United Airlines has solidified its status as a social media frontrunner by embracing a transformative shift from corporate to creator-driven content strategies. Mastering the art of the content lifecycle and crafting culturally resonant posts, the airline has ascended to exceptional heights, achieving remarkable results across various social media platforms.
Recent insights from Dash Hudson, a prominent social media management platform, indicated that United Airlines has obtained an outstanding average Entertainment Score that surpasses industry standards by a staggering 73 percent. The Entertainment Score is Dash Hudson’s proprietary metric that gauges content's effectiveness in capturing and retaining audience attention on short-form video platforms, like Instagram Reels and TikTok.
According to Dash Hudson's 2023 Social Media Benchmarks report, the average Entertainment Score for all brands on Instagram stands at a fairly low 3.9/10. United Airlines, however, has achieved remarkable success with an average Entertainment Score of 8.4/10. This equates to the carrier’s KPIs, like engagement and retention, far exceeding the average accomplishments, with numerous posts even attaining perfect scores—a colossal achievement in today's competitive digital landscape.
“Achieving an entertainment score above five is challenging in today’s saturated digital environment. United Airlines not only surpasses this threshold, but sets a new benchmark by consistently exceeding key performance indicators,” said Kate Kenner Archibald, Chief Marketing Officer, Dash Hudson. “This authentic engagement strategy has fostered strong emotional bonds with customers, setting United apart from its competitors.”
Besides adopting a more creator-inspired approach for coming up with in-house content that users find relatable and engaging, United Airlines has also furthered its social media success by leveraging user-generated content and data insights from Dash Hudson, in conjunction with utilizing Meta's advertising capabilities.
"Dash Hudson has been an incredibly beneficial tool in helping us optimize our social media content. Whether we're sourcing assets from top-performing UGC or monitoring trending keywords for relevant copy, there are so many ways to utilize Dash Hudson for more effective content creation," said Lauren Eiden, Social Media Content Manager at United Airlines.
United Airlines’ top-tier performance stands as a testament to effective brand marketing in the realm of social entertainment. By prioritizing innovation and fostering authentic connections, United Airlines sets a new standard in the industry, underscoring the pivotal role of social media in nurturing robust brand-customer relationships.
To read more about United Airlines' social media success story, see Dash Hudson’s case study here.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
