Ryanair’s Unconventional Social Media Marketing Wins Fans and Ruffles Feathers

Frenik Labs' Blog: Social Media Marketing Insights

While many airlines choose to maintain polished and corporate social media presences, Ryanair takes a refreshingly unconventional approach that revolves around humor, wit, and a distinct personality. This Ireland-based low-cost flyer has gained notoriety for its irreverent and meme-filled social media marketing tactics, which occasionally push the boundaries and spark conversations.


Ryanair relies heavily on Twitter and Facebook to engage with its millions of followers, leveraging the brand’s cheeky voice to create a unique and memorable online presence. Their social media team excels at conversational interactions, promptly responding to mentions, and embracing timely jokes and viral content. This approach perfectly complements Ryanair’s maverick spirit, setting them apart from other social media accounts that often feel impersonal or hesitant to take risks.


One of the key elements that makes Ryanair’s social media strategy stand out is its ability to find the perfect balance between being entertaining and informative. Their posts not only entertain and engage their audience but also provide valuable information about their services, promotions, and destinations. This way, they not only build an online community but also drive business and generate interest in their offerings.


Furthermore, Ryanair’s social media presence extends beyond just promotional content. They often share behind-the-scenes glimpses, travel tips, and stories from their customers, creating a sense of authenticity and connection. By showing the human side of the brand and highlighting the experiences of their passengers, they foster a sense of belonging among their followers.


In addition to their witty and humorous tone, Ryanair also embraces current events and trends, often incorporating them into their social media posts. By staying relevant and tapping into popular conversations, they are able to capture attention and increase their reach. This agility and ability to adapt to the ever-changing social media landscape contribute to their success in building a loyal and engaged online community.


Overall, Ryanair’s unique social media strategy sets them apart from its competitors and has allowed them to create a strong and dedicated following. Through their humor, wit, and distinctive personality, they have managed to cultivate an online presence that resonates with their target audience and keeps them coming back for more.



Come for the Deals, Stay for the Banter

Ryanair, known for its strategic use of social platforms, leverages them to not only promote deals, flash sales, and exclusive offers on Facebook and Twitter but also to engage followers in a unique way. What sets Ryanair apart is its ability to captivate users with a perfect blend of low fares and delightful banter. Their social media team goes beyond just sharing promotional content; they infuse their posts with funny visuals, amusing anecdotes, and the brand’s signature witty tone in responses and captions.


This approach feels refreshingly authentic when compared to the overly formal feeds of other airlines. Ryanair adopts a casual and expressive voice that resonates with real social media users. By blending their incredible deals with humor, Ryanair becomes relatable and approachable to its budget-conscious audience. Moreover, this strategy effectively ensures that Ryanair remains at the forefront of social media users’ minds.


With their engaging social media presence, Ryanair has built a loyal community of followers who eagerly await their updates and interact with their posts. The airline’s unique ability to strike a balance between being informative and entertaining has turned its social media platforms into a hub of activity and excitement. Whether it’s sharing travel tips, responding to customer queries, or simply making people laugh, Ryanair has mastered the art of creating a vibrant and interactive online community.




Ryanair’s social media strategy is a shining example of how a brand can effectively leverage social platforms to not only promote its products but also cultivate a strong connection with its audience. By embracing a casual and expressive voice, infusing humor into their posts, and being responsive to its followers, Ryanair has successfully positioned itself as a relatable and approachable airline. This unique approach has not only helped them stand out from the crowd but also ensured that they remain top-of-mind for social media users seeking great deals and enjoyable content.


Leaning Into Controversy

Unlike many other airlines that prioritize avoiding controversy, Ryanair takes a different approach. They are not afraid to provoke and engage in controversy, even if it means facing criticism head-on. What sets them apart is their handling of customer complaints, which often goes viral – although not always in a positive manner.

Ryanair’s social team has garnered attention and sparked conversations by responding to frustrated travelers with witty memes and funny gifs that poke fun at mishaps or even the accusers themselves. This irreverent and unconventional approach, although it may backfire at times, adds to their distinct character. It can be seen as making light of legitimate issues, yet Ryanair fully embraces its naughty schoolboy ethos.


While some may argue that this approach crosses the line and requires subsequent apologies, Ryanair understands that being controversial and cheeky often earns them more attention and social engagement than playing it safe ever could. They would rather be remembered and stand out, even if it means occasionally attracting criticism.


This boldness sets Ryanair apart from its competitors, reinforcing its reputation as an airline that is anything but boring. By embracing a unique and sometimes polarizing strategy, Ryanair remains at the forefront of industry discussions, continuously challenging the status quo and redefining the boundaries of airline branding.


Connecting Through Newsjacking

Ryanair’s social media managers are constantly in tune with current events and trends, ensuring that the brand is seamlessly woven into timely conversations. Whether it’s a major holiday, an upcoming event, or a trending news story, they skillfully craft content that is not only humorous and topical but also stays true to the brand’s identity.


For instance, during the scorching UK heatwave, Ryanair cleverly posted a joke about travel disruptions caused by the weather, which garnered an impressive 5k likes and shares. These creative attempts at newsjacking may not always hit the mark, but when executed well, they undeniably generate significant interest.


Ryanair’s willingness to participate in trending topics in an edgy and irreverent manner has become a trademark approach, providing both customers and detractors with ample fodder for discussions and debates. Their ability to strike the right balance between relevance and entertainment is a testament to their social media prowess.


Letting Social Media Managers Shine

One of the key factors that contributes to the remarkable success of Ryanair’s social media presence is the presence of a team of real and incredibly witty individuals behind the handle. This team, consisting of passionate social media experts, is not only encouraged to shine but also given the freedom to unleash their creativity and create highly engaging content that resonates with the brand’s signature cheekiness. Unlike many other companies that impose strict playbooks and a sense of corporate sterility, Ryanair takes a refreshingly different approach by empowering its individual social managers to speak authentically and embrace humor. By doing so, they have managed to infuse unparalleled authenticity and a human touch into their social media accounts, thereby making them feel more genuine, relatable, and downright entertaining for their vast audience. It is this unique and empowering strategy of allowing their social team to be themselves and inject their personality into their posts that has truly set Ryanair apart, enabling them to create a social media presence that effortlessly stands out from the crowd.


Bottom Line

While Ryanair’s unconventional and sometimes controversial approach to marketing draws criticism at times for crossing lines, it cannot be denied that it has been a huge driver of brand awareness, engagement, and sales. In an industry known for its bland and predictable social media presences, Ryanair’s disruptive tactics stand out and capture attention like no other.


The social media team at Ryanair strikes a difficult balance between promotional sales content, timely humor, exceptional customer service, and embracing the brand’s maverick ethos. They are not afraid to take risks, be controversial, and engage in banter with critics. It is this unique combination of factors that truly sets Ryanair apart from its competitors.


Other brands should take note of Ryanair’s immense success in applying creativity, responsiveness, and fun to their social media platforms. By daring to be different, Ryanair has created a strong and memorable brand identity that resonates with its audience, making them a force to be reckoned with in the industry.