Amtrak's Social Media Secret: Winning Over Gen Z with Infotainment

The Infotainment Tactic

Amtrak is revolutionizing its social media strategy with an innovative infotainment approach that blends educational and entertaining content. When Southwest Airlines announced they would charge for baggage, Amtrak charmingly tweeted, “Guess we’re the only ones doing free baggage now,” cleverly positioning the brand as both informative and relatable. This approach is reflective of Amtrak’s senior manager, Nicolle Lopez’s strategy, which aims to keep Gen Z engaged while boosting brand awareness.

Capturing Gen Z’s Attention

In today’s digital age, Gen Z craves authenticity. As Lopez notes, overly polished content is a turn-off for these digital natives. Amtrak reaches them through compelling “alt” content that is native to platforms like Instagram, TikTok, and X. An example of this is a catchy post reading, “I wake up, I choo choo,” which highlights Amtrak’s playful tone—a style that not only entertains but also educates about train travel.

Research and Originality

Amtrak ensures that its content remains fresh and trendsetting. Unlike brands that rush to adapt to trends, Amtrak takes its time, conducting in-depth research. Their initiative to delve into anime before showcasing it on social media exemplifies this thoughtful approach. By creating its own trends, such as the “trains” post on X, Amtrak has inspired similar content from other major brands like Marriott Bonvoy and Intuit Mailchimp.

Balancing Generational Appeal

While attracting younger audiences, Amtrak is careful not to alienate its long-standing customer base. The brand tailors its messaging to specific demographics, using Facebook for an older audience and TikTok for younger users. Across all platforms, however, the content remains engaging and consistent, maintaining Amtrak’s identity as a trustworthy, legacy brand.

Measuring Success in the Social Sphere

For Amtrak, social media is not just about promotion—it’s about awareness. They track metrics like reach, impressions, and engagement to gauge success. Negative feedback serves as a learning opportunity, while shares are the ultimate goal, signifying community resonance and potential growth within group chats.

According to eMarketer, Amtrak’s strategic focus on infotainment, tailored messaging, and community research has undeniably contributed to its success across diverse audiences.