Goal: Reach new audiences & build narrative authority

Formats: Reels-first strategy

The Mamdani Model:

New York City Mayor Zohran Mamdani is a great example of using social media to cut through the noise and create engaging video content. Mamdani’s video strategy is successful because he prioritizes authenticity and direct connection with audiences.

Mamdani embraces trends of the time, clarity, and quality in his video content, which are well thought out and cleanly edited. This positions him as someone audiences want to listen to, and he has had an especially positive impact on reaching young people and audiences beyond New York through:

• Direct-to-camera explanations
• Clear framing of problems
• Strong hooks in first 3 seconds
  • Attention-grabbing openings that stop scrolling. These are the first seconds of the video that drive engagement
    • “You have to see this.”
    • “If you live in <insert state or city>, stop scrolling.”
    • “You won’t believe what’s happening in <insert state or city>.”
    • “If you care about climate change, you need to watch this.”
• Moral clarity (“Here’s what’s really happening…”)

Influencer Techniques:

• Subtitle-heavy editing
• Pattern interrupt hooks
• Trending audio strategically
• Shareable stat graphics
• Comment-driving questions

A. Addressing a Climate Challenge That’s Important to Residents

Hook: “We hear your concerns about data centers, and this is how we’re taking action.”

Explain how you’re listening to residents and break down next steps.

Example: Using Stakeholder Input to Inform Data Center Framework (Columbia Mayor Barbara Buffaloe)

B. Policy Explained Simply

“Here’s what building electrification actually means.”

Use whiteboard or on-screen graphics.

Example: Microgrid, Geothermal, and Renewable Energy Policy Explainer (St. Paul Mayor Kaohly Her)

C. Climate Innovation

“Let’s talk about ways that cities are imagining new possibilities.”

Example: Cincinnati Builds the Largest City-Led Solar Farm in the Country (Cincinnati Mayor Aftab Pureval)

D. Fast Facts Series

“3 ways mayors are cutting emissions right now.”

Carousel Example: How Phoenix is Tackling Climate (Phoenix Mayor Kate Gallego)

Example: How Boston is Being Greener (Boston Mayor Michelle Wu)

Goal: Deepen connection, humanize mayors, build emotional investment

Lean in on Mayors’ Ability to Connect:

• Conversational tone
• Explaining policy through lived experience
• Showing people impacted
• Story-driven captions

Add Influencer Tactics:

• Behind-the-scenes footage
• Personal narratives
• Community voices
• Comment replies turned into content
• Instagram Lives

A. “Why I Took This Action” Series

Mayors speaking directly to camera about a recent decision.

Example: Addressing Concerns about Data Centers (Cleveland Mayor Justin Bibb)

B. Resident Impact Stories

Mayors talking with residents and small businesses about how policies are improving their lives.

Example: How Updated Zoning is Helping Small Businesses while Making Cities More Walkable (Albuquerque Mayor Tim Keller)

C. Policy to Pavement

Show the process: Proposal → Vote → Implementation → Impact

Example: Reinvesting Parking Meter Revenues Back into Neighborhoods (San Diego Mayor Todd Gloria)

D. Focus on Youth

Mayors uplifting the work of young people in their communities, or conversations with young people asking direct climate questions to mayors.

Example: Applications for Youth Climate Action Council Are Open (Boise Mayor Lauren McLean)

Goal: Turn followers into advocates

Borrow from movement-style organizing:

• Clear calls to action
• Collective framing
• Urgent but empowering tone

A. “Here’s What You Can Do in Your City”

Step-by-step advocacy carousel.

Example: Composting Drop-off in Miami (Collab: Miami Mayor Eileen Higgins / Miami Zero Waste / Compost for Life)

B. Engage With Your Mayor

Encourage public participation.

Example: Earth Day Clean Up (Tucson Mayor Regina Romero)

Example: Shaping a More Family-friendly Housing Future Through Community Input (Boston Mayor Michelle Wu)

C. Event Mobilization

Town halls, public forums, summits

Example: Inviting Residents to Apply for Climate Mini Grants (Denver Mayor Mike Johnston)

D. Share-to-Story Drives

Content that shows residents their city resources working for them.

Example: Increasing the Capacity of New York’s Snow Shoveler Program (New York City Mayor Zohran Mamdani)