How American Express Archivist Ira Galtman Became an Unexpected TikTok Star

American Express in-house archivist Ira Galtman has emerged as an unexpected social media hit for the 176-year-old financial institution, with his nostalgia-focused videos driving significant engagement among younger demographics on platforms like TikTok and LinkedIn, according to company officials.

Rise of an Unlikely Corporate Influencer

For nearly three decades, Galtman has documented the history of American Express, preserving historical documents and artifacts from its founding era as an express stagecoach company in New York in 1850. According to statements from American Express head of enterprise content and communications Aya Kanai, the company’s social media team initially posted Galtman’s archival videos on LinkedIn and Facebook primarily for internal employees. After those posts proved to be a runaway hit, the team expanded distribution to platforms like TikTok, where the content found an enthusiastic audience among Gen Z and millennial users.

As reported by Business Insider, Galtman’s videos typically perform about twice as well as the company’s standard social media benchmarks. Speaking about his unexpected online popularity, Galtman noted in an interview that he does not rely on traditional influencer tropes to capture viewer attention. I don’t even have a cat in my video, and people are looking at it! I don’t even have to dance in the video to get attention, Galtman said. He attributes part of the appeal to his straightforward demeanor, explaining that he skips hair and makeup before shoots to keep the content authentic. I can be myself, he said. I’m not pretending that I’m trying to be an influencer.

Connecting Amex History to Modern Business Events

The social media team coordinates Galtman’s appearances with specific corporate milestones and marketing campaigns. One viral video features Galtman discussing a 1907 initiative where American Express helped transport 15 nearly extinct American bison from New York City to a wildlife reserve in Oklahoma, filmed with Galtman appearing from behind a bison exhibit at the Bronx Zoo. Another post marked the 60th anniversary of the Amex Gold Card by highlighting a 1995 fashion dress constructed entirely from the product.

According to Associated Press reporting, Galtman’s role encompasses both corporate archivist and historian. Over his 28 years with the company, his duties have included organizing exhibits on American Express’s role in the Civil War—such as shipping materials to Union soldiers and transporting election ballots for the 1864 election—and reviewing how the firm navigated historical crises like the 1918 influenza pandemic to inspire modern employees.

Strategic Focus on Younger Cardholders

The digital success of the archival series aligns with broader demographic shifts at American Express. During a third-quarter earnings call, CEO Steve Squeri reported that millennials and Gen Z consumers accounted for 65 percent of new consumer accounts. Data from January indicated that the average age of an American Express Platinum cardholder stood at 33 years old, despite the card’s $895 annual fee.

While Galtman’s videos routinely outperform standard corporate metrics, particularly on LinkedIn and TikTok, his day-to-day routine within the office remains grounded. Colleagues frequently approach him in office hallways and cafeterias to ask about the history of specific business lines or to discuss his latest digital appearance, marking a distinct bridge between the company’s 19th-century origins and its modern social media strategy.