On your Facebook feed, in the tiny space sandwiched between perhaps a cousin’s newborn photo & a friend’s latte, a silent secret battle is actually waging.

Popping up from time to time on our Facebook feed is brand page posts. Some entreating us to go on a holiday. Others to amuse. All in a fight for your attention.

With the power of Facebook Graph API, we take a sneak peek behind how brands actually duke it out.

(In my following post I’ll share the code to do these kinds of analysis. This would focus on the analysis)

Enter: AirAsia VS Scoot VS Jetstar

Fan count-wise AirAsia takes the lead.

However on social media, it is not just the number of page likes that matter – what matters more would be if posts are reaching the right audience and if the posts actually resonate.

Looking at the number of likes per post from Jan 2016 to July 2017  we can try to figure out what resonates:

Each dot represents the total number of likes per post, by type and airlines.

  1. For all three airlines Photos are the most effective in getting likes per post.
  2. Surprisingly Video‘s results fairs worse than photos.
  3.  Jet star is absolutely crushing it with their content across all types, Scoot is second and Air Asia in far third even with their super large page followers (page likes) they are doing not as well as we would expect from having a large audience would translate to higher like counts.

So what worked best in terms of specific posts from 2016 to date?

For Jetstar: it was the clever usage of relevant moments, tapping into valentines day.

The post allowed for an in flight love dedication. Netting them a whopping 205,000 Likes! Without even the need to give monetary incentives.

For Scoot – the top post in 2016/2017 was trying to jump on the mannequin challenge hype netting only 1.4K likes

In Scoot’s heydays with their triple win in social media in Marketing Excellence Awards,  its 2014 top post was more inspired –  calling out to social media influencer SGAG, netting 16K likes.

For AirAsia the top likes driving post in 2016/2017 it was a fun gif. Users get the chance to win a free flight by doing a screenshot on a gif ( that works like a slots machine) and sharing and liking the post.

This net a pale 6300 likes even with incentives.

Overall adding incentives does drive engagement. However using moments (such as Valentines) correctly is way more powerful.

The intuition would be in social media, relevance is king. You can pay your way to some relevance or try to tap on to fads like scoot, but understanding how to weave a product experience into the event (valentines day announcement) can overcome disadvantages like having a way smaller fan base.

In my next post, I’ll share the code to pull the data and do these kinds of analysis!