Aviation Marketing Social Media Trends from Sprout’s 2025 Report

The Sprout data shows that Aerospace & Defense brands post less often than average, with just five posts in total per day across all active social channels compared to 9.5 across all industries. We also generate fewer engagements—around 8 per post. We’re not exactly flooding the feed, and maybe that’s a good thing. Sprout argues that more content isn’t always better, and brands are starting to shift toward quality over quantity.

There were a few other things that stood out:

• Only 17% of A&D brands are on TikTok
• Just 11% of Instagram content is video
• Inbound engagements average 40 per day—well behind media, retail, and even automotive

In other words, we’re not maximizing platform features or audience behavior.

That said, one notable omission is LinkedIn. While the report focuses on broader platform trends, it doesn’t account for LinkedIn’s unique value—especially in an industry like ours where trust, technical credibility, and long-cycle decision-making are essential.

The Case for Including LinkedIn in the Conversation

LinkedIn is arguably the most important platform in aviation marketing. It’s where:

• Procurement teams do credibility checks
• Engineers and SMEs build thought leadership
• Executives vet vendors and partners
• Companies attract and hire key technical and leadership talent

LinkedIn isn’t just for recruiting. It’s where B2B decisions can take shape—and where trust is built long before a deal is made. It’s also where brands have a unique opportunity to build trust with a discerning audience—an essential ingredient in a sector where risk is high, reputations matter, and credibility influences every stage of the buying cycle. Its absence doesn’t detract from the report’s value, but it reminds us that aviation marketers need to combine external data with internal insight. LinkedIn isn’t the story—but it is an important subplot in any strategy built around connection and credibility.

What Aerospace & Defense Marketers Should Focus on for the Rest of 2025 and Beyond

First, we should absolutely reassess how we’re using formats like short-form video. If we’re mostly pushing out static images or copy-heavy posts, it’s time to test something more dynamic. Even on LinkedIn, video drives stronger engagement—especially when it highlights people, not just products.

Second, the idea of “posting less but with more intention” is something we should embrace. We don’t need to match the volume of retail or media brands. But we do need to be clearer, more creative, and more consistent. And above all, we need to focus on building trust—through thoughtful content, transparent messaging, and expert-led narratives that reflect the depth and integrity of the work we do.

And most importantly, we need to treat LinkedIn as our pillar platform—not just a repost channel or a place to drop press releases. That means investing in:

• Thought leadership from internal experts
• Brand storytelling that feels human, not corporate
• Audience engagement that actually builds relationships

We can also be smarter about measuring success on LinkedIn, even without benchmark data. Look at engagement/post, track follower quality (not just count), and assess how content shows up in search or when buyers are vetting your company.

Finally, there’s a note of urgency here. Aviation brands are typically late adopters. That’s understandable given regulatory concerns and long sales cycles, but it’s also a missed opportunity. Emerging platforms, new content formats, and early brand differentiation can be safe and smart—if executed intentionally.

Final Thought: Let the Data Lead, but Ground It in Your Industry Reality

The big takeaway? The Sprout report is rich with insight for Aerospace & Defense marketers. It highlights opportunities in content cadence, format adoption, and audience engagement. While LinkedIn isn’t in the spotlight, it should still have a seat at your strategic table—because building trust isn’t optional in our industry.

If we want to grow credibility, awareness, and leads, we can’t ignore the platform where our buyers are already paying attention.

If you’re ready to create content that builds real trust with technical audiences and high-stakes buyers—using insights like these as your guide—start by auditing what you’re already doing. Where are you creating clarity? Where are you adding noise? Let the data be your compass, but let your content be the reason they believe in you.

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At AERPOWER, we help Aerospace & Defense brands craft thoughtful, strategic content that earns attention and builds long-term trust.