In cities across the United States, mayors and mayoral candidates are increasingly turning to short, informal social media videos to connect with voters and shape their public image. These clips, often posted on platforms such as TikTok and Instagram, provide an unvarnished glimpse into their daily activities and campaign messages.
In Chicago, Susana Mendoza, the state comptroller and a candidate for mayor, embraced this approach despite rainy weather, recording brief walk-and-talk videos along the Chicago River. While not always polished, these videos aim to convey authenticity and approachability, traits political strategists say are key to resonating with audiences. “They’re supposed to be raw and gritty and a peek behind the curtain,” said Aviva Bowen, a Chicago-based political strategist.
The trend is often traced back to New York City Mayor Zohran Mamdani, who won election last year partly through viral social media engagement. Mamdani’s digital-native style has inspired candidates and incumbents alike to adopt similar tactics. Last month, Chicago Mayor Brandon Johnson announced his reelection campaign with a rooftop dance video, while San Francisco Mayor Daniel Lurie used social media to alert residents to a mountain lion sighting. Minneapolis Mayor Jacob Frey recently posted a video showcasing his basketball skills as part of promoting a local tournament.
The appeal of these videos lies in their brevity—typically under 30 seconds—and their candidness. They offer voters a relatable view of politicians beyond formal speeches and policy statements. In Seattle, Katie Wilson, a community organizer and self-described socialist, leveraged this format effectively during her mayoral campaign. A video highlighting the link between an $8 pizza slice and the city’s housing crisis helped propel her from obscurity to defeating the incumbent mayor in last year’s election.
Wilson’s videos, described by Democratic strategist Sandeep Kaushik as “honest and authentic,” contrast with traditional, more scripted campaign communications. Similarly, San Francisco’s Lurie has cultivated a local Instagram following with informal videos featuring neighborhood scenes, business visits, and cultural events, according to Annie Gabillet, his deputy communications director.
However, the strategy requires balancing authenticity with competence. Los Angeles Mayor Karen Bass faced criticism after responding via video to a pothole complaint, only to be mocked for the delay in repairs. The incident highlighted the risks of social media visibility, even as Bass’s team emphasized the episode increased public awareness of city services.
As campaigning for Chicago’s 2024 mayoral race accelerates, candidates are competing both in person and online. Illinois Secretary of State Alexi Giannoulias has posted videos of himself engaging with voters at festivals and cultural events, including jumping into the Chicago River and celebrating Mexican Independence Day. The ongoing use of these videos underscores a shift in political communication, where direct, relatable content is key to voter engagement in the digital age.