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The notable moves on social media didn’t take place on Facebook this week.
A series of YouTube videos that was strategically timed helped one brand acquire new subscribers, while user-generated contests paired with opportunities to win prizes were very popular on Instagram. Also, collaborations and kudos on Twitter pushed the Follower count higher for some.
Each Friday, we call out travel brands that have stronger than usual activity on social media. Using SkiftIQ, we’re able to track current performance versus past (60-day averages, unless otherwise noted) as well as notice spikes in activity that demonstrate a brand either has a viral hit on its hands, or a public relations mess to clean up.
The latest social activity on SkiftIQ for the week ending July 18, 2014:
1. Airbnb on YouTube and Twitter
Belonging. That’s the concept behind Airbnb’s rebranding initiative. Their new logo even has a name, Bélo. Upon the launch they released six new video stories, along with three videos about its new look and features that grew their subscribers by 730% from its 21 Subscriber/Day average. For the same two days, July 16 and 17, their Twitter Followers of 321 Followers/Day jumped by 600%. They also got an increase of Followers on Facebook, but it was less than double.
2. Air New Zealand on Instagram and Twitter
Interest and excitement for its new livery that arrived last week is still alive. The Vodafone Warriors thanked Air New Zealand and Grabaseat, New Zealand’s cheap flight site, for flying their team with a few tweets. Besides this shoutout, the airline featured one of the best photos from its #AirNZShareMe user generated pool. These coinciding events helped elevate its Instagram followers by doubling it for four consecutive days to 137 Followers/Day from 44 Followers/Day average. On Twitter, it’s 285 Followers/Day tripled on July 16 and 17.
— Vodafone Warriors (@NZWarriors) July 17, 2014
3. AirAsia on Twitter
Back from last week, this airline’s “e-form” is creating more status updates on top of its delays and inadvertent cancellation of flights. From the conversations this week, AirAsia’s main account is not really listening to its customers, in that they are not accurately acknowledging the query and redirecting its passengers to the web and its dedicated Twitter account, @askairasia. The total status updates climbed to 250% from its 709 Tweets/Day average, that’s 2,500 more tweets over the course of three days.
On the more positive side, it’s Twitter Followers increased by 350% yesterday. AirAsia retweeted GE’s YouTube video about both company’s data and analytics partnership to make it a more efficient airline and its new downloadable guide about Penang’s best of food and heritage. The airline also acknowledged and shared its sympathies about the Malaysian Air plane struck by a missile in Ukraine.
— GE Public Affairs (@GEpublicaffairs) July 16, 2014
4. British Airways on Instagram For four days straight, British Airways tripled its Instagram following with three distinct content plays. Last Friday, they announced the winner of its Instagram giveaway and this past Tuesday, they encouraged more people to enter with #BestSummerEver hashtag and mentioning the brand for a chance to win a free flight. British Airways uploaded a photo of an eight inch 3D model — made by the brand — of travel blogger, Monica Scott in front of the Reichstag in Berlin to promote its Last Call fares. Before this image was posted, she left clues for her Instagram community to guess “her” next destination on Facebook. Lastly, it posted a brilliant photo of its airline mid-flight with four fighter jets. All this content bumped its Follower count to 333 from its 104 Followers/Day average.
5. Southwest on Twitter
#LuvSeat is a new initiative that Southwest Airlines launched that upcycles materials from its old fleet seats into leather goods, including soccer balls, at a facility in Nigeria. The day after, it sent a tweet sharing its sympathy with the friends and family of passengers aboard the Malaysia Air #MA17. Southwest Airline almost doubled its daily Twitter Followers from its 527 Followers/Day average.
— Southwest Airlines (@SouthwestAir) July 14, 2014