United Airlines has adopted a “creator mentality” to transform every passenger into a “main character” on social media, elevating its own profile in the process.
By embracing this approach, United Airlines has successfully created content that resonates with its audience, amassing 1.1 million followers on Instagram and approaching a million on TikTok. This strategy has allowed the airline to stand out in the crowded social media landscape.
According to a report by Dash Hudson, a social media management platform, United Airlines achieved an average Entertainment Score of 8.4 out of 10 as of April. This score, which measures how well content captures and retains audience attention on video-centric platforms like Instagram Reels and TikTok, was 73% above the industry average at that time.
The airline actively engages with its followers by participating in comment threads and reposting user-generated content. Its interactions are often infused with humor and familiar Hollywood references, maintaining an engaging and playful presence online.
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