A few months ago, most of New York City Mayor Zohran Mamdani's video team was essentially new to politics. The six-person group of documentarians and journalists joined Mamdani in City Hall, tasked with making municipal government topics like sanitation, rats, and rent guidelines resonate with New Yorkers. In less than five months, their work has significantly impacted how people interact with local power, driving millions more to follow Mamdani online and boosting actual use of city services.
Pothole Politics and Quality-of-Life Reforms
Mamdani, who has faced questions about delivering on his vision of a working-class New York, has embraced what he calls 'pothole politics'—a version of the 'sewer socialism' that guided Milwaukee for decades. The Department of Transportation has completed a record number of road repairs, and universal child care is progressing through a partnership with Governor Kathy Hochul. Mamdani prioritizes quality-of-life reforms, ensuring residents understand existing city services. 'A city program doesn't mean much if people don't even know it exists,' Mamdani stated.
The Video Team's Strategy
The video team produces nearly five documentary-style pieces and public service announcements weekly since Mamdani took office on January 1. The NYCMayor Instagram account's follower count surged to 2.5 million, a 150% increase from the end of Mayor Eric Adams' term. 'Our job is to meet New Yorkers where they are—on their phones, in their feeds—and make sure they know what's available to help them get by and stay in this city,' Mamdani explained.
Suri Kasirer, founder of lobbying firm Kasirer, emphasized that social-first formats work only when they carry useful information. 'Strong political communicators answer the questions people actually have: What does this mean for me? Why should I care? What can I do next?'
No Meme Policy
Mamdani's digital video team maintains a strict 'no meme policy' to avoid forced content. 'You see other politicians trying that, and it never works. We're not doing this to go viral. We aim to make engaging content, and if it goes viral, great,' a spokesperson said. 'Nothing we put out is ever a joke. Our role is to communicate the serious work of government.'
Kasirer endorsed this strategy, noting that prioritizing substance over clicks shows the administration focuses on serving constituents. 'Government officials can engage people online without talking down to them. Constituents can understand serious policy issues when explained clearly.'
Decoding Political Language
Sarada Peri, a communications strategist and former speechwriter for President Barack Obama, noted that many officials overlook the importance of decoding political language. 'Politicians assume people understand the system and craft messages that go over their heads. Mamdani's videos break through because he's a normal person who understands how communication is received.'
Creative Video Concepts
The video team produces creative pieces that match their topics' tone without distracting from the message. Examples include a vermin crackdown video from a rat's POV, a Monopoly-inspired explainer of the Rent Guidelines Board, the mayor manning phones at a 311 call center, and tributes to sanitation workers. A Tax Day video announcing a 'pied-à-terre' charge on luxury properties garnered over 100 million cross-platform views. A 'mukbang'-style livestream with Taco Bell and Dunkin discussing a $1.8 million settlement doubled traffic to the Department of Consumer and Worker Protection website.
Tangible Civic Engagement Results
The videos have led to a jump in meaningful civic engagement: emergency snow shoveler sign-ups tripled, municipal lifeguard trials increased by 30%, and Summer Youth Employment Program day-one applications hit an all-time high after related PSAs. The video team focuses on vivid visuals, sharp edits, and smart storytelling, but also acknowledges they were 'gifted a uniquely charismatic and talented star' in Mamdani, who often generates viral video ideas.
'He's truly the best filmmaker out of all of us,' the spokesperson said. 'He knows this is one of our most powerful tools and recognizes that opaque or bureaucratic ideas can come to life on video.'
Lessons for Political Campaigns
As campaigns seek to replicate Mamdani's success, Peri advised focusing on a clear, honest message. 'What made Mamdani a winning candidate and good mayor is his authenticity. There is a relationship between what you say, what you believe, and what you actually try to do.' Kasirer added that voters are becoming savvier, increasingly aware of when politicians speak from talking points rather than their hearts.
