Zohran Mamdani’s videos are a masterclass. Eric Adams’ posts are getting more bizarre

Eric Adams, possible resident of New Jersey and mayor of New York City, is a man of many talents. He is the city’s “most famous vegan”, albeit one who eats fish. He has a knack for scoring freebies from foreign governments. He managed the great feat of being the first mayor in the city’s history to be indicted while in office. And, on top of all that, he may well be the most unintentionally hilarious man on the internet.

Please see, as exhibit one, a classic piece of Adams surrealism from 2011, shot when the mayor was just a humble state senator. Dressed like an undertaker, Adams instructs viewers to search their child’s room for contraband. Per Adams, a jewelry box may have a gun in it, and the bullets may be behind a picture frame. Unappreciated for many years, the video finally found an audience when it went viral during Adams’s indictment.

More recently, the mayor posted a very weird Instagram video of him listening to Katy Perry, and another one captioned, “Make an important call with me,” in which he fake chats to Usher to announce a free concert series in New York City. And, of course, there was his famous “trash revolution” press conference where he helpfully demonstrated how to use a wheelie bin. You open the lid and then you close it: magic!

In another Instagram video, Adam shares his morning routine. The mayor once told an audience: “I get out of the shower sometimes and I say: ‘Damn!’” This little bit of the routine, alas, did not make it into the cut. Instead he irons a shirt, munches a carrot stick in his bizarre industrial kitchen, and rants about how he is being guided by his GPS (“God positioning satellite”). The video was posted a month ago but it really took off this week after internet detectives pointed out that a clock in the footage tells a completely different time than the purported time on the screen. In other words, the whole “routine” was about as natural as a ski slope in Dubai.

One glaring reason for Adams suddenly trying to up his Instagram game is the rise of Zohran Mamdani, the Queens assemblyman whose socialist ideas and (admittedly elite) TikTok strategy recently propelled him to victory in New York City’s mayoral primary. Adams is currently slated to run as an independent in the general election against Mamdani, and he’s clearly running scared.

Adams is not the only Democrat making headlines this week for attempting to make waves on the internet. There’s an influential web series called Subway Takes in which the New York-based comedian Kareem Rahma solicits hot takes from strangers, and the occasional celebrity, on the train. Kamala Harris was on it last year, but you wouldn’t have seen the segment because it was reportedly so bad that it didn’t run. “Her take was really confusing and weird, not good, and so [we] mutually agreed we shouldn’t publish it,” Rahma told Forbes. One day it may fall out of a coconut tree, but right now it is hidden from scrutiny.

Then there’s the Democratic house minority leader, Hakeem Jeffries, who was recently mocked for posting what appeared to be a badly photoshopped picture of himself, altered to make his waist thinner, on Instagram. (He seems to have deleted the photo on Thursday.)

Jeffries was also just ridiculed (mainly by conservatives) for an Instagram photo in which he holds a baseball bat in metaphoric opposition to Donald Trump’s “One Big Ugly Bill”. The 82-year-old congresswoman Virginia Foxx was not impressed by this; Foxx tweeted the photo with the caption “low energy”.

Jeffries certainly does seem to have a few energy issues. He can give record-breaking long speeches but he, along with other senior Democratic figures, can’t seem to summon up the energy to endorse Mamdani. Democrats love saying “vote blue no matter who” – except in situations where they have got a charismatic candidate who resonates with ordinary people.

Meanwhile, Mamdani has no trouble with social media: his TikTok videos are one of the reasons the Queens assemblyman has surged from relative obscurity to mayoral frontrunner. Some of his rivals seem to think they are the cause for his success. “I regret not running for mayor in 2021,” state senator Jessica Ramos said during the mayoral primary debate. “I had been in the senate for two years. I’d already passed over a dozen bills. I thought I needed more experience. But turns out you just need to make good videos.”

Of course, Mamdani doesn’t resonate with so many people because he’s studied vertical videos strategies. He’s successful because his core messaging connects with the needs of normal New Yorkers rather than the 1%. He’s been successful because he seems to genuinely want to fight for people rather than just collect a paycheck and then head off for a cushy job at whatever lobbying company donates the most to him. He’s relatable and authentic and those are two things that are very hard to manufacture. Although that hasn’t stopped the Democrats from trying: they have discussed throwing millions of dollars into creating a “Joe Rogan of the left”.

This isn’t to say that you can’t buy yourself a great social media strategy. John Fetterman, the soulless ghoul who is senator of Pennsylvania, certainly did. He made some brilliant hires, who ran a very entertaining campaign against Dr Oz in 2022. Now that Fetterman seems more obsessed with bombing Gaza than serving his constituents, many of those staffers have left, however. I doubt he’ll be able to pull off another campaign like his first.

Speaking of pulling things off, now that Adams has posted his morning routine I wouldn’t mind seeing other politicians post theirs. Please Cuomo, and every other establishment politician: stream the 7 Habits of Highly Ineffective People over TikTok. I can’t wait to see Cuomo walk to a bagel shop and order an English muffin before telling passersby “I’m not perverted, I’m just Italian.” Surely that will convince New Yorkers to Pokémon Go to the polls.