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

Ira Galtman, American Express' long-time archivist, has become an unexpected social media sensation. For 30 years, Galtman has meticulously documented the 176-year history of the company, preserving its artifacts and documents. His unique videos, featuring his New York accent and vintage Americana vibe, have resonated with younger audiences, particularly on platforms like TikTok and LinkedIn.

Galtman's authenticity and genuine passion for the company's history are key to his appeal, as he remains unfiltered, eschewing hair and makeup for a more relatable presentation. As American Express aims to attract more younger cardholders, Galtman's content has proven to be a hit, outperforming most of the company's other content and garnering a significant following.

His social media presence has even expanded beyond the company, with colleagues seeking his insights on business history and the brand.