Amtrak is focusing on leveraging its social media presence to drive awareness and educate audiences about train travel. Through extensive research, the brand tailors its content to reflect current trends while inventing unique approaches rather than simply following popular trends. They recognize the need to appeal to both younger and older demographics by customizing their messaging per platform. Amtrak treats social media metrics such as engagement and shares as KPIs, emphasizing the importance of educational yet entertaining content to maintain relevance and strengthen connections with users.
"After watching or engaging with our content, you walk away learning something a little bit more about Amtrak, a little bit more about train travel," Lopez said.
"I think a lot of people tend to go for speed, which makes sense. It pays off," said Lopez. Amtrak works slower. For example, the brand did extensive anime research before posting its own art earlier this year.
"If we want to talk about a new sales promotion, it might look like seven different messages across each platform," but the overarching storyline will remain the same, Lopez said.
"Just because we're a legacy [brand] doesn't mean people automatically know things about us," Lopez said.
#social-media-strategy #content-creation #audience-engagement #brand-awareness #demographic-targeting
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