Ranjani Raghupathi
Jan 18, 2017

Airline industry social-media trends and top content

Engagement Meter: Unmetric provides the airline sector's top 10 recent posts, along with insights into social best practices for air-travel brands.

Korean Air
Korean Air

Unmetric, a social media intelligence firm focused on brands, uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. Unmetric's Engagement Score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. For the weekly Engagement Meter feature, Unmetric curates the list to pick the most creative, innovative or unusual initiatives. Here is a roundup of a few of the best in the airline industry in the period of 1 through 15 January.


Brands in the airline industry had a posting schedule that covered all days of the week. They posted more frequently on Fridays than any other day but got the best engagement on Mondays.

Top-performing Facebook content:

1. Jet Airways
Engagement Score – 1,000

2. Cathay Pacific Airways Hong Kong
Engagement Score – 1,000

3. Vistara India
Engagement Score – 1,000

4. Cebu Pacific Air Philippines
Engagement Score – 1,000



Customer service on Twitter has become a crucial part of social-media marketing, especially for brands in industries like air travel. Garuda Indonesia was one of the fastest Twitter accounts to reply to @mentions. Following are the Twitter accounts that boasted the fastest replies in the airline sector.

Top-performing Twitter content:

1. All Nippon Airways
Engagement Score – 997

2. SpiceJet India
Engagement Score – 994

3. Air India
Engagement Score – 879



Finding the right hashtag is a combination of art and science. It's a process that could be based on trial and error, or by seeing what peers in your industry are finding value in. In the airline industry, Srilankan Airlines succeded by using hashtags about locations like #Colombo, while Korean Air used #Prize and other contest-related hashtags.

Top-performing Instagram content:

1. Korean Air
Engagement Score – 734

2. Singapore Changi Airport
Engagement Score – 734


How many of these airlines have you flown with?

A photo posted by Singapore Changi Airport (SIN) (@changiairport) on

3. Garuda Indonesia
Engagement Score – 725


Ranjani Raghupathi is marketing executive at Unmetric. You can follow her on Twitter @ranjanithinks.


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