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.
