Air Canada vs. WestJet on YouTube

Retrieved from: https://www.youtube.com/watch?v=yV3twhBCJqM

YouTube is a video platform in which users can share video content to the world for free. This site can be seen as a great tool for a company to gain further awareness of their brand and to share their advertising online.

Air Canada has 198 videos and 8,000 subscribers. They haven’t posted a video in about a month to their YouTube Channel though. They did however post roughly 15 videos on February 1^st all about different travel stories and musicians. 

Air Canada’s YouTube content is usually advertisements, interviewing celebrities, and stories about traveling. In the description of the video the content that is included is usually; a brief description about the video and the person featured in the video, call to action to subscribe to their channel, all their other social media account links, and a link to their website. 

Their most successful video out of their last 10 posts is titled “ Connecting Musicians: Brian Mallory James and Todd Cope| Une rencontre de musiciens. It got 1,155 views, 3 likes and no comments. This video was successful because it received twice as many views than their other posts regarding other musicians. It probably got more views due to the musicians that they actually featured in that particular video.

Retrieved from: https://www.youtube.com/watch?v=EDnpvH0QxCA

WestJet’s YouTube Channel has 292 videos and 56,000 subscribers. They are known worldwide for their heartwarming advertisements around Christmas time. People always look forward to seeing what advertisements they will post next. They last posted a video onto YouTube a week ago in honour of their birthday. The type of videos that they usually post onto their channel include; various advertisements, heartstring tugging stories, videos showcasing beautiful vacation spots, their viral Christmas and April fools videos and more! In the description of their videos they usually a small description of the video, call to action to subscribe to their channel, links to their other social media accounts, and a link to their website.

Out of their 10 most recent videos that they have posted to YouTube, the most popular video is titled “Impact of a Wish | WestJet and Make a Wish”. This 5 minute video is about children who got diagnosed with various illnesses and had their wishes granted and how it helped them emotionally and socially. This video was so successful because it tugged on your heartstrings and is quite emotional. 

YouTube is a great platform for companies to post video content that can get messages across to their consumers. Air Canada and WestJet both use YouTube to their own advantage.

American Airlines & Their Social Media Strategy

America is the land of the Free and home of the brave. American Airlines allows the residents of the great nation of the U.S.A. to be free and brave by exploring countries every day. But on top of the amazing service they offer their customers through the sky, does their Social Media propel them to new heights or ground them on the runway? Read on to find out!

They have run a lot of social media platforms including; Facebook, Instagram, Snapchat, Twitter & YouTube. But for comparisons sake we are looking at the big four today!

Instagram: Where to begin, American Airlines certainly engages and encourages their followers daily. Posting content ranging from the Chicago Skyline featuring one of their planes, to exotic kayaking through a cave they don't limit themselves to boring mundane photos. Garnering on average 4.5k likes per photo posted and an very large 308.1k followers American Airlines certainly takes off on in the right direction on Instagram.

Facebook: Package ideas, new travel kits, videos & live TV on flights are the newest Posts from American Airlines. They encourage you to try out new things by showcasing all the new and improved services for you to travel across the globe! American Airlines also has a staggering 1.99million followers on Facebook, which is up there with some top Celebrities!

Twitter: 1.2 Million Active Followers, Following 74.2 Thousand Different Accounts. American Airlines shows all the other airlines how it's done. Frequently engaging with their followers, recommending they Direct Message them to help solve problems and complaints. While also retweeting and using their hashtag #AAadvantage. 

Last but not least YouTube. Quiet frequently forgotten by companies as a whole not just Airlines, YouTube is a free advertising method by posting videos. American Airlines posts roughly once per month or 12 videos a year which is respectable given the time and effort it can take to make a video. They post all types of videos from collaborations with Back To The Future, Interviews with Pilots to showcasing their new cabins. 

All said and done, American Airlines Social Media Strategy is flying at max altitude while it's competition is still requesting permission to take off. Capitalizing on new trends and encouraging engagement the American Airlines Social Media Team deserve a raise!

British Airways’ Social Media Strategy

Analyzing the Strength of British Airways’ Social Media Outlets

British Airways, also known and common referred to as BA, is a widely used and trusted airlines in the United Kingdom. The large UK airlines is present and frequently uses a variety of social media channels to promote their name, promotions, connect with existing and potential passengers and compete with other airlines. British Airways currently uses the following outlets to do so;

• Facebook
• Twitter
• YouTube
• Instagram
• LinkedIn
• Google+

Although BA is present on the above social media outlets do they use them frequently and efficiently? Let’s find out.

With 2, 244, 708 likes on Facebook and an average of two posts per day it would seem that British Airways has their Facebook to a science. However when we analyse their post BA does not utilize the 50/50 rule. That being 50% of the content focused on their brand and the other 50% promoting their industry. Their page followers don’t seem to mind however as BA still continues to have a lot of engagement including, shares, likes and comments on all their posts. British Airways also takes the time and responds regularly to comments which most likely makes the consumers feel appreciated and therefore BA has gained their trust and loyalty.

British Airways’ Twitter Page (British Airways, 2016)

British Airways uses their Twitter account in similar ways as their Facebook. With 52.1K followers BA tweets twice a day with 100% of the content being geared to their own brand. However they do post about travel tips, site seeing, deals and contest in which their followers can participate in. Upside of Twitter is their posts do not get lost as easy amongst consumer news feed so BA is able to post shorter and quicker updates in regards to flights, weather and delays.

YouTube is an outlet in which British Airways could probably be more organized and consistent on. Their channel has 61, 692 subscribers and 439 videos ranging in duration from 16 seconds to 4 minutes. With up to 5 post per day BA can go one week with no uploads.

Last, @british_airways has 317K followers and 737 posts on their Instagram. All post, on average 2 daily are all consistent with those on their Facebook page. They have differentiated their Instagram from their other social media outlets as well those of their competitors as BA has introduced a hashtag in which individuals can use to get involved and reach out to British Airways.  #BACitySecrets

Instagram, Explore #BAcitysecrets (Instagram, 2016)

In conclusion British Airways has a strong social media presence on all their outlets. Their posts are consistent, frequent and relate to their brand. BA could utilize the 50/50 rule more and share more about their industry, travel, airlines other than that their strategy is well used and has been able to gain a large follower base on all their social media accounts.