Influencers are changing the way the aviation industry communicates. Discover how airlines and manufacturers are building authentic partnerships and strengthening their brand perception on social media.
The aviation industry is undergoing a profound change in its communications strategy. At a time when social media and influencer marketing are becoming increasingly important, airlines and aircraft manufacturers need to find new ways to reach and engage their target audiences. According to the Influencer Marketing Benchmark Report 2024, 75% of brands plan to increase their influencer marketing budgets, with the aviation industry being one of the fastest growing sectors in this area.
Le Dong, Founder of Le Dong Communications, emphasises: ‘The aviation industry faces the challenge of translating its often complex and technical topics into accessible and inspiring content. Influencers play a key role here by acting as a bridge between brands and consumers.’
The rise of aviation influencers
The number of aviation influencers has grown rapidly in recent years. According to analysis by Feedspot, there are now over 100 top aviation influencers on Instagram alone. These influencers range from pilots and flight attendants to aviation enthusiasts and travel bloggers, who together reach millions of followers.
‘Aviation influencers offer a unique behind-the-scenes look at the aviation industry,’ explains Le Dong. ’They humanise brands and make complex topics such as flight safety or new technologies accessible to a broad audience.’
Building authentic partnerships
The key to success in influencer relations lies in the authenticity of the partnerships. Airlines and manufacturers must carefully select influencers whose values and target audiences match their brand.
One example of a successful partnership is the collaboration between Emirates and the influencer duo Kara and Nate. The travel vloggers, who have over 2 million YouTube subscribers between them, produced a series of videos about their experiences with Emirates, which together received over 10 million views.
Le Dong Communications recommends a strategic approach to influencer partnerships:
- Clear objectives: Define what you want to achieve with the partnership (e.g. increasing brand awareness, promoting certain routes or products).
- Long-term relationships: Instead of one-off collaborations, brands should focus on long-term partnerships to build credibility.
- Creative freedom: Give influencers the leeway they need to create authentic content that resonates with their audience.
Strengthening brand awareness on social media
Influencer partnerships can significantly boost brand awareness on social media. A study by Similarweb and HypeAuditor shows that aviation companies that actively collaborate with influencers see an average of 30% higher engagement rates on their social media channels.
‘Social media is often the first point of contact between customers and aviation brands today,’ says Le Dong. ’Influencers help to create positive and authentic experiences that have a lasting impact on brand perception.’
One innovative example of the use of influencers in aviation is the ‘A350 Experience’ from Airbus. The company invited a group of tech influencers to test the latest A350 and share their experiences in real time. The campaign reached over 50 million people and led to a measurable increase in interest in Airbus technologies.
Challenges and opportunities
Despite the many benefits, influencer marketing in the aviation industry also presents challenges. Safety regulations, sensitive company information and the need to convey precise technical information require careful management of influencer relationships.
Le Dong emphasises: ‘It is crucial that aviation companies develop clear guidelines for their influencer partnerships. These should include legal and safety aspects as well as brand guidelines.’
At the same time, influencer marketing offers enormous opportunities for the aviation industry:
- Increased reach: Influencers often reach target groups that are difficult to reach through traditional advertising channels.
- Authentic insights: Influencers can provide authentic insights into aviation, inspiring trust and interest.
- Crisis communication: In times of crisis, influencers can help to communicate quickly and credibly.
Conclusion and outlook
Influencer relations have become indispensable in the aviation industry. They offer a unique opportunity to make complex topics accessible, humanise brands and reach new target groups.
‘The future of aviation communication lies in the skilful combination of expert knowledge, authentic experiences and high-reach platforms,’ Le Dong sums up. ’Companies that manage to harmoniously combine these elements will have a decisive competitive advantage in the digital era.’
For communication experts and marketing managers in the aviation industry, influencer marketing offers enormous opportunities, but also challenges. The key to success lies in strategic planning, careful selection of partners and continuous adaptation to the ever-changing digital landscape.
Sources:
- Influencer Marketing Hub, ‘The State of Influencer Marketing Benchmark Report 2024’, 2024
- Feedspot, ‘Top 100 Aviation Influencers in 2024’, 2024
- Similarweb and HypeAuditor, ‘Digital Engagement Benchmark for Air Travel’, 2024
- Emirates YouTube Channel, ‘Kara and Nate Emirates Experience’, 2024
- Airbus Press Release, ‘A350 Experience Influencer Campaign Results’, 2024
