How Amtrak is Winning Over Gen Z with Savvy Social Strategy
Social media has become the playground for brands trying to connect with Gen Z, and Amtrak seems to be riding the train to success. By blending humor, infotainment, and innovation, Amtrak has crafted a social media strategy that resonates with younger audiences. According to eMarketer, their witty and informal posts on platforms like Instagram and TikTok have become a hit, ensuring that the brand remains relevant and engaging.
Unconventional Tactics: Where Humor Meets Information
Amtrak’s approach to social media is both refreshing and bold. When Southwest Airlines announced their new baggage fee, Amtrak’s cheeky response on X, “Guess we’re the only ones doing free baggage now,” captured attention. This kind of playful, yet informative content is what Amtrak’s senior manager of social media, Nicolle Lopez, describes as their “infotainment” strategy. By offering content that educates while entertaining, Amtrak ensures viewers walk away with knowledge about train travel.
The Appeal of Raw and Authentic Content
Gen Z values authenticity, and Amtrak capitalizes on this. They steer clear of overly polished ads, opting instead for raw and authentic content that evokes curiosity and laughter. Posts like “I wake up, I choo choo” show Amtrak’s understanding of the digital natives’ mindset. This playful content nudges users toward more informative posts, subtly educating them about Amtrak’s services.
Innovating Trends Rather Than Following Them
Amtrak doesn’t just follow viral trends—they create them. Their infamous “trains” post sparked a wave of similar single-word posts from brands like Marriott Bonvoy and Intuit Mailchimp, positioning Amtrak as a trendsetter in the corporate social media realm. By pre-emptively crafting new trends, Amtrak stays ahead of the curve, avoiding the pitfalls of appearing outdated or as mere bandwagon jumpers.
Balancing the Old with the New
While Amtrak’s social media efforts focus on attracting Gen Z, they haven’t forgotten their loyal, older audiences. By tailoring their content for specific platforms, Amtrak ensures their messages resonate across demographics. On Facebook, where older audiences congregate, content takes on a different tone. Meanwhile, platforms like TikTok see more edgy and youthful content, aligning messaging with audience expectations across the board.
Key Performance Metrics and Success
Success in social media is often measured by engagement—reach, impressions, comments, and shares. For Amtrak, shares hold particular significance as they symbolize integration into user conversations and considerations. Avoiding negative KPIs is equally crucial, with Amtrak focusing on positive user engagement and affinity.
Amtrak’s journey with social media highlights a masterful command of audience awareness, platform-specific messaging, and trendsetting content. As they continue crafting compelling narratives across digital landscapes, their blend of humor and information promises an engaging journey for all aboard the social media express.
