Our newsletterVendor reportSocialinsider, 8 Jan 2026
Airline engagement dipped in Q2 and increased over the rest of 2025, ending near 0.25% on Facebook and 0.45% on Instagram
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- Reader Note:
- 0.23% is the only engagement rate the report publishes for airlines, and it is for Behind-the-scenes on Facebook. The source words it as “at the moment” rather than naming a period, and on the chart the value sits at the Q4 point, so it most likely describes the latest quarter rather than the year. Behind-the-scenes led on Instagram too, where the report describes the same Q1 dip and Q2 recovery but gives no figure. Airlines is the only one of the 16 industries to end the year above where it started. Any Q4 level given here as “about” is read off the report's quarterly chart for this industry and is not printed anywhere in the report: by Q4 the leading theme sat near 0.25% on Facebook and 0.45% on Instagram. The charts carry no data labels, so those are estimates against an axis ruled in 0.05pp steps on Facebook and 0.1pp on Instagram, good to about half a gridline. They are on pages 9 and 10 of the report PDF.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Analysis of 23M Facebook posts and 33M Instagram posts from brands in 16 industries that were active on both platforms between January and December 2025; brand count and selection method not disclosed, and the report does not say how posts were assigned to content pillars or how engagement rate was calculated.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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