Here’s How American Express is Nailing it on Social
American Express joined the social media scene in 2009 with the aim of providing customer service for cardholders. Ever since, American Express has been bringing their A-game across every major social media channel. We’re not talking plain presence and scheduled engaging pics of cute kitty cats wishing you a lovely weekend. Digital became a part of AmEx’s corporate culture, binding the whole financial experience into one outstanding package. We embarked on a small investigation across AmEx’s social feeds and here’s what we found out:
GREAT VISUALS PAIRED WITH A STRONG INSIGHT
American Express knows mighty well how to attract those double taps on social. Instagram has become AmEx’s fastest growing platform and there’s a good reason for it. Turns out pics of credit cards have more social-appeal than mouth-watering food close-ups. Despite the security issue, people love posting pictures of their AmEx cards. Tapping into this insight has given the brand a strong visual handwriting across their social channels. An ongoing collaboration with international artists provides a steady stream of gorgeous visuals, attracting a sizeable chunk of likes.
A simple credit card is visually more appealing than this deliciousness…amazing
Customers’ needs should be the top priority for every brand. Instead of pushing their own products, AmEx stands for the ‘’top-down’ and builds its audience by addressing the problems they’re having. The brands awesome customer support comes across humane and genuine, as well as being quick and efficient (as demonstrated above). Apart from delivering a great service, AmEx’s humane approach is also noticeable in their day-to-day content. Pictures of real card members attract significantly more likes and shares than JAY Z concert ticket offers. Go figure…
ENGAGING WITH THE UP&COMING GENERATION
Millennials might not be the highest earning audience just yet, but this too shall change. And American Express has been smart enough to address this up&coming generation early on. Their ‘’Everyday Congrats’’ campaign featuring Tina Fey is a great example of cheeky humorous content. Adulting might be hard, but having a good chuckle and an AmEx card in your back pocket can make it a bit easier for you.
Coming up soon: a closer look at Barclays’ social media ventures. Stay tuned.
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