Not the Exception, but the Rule: What Mamdani’s Win Tells Us About Reaching Millennial and Gen Z Voters

Zohran Mamdani shocked New York’s political establishment, going from insurgent to victor in the Democratic primary – as a Democratic Socialist. This upset wasn’t just about ideology; it was about turnout from young voters who don’t typically show up in off-year primaries and are rarely captured in polls. Even Cuomo’s camp admitted they didn’t see it coming:

“This primary saw a massive spike [in] voters under 30, and those who had never voted before.”

-  Cuomo spox Rich Azzopardi

In fact, over 540,000 New Yorkers turned out in an off-year primary to support the insurgent candidate. What did Mamdani do? He built a coalition the establishment didn’t believe would turn out and he reached them where they actually are: online. He jumped in the river, walked across Manhattan, begged people to stop donating (something most politicians would never do) – and documented it all on social media. If the Democratic Party is interested in clawing back power at the state and local levels, they would closely study and adopt Mamdani’s engagement tactics.

At New Media Ventures, we’ve seen this shift coming. For 15 years, we’ve invested in tech and media that meet people where they are, helping to close the gaps before they become crises. In 2022, we published The TikTok Gap, warning that progressives were falling behind on emerging platforms. We’ve backed organizations like Social Currant and SomeFriends to help close that gap.

Why? Because if you want to reach Millennials and Gen Z, you must be in community with them, in real life and on social media. And not only when you need something - you must show up authentically, consistently engage on your message, and be ready to fail a lot more than you succeed.

The Data: Social Media Creators Are the New Front Page

A Pew study confirms what your feed already knows: “Did you see that video on TikTok?” is the new “Did you read that article?”

Nearly half of adults under 30 say they get news at least sometimes from social media influencers, YouTubers, and podcasters – not just traditional journalists. TikTok, Instagram, and YouTube are now the front pages for millions, with creators breaking down complex issues in a way that feels more like a friend explaining it over coffee than being talked down to by a reporter.

At New Media Ventures, we call these creators “untraditional journalists” – individuals on social media delivering news through firsthand experiences or by breaking down the articles they’ve read for audiences who may never click on the original headline.

Meanwhile, trust in traditional media remains near historic lows. Only 32% of Americans say they trust mass media to report news fairly, with trust even lower among young adults and independents. No wonder people are turning to creators for news that feels more transparent and direct.

The 2024 Wake-Up Call

The 2024 presidential election showed the gap between campaigns using social media and engaging effectively with untraditional journalists – and those ignoring it. Mamdani’s campaign embraced the new reality; Cuomo’s reluctance was effectively a shrug at a fifth of his potential voters.

Mamdani didn’t wait for reporters to filter his message. He went straight to voters, reaching them on the platforms where they spend their time. It was authentic, unpolished, and it worked.

What This Means for the Media Ecosystem

This shift makes funders and institutions nervous. We hear: “How can we support creators – and guarantee they report the facts?” Well, we can’t.

There is a skills gap between a journalist in a newsroom and a solo creator. But audiences don’t necessarily care about that gap. They want information, trust, and transparency – and they’re finding it from creators.

At NMV, we see two types of creators:

1. Journalist Creators: Former journalists using social media to deliver news directly. They maintain reporting standards while meeting audiences where they are.

2. Creator Journalists: Untraditional journalists without a formal newsroom background, explaining news and issues through lived experience or curated analysis.

They may look different to traditional funders, but for many audiences, they perform the same essential function: they break down information and deliver it in a way that is convenient to receive and easy to digest. And algorithms on TikTok and YouTube are designed to bring viewers more of what they want. 

In addition to social media, there are closed social networks - like Twitch, Whatsapp, and Discord - where candidates and causes can reach audiences. Rep. Ocasio-Cortez famously streamed on Twitch in 2020 and set records with 430,000 people watching. Discord is another platform where candidates and organizations can build their own community and message directly to the community. It’s a seemingly fringe tactic but something that influencers have adopted easily to build strong relationships with their viewers.

What’s Next

If you care about reaching younger people and promoting values-aligned content, we need to invest in these creators, not ignore them.

Mamdani’s campaign wasn’t an exception. It’s the future – and his success shows what happens when you earnestly engage with people on social media. His unlikely campaign became the frontrunner and beat out an establishment politician propped up by corporate PACs.

And it’s not just about “being on TikTok.” It’s about how you show up: consistently, creatively, and with the courage to try new formats until something sticks. It’s about treating digital media not as a last-minute campaign tactic but as core infrastructure for democracy. People aren’t waiting around to hear news from reporters; they’re forming opinions while scrolling before bed, on lunch breaks, and during their commutes. If you aren’t there with them, you’re not in the conversation.

At NMV, we’re ready to help funders, journalists, and platforms adapt to this reality, close the TikTok gap, and support trusted, transparent messengers who will reach the voters we need for democracy to thrive. We know it can feel uncomfortable to fund creators who don’t fit neatly into traditional journalism boxes or nonprofit structures. But ignoring these emerging voices means leaving whole generations out of the conversation – and giving up on building the informed, engaged society our democracy needs.

We believe we can meet this moment if we’re willing to take risks, test new models, and back the creators building power from the ground up. We’re already seeing what’s possible: creators translating complex policy into plain language, countering disinformation before it spreads, and turning passive viewers into active voters.
This isn’t a future we need to wait for – it’s here. Let’s invest in it.