Mayor Eric Adams Embraces the Influencer Playbook as He Eyes a Second Term

28 June 2025

Benjamin Norman/The New York Times

New York City Mayor Eric Adams appears to be reinventing his public image, not through policy speeches or press briefings, but by stepping directly into the digital spotlight. As he quietly gears up for a second term campaign, Adams has started embracing the role of a social media influencer, shifting his tone and content style to better resonate with younger, online-savvy voters in the city.

Over the past few months, his Instagram and TikTok presence has undergone a noticeable transformation. The suited-up city leader is still visible, but he’s now flanked by trending audio clips, slick editing, and a heavy dose of algorithm-friendly content. His posts are increasingly styled like those of professional creators rather than traditional politicians, suggesting a calculated strategy to embed himself deeper into the culture of online relevance.

Adams, known for his unorthodox approach to leadership since taking office, has long leaned into personal branding. But this new phase seems more deliberate and stylized. His team is reportedly collaborating with Gen Z consultants and digital creatives to ensure each video carries viral potential while delivering a message that still aligns with his platform. The goal is not just visibility but relatability, turning the mayor into a household name not only in political circles but across feeds, stories, and reels.

Whether he’s dancing at a community event, visiting local restaurants, or delivering one-liners while walking the city streets, Adams is increasingly positioning himself as a figure of digital charisma. One recent clip features him participating in a popular TikTok sound while showing off his sneaker collection. Another video captured him offering motivational advice against the skyline of Manhattan, edited with cinematic flair and underscored by emotional music. The production value has risen noticeably, suggesting a significant investment in content creation infrastructure behind the scenes.

Political strategists and observers have taken note. Some see it as a savvy adaptation to the changing landscape of voter engagement. Traditional campaign methods are no longer sufficient to reach a generation that spends most of its time on social platforms. With platforms like TikTok shaping political discourse and even election outcomes, Adams’ shift could place him ahead of his rivals in terms of cultural capital.

Others, however, view the influencer strategy as a risky pivot at a time when New York faces serious challenges. With crime, housing, and economic recovery still top concerns for many residents, critics question whether stylized content might come off as tone-deaf or superficial. There’s also concern that the mayor’s presence on social media may overshadow meaningful discussions about his governance and policy decisions.

Still, the strategy seems to be working in terms of engagement. Adams’ digital footprint has expanded dramatically, with his content being picked up by meme pages, local blogs, and even fashion and lifestyle accounts. His team appears to be tailoring content by platform, using polished videos on Instagram while maintaining a more spontaneous, humorous tone on TikTok. This multi-platform approach mirrors what successful influencers do to maintain reach and authenticity.

The mayor’s personal aesthetic also plays a role in the online persona. Known for his tailored suits, fitness routines, and love for nightlife, Adams already straddles the line between political leader and lifestyle figure. This makes his transition into influencer territory smoother than it might be for a more traditional or policy-first politician.

Whether this digital transformation will translate into voter support remains to be seen. The political field for 2025 is not yet fully formed, but Adams’ early foray into influencer-style campaigning may give him a crucial advantage in connecting with demographics that are historically difficult to mobilize through standard political outreach.

In a city as dynamic and image-driven as New York, visibility is often half the battle. Mayor Eric Adams seems to understand that in today’s political climate, the platform you speak on is just as important as what you say. As he continues to post, pose, and personalize his brand for the digital age, his campaign for a second term may end up being defined less by podiums and debates and more by followers, views, and viral moments.