New York, the city that never sleeps, is used to historic moments — but never before has a mayoral candidate used TikTok and Instagram to garner attention and support like this.
Zohran Mamdani, a 33-year-old social activist and progressive Democrat, won the primary against political veteran and former governor Andrew Cuomo and is on track to become the Democratic nominee for mayor. Mamdani could also make history as the city’s first Muslim and Indian-American mayor — a fact that only adds to the excitement surrounding his unique campaign.
The Guardian dedicated a special article to his approach—he uses short, viral video platforms to explain issues like rent, affordability, and urban infrastructure—and does it in a way that even people who normally avoid political topics stop and watch.
New York City’s mayoral primary is on November 4, and that’s when it will be decided whether this viral mayoral candidate has a chance to change the city’s history.
“TikTok as the new mayor”
Mamdani’s videos mix street shots, funny graphics, and short, to-the-point messages about city life. In one video, he walks around Brooklyn, asking people about transportation and rent problems, and in the next, he dances with local musicians — and all of this becomes a viral sensation in a matter of hours. Journalists write that “Zohran’s videos are not just campaign clips, they are a social experiment that turns dry politics into something fun and viral.”
His videos often feature funny details: a pizza lunch, a conversation with a hot dog vendor, or a brief scene with dogs crossing the street behind him. These “little moments” set him apart from the standard politician and turned him into a true internet sensation.
Urban culture meets politics
Mamdani is a historical phenomenon: a young, progressive Democrat who uses social media to engage voters and turn political messages into viral content. As The Guardian notes, urban culture and digital platforms are merging into a dynamic urban dialogue, and Mamdani is its leader. Social media allows voters of all ages to participate, ask questions, and even comment live. One of his popular videos includes an interactive Q&A, where Manhattanites ask him about issues with rent and public transportation, and he responds with short, clear, and often funny explanations.
The comments speak
On social media, comments range from “The coolest mayoral candidate in the history of New York” to “I don’t understand politics, but this video made my day.” Many young people see Mamdani as an example of how politics can be human, accessible, and even fun.
One of his Instagram followers wrote:
“This is the first candidate who makes me care about the election. And yes, his dance with Broadway artists was epic.”
These moments show how viral culture can create an emotional connection with the voter that traditional rallies and posters cannot.
The Great Viral of Politics
For the Big Viral column, the Mamdani case is a classic example of how modern urban culture is entering even mundane areas such as international and local politics, turning issues into an understandable, accessible, entertaining, viral experience. But what is more interesting is that for the first time, the voter’s voice is heard in the literal sense of the word – by a person who, in just a few weeks, will likely decide the fate of New York for a certain period of time.
Mamdani also shows that sometimes a well-organized, meaningful TikTok clip can have more impact on the future of a city than traditional protests.
This seems to lead us to think about a new political wave of real interaction with the people who vote. This is the new face of urban politics – viral, interactive and unpredictable, just like New York itself.