Strategy report · Updated Aug 23, 2026
What's working for @united on Instagram.
United Airlines
1M followers · 2.1K posts
“Once upon a plane... if you wanna know, look below! And if you need assistance: united.com/AOD”
Engagement rate
1.43%
Per post, last 90 days
Posts per week
2.2
Niche avg 5.0
Average likes
13.5K
753 avg comments
Post mix
Last 90 days · 2,068 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 13.47% engagedYou know that feeling when the plane door closes and you realize you get the full row to yourself? We made that a real thing. Welcome to United Relax Row, three adjacent United Economy seats with adjustable leg rests that can each be raised or lowered to create a cozy lie-flat space for sleeping, stretching out... whatever you want – it’s your row! You’ll also get a mattress pad, blanket and two pillows. If you’re traveling with kids, a plushie too! United Relax Row will be available starting next year on more than 200 of our 787s and 777s, each with up to 12 of these brand-new rows. All United Economy seats on these aircraft will also feature: 📺 The largest economy seatback screen in the world 💤 A new blanket and neck pillow 🍽️ More meal options — now with an appetizer 🎧 Bluetooth to connect your own headphones or new United earbuds 🔋 USB-C chargers and plugs at every seat Did we ~s t r e t c h~ this news out enough for you? 💺💺💺 No? Then let’s take a moment to remind you that you’ll have access to the fastest, most reliable high-speed Wi-Fi in the sky from Starlink. Free for MileagePlus members. Link in bio.
reel 6.11% engagedHe’s one proud dad. Captain Rob L. spent 19 years flying for United. When an ALS diagnosis ended his career early, his son, First Officer Daniel L., proudly piloted his father’s retirement flight. Daniel’s tribute to his dad over the PA system brought the whole plane to tears. #Pilot #Travel #FathersDay #Heartwarming #UnitedAirlines
reel 2.57% engagedA coffee table with a twist. And a drizzle. ✈️☕️🧇 The Coffee + Stroopwafel Table was built to celebrate the new United paper cup that’s rolling out on board select flights now and hitting the rest of our routes and United Clubs soon. The switch will help cut down on about 250 million single-use plastic cups annually, which, for the AvGeeks, is equal to the weight of about 13.5 A321neos! #Stroopwafel #Coffee #CoffeeTable #Travel #UnitedAirlines
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.2 posts/week
Niche benchmark · 5.0/week
Best days
Friday · Tuesday · Thursday
Best hours
7-9am · 4-6pm · 6-8pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
[Emotional character] [heartwarming action/reveal].
Used 4×
He’s one proud dad. Captain Rob L. spent 19 years flying for United.
Feels: gotta catch ‘em all 🥹 When we heard that 7-year-old Reid lost his prized collection
Miles and miles of memories made. 💙 31 kids facing critical illness set off
AvGeek challenge: [quiz/spot it question]?
Used 5×
If you get this right, you're a real AvGeek.
Soooo what's your avgeek band called? 🤘
Look realllll close... Closer.... The first city you see
[New product] [key perks list].
Used 5×
You know that feeling when the plane door closes and you realize you get the full row
Let’s zoooooom in on the all-new A321XLR with the United Elevated interior
The roomiest, comfiest most ✨premium✨ regional jet ever. The first-of-its kind CRJ-450
[Relatable POV/meme]: [funny scenario].
Used 4×
Me at 4:59 p.m.
POV: Us seeing you seeing our posts but not double tapping 🥺
You heard what you heard, but I said what I said. ✈️
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Heartwarming reels are the engagement powerhouse, with post 0 at 59k likes and post 2 at 13k far outpacing images, yet they comprise just 10% of feed. Post 1's 130k likes proves product feels hook works too. Low 2.2 posts/week is the biggest growth leak for a 1M follower account starving algorithm momentum. Blend 30% avgeek visuals which build authenticity via UGC. Avgeek quizzes spike comments like post 13's 8k, fueling interaction pillar at 20% share. Prioritize Thu/Fri posts to capture peak audience, ramp cadence to benchmark 5/week for steady reach gains.
Working
5- Heartwarming reels crush with 59k+ likes on post 0.
- UGC visuals in 30% posts add credibility.
- Quizzes drive comments like post 13's 8k.
- Product reveals engage via lists post 1 130k.
- Fun memes boost relatability.
Risks
5- Cadence stuck at 2.2 posts/week limits visibility.
- Too few heartwarming reels under 10% of feed.
- Overreliance on low-engagement images.
- Missed peak days beyond Fridays.
- Less promo for high-spec innovations.
Ship next
5- Ramp to 5 posts/week focusing on reels.
- Create 2 new heartwarming stories monthly.
- Post on Fridays/Tuesdays 7-9am.
- Collect more UGC from spotters.
- Test 3 product reveal carousels.
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