The People's Strategy: How Zohran Mamdani Won Social
Inside Zohran Mamdani’s social-first strategy—featuring creators, memes, and real NYC energy. Plus, TikTok broadcast channels, two trends for brands to try now, and more.
What’s up, fam! I hope you all enjoyed the week, and if you’re in the NYC area, you managed to stay cool during the Heatwave! Earlier this week, I had the pleasure of taking over
‘Link in Bio’ Tuesday newsletter! I shared my Instagram Saved strategy, thoughts on “World-building” in social, and more! Check it out here:
We’ll discuss a few things today:
Zohran Mamdani's masterclass social campaign
AI Videos are becoming too real
TikTok is launching broadcast channels
Two easy trends that you can do now
More content, trends, and brand moves that grabbed my attention.
Let’s get it
FAVORITE CONTENT OF THE WEEK
Tiktok failed to load.Enable 3rd party cookies or use another browser
“My marketing team told me I had to record more trends for my book.” Actress Alyson Stoner sarcastically used internet trends to promote her new book “See I’m Well Adjusted.” In the video, she breaks the fourth wall, and arguably the fifth, by letting viewers in on the BTS absurdity of making social content. It’s pretty entertaining.
BRANDS, COLLABORATIONS & CULTURE
AI Videos are getting too real.
Video generators like Google’s Veo 3 are pushing the limits of what generative video can do, creating content that blurs the line between reality and simulation. It’s lowkey getting out of hand. At first glance, it’s getting harder and harder to tell if a video is real.
Tiktok failed to load.
Enable 3rd party cookies or use another browser
The New York Times reported on the lifelike AI videos floating around the internet:
”Artificial intelligence tools have taken another leap forward. A new wave of generators can create lifelike video along with realistic audio, including dialogue. These tools, including Google’s Veo 3, are producing viral videos, satirical commentary and even realistic fakes of disputed events like riots and elections.”
I’m also concerned about the AI-generated digital blackface that’s emerging, too. The technology will continue to improve its ability to simulate the likeness, voice, and culture of a group of people without consent or context, which opens the door to stereotyping and exploitation.
TikTok is launching broadcast channels. It’s testing a new messaging tool called “Bulletin boards,” which allows brands and creators to share public, one-to-many messages with their followers. It’s funny to see the tables turn - TikTok now emulating Instagram features. With that said, a broadcast-like channel on TikTok will be a great addition for creators once its widely available. TikTok is a platform built on community and interaction, so another tool or feature that promotes this behavior is always welcome. Brands should start thinking about what exclusive updates they can share with their TikTok audience through ‘Bulletin Boards.’
Zohran’s Mamdani social campaign was so damn, good.
In today’s political landscape, a candidate’s social content is as influential as their policies. We’ve witnessed this firsthand with the 2024 presidential race between Donald Trump and Kamala Harris. I was curious about how both candidates use social media to sway voters. I noticed the different strategies between the parties: Kamala’s social team got a lot of well-deserved praise for its modern, Gen Z-like social media approach, while Donald Trump's campaign smartly used Conservative media (like creators, streamers, and podcasters) and embraced toxic memes. I wrote about it here:
Keep reading with a 7-day free trial
Subscribe to TAPPED IN to keep reading this post and get 7 days of free access to the full post archives.