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'Something Is Really Working': New Numbers Show Massive Reach of Mamdani's Campaign
"There are huge lessons here about how to appeal to a broad audience, not just immediate followers," said the founder of a global consulting firm of the Mamdani campaign's viral video success.
Jul 28, 2025
New York City mayoral candidate Zohran Mamdani has made waves for putting out videos during his campaign that have gone viral on social media, and The New Republic's Greg Sargent on Monday got a peak at exactly how many viewers these videos are reaching.
Citing internal data from the Mamdani campaign, Sargent reported that the recent video of Mamdani announcing his vacation in Uganda that also ridiculed right-wing New York tabloids racked up 4.5 million views on the social media platform Instagram, and more than half of those views came from users who were not already followers of the campaign's account.
While that video was a particularly successful example of Mamdani's campaign videos, others got similarly impressive numbers of views, such as a video of him dissecting the problems with sluggish traffic in Manhattan that got 2.5 million views on Instagram and a video of him getting endorsed by Haitian-American New York Assemblywoman Rodneyse Bichotte Hermelyn that got 1.6 million views on the platform.
And the success of these videos isn't just relegated to one platform, as Techdirt journalist Mike Masnick told Sargent that 10 of Mamdani's recent videos have scored a million views or more on TikTok.
"To consistently pull really high numbers, even with wonky material, shows something is really working," Masnick explained to Sargent. "People spend a lot of time on short-form video apps looking to be entertained by real people. He's been able to produce political content that meets that need."
Sargent also says that both the tone of the videos—which he describes as being of a "cheerful populism" bent—and their substance have proven to be a winning formula.
"Much of Mamdani's messaging is about fixing the government so it makes people's daily lives more livable," wrote Sargent. "The positive vibe that New Yorkers are fortunate to live in such a great city—and that it can be made even more awesome—suffuses everything."
Danielle Butterfield, executive director of super PAC Priorities USA, told Sargent that the secret of the videos' success has been simple because it just involves "letting him speak authentically to what he believes."
Elizabeth Cronise McLaughlin, a political activist and the founder of executive coaching and consulting firm The Gaia Project, recommended Sargent's reporting on Mamdani's campaign and said it offered lessons more Democrats could take to heart.
"This... needs to be read by anyone in campaign work," she wrote on Bluesky. "There are huge lessons here about how to appeal to a broad audience, not just immediate followers. Also lines up with everything I wrote this morning about the need for positive, hopeful vision right now that appeals to the masses."
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Nonprofits and Advocates Can’t Rely on Social Media Giants. Here’s How They Can Adjust.
Given all the upheaval in today’s landscape, organizations must ensure they can reach their audiences in a multitude of ways, without relying on a single platform.
May 04, 2025
Nonprofits and advocacy groups are in the midst of a mounting crisis: Social media giants are growing more chaotic, untrustworthy, and dangerous.
Just consider what’s happened in the past few weeks. Without warning, explanation, or human review, Meta suspended the Instagram account of Presbyterian Outlook—a progressive, well-established news outlet for the Presbyterian Church. The outlet noted that it had thoughtfully invested in the platform to expand its reach, but would not return given the possibility of another abrupt cancellation.
Then, weeks later, X—which has been plagued by reports of increasing misinformation and amplifying far-right accounts—was hit with cybersecurity attacks that downed the platform.
Just as social media platforms revolutionized our world decades ago—we are in the midst of another pivotal technology movement.
And Meta recently announced that it would draw from X’s technology to employ “Community Notes” on its platforms—which are purportedly meant to fill in the gaps left after the company fired its fact-checking team. Experts have warned that such a system could easily be exploited by groups motivated by their own interests.
These events are just the latest in a growing pile of evidence that organizations and advocates can’t count on social media giants like they once did. They’re fueling misinformation, inflammatory perspectives, and partisan divisions—all in the name of profits.
To continue to be effective in our increasingly digital world, organizations will need to adjust to this new landscape.
Unquestionably, charting the path forward is challenging. Many organizations and advocates have spent years investing in and building profiles on established media platforms. These groups depend on this technology to share their messaging, organize, provide educational tools, fundraise, and more. It’s difficult to shift all these resources.
Other organizations have yet to build up a robust digital presence, but don’t know where to begin, especially in today’s chaotic climate.
Wherever nonprofits and advocates fall on this spectrum, they can and should invest in technology. Here’s how they can be most effective.
First, organizations must recognize that—just as social media platforms revolutionized our world decades ago—we are in the midst of another pivotal technology movement. Given all the upheaval in today’s landscape, organizations must ensure they can reach their audiences in a multitude of ways, without relying on a single platform.
As such, they should build out opportunities for subscription-based data creation. That means reinvesting in collecting more traditional contact methods—like emails and phone numbers. It also means investing in technologies that allow them to share their messages without censorship from outside sources. Blogs and newsletter platforms can be powerful tools to communicate with audiences and provide rich discourse free from external interference.
Protected digital communities—which are only open to certain groups or are invitation-based—can also help strengthen connections between an organization’s supporters. We’re starting to employ this strategy at the Technology, Innovation, and Digital Engagement Lab (TIDEL), which is housed at Union Theological Seminary. Right now, we’re working with a cohort of faith and social justice leaders to deploy new technology to advance their missions.
