Democratic candidates are actively creating videos to learn from New York City Mayor Joran Mamdani, who gained popularity among younger voters through social media platforms like YouTube, leading to his election victory, the New York Times reported on October 5.
According to the newspaper, Illinois State Auditor Suzy Mendoza, a candidate in the Chicago mayoral race, filmed a video outdoors despite inclement weather. Dressed in a black suit and high heels, she walked along the Chicago River while stating, "I am the only candidate who can tackle this crisis based on my financial management experience and determination." After filming, a staff member corrected her, saying it should be "tackle" instead of "manage," prompting Mendoza to reshoot the segment.
The candidates' focus on creating engaging social media content is largely inspired by Mamdani's success. The Times noted that Mamdani, a digital native, effectively communicated his message through viral social media content during his campaign, which significantly contributed to his victory last year. As a result, many candidates aspire to replicate Mamdani's success by turning to platforms like Instagram and YouTube.
However, not all candidates are adept at video production. The newspaper pointed out that some candidates appear overly staged or awkward, with most still in the process of learning.
Chicago Mayor Brandon Johnson announced his reelection campaign with a video of himself dancing on a rooftop. In the video shared on his Instagram account, Johnson sings with amusing expressions while dancing with supporters. The post, uploaded on September 13, garnered 15,400 likes and 1,700 comments. Johnson has also secured support from several prominent influencers, including Tatiana Johnson, Brandon Morgan, and Daniel Flores, according to local Block Club Chicago.
Minneapolis Mayor Jacob Frey showcased his basketball skills in a video, a theme previously highlighted by Mamdani in his social media content.
In addition to Mamdani, Seattle Mayor Katie Wilson also found success with social media during last year's mayoral election. The Times reported that he faced an incumbent mayor as an unknown candidate but created a viral video linking an $8 pizza to Seattle's housing crisis, which resonated with voters and ultimately led to his election.
However, social media videos do not always receive positive feedback. Los Angeles Mayor Karen Bass faced controversy over a video response to a resident's request for road repairs in front of their home. After a user posted a video showing a pothole, Bass responded with a video explaining that illegal parking prevented repairs and that she had instead put up a no-parking sign, which drew criticism.
* This article has been translated by AI.
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