Zohran Mamdani: Navigating the Challenges of Governance After a Social Media Sensation

Thu Jan 01 2026 18:29:56 GMT+0200 (Eastern European Standard Time)

Zohran Mamdani, the newly elected mayor of New York City, harnessed social media to engage young voters and achieve an unexpected victory. As he assumes office, the challenge lies in maintaining momentum and fulfilling his promises.

Zohran Mamdani’s rise to become New York City’s mayor was fueled by effective social media use that resonated with younger voters. Following his inauguration, Mamdani faces the challenge of sustaining engagement and delivering on progressive policies while navigating the complexities of governance.

Jumping into the frigid waters of Coney Island in January for a pun on 'I'm freezing... your rent'. Visiting food trucks to discuss how city permitting processes have led to 'Halalflation'. Walking the length of Manhattan to show New Yorkers they 'deserve a mayor that they can see, they can hear, they can even yell at'.

Those social media videos helped propel Zohran Mamdani and his left-wing policies to a surprise win in New York City's mayoral primary, and then to victory in the November election.

The democratic socialist, 34, engaged New Yorkers - particularly young voters who spend much of their time 'doom-scrolling' – by using social media to build an image of someone who is authentic and joyful, experts told the BBC.

Now, after he was sworn in as mayor on 1 January, his next challenge will be keeping those same supporters engaged and maintaining the momentum in office.

About three-quarters of New York City voters under the age of 30 voted for Mamdani, according to an Associated Press voter poll.

Mamdani's robust social media strategy engaged these voters by delivering an image of a political candidate that young people - frustrated with older, more established candidates - craved, said Jane Hall, a communications professor at American University who studies politics and the media.

A candidate does not have to be young to connect with young voters, Hall said, 'but I think you have to be seen as being authentic and speaking to what people care about in a way that is hip and makes people want to be on the bandwagon'.

Jack Bratich, a journalism professor at Rutgers University who studies political culture and social media, said Mamdani has shown he is able to combine a lightheartedness with serious conversations.

Despite an unexpectedly friendly first meeting in November between Mamdani and former President Donald Trump, who had portrayed Mamdani as an extremist during the campaign, their dynamic will be tested as Mamdani governs.

Mamdani must now transition from a viral campaign to everyday governance, a task that will demand new strategies to engage and mobilize supporters beyond social media posts. Keeping the momentum of his campaign alive amidst the challenges of actual administration will be key.

In an exciting development, allies of Mamdani have launched a new advocacy group designed to mobilize his 100,000 volunteers for an agenda focused on affordability, showing that grassroots support could continue to play a vital role in his administration.

'This is truly the honor and the privilege of a lifetime,' Mamdani remarked during his swearing-in ceremony, promising to engage with New Yorkers as he embarks on his term.