Air Canada vs. Delta Airlines on Instagram

Zixuan Liang

How often does each brand post?

Air Canada is active on Instagram and posts content on a daily basis. However, the company rarely posts information on weekends. It can make 1 – 3 posts each day. Delta Airlines is also active on Instagram whereby it posts content both on weekdays and weekends. Each day, the company can post 2 – 4 times.

Which kind of content does each brand post?

Air Canada posts mainly videos and pictures. Most of the content focuses on the airline, for example, the latest aircraft and nature. Delta Airlines also posts videos and pictures. The content contains mainly the company’s aircraft, crew members, services offered and travel destinations.

Does each brand use 50/50 rule?

Air Canada does not consider the 50/50 rule because most of the content is about the company’s aircraft and services. Thus, the posts mainly promote the services of the company.

Delta Airlines applies the 50/50 rule. Half of the posts show the services offered by the company. The remaining content shows videos of nature, customers, and people who enable the company to achieve its objectives. Besides, the content demonstrates how the company helps other people such as young artists.

Keyword sentences used by each brand

Air Canada uses terms such as “connect”, “#Canada”, and “#fly the flag”. Delta Airline uses words such as “#Delta” and “#PEK”.

What are the most successful recent posts?

Air Canada had the most successful post on February 10, 2017, which shows a moving aircraft. The post has 11246 likes and 655 comments ("Instagram photo by Air Canada • Feb 9, 2017, at 5:24 pm UTC", 2017).

Delta Airlines had a successful post on February 7, 2017, when it posted a picture showing an aerial view of Central Park. The post has 18206 likes and 291 comments ("Instagram photo by Delta Air Lines • Feb 7, 2017, at 3:52 pm UTC", 2017). 

Why are these posts successful?

The picture posted by Air Canada aims at attracting the attention of customers, which makes it easy to convince them to use the airline. The picture shows the aircraft’s steadiness and fast speed, which is highly convenient to customers.

The post by Delta Airlines is successful because it demonstrates that the company has a great corporate social responsibility and prefers operating in a healthy environment. Thus, the company easily attracts customers by showing them its interest to nature.