How social media helped Zohran Mamdani's election campaign | FT

Key Concepts

• Social Media Strategy: Utilizing platforms like TikTok to engage voters, particularly younger demographics.
• Relationship Building: Fostering a connection between voters and a candidate/agenda through digital means, reinforced by offline interactions.
• Targeted Outreach: Engaging with specific voter demographics, such as working-class, first or second-generation immigrants, and people of color, who may not fit traditional political caricatures.
• Economic Plan: A central focus on lowering the cost of living as a key policy proposal.
• Agenda and Enemy: The strategy of identifying systemic issues and those who profit from them, coupled with a clear, relatable agenda.
• Resume vs. Action: Differentiating between candidates who focus on their past achievements versus those who articulate future actions.
• Attention Economy: Strategies for capturing and maintaining voter attention in a crowded media landscape.

Zoran Mamani Campaign's Social Media Success

The Zoran Mamani campaign achieved significant success through a highly effective social media strategy, particularly on platforms like TikTok, which resonated strongly with younger voters. Andrew Epstein, the creative director for the campaign and a key architect of this strategy, explained that the success stemmed from building a relationship with voters through their phones. This digital engagement was then amplified by offline efforts, such as door-knocking by volunteers, street canvassing, and traditional media like television and podcasts.

Understanding the Electorate and Voter Motivation

A pivotal moment for the campaign, as highlighted by Epstein, occurred in the immediate aftermath of the 2024 election, following Donald Trump's victory. During this period of confusion, the campaign actively sought to understand the motivations of voters who had supported Trump. Instead of relying on caricatures, they engaged directly with individuals who were first or second-generation immigrants, working-class, and predominantly people of color. By asking them why they voted for Trump, the campaign gained crucial insights. They then presented their own agenda, with a relentless focus on an economic plan to lower the cost of living, to gauge if this would sway their support. Epstein stated, "Capturing that moment, putting that video out um broke through."

Lessons for the Broader Democratic Party

Epstein outlined key lessons that the broader Democratic Party could learn from the Mamani campaign's approach:

• Have an Agenda and an Enemy: The campaign's success was attributed to a dual strategy of identifying the "culprits" behind a "broken status quo," a "rigged economy," and an "economic system where working people are being squeezed relentlessly, worked harder for less." This involved understanding the "entrenched system" and the "set of actors who are profiting from that."
• Present a Relatable Agenda: Alongside identifying systemic issues, the campaign offered an agenda that voters could "see themselves in and understand."

Differentiating from Other Campaigns

Epstein drew a distinction between the Mamani campaign and others, including those in the Democratic primary and Andrew Cuomo in the general election. He noted that while other candidates often focused on their "resume," Zoran Mamani emphasized "what he will do." This focus on future actions, rather than past accomplishments, was seen as a critical differentiator.

Epstein further elaborated on why some campaigns that have adopted lessons from the "attention economy" may not always connect with voters. He argued that these campaigns often "don't have an agenda." This lack of a clear, actionable plan was identified as a significant factor in why Zoran Mamani's approach was successful online and positioned him for a potential mayoral victory in New York City.

Conclusion

The Zoran Mamani campaign's success is a testament to a strategic integration of social media engagement with a deep understanding of voter concerns, particularly economic anxieties. By actively listening to and engaging with diverse voter segments, and by presenting a clear, action-oriented agenda focused on tangible economic relief, the campaign effectively cut through the political noise. The core takeaway for broader political strategies is the imperative to not only identify systemic problems and their beneficiaries but also to offer a compelling and relatable vision for the future that resonates with the everyday lives of working people.