The benchmark at a glance
- Airlines brands that posted
- 43Brands
- Followers per brand
- 5.56MAvg.Median 2.94M
- Engagements per brand
- 832kAvg.Median 115k
- Engagement rate per brand
- 0.39%Avg.Median 0.18%
Top 10 Airlines brands
Sort by any column. Q3 2026, across all platforms.
| Rank | Brand | ||||
|---|---|---|---|---|---|
| 01 |  Qatar AirwaysPosted on Facebook, Instagram, TikTok, X and YouTube | 55M | 2.84M | 272 | 0.13% |
| 02 |  EmiratesPosted on Facebook, Instagram, TikTok, X and YouTube | 29.4M | 2.04M | 235 | 0.14% |
| 03 |  Turkish AirlinesPosted on Facebook, Instagram, TikTok, X and YouTube | 19.4M | 5.45M | 308 | 0.50% |
| 04 |  KLM Royal Dutch AirlinesPosted on Facebook, Instagram and YouTube | 15.4M | 454k | 123 | 0.19% |
| 05 |  Etihad AirwaysPosted on Facebook, Instagram, TikTok, X and YouTube | 11.9M | 12.8M | 401 | 0.95% |
| 06 |  Southwest AirlinesPosted on Facebook, Instagram, TikTok and YouTube | 8.34M | 4.24M | 225 | 0.65% |
| 07 |  Singapore AirlinesPosted on Facebook, Instagram, TikTok, X and YouTube | 7.96M | 575k | 125 | 0.42% |
| 08 |  Delta Air LinesPosted on Facebook, Instagram, TikTok and X | 7.5M | 406k | 126 | 0.23% |
| 09 |  Air FrancePosted on Facebook | 7.16M | 14.4k | 30 | 0.007% |
| 10 |  SaudiaPosted on Facebook | 7.15M | 86.1k | 166 | 0.007% |
Standout posts across the benchmark
The Airlines posts with the most engagements in Q3 2026, on any platform.
Reels on Instagram, Sep 8
southwestair29 flights at 7 months old, but this one was a first! Baby Noah finally got to fly with Dad at the controls, and we can report that he was on his best behavior! 💙❤️💛
1,467,515 engagements View post (opens in a new tab)
Video on TikTok, Sep 8
Southwest Airlines29 flights at 7 months old, but this one was a first! Baby Noah finally got to fly with dad at the controls. 🥹✈️
738,300 engagements View post (opens in a new tab)
Platform breakdown
Averages per platform for Airlines brands in Q3 2026.
| Metric | TikTok | X | YouTube | ||
|---|---|---|---|---|---|
| Avg. engagement rate per post | 0.32% | 1.50% | 0.14% | 0.044% | 0.25% |
| Avg. posts per brand per week | 4.5 | 3 | 5.2 | 3.8 | 2.4 |
| Brands present on the platform | 20 | 17 | 25 | 22 | 25 |
Brands present on the platform: brands that posted at least once on the platform in Q3 2026 (July 1 – September 30, 2026).
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What worked on each platform
Where the Airlines engagements came from in Q3 2026, next to where brands posted.
| Platform | Engagements | Posts |
|---|---|---|
| TikTok | 38.5% | 12.5% |
| 30.9% | 31.4% | |
| 26% | 21.6% | |
| YouTube | 3.5% | 14.2% |
| X | 1.2% | 20.3% |
| Format | Engagements | Posts |
|---|---|---|
| Video | 69.9% | 61.6% |
| Carousel | 18.8% | 11.6% |
| Image | 10.5% | 17.9% |
| Text | 0.6% | 4% |
| Link | 0.2% | 4.6% |
Observations
Written by AI from this report's data.
TikTok contributed the largest share of Airlines’ engagement in Q3 2026, despite accounting for a much smaller share of posts. Video led across formats, while Instagram Image posts had the strongest average engagement rate among Instagram’s listed formats.
- Facebook had the largest share of posts at 31.4% and a similar 30.9% share of engagement. TikTok generated 38.5% of engagement from 12.5% of posts, while X contributed 1.2% of engagement from 20.3% of posts.
- Video accounted for 61.6% of posts and 69.9% of engagement across formats. Carousel also over-indexed, generating 18.8% of engagement from 11.6% of posts; Image generated 10.5% from 17.9%.
- On Instagram, Image made up 11.7% of posts and had a 0.399% average engagement rate, compared with Reels at 55.1% of posts and a 0.26% rate.
How we calculate this
Every figure in this report comes from public social media data, collected by Socialinsider.
- Period
- The full calendar quarter July 1 – September 30, 2026 (Q3 2026). The data is refreshed every quarter.
- Brands
- The leading global Airlines brands and their official accounts on Instagram, TikTok, Facebook, X and YouTube. A brand counts as present on a platform if it posted there at least once in the period.
- Engagements
- Likes, comments and shares or reposts on a post, plus saves where the platform reports them.
- Engagement rate
- A post's engagements divided by the profile's followers at the time of the post, times 100. Averages are the mean across posts. Posts with an engagement rate above 100% are excluded as data errors.
- Per-brand figures
- Averages and medians are computed across the brands that posted in the period. A brand's engagement rate needs at least 10 posts.
- Platform figures
- Platform figures are shown only when at least 5 brands posted on that platform.
- Breakdowns
- The platform and format charts show each slice's share of all the industry's posts and engagements. Formats are grouped across platforms: Reels and videos count as Video, carousels and albums as Carousel.
- Observations
- The observations are written by AI from this report's numbers.