Long-Form Documentary Content Featuring Employee Stories as Core Offering
Strategies to Strengthen Fandom Through SNS Features Such as "Private Events"
South Korean low-cost carriers (LCCs) are moving beyond simple advertising and are now working to build customer loyalty with social media (SNS) content that combines employees' daily lives with practical, on-the-job information. Their strategy is to strengthen each brand's unique narrative and broaden points of contact with customers.
A T'way Air flight attendant is introducing the airline's official YouTube and social media channels. T'way Air
T'way Air announced on February 27 that it is upgrading its official YouTube and Instagram channels to enhance communication with customers. The airline plans to increase brand credibility and expand its fandom through differentiated content tailored to the characteristics of each channel.
The YouTube channel mainly features long-form, documentary-style content in which employees appear themselves and share both their work and daily lives. Field-focused storytelling, such as the local struggles of the Vancouver station manager or a day in the life of a new hire at Incheon International Airport, has been well received. As a result, as of late February, the number of subscribers reached around 74,000, up 153% year-on-year.
On social media, the airline is focusing on delivering behind-the-scenes stories and practical information about the airline through short-form videos. By sharing useful tips, such as how cockpit and cabin crew communicate with each other and how to locate lost items on board, the airline had secured about 210,000 followers as of late February. In particular, during a recent followers-only private event, approximately 17,000 new followers joined, indicating a strengthening fandom.
A T'way Air representative said, "We are building trust by showing customers the reality on the front lines without any embellishment," adding, "We will continue to broaden our connection with customers through the sincere stories of our employees and practical information."
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