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

To succeed in office he will need to keep his supporters engaged with day-to-day governing, experts say.

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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.

After becoming the first New York mayor to take the oath of office with his hand on a Quran, Mamdani told thousands gathered to watch his inauguration ceremony in freezing weather that he would represent everyone in the city.