Mona Hamouly, VP de Comunicaciones en Redes Sociales de American Express
American Express has a social content strategy that has turned out to be very successful. Instagram is their fastest-growing platform. In the last quarter of the year their audience increased 18% and they currently have 98 thousand followers. Mona Hamouly, VP of Social Media Communications at American Express, explained the keys of their strategy. “We noticed that people really loved posting pictures of their American Express cards on Instagram. I took that insight and applied it to the brands own Instagram channel. Its bizarre, but images where the card is included are our highest-performing images” she said.Now, the company is much more visual in its content for social networks. Among their latest campaigns is Card Art, an initiative for which they invite artists to design images. Those images typically get twice the number of retweets on Twitter and double the likes on Instagramphotos with cards average about 1,000 likes.Snapchat still isn´t among the credit card company´s platforms. “There has been a lot of conversation, and there is interest in it” she said. “But were always looking for an elevated experience on social and right now, there isnt one with Snapchat.” By elevated Hamouly is talking about Americn Express use of platforms to connect what she calls the offline experience with the online.This social media strategy has allowed American Express to democratize the image of the brand, known for being exclusively for cardmembers.
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