamdani’s movement may outlive the campaign. In November, allies launched a new advocacy nonprofit, Our Time for an Affordable NYC, founded by campaign volunteers and members of the Democratic Socialists of New York. While legally separate from the mayor’s office, the group aims to push Mamdani’s affordability agenda through door-knocking, phone-banking, and neighbourhood-level organising.
Mamdani’s own inauguration symbolised his blend of symbolism and substance. He took his oath inside the long-abandoned City Hall subway station—becoming the city’s first mayor to swear in with his hand on a Quran—and told the crowd braving freezing temperatures, “I do not stand alone. I stand alongside you. If you are a New Yorker, I am your mayor.”
As New York enters this new political chapter, Mamdani’s greatest test may not be winning attention, but sustaining trust. In the age of viral politics, the transition from internet sensation to effective mayor will determine whether his social media revolution becomes a lasting model—or a cautionary tale.
