While some companies fail on their Instagram accounts, American Express excels. Rather than treat their Instagram site like an online billboard for showcasing their products, AmEx uses it to provide their follows with great deals and exclusive access to American Express sponsored events. Each photo posted follows their Account Tagline, "Follow American Express for insta-access to exclusive experiences, news, and rewards through our lens."
Here are some examples of the deals AmEx card holders may find via Instagram:
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| To celebrate the Chinese New Year, American Express offered card members advance tickets to an Asian Culinary 'Adventure'. |
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| American Express also offered a great price on a Rebecca Minkoff handbag exclusively for card members. What a nice treat - finding a deal on an adorable new bag just for being an AmEx card member and following their amazing Instagram page. |
In addition, AmEx card holders can also find exclusive access to events like fashion shows, concerts, and sporting events.
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| Here, card members get early access to the brand new Michael Kors Spring Collection and seats at the fashion show! Sign me up!! |
The above Instagram is a perfect example of how followers get to see behind-the-scenes images rather than just an image of an American Express card. Instagrams like this appeal to AmEx customers and account followers because they would not get to see this picture in a TV commercial or print ad.
American Express is a master of Instagram because they use their Instagram account as something more than just another way to advertise their product.
It's pretty interesting that a credit card company is utilizing social media in this way. They could have just used it to recruit new users by picturing the card and listing benefits. American Express is really mixing up their content and posting things that customers actually will be interested to see. I think that is what makes their approach more successful than other companies who have attempted to use Instagram to support their marketing efforts.
ReplyDeleteSeparating between these apparently comparable offers can be an extreme issue until you begin scratching underneath the surface.
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