American Express’ secret social media weapon: an in-house history nerd

Ira Galtman, American Express's in-house archivist for 30 years, has become an unexpected social media hit through his 'Ira, The Archivist' videos on TikTok. His nostalgic content, which forgoes typical social media polish, outperforms most of Amex's content and resonates especially with younger viewers. Galtman's approach of 'keeping it real' has endeared him to audiences.

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