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Since Kamala Harris lost the election, there's been an endless debate among the Democrats on how to best reach young people online. Many centrists have claimed liberals need a "Joe Rogan of the left" and by left they usually mean center right. Others have leaned into memes and shitposting like Gavin Newsom.
Zohran Mamdani didn't do any of that and he won young voters, and especially young men, in a landslide. His digital strategy leaned into creator-style content and leveraged a ton of influencers, but in a way that felt natural, organic and centered his policies, which were the real engine behind his success.
Part of his success was due to Creators For Zohran, an influencer-led coalition aimed at boosting Zohran's messaging online, and Emilia Rowland, Zohran's new media and creator partnerships advisor, who led creator partnerships for Mamdani's campaign.
Emilia, along with Aiden Kohn Murphy and Alexis Williams, co-founders of Creators for Zohran, joined me to pull back the curtain on the work they did with Zohran, talk about what made his creator strategy so effective, and discuss how to build relevance and mobilize people in an increasingly fractured online world.
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