Lufthansa vs. Emirates: Who's Revving Up the Facebook Users?

Content Fleet 02/08/2015
Lufthansa vs. Emirates: Who's Revving Up the Facebook Users?
(© 2015 Content Fleet)

Input is not equal to output: Although Lufthansa and Emirates make similar efforts on their Facebook sites, Emirates social media engagement is three times higher than that of the German airline. Exclusive Content Fleet data demonstrates which factors are crucial to Emirates' high-flying results.

Posting Strategy: Seeding as per the Rules

 

For those who want to achieve broad coverage in online marketing, Facebook is impossible to avoid. Appropriately the official FB corporate site acts as a field that both airlines work at diligently. One or two posts per day: The golden rule of online marketing used by both airlines. Emirates more, Lufthansa less. While Emirates has delighted their fans almost every workday in July with at least one post, the end of the month was a lull for Lufthansa. From the 23rd to the 25th of June, nothing was happening on the main site of the German airline. The short pause, though, didn't hurt the monthly balance sheet: With 32 Posts in the month of July, Lufthansa is still ahead of Emirates, who only have 29 posts.

 

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Number of posts of the official Lufthansa facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.08.2015]
 

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Number of posts of the official Emirates facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.08.2015]
 

Regular posts are paying off... for both airlines. The Lufthansa page gained fans in July: From 1,833,182 at beginning of the month to 1,845,871 at end of the month, a small increase of 0.69 percent. And for Emirates, the continuous social media marketing has paid off as well. The airline's fan-base grew from 4,583,854 to 4,684,231 in July, a 2.19 percent growth.

 

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Number of fans of the official Lufthansa Facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

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Number of fans of the official Lufthansa Emirates page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Interaction: Emirates Posts Reap In More Engagement

 

When it comes to seeding, Lufthansa is just ahead of Emirates. But who was able to harvest the most in July? 32 Facebook posts in July brought Lufthansa 82,400 likes, shares and comments. Emirates, with fewer, achieved an impressive 223,800. One possible explanation: the fan-base. The more fans that a Facebook page has, the better the chances are of causing as many reactions as possible.

 

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Number of likes, shares and comments on the official Lufthansa Facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Looking at the top posts of the two airlines, it can be seen that Emirates receives significantly more reactions to its posts than Lufthansa does. The most successful was a video posting showing an Airbus A380 landing in Auckland – fleecy clouds and a turquoise sea included. The video provoked more than 19,000 reactions in July Lufthansa's best post brought in less than half of that: Lufthansa cropped 9,000 engagements for the "You know you want this, too" post, which shows a plane cooling off in the summer. Placed on 07/03/2015, one of the hottest days of the year, it enticed enthusiasm in the Facebook community.

 

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Number of likes, shares and comments on the official Lufthansa Facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Looking at the top posts of the two airlines, it can be seen that Emirates receives significantly more reactions to its posts than Lufthansa does. The most successful was a video posting showing an Airbus A380 landing in Auckland – fleecy clouds and a turquoise sea included. The video provoked more than 19,000 reactions in July Lufthansa's best post brought in less than half of that: Lufthansa cropped 9,000 engagements for the "You know you want this, too" post, which shows a plane cooling off in the summer. Placed on 07/03/2015, one of the hottest days of the year, it enticed enthusiasm in the Facebook community.

 

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Most popular Facebook posts on the official Emirates Facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

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Most popular Facebook posts on the official Lufthansa Facebook page. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Emirates: Sponsoring FC Arsenal Bears Fruit

 

Aircraft romance is the dominant theme when it comes to self-presentation of the two airlines on Facebook. But what's everyone else writing about Lufthansa and Emirates? A look at the most successful Facebook posts with the keyword "Emirates" shows: The airline primarily makes headlines through sponsoring FC Arsenal and as the organizer of the Emirates Cup. Of the top ten articles on the net, all revolve around the popular soccer team. The best post was one by Mesut Özil, which received 454,000 reactions.

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Most popular Facebook posts on the keyword Emirates. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Lufthansa also has a world-class soccer team advertising for them on Facebook, namely FC Bayern Munich. To a much lesser extent, however. The top ten most popular Facebook posts only includes one Bayern post, but it still made it to 11,000 likes, shares and comments. Striking: The posts on the Lufthansa India Facebook page, a subsidiary page of the official page, had a much broader reach than the originals. 36,000 engagements were earned by one post, where the fan-base was been invited to submit typical Indian recipes. With that, Lufthansa India's best post provoked three times as many engagements as the best post by Lufthansa itself.

 

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Most popular Facebook posts on the keyword Emirates. Copyright: Content Fleet GmbH [01.07.2015-31.07.2015]
 

Conclusion:

 

The online marketers of Lufthansa and Emirates have done a decent job in July. But although both airlines have made one or two posts per day, and both sponsor a prestigious soccer teams, Emirates has significantly more success on Facebook. What's the reason for that?

Emirates has a larger fan-base than Lufthansa and thus has a better chance to elicit reactions from Facebook users. Additionally, Emirates has benefited greatly from their engagement in soccer in July. Because of the Emirates Cup, which took place from the 25th to the 26th of July in London, the airline was omnipresent in online media. Particularly favorable: Emirates doesn't only appear as a sponsor, it also lends its name to two important sporting institutions: the Emirates Cup and the Emirates Stadium. This circumstance means that the keyword "Emirates" regularly appears in connection with football events on the net.

 

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