Social media fuelled Mamdani's rise. Can he keep the momentum as mayor?

Jumping into the frigid waters of Coney Island in January for a pun on "I'm freezing... your rent". Visiting food trucks to discuss how city permitting processes have led to "Halalflation". Walking the length of Manhattan to show New Yorkers they "deserve a mayor that they can see, they can hear, they can even yell at".

Those social media videos helped propel Zohran Mamdani and his left-wing policies to a surprise win in New York City's mayoral primary, and then to victory in the November election.

The democratic socialist, 34, engaged New Yorkers - particularly young voters who spend much of their time "doom-scrolling" – by using social media to build an image of someone who is authentic and joyful, experts told the BBC.

Now, after he was sworn in as mayor on 1 January, his next challenge will be keeping those same supporters engaged and maintaining the momentum in office.

About three-quarters of New York City voters under the age of 30 voted for Mamdani, according to an Associated Press voter poll.