For the last year, American Express has been getting fantastic results by posting historical brand images to its Twitter, Facebook and Google+ pages. Think archeology or nostalgia as social media branding.
"We're focused on a number of things to keep engagement high across our social platforms," explained Mona Hamouly, vp of social media for the New York-based financial giant. "One of the ways we do that is by offering a wide variety of the type of content we post."
Not to mention a wide variety of photos from the brand's 163-year heritage in an initiative called #AmexArchive. Hamouly exclusively shared the following data points with Adweek that demonstrate how offering up grainy, decades-old pictures has created superb social engagement without any ad spend.
The numbers below represent how average engagement for the archive posts has continuously improved over the last several months.
- On Twitter, a 160 percent increase in retweets
- 127 percent bump in Facebook likes
- 120 percent increase in Facebook comments
- 100 percent lift in Facebook shares
- On Google+, a 104 percent hike in +1s
- 155 percent increase in Google+ comments
- 346 percent jump in Google+ reshares
- On Instagram, a 112 percent lift in likes and comments
And here are examples from #AmexArchive: