Air travel isn't just about the skies anymore—it's about screens, scrolls, and stories. This benchmark report breaks down what's really working in airline marketing on social media right now. Built on 12 months of performance data, this study uncovers the real airline social media analytics: from engagement rates to content trends, platform-by-platform, for brands of every size.

This isn't fluff—it's a strategy grounded in numbers that was created for marketers ready to make data-driven decisions.

Executive Summary

• Top-performing platforms for airline engagement—and how to play to each one's strengths
• Side-by-side look at content type performance across Facebook, Instagram, X, and TikTok
• The difference between what airlines post vs. what actually performs
  Breakdown of the AI-generated content pillars that drive the strongest results by platform
• Strategic insights for boosting airline follower growth, engagement, and campaign impact

Averages Across All Platforms

Looking at the broader view, TikTok and Instagram are currently leading in engagement, but they do it in different ways.

TikTok delivers a 7.4% engagement rate, especially benefiting smaller airline brands and newer entrants. It's entirely video-based and drives visibility through short, authentic content. Instagram holds a 2.2% average, with video and Reels continuing to perform well, though Reels aren't always the strongest format.

Facebook and X (formerly Twitter) average between 0.4% and 0.5%. While these numbers are lower, they still offer value, especially when brands use the right formats. Facebook performs best with short-form video and personal storytelling. X is less consistent, but visual content like GIFs and high-frequency updates can still generate interaction.

If you're benchmarking performance, these averages help put your engagement rates into context.

Engagement Rates by Content Type (Per Platform)

Let's talk about what actually gets people to click, like, and share, broken down by platform.

Facebook

Airlines are still over-relying on photo posts and albums, which make up over half the content. But they're missing out—Reels have the highest engagement rate (1.1%), and they're only used 3.4% of the time. Formats like Employee Spotlights also drive higher interaction.

Instagram

Standard video posts (7.8%) outperform Reels (2.9%), particularly for mid-sized brands. Carousels are also strong performers. Real-time content like crew stories and flight announcements has delivered up to 64% engagement when used effectively.

X (formerly Twitter)

Engagement is low but not flatlined. Animated GIFs and photo posts do better than video. Travel Tips and quick updates consistently generate better interaction than standard promo content.

TikTok

Video dominates here, making up 99.9% of content. Smaller profiles (under 10K) see engagement rates over 24.2%. Content like customer stories, crew features, and POV clips is driving strong results.

Post Formats by Volume (Per Platform)

What airlines are posting—and what performs—don't always align. Here's how that plays out across each platform.

Facebook

Photos (53%) and albums (23%) lead in volume, but underperform in engagement. Short-form video and Reels are better-performing options but are rarely used. Shifting content strategy here could lead to stronger results.

Instagram

Reels make up 38.4% of content, followed by carousels and static posts. But Reels aren't always the most effective. Standard videos tend to outperform, especially when targeting engagement over reach.

X (formerly Twitter)

Photos account for nearly half of airline content. GIFs are rare (<0.2%) but generate some of the best engagement. There's a clear opportunity here for more frequent and visual content that's timely and relevant.

TikTok

It's almost entirely video. Carousels exist (1.4%) but see limited traction. TikTok is built around quick, emotionally resonant video—crew moments, customer reactions, and relatable travel tips perform best.

Top Content Pillars (Per Platform)

These are the themes that consistently generate the strongest engagement, automatically surfaced based on performance patterns. Here's what airlines should really be talking about.

Facebook

Top-performing themes include Employee Spotlights, Customer Testimonials, and Behind-the-Scenes Flight Operations. Human-centered content consistently outperforms purely promotional posts.

Instagram

Real-Time Updates, Destination Visuals, and Crew Lifestyle Content perform best. The most successful brands show who's behind the flight, not just where it's going.

X (formerly Twitter)

Content that focuses on Service Updates, Travel Tips, and Brief Observations leads in engagement. Timely, helpful content works better than polished brand messaging.

TikTok

The standout themes are Customer Stories, Employee POVs, and “Day in the Life” content. Authentic, low-production videos resonate most, especially for smaller and low-cost airlines.

Use these insights to align your content with real audience behavior, not assumptions.

Ready to Download the Full Report?

This free PDF includes full benchmark tables, platform breakdowns, and strategic insights to help airline brands improve performance across social media channels.

Whether you're building a luxury airline social media strategy, managing a low-cost carrier account, or looking to boost airline follower growth, this report delivers clear, data-backed direction.

Download the PDF now and see how your social media performance stacks up in 2025.