Last week democratic socialist Zohran Mamdani won the New York City mayoral election. His election campaign was bolstered by a slick social media campaign, seen by millions in his city and beyond.

Politicians in the UK have taken inspiration, with figures like Zarah Sultana and Zack Polanski raking in the views on TikTok. But these progressive voices are a drop in the ocean compared to the reach of right-wing voices like Tommy Robinson, Nigel Farage and Andrew Tate.

So, why are right-wing influencers so successful online? What lessons do the left need to learn about digital strategy? And do we even have a hope when some of the biggest social media platforms are owned by right-wing billionaires?

This week Ayeisha Thomas-Smith is joined by Will Davies, professor of political economy at Goldsmiths, and Dunya Kamal, social media specialist working at the Trades Union Congress, to discuss.

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Produced by Katrina Gaffney and Margaret Welsh.

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Music by Lee Rosevere, Free Music Archive: freemusicarchive.org/m... used under Creative Commons licence: cre​ativecom​mons​.org/​l​i​c​e​n​s​e​s​/​b​y​-​n​c​/4.0/.