If you’ve found yourself observing the TikTok phenomenon from a safe distance, much like the way you might watch reality TV shows such as Love Island, you’re not alone. The spectacle of individuals willingly sharing their lives on a platform that thrives on spontaneity can be strangely satisfying, prompting intermittent bouts of laughter and occasional contemplation about the state of humanity. However, amidst the vast sea of content, there are exceptions that go beyond a mere half-shrug. Surprisingly, one such exception is the TikTok account of Ryanair.
Known for its no-frills approach to air travel and a penchant for charging more for an extra piece of hand luggage than for an additional person, Ryanair has taken a bold leap into the realm of short-form videos. Departing from conventional marketing strategies, the airline has embraced a self-referential and slightly abrasive style that not only aligns with TikTok trends but also personifies the essence of Ryanair itself.
In contrast to the polished and influencer-laden content dominating other social media platforms, Ryanair’s TikTok content is unapologetically raw. Boasting over 2 million followers and 30 million likes, they have successfully carved out a niche by embracing the platform’s mass-comedic language. Sabina Patrascu, Namecheap’s Social Media Guru, notes that Ryanair’s content seamlessly aligns with its mission—delivering memorable experiences on a budget. The lack of polished production and absence of expensive influencer collaborations underscore their commitment to this ethos.
Ryanair’s approach is a revelation behind the curtain, challenging traditional business etiquette norms. Instead of offering hollow apologies for a less-than-sterling reputation, they boldly satirize their own performance and playfully ridicule their customer base. In a world where companies often showcase recipes, behind-the-scenes glimpses, or trade secrets, Ryanair stands out by making their key demographic the subject of their humor.
The inherent risk in this approach is acknowledged, but Ryanair seems to have struck a chord by creating content that resonates with the collective sense of humor. By poking fun at themselves and their customers, they allow the audience to take a lighthearted, self-deprecating stance, turning business norms on their head.
It’s important to note, however, that not everyone may realize that the content is created by Ryanair, given TikTok’s randomized video display. This ambiguity works at a subliminal level, subtly reinforcing the brand in the collective consciousness.
In contrast to their TikTok content, Ryanair’s Instagram Reels, with its older and more interactive demographic, adopts a slightly watered-down version of their signature style. According to Sabina, the content is tailored to suit the specific preferences and expectations of each platform’s audience.
Shifting gears to another TikTok heavyweight, Duolingo, boasting an impressive 6.8 million followers and over 100 million likes, offers a different yet equally fascinating approach. Initially focusing on educational content, Duolingo discovered the popularity of posts featuring their mascot. This shift exemplifies the platform’s penchant for the quirky and the adorable.
In essence, Ryanair and Duolingo have harnessed the power of TikTok in distinct ways. Ryanair’s audacious, self-deprecating humor caters to a younger, budget-conscious demographic, while Duolingo’s embrace of their mascot appeals to the internet’s affinity for the cute and whimsical.
The decision-making process behind Ryanair’s strategy is a testament to its commitment to establishing a unique brand voice. Targeting primarily Gen Z, the airline aims not just for engagement but also to make online interactions memorable. Lily Rafferty, in charge of Ryanair’s TikTok, encapsulates this spirit, stating, “Ok, you know, there might be a few crumbs on your seat, but you got that seat for €9.99, so you just have to take it.”
In conclusion, both Ryanair and Duolingo showcase the versatility of TikTok as a platform for engaging content. Ryanair’s daring, humor-driven approach challenges industry norms, while Duolingo capitalizes on the platform’s love for the charming and whimsical. These brands demonstrate that in the fast-paced world of short-form videos, embracing the unexpected can lead to unparalleled success.
