Opinion: What the political establishment can learn from Mamdani’s use of digital platforms

Zohran Mamdani didn’t just win a Democratic primary on Tuesday – he revealed a new playbook for building power in New York City. His victory shocked many in the political establishment, but for anyone paying close attention to how influence moves today, it wasn't surprising.

Mamdani leveraged something the traditional political machine still hasn't fully grasped: strategic, unfiltered storytelling online. He targeted the voters that campaigns typically overlook: first-timers, the politically disillusioned and young people endlessly scrolling through platforms like TikTok and Instagram. He didn't rely on glossy mailers, or even paper flyers - he found the voters where they live: online.

At 33, Zohran knows exactly how to craft an online persona that appears relatable, spontaneous and authentic. His posts aren't polished by traditional standards, yet they're carefully designed to feel real, offering followers the sense they're getting a candid, behind-the-scenes look at his daily life. This approach resonates powerfully with an audience tired of scripted political rhetoric.

The traditional political machine with its reliance on backroom deals, choreographed public appearances and conventional messaging is still operational but increasingly ineffective. Mamdani’s success highlights a fundamental shift: power now flows through genuine-seeming visibility and consistent online engagement, rather than press releases and stage-managed events.

Beyond Mamdani himself, this election should serve as a signal for candidates everywhere. Effective political communication today requires not only embracing digital platforms but understanding their dynamics. Online communities thrive on immediacy, intimacy, and interaction - qualities that traditional political strategies rarely accommodate. Voters no longer want to feel like passive observers receiving carefully scripted messages; they want to engage, question, and be heard in return.

Some may dismiss these shifts as fleeting trends or superficial gimmicks, but that perspective misses the point entirely. Digital engagement isn’t about chasing viral moments; it's about building sustainable connections. Public officials or candidates for office who resist these channels risk alienating an increasingly large share of the electorate, especially younger voters whose trust is built in spaces older methods simply don’t reach.

This isn’t a call for every politician to jump on TikTok or Instagram, but rather a wake-up call to reconsider how leaders communicate. To stay relevant, candidates must engage meaningfully and strategically where voters are actually looking, and understand that authenticity is now a prerequisite for political success.

The stakes are high, and the consequences clear. As the digital landscape reshapes politics, leaders must choose either to adapt or become obsolete. In New York, the future belongs to the real, the direct, the human. Show up as you are, or don’t show up at all.