During the Covid-19 epidemic period, international airline companies faced customer relationsproblems due to travel restrictions of countries, delayed flights and financial problems when the spread of thedisease increased starting from the period of March 2020. The pandemic turned into a crisis for the airlineindustry in a short time. For this reason, the importance of the social media platforms they use for interactivebrand communication activities in the pre-crisis period has increased for the airline companies. This studyuses Instagram as a research platform. While the visual-weighted structure of Instagram provides the brandsthe opportunity to reflect their personality and apply different brand communication strategies, it offers easyaccess to interesting content and representatives of global brands for consumers. Since social media usagelevel and brand-follower interaction increased globally due to the Covid-19 pandemic process, theimportance of Instagram increased correspondingly. Therefore, this study aims to compare Instagramstrategies of national airline companies of the United States, Britain with Turkish Airlines (national airlinecompany of Turkey) during the Covid-19 epidemic process (pre-crisis and crisis periods). Airline companiesin USA and Britain will likely be effected more negatively because of high number of cases and high deathrate in USA and Britain, that is why this study selected these countries for comparison. For this purpose, thecontent on the Instagram pages of Turkish Airlines, British Airways and American Airlines companies wereanalyzed by qualitative and quantitative content analysis method starting from the date that the World HealthOrganization announced the existence of a new virus emerging in China to the world publicly, until thegradual normalization process. The research model has been formed in a mixed way, based on variousresearches conducted in the literature. The study formed content analysis categories such as brandcommunication strategies implemented by international airline companies before and during the crisis,special strategies applied for the Covid-19 era, brand personality dimensions, specific brand connotations for the Covid-19 outbreak, formal structure features and level of interaction change. As a result, the research hasfound that the content sharing levels of Turkish Airlines and American Airlines companies in Instagram increased during the crisis period and the number of messages of British Airways decreased. In addition, thebrand communication strategies and ways of reflecting brand personalities of the airline companies differedin the pre-crisis and post-crisis period. Another important finding of the research is that Turkish Airlines andAmerican Airlines, which increased the content sharing level during the epidemic, achieved higherinteraction compared to British Airways, which had limited communication. This result reveals theimportance of maintaining brand communication activities in social media during times of crisis.