New York City Mayor Zohran Mamdani’s administration has reportedly assembled a network of nearly 200 social media influencers to help communicate city programs, policies and public-service initiatives directly to New Yorkers.

According to a report by the Columbia Journalism Review, the influencers—primarily active on TikTok and Instagram—are being used to encourage residents to take actions ranging from voting and attending medical appointments to participating in budget discussions and composting.

The effort reportedly grew out of the Creators4Zohran network that supported Mamdani during his mayoral campaign. The administration has since maintained a Signal group for participating creators, which reportedly operates similarly to a traditional press distribution list. Influencers receive city updates, suggested talking points, video clips and other material they can use in their own content.

The network reportedly includes creators with audiences ranging from roughly 5,000 followers to several million. The mayor’s office has also held briefings specifically for influencers, giving them direct access to administration officials and information about city initiatives.

Not all of the influencers are paid by the city. While some have reportedly been hired as independent contractors for specific projects, the Signal group itself does not compensate members.

The arrangement comes as city agencies have increasingly turned to social media creators and outside marketing firms to reach younger audiences. According to CJR, agencies have commonly spent between $5,000 and $20,000 on individual social-media campaigns since the COVID-19 pandemic.

However, a review of active city contracts by the New York Post found a significantly larger expenditure involving Mamdani’s Department of Social Services. The agency has paid more than $100,000 this year for an unspecified social-media campaign under a three-year contract that was originally awarded in 2025 during the administration of former Mayor Eric Adams.

The influencer strategy reflects a broader shift in how city governments communicate with residents, moving beyond traditional press conferences and official social-media accounts toward creators who already have established audiences and can deliver government messaging in a more informal format.