Los Angeles mayoral candidate Nithya Raman is using short, vertical “microdramas” styled as campy soap operas to reach young voters, who are difficult for campaigns to engage. The approach reflects Raman’s strong support among 18-29-year-olds and aims to connect her political messages with online entertainment popular among younger audiences.

The campaign’s earlier videos combined melodramatic plots with detailed discussions of public transport, tenant protections and rent stabilisation, attracting more than 850,000 views. After Raman’s surprise second-place finish in June, her campaign spent $15,000 on four more videos for the November runoff, including one in Spanish to reach Latino voters and content intended to resonate with Hollywood workers affected by reduced traditional production.