Cover Story
Ryanair on TikTok Airlines are constantly looking for ways to reach different audiences and demographics online, and as a result, TikTok is increasingly coming into the frame in airline and social media departments. Our cover story looks at Ryanair, the biggest airline on TikTok, and the lessons we can learn from them. Back in December 2020, YouTuber Swiss001 reviewed Ryanair’s TikTok account, with a video headlined, “Ryanair’s TikTok account has gone crazy.” At the time Ryanair’s TikTok had 45k followers. In his video post, Swiss01 said that “things really started to roll” in July 2020, when Ryanair was advertising the fact that it was flying again after the first Covid lockdown. The first TikToks featured Ryanair cabin crew getting ready for their flights, which Swiss01 said, “are not bad for an airline.”
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the LCC a following in the USA and Far East, leading to demands for Ryanair to set up shop across the Atlantic. The short meme videos, which also occasionally appear on YouTube, are to a Generation X-er like me bizarre to the point I felt that I was almost hallucinating - in particular regards the Ryanair talking plane (a 737 with a moving cartoon face and moving lips), which has become a staple of the channel.
Fast forward to April 2022, and the account has grown to 1.6 million followers, making Ryanair the biggest airline on TikTok.
However, I’m not the target audience, and Millennials and Generation Zers who consume TikTok are - they are also the target market for Ryanair’s cheap fares..
The Daily Mail even claimed that the constant stream of funny memes has got
Also, the way that Ryanair trolls other brands crosses the generational divide.
AMM - May 2022
