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Airlines didn’t totally dominate the winners this week, as two media companies and a top destination/attraction made moves on social that made waves.
Each week, 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 has either a viral hit on its hands or a public relations mess to clean up.
The latest social activity on SkiftIQ for the week ending November 23, 2014:
1. KLM on Facebook:
Posting photos from a unique perspective is an easy way to garner engagement. Two days before the photo of the aircraft’s reflection was published, KLM repurposed a photo taken by a user on Instagram, showing the wheel and underbelly of a plane and uploaded that to its Facebook Page Timeline. For three days, KLM’s account averaged 39,350 Followers, beating its 13,200 Page Likes/Day Average by nearly 200%.
2. Walt Disney World Resorts on Instagram:
Besides photos of a cute dog wearing Mickey Mouse ears, Beauty and the Beast raised the visibility with 61,700 Likes and attracted new followers to Walt Disney World Resorts’ Instagram account. Sharing brand history through a post with fans increased its community by 73% from 3,130 Followers/Day Average to 5,420 Followers/Day Average on November 21 and 22.
3. Condé Nast Traveler on Instagram
This media company posts more than one snap a day on Instagram. The account features photos from their editorial team and gives credit to the photographer and editor, as well as photos from its community that it sources via #takemethere. Out of the 15 photos that were uploaded for three days, the image of a covered garden walkway by its weekly featured photographer scored the most engagement. For three days, its Instagram account gained an average of 331 more Followers over its average of 536 Followers/Day; a notable 62% bump.
4. Matador Network on Instagram
On November 20 Matador Network uploaded nine images of dangerous precipices, a star-filled-night sky, and a variety of mountainside terrains. Although photos with people are typically not as engaging as photos of places and things, the one showing a lone traveler resonated the most on that one day its Instagram Followers jumped by 51% over its 92 Followers/Day Average.
5. Air New Zealand on Instagram
Although Air New Zealand gained an average of 40% new followers on November 21 and November 22, there were no uploads on those two days. The activity could be a result of its brand’s presence as the sponsor for Queenstown International Marathon. This airline reminded its community about the event on Friday, November 20 with a snap of a tree-lined path.