New York City Mayor Zohran Mamdani’s administration has developed an extensive network of social media influencers to promote its policies and bolster the mayor’s public image, according to interviews and documents reviewed by this publication. While some influencer content appears to be organic, much of it is coordinated by City Hall through a discreet campaign managed by the mayor’s new media office.

Mamdani, known for his adept use of digital platforms, has leveraged this influencer network to communicate directly with diverse audiences, often sidestepping traditional media channels. Operating largely through encrypted messaging app Signal, the administration regularly shares updates on mayoral priorities and encourages influencers to highlight positive narratives about its initiatives. This approach has raised concerns among transparency advocates, who note that the use of private messaging platforms may conflict with city record-keeping laws and complicate public oversight.

The influencer outreach is overseen by Emilia Rowland, the mayor’s director of new media and cultural communications. Rowland, who joined City Hall after serving on Mamdani’s campaign and transition team, stated that engaging with influencers reflects a broader shift in media consumption amid growing distrust in legacy news outlets. “Our job is not to preserve decades-old communications norms or protect the gatekeepers who once controlled access to public information,” she said, emphasizing the need to reach wider audiences in a changing media landscape.

Since taking office, the administration has used this influencer network to shape public discourse on various issues, including budgetary decisions such as the cancellation of a McKinsey contract that reportedly saved the city $1.7 billion. Influencers received specific messaging guidance encouraging them to promote this development as a sign of fiscal responsibility compared to the previous administration. An analysis of relevant social media content showed that most influencer posts were overwhelmingly favorable toward the mayor’s policies.

While the city maintains that influencers are not directly paid by the government, several identified individuals have received compensation through city agency programs aimed at promoting specific policy agendas. Some influencers also benefit indirectly from their association with the mayor by increasing their own visibility and attracting commercial sponsorships. The administration invites select influencers to exclusive events and offers opportunities for personal interviews with the mayor, privileges sometimes unavailable to traditional journalists.

This strategy contrasts with conventional press interactions. For example, at a recent event announcing a lottery for high school students to win Broadway tickets, traditional reporters sought detailed information on arts funding, while influencer questions tended to focus on more accessible, positive aspects of the program. Some influencers acknowledged that their role involves amplifying government messaging in ways that resonate with their audiences, with a few describing their involvement as a form of public service motivated by support for Mamdani’s agenda.

However, government watchdogs and reform advocates have criticized the administration’s use of Signal groups and the opaque nature of these digital communications. Grace Rauh, head of the advocacy group Citizens Union, argued that official government business should be conducted in ways that ensure records are preserved and accessible under the city’s Freedom of Information Law. In response, Mamdani’s chief counsel stated that city policy does not forbid the use of Signal, and the mayor pledged to address any potential transparency lapses.

Following recent inquiries, the city altered the message deletion settings on at least one influencer communication channel, suggesting increased consciousness of public scrutiny. Meanwhile, opposition groups and the City Council are preparing investigations and hearings to examine City Hall’s influencer practices.

Despite these controversies, Mamdani’s influencer network continues to play a prominent role in the administration’s communications strategy, blending entertainment and politics in a digital-first approach to urban governance.