The Archivist Who Became an Unlikely TikTok Star for Amex

Galtman, who has spent three decades documenting the firm’s 176-year history, began filming "Ira, The Archivist" segments in 2023. Initially intended for internal use on LinkedIn and Facebook, the clips became a runaway hit, prompting the company to expand his presence to TikTok. His videos, which feature the New York native discussing artifacts like 1907 bison transport logs or vintage Gold Card-themed dresses, perform twice as well as the brand's standard social media benchmarks.

This unexpected stardom aligns with a broader strategy to capture Gen Z and millennial consumers, who currently make up 65% of new American Express accounts. While other corporate leaders have turned to social media to build their personal brands, Galtman’s appeal lies in his lack of polish. He avoids hair, makeup, and scripts, preferring to rely on his genuine knowledge of the company archives. As Aya Kanai, head of enterprise content and communications, notes, the success of these segments highlights the power of nostalgia in digital spaces. Though he remains a recognizable figure in the office cafeteria, Galtman continues to approach his work as a curator rather than a creator, viewing his newfound online presence through the lens of a professional archivist.