We’ve recommended a platform called Mighty Networks, which uses AI to help creators build and manage online communities. Two of our fellows are using this service to support Black clergywomen through education and practical application, focusing on mental health awareness and balance. Another pair of fellows is aiming to use the platform to deliver digitally-based educational programming and sustain a community of care professionals committed to improving access to spiritually integrated, trauma-informed care.
Make no mistake: Nonprofits and advocacy organizations need a digital presence to be effective. But they’ll have to adjust to shield themselves from the chaos and malice of social media giants.
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Human Rights Experts: Meta's Trump-Friendly Policies Could Be 'Conduit' for 'Genocide'
"Rather than learning from its reckless contributions to mass violence in countries including Myanmar and Ethiopia, Meta is instead stripping away important protections that were aimed at preventing any recurrence of such harms."
Feb 17, 2025
An expert on technology and human rights and a survivor of the Rohingya genocide warned Monday that new policies adopted by social-media giant Meta, which owns Facebook and Instagram, could incite genocidal violence in the future.
On January 7, Meta CEO Mark Zuckerberg announced changes to Meta policies that were widely interpreted as a bid to gain approval from the incoming Trump administration. These included the replacement of fact-checkers with a community notes system, relocating content moderators from California to Texas, and lifting bans on the criticisms of certain groups such as immigrants, women, and transgender individuals.
Zuckerberg touted the changes as an anti-censorship campaign, saying the company was trying to "get back to our roots around free expression" and arguing that "the recent elections also feel like a cultural tipping point toward, once again, prioritizing speech."
"With Zuckerberg and other tech CEOs lining up (literally, in the case of the recent inauguration) behind the new administration's wide-ranging attacks on human rights, Meta shareholders need to step up and hold the company's leadership to account to prevent Meta from yet again becoming a conduit for mass violence, or even genocide."
However, Pat de Brún, head of Big Tech Accountability at Amnesty International, and Maung Sawyeddollah, the founder and executive director of the Rohingya Students' Network who himself fled violence from the Myanmar military in 2017, said the change in policies would make it even more likely that Facebook or Instagram posts would inflame violence against marginalized communities around the world. While Zuckerberg's announcement initially only applied to the U.S., the company has suggested it could make similar changes internationally as well.
"Rather than learning from its reckless contributions to mass violence in countries including Myanmar and Ethiopia, Meta is instead stripping away important protections that were aimed at preventing any recurrence of such harms," de Brún and Sawyeddollah wrote on the Amnesty International website. "In enacting these changes, Meta has effectively declared an open season for hate and harassment targeting its most vulnerable and at-risk people, including trans people, migrants, and refugees."
Past research has shown that Facebook's algorithms can promote hateful, false, or racially provocative content in an attempt to increase the amount of time users spend on the site and therefore the company's profits, sometimes with devastating consequences.
One example is what happened to the Rohingya, as de Brún and Sawyeddollah explained:
We have seen the horrific consequences of Meta's recklessness before. In 2017, Myanmar security forces undertook a brutal campaign of ethnic cleansing against Rohingya Muslims. A United Nations Independent Fact-Finding Commission concluded in 2018 that Myanmar had committed genocide. In the years leading up to these attacks, Facebook had become an echo chamber of virulent anti-Rohingya hatred. The mass dissemination of dehumanizing anti-Rohingya content poured fuel on the fire of long-standing discrimination and helped to create an enabling environment for mass violence. In the absence of appropriate safeguards, Facebook's toxic algorithms intensified a storm of hatred against the Rohingya, which contributed to these atrocities. According to a report by the United Nations, Facebook was instrumental in the radicalization of local populations and the incitement of violence against the Rohingya.
In late January, Sawyeddollah—with the support of Amnesty International, the Open Society Justice Initiative, and Victim Advocates International—filed a whistleblower's complaint against Meta with the Securities and Exchange Commission (SEC) concerning Facebook's role in the Rohingya genocide.
The complaint argued that the company, then registered as Facebook, had known or at least "recklessly disregarded" since 2013 that its algorithm was encouraging the spread of anti-Rohingya hate speech and that its content moderation policies were not sufficient to address the issue. Despite this, it misrepresented the situation to both the SEC and investors in multiple filings.
Now, Sawyeddollah and de Brún are concerned that history could repeat itself unless shareholders and lawmakers take action to counter the power of the tech companies.
"With Zuckerberg and other tech CEOs lining up (literally, in the case of the recent inauguration) behind the new administration's wide-ranging attacks on human rights, Meta shareholders need to step up and hold the company's leadership to account to prevent Meta from yet again becoming a conduit for mass violence, or even genocide," they wrote. "Similarly, legislators and lawmakers in the U.S. must ensure that the SEC retains its neutrality, properly investigate legitimate complaints—such as the one we recently filed, and ensure those who abuse human rights face justice."
The human rights experts aren't the only ones concerned about Meta's new direction. Even employees are sounding the alarm.
"I really think this is a precursor for genocide," one former employee told Platformer when the new policies were first announced. "We've seen it happen. Real people's lives are actually going to be endangered. I'm just devastated."
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