British Airways vs Lufthansa on Facebook

Jayesh Gill

How often does each brand post?

British airways is moderately active on Facebook. They post their content mostly after every 3^rd or 4^th day, though there are slight variation of dates with the posting of the content. There was a gap of 10 days of posting from January 17^th-27^th. They only post one post on their Facebook page.  

On the other hand Lufthansa is highly active, posting their content every day. For the last 7 days from 8 to 14^th they have posted only one post, but if we look further back they have been posting at least 2 post each day.

What kind of content does each brand post?

British Airways content have a lot of variety, but mostly there post focuses on how they can make the customer’s trip unforgettable or encouraging them to travel different places using their flights. For example- their content include the celebration of the events and making trips,  posts about The Who and IAG cargo for celebrating touring together for 50 years, their partnership with other brands, announcements of the new routes, fundraising held etc. All of their post include either images or has a video to make it more engaging.

Lufthansa’s post are quite a different in terms of the content they post compared to British Airways. Their post are about different cities rather than compelling the people to buy their airplane tickets. They use city of the month hashtag in which they focus on one city but along with it their post include variety of ways to interact with people such as their post with a picture of city from the plane asking the people to guess the city.  

Does each brand use the 50/50 rule?

British airways does not seems to be using the 50/50 rule. There recent posts include most of their own content but they still have a few post about the community. The same is with Lufthansa, as there post are their own created content.

 Which are the most successful recent posts?

British Airways most successful recent post was on December 30, 2016. It got 6.9K likes, 185K views and 1,180 shares. It was a video which welcomed the New Year and a goodbye to the memories of 2016.

Lufthansa’s most successful post was on February 7, 2017. It got 27K likes, 1.9M views and 3,085 shares. It was also a video which addressed Frankfurt about its new airplane A350.

Below are the images of the Facebook page of both the brands-