I watched with amazement last night as the Democratic mayoral primary results rolled in. I had been told by my stepdaughter Tamara that the Zohran Mamdani momentum was real and that he was going to win. Trapped in my old world thought bubble of Marist polls and mainstream media, I was convinced that Andrew Cuomo would be making easy work of the challenger. Simply put, I was dead wrong. I asked our digital PA specialist Hannah MacInnis for her view of what happened. Here it is:
How Zohran Mamdani Won the Social Media Game Against Andrew Cuomo
In the high-stakes 2025 New York City mayoral primary, one thing was clear: social media wasn't just part of the game, it was the game. And when it came to dominating TikTok, Instagram, and other digital platforms, Zohran Mamdani outpaced political heavyweight Andrew Cuomo by a landslide.
Mamdani has a platform-first strategy, focusing a great deal on TikTok. Unlike his opponents and politicians across the board, he approached social media as a core campaign tool, not an afterthought. His videos were relatable and rooted in the daily lives of New Yorkers. One viral clip featured him breaking his Ramadan fast with a burrito on the Q train. This small, genuine moment struck a chord with viewers and racked up hundreds of thousands of views. He regularly engaged with followers through TikTok Lives and trend-adapted content that simplified complex policy topics. Cuomo, by comparison, failed to adapt to the culture of these platforms. His sporadic and formal presence felt out of touch with younger audiences.
Creator Support, Collaboration, and Criticism
A critical factor in Mamdani's digital success was the support he received from influencers, particularly on TikTok. He not only garnered direct support from different creators but also fed off content criticizing his opponent. The beauty of the TikTok algorithm is users do not have to follow a certain creator to see their content, therefore extending the reach of videos to limitless potential. Those with minimal followers can also garner massive engagement on videos due to the topic or reshares by larger accounts (like Mamdani’s channel). The “For You Page” shows the user anything and everything, adding to the organic, quick-posting nature of TikTok content.
Direct endorsements:
@aoc
@waltermasterson
@cassiewillson
@sarahsquirm
@fiathomson
@harryjsisson
Creator Criticism:
*While some creators did not directly name Mamdani, they spoke on policies Mamdani was campaigning on.
@stopantisemitismorg
@IsabelBrown
@itsalllpolitics
@vickiepaladino
@officialchristianwalk1r
Memes, Slogans, and Campaign Virality
Mamdani's team leaned into the power of viral communication. Memorable slogans like "Don’t Rank Evil Andrew" became rallying cries and trended on TikTok. His progressive policies of free public transit, taxing the wealthy, affordable housing were packaged into digestible, meme-ready snippets.
Cuomo, on the other hand, became the subject of memes rather than the creator of them. The internet often portrayed him as a symbol of outdated politics, and this perception hurt his credibility with younger, digitally fluent voters.
Community-Centric Messaging
Mamdani’s campaign used social platforms to build a grassroots movement. His videos didn't just promote policies, they called on people to join events, canvass, and participate. This sense of collective ownership and activism made his campaign feel more like a community than a traditional political machine.
Cuomo’s campaign, by contrast, leaned on name recognition and legacy. But in an era where grassroots energy can be cultivated in a 60-second TikTok, legacy alone wasn't enough.
The Internet Candidate Wins
Zohran Mamdani's triumph in the social media sphere came down to a few key factors: He mastered the native language of platforms like TikTok. He activated influencers to become campaign partners and mouthpieces. He made policy sharable and engaging. He built community and momentum through consistent digital engagement.
Andrew Cuomo couldn’t keep up. In this new political era, authenticity and connectivity outweigh old-school credentials. Mamdani didn’t just run for mayor, he ran with the internet, and he won.
Richard Edelman is CEO.
