The comparison of Japan Airlines’ (JAL) and All Nippon Airways’ (ANA) Instagram accounts has recently sparked considerable interest on the web. Curious, we took a look ourselves, and the observations many have made are spot on.
JAL’s Instagram feed is a visual journey, showcasing stunning landscapes from across Japan and beyond. The images are captivating and inspire a sense of wanderlust.
In contrast, ANA’s Instagram seems to focus heavily on featuring Yuzuru Hanyu, the famous figure skater, much to the delight of his fans. Additionally, there are numerous photos highlighting the airline’s elegant cabin attendants.
This content strategy has resulted in a notable difference in their following: JAL has amassed 570,000 followers, while ANA leads with 850,000, about 1.5 times more. At first glance, ANA appears to be the frontrunner.
However, this leads to a critical question: What is the primary objective of utilizing Instagram for marketing purposes? Is it merely to advertise a celebrity like Hanyu?
Certainly not. The fundamental aim should be to stimulate travel interest. From my perspective, JAL’s approach aligns more closely with this objective, whereas ANA seems more focused on growing their follower count.
It’s possible ANA has other goals in mind, like long-term branding or fostering a sporty, sophisticated image. Yet, their strategy isn’t immediately clear.
This situation is reminiscent of common digital marketing pitfalls, where the primary focus shifts to achieving high search engine rankings or accumulating social media “likes”, losing sight of the actual marketing objectives.
Regardless of the chosen strategy, it’s crucial always to remember the underlying purpose of these efforts and execute them accordingly.
