Air Canada vs. WestJet on Instagram

Instagram is one of the newest forms of social media that companies can now use to promote their brand. Today we will be analyzing how Air Canada and WestJet utilize this photo sharing app to their advantage.

Air Canada is a verified account on Instagram. This is an advantage because consumers know that it is in fact the company’s real account. Air Canada posts a photo to their Instagram page roughly 2-3 times per week. They don’t post as frequently as they do on their other social media sites. Usually these posts are photographs of their airplanes, places that they have included in their enRoute magazine and updates about terminals and such. Usually in the description of their photographs they write lengthy descriptions that involve hashtags and tag other accounts that are linked to what they are promoting.

WestJet on the other hand is not verified on Instagram. They post approximately 2 times per week. It really depends if they have certain promotions going on like #WestJet Christmas where they posted a ton of photos leading up to Christmas. These posts consist of photos that include WestJet staff, planes, and destinations. The descriptions that are included are usually a decent length and include various hashtags. Some even include links to their website if they post about certain sales or event happening.

The most popular recent post that was added by Air Canada is about their new Boeing787 Dreamliner fleet. The photograph they posted is of the plane itself flying over water. It received 6,697 likes and 70 comments. On this platform its usually all about the photograph. If people don’t like the photo you have posted they will just scroll past your post. This post was so successful due to people liking the photograph, not necessarily the reason it was posted.

Retrieved from: http://instragram.com/p/BCRTbgiFKPb/?taken-by=aircanada

WestJet’s most popular recent post was added in honour of their 20^th birthday. This post featured a birthday cake that was placed in front of a plane in the storing area. It got 1,650 likes and a total of 40 comments. This post was so successful due to people liking the photograph itself, and people who are loyal supporters of WestJet and are proud to support the company in its 20 years of service.

Retrieved from: https://www.instragram.com/p/BCYn3m9wqL1/?taken-by=westjet

Overall both companies use their Instagram platform significantly less than any other social media outlet. This is probably because users normally use Instagram to view photographs, not to necessarily gain knowledge about a certain company.

British Airways vs Sunwing Airlines on Facebook

British Airways, travel and leisure and Sunwing Vacations, travel and transportation are two verified Facebook Business Pages. British Airways has over 2, 000, 000 more likes than Sunwing, posting on average two times per day, usually one post being between the hours of 6-7 am EST and second being posted around noon, 12 pm EST. The UK airline along with their consistent posts also is true to the 50/50 rule. Although British Airways enjoys posting about their brand, details of the daily flying conditions, weather updates of popular UK tourist sites, promotions and milestones their Facebook page also posts content in regards to travel tips, must see destinations and social norms where there are cultural differences. With combined likes of 5K, over 600 shares and over 400 comments British Airways’ 2 most successful posts were both focused on their industry and not brand. One a video of popular to do’s and must see in Spain, where British Airways now flies to 15 destinations and the other, an infographic sharing tips for first time travellers to Italy. I believe these two posts were successful due to their use of hashtags and both posts asked questions in which followers were able to engage. 

British Airways Facebook Page, 2016

With close to four posts a day, all seeming to be in a close window of time, Sunwing may not be as consistent however the airline does share their content equally between brand and industry. Sharing posts between Sunwing’s packages, promotions, deals, destinations and travel tips, popular vacations and articles relating to travel. Both of Sunwing’s most popular post have had a French translation but only had a combined total of 200 like, under 100 comments and a handful of shares. 

Sunwing Facebook Page, 2016

Although not as successful as those of British Airways, Sunwing’s post were likely more popular than their other posts in relation to the timing and number of post those days.

Go give British Airways and Sunwing Vacations a ‘like’ to see more!