Mamdani's social media savvy comes at a cost

Politico

20-07-2025

A Democratic consultant who was granted anonymity to frankly discuss campaign strategy said running against a candidate affiliated with the Democratic Socialists of America typically entails two strategies: Paint them as too extreme in an effort to limit their support to only the most loyal leftists, or attack their credibility by exposing personal wealth or some other form of privilege.
The pro-Cuomo super PAC chose the former. It did not succeed.
'Fix the City's negative paid ads against Mamdani could have been more successful if there had been a viable third or fourth candidate in the race to steer anti-Cuomo votes to. But particularly in the final weeks, it was very clearly Mamdani vs. Cuomo,' the consultant said. 'This made the PAC's attacks on Mamdani less impactful, because whatever concerns voters had about him — and a lot of Mamdani voters had concerns — he still wasn't Andrew Cuomo.'
Epstein, Mamdani's creative director, said the campaign was able to reach vast numbers of voters at a fraction of the cost of broadcast spots, with video shoots typically costing in the low four-figures. In the month before the primary, Mamdani's Instagram content was viewed 236 million times, with 62 percent of those viewers not previously following him.
More recently, right-leaning news outfits and influencers have been picking up where Fix the City left off.
A 2020 interview with The Far Left Show has spawned multiple reports in the New York Post and other outlets. In the spot, Mamdani told the hosts 'the abolition of private property' would be preferable to the current housing crisis and, when asked whether prisons are obsolete, he responded 'what purpose do they serve?' The Washington Free Beacon cited a separate 2020 interview where Mamdani says police officers shouldn't be the ones to respond to incidents where someone 'is going through domestic violence.' And Fox News reported on an old tweet that showed Mamdani directing his middle finger toward a statue of Christopher Columbus.
The efficacy of the latest barrage of negative stories, however, appears limited: They are coming out during the doldrums of summer, just as Mamdani is riding high after his decisive primary win and gaining powerful institutional allies. The articles are appearing in outlets, with the exception of the New York Post, that have little sway in New York City elections. And while Mamdani's past positions have in some cases been expressed more crassly than he would want to convey them as mayor, they are not too far afield of his core ideology to alienate voters.