Social media now really shape how airlines are seen. It isn’t just about pretty photos—these platforms mold brand images and influence our buying habits. Although they can suddenly spark debates that make airlines rethink their crisis plans, sometimes controversy pops up when you least expect it, nudging companies to change their approach in real-time.
Between November 2024 and January 2025, Visibrain—a social media monitoring outfit—dove into various airlines’ online moves, blending hard data with the everyday buzz of digital chatter. No wonder even big names have to keep an ear to the ground!
Qatar Airways Leads the Social Media Game
Qatar Airways comes off as a clear leader, drawing in over 4 million interactions that leave many rivals trailing. They seem to be thriving on TikTok, where about 68% of their overall engagement happens, a fact that generally speaks volumes. Emirates managed roughly 3.5 million responses thereafter, and then Japan Airlines snagged around 684,000 interactions. ANA All Nippon (with 537,000 interactions) and SWISS International Airlines also rank among the top five, each drawing interest in their own quirky ways. Their success? It appears to stem from a blend of luxury and memorable experiences. For example, Qatar Airways teams up with sports champions like Novak Djokovic, Pierre Gasly, and even Rosie HW, while Turkish Airlines opts to work with the influencer @qmike. Plus, by weaving stories on Instagram and teaming up with media and sports figures, airlines create a brand vibe that reaches a wide range of people—even if it sometimes feels a tad overblown.
Social Networks: A Lever but Also a Challenge
Yet, social platforms aren’t all smooth sailing. While they offer huge opportunities, they also turn into tricky battlegrounds for criticism and negative attention. Nowadays, what used to happen mainly on one site has spread over to Instagram too. Take Air France, for instance. In June 2023, things got really messy when influencer Sally posted a video alleging that a flight attendant mistreated her during a flight from Brazil to France. The clip went viral in a blink, racking up over 365,000 likes and showing just how fast controversies can escalte (yes, escalate—with a tiny twist).
Such moments force airlines to tweak how they communicate and beef up their crisis management online. They now have to keep a constant watch on their reputation and even try to predict public reaction—especially when people increasingly demand transparency and quick responses. In most cases, this means airlines are doing what some call social listening: combing through online chatter to figure out what passengers really expect, spotting new trends, and adjusting their plans on the fly. All in all, staying nimble in this ever-changing digital scene has become more of a necessity than a choice, even if the path isn’t always straight.