You're more likely to get a response to your airline questions on Instagram compared to X or Facebook, as revealed by the latest report by Emplifi.
According to the survey, Instagram is the clear favorite, with over half of the comments about airline brands being upbeat. Facebook saw 34% of comments showing positive sentiments, while X lagged behind with only 15% positivity. The positive sentiment on Instagram has stayed consistently high over the last four years, even rising by nearly 4% in the past year.
“Airline brands take a lot of heat online, but our data shows the sentiment of customer comments on Instagram is overwhelmingly positive – even on Facebook and X, sentiment has remained primarily neutral for the last five years. Airline brands need to listen and respond – tracking customers and their service needs on social media networks. By prioritizing customer care on social platforms, it encourages brand loyalty and helps drive profits," said Susan Ganeshan, CMO, Emplifi.
Not only are people happier on Instagram, but they're also more likely to get a response. Since 2022, airlines have been most responsive on Instagram, answering 27% of traveler inquiries, compared to 24% on X and 20% on Facebook.
As summer travel heats up, this data underscores Instagram’s role as a vital hub for airline-customer interactions. A survey by Airlines for America (A4A) found that half of U.S. adults flew in 2023, with over 70% taking as many or more business trips as before the pandemic. As many as 71% of these flyers reported satisfaction with their air travel experience last year.
The study also highlighted the most buzzed-about airlines on X. In the U.S., Delta Air Lines, American Air, and JetBlue topped the mention charts from January to May this year. Globally, British Airways, Qatar Airways, and Delta Airlines led the pack in mentions.
