We continue to look at the most-engaged brands in 2017, per exclusive data provided exclusively by Shareablee to PR News.
In the Airline sector, we again see a pattern similar to what’s been observed in most of the other industries we’ve examined during the first quarter of 2018. Consumer engagement with brands’ social posts continues to grow despite those brands creating and posting fewer pieces of content.
Another trend seen previously also is present in the Airline sector: Consumer engagement with video content is growing.
The airline sector in 2017 generated more than 134 million consumer engagements, called actions in this chart, including 6 million shares. It posted 110,000 pieces of content across Facebook, Twitter and Instagram, which was down 11% vs. 2016. Still consumer engagement rose 25%, says Ron Lee of Shareablee.
The amount of video content posted rose 53%, with consumer engagement with videos rising 57%. Video views rose 25%, Lee says.
Instagram Flying High
Instagram was the sector’s strongest platform, with 52 million consumer actions generated. Facebook was a distant second (35 million), with Twitter at 2 million actions. Instagram continues to have huge potential for growth as consumer engagement on Instagram was up 45% year over year, Lee says. Facebook grew 13%, while Twitter jumped 52%.
Turning to individual brands, social media powerhouse Emirates generated 20 million consumer engagements, up 53% year over year. The carrier garnered this growth despite posting just 2% more content than it did in 2016.
Not surprisingly, Emirates’ video content posted grew 60%, which led to a 114% increase in consumer actions with its videos and a 74% rise in video views.
The key to this table, though, is actions per post. Emirates did the best here, with 17, 500 consumer actions per post, up 49% year over year, Lee says. Nobody else was close. Emirates also shows that the brand with the largest audience doesn’t always get the most engagement. Here, Qatar Airways, number 2 on the list, has a far bigger audience and posted just a bit more content, but its 14 million engagements don’t come close to Emirates’ total. Emirates failed to respond to our request for comment.
