It’s hard not to be on social media and not know what RyanAir has been up to. Whether it’s clapping back at complaining customers or sublime newsjacking it’s scarce I can scroll through LinkedIn and not see someone commenting on the airline's Twitter game.
Their twitter game has spread to TikTok too- with over 1.1 million followers over the past year or so, RyanAir has been blowing up the social media game.
Where has RyanAir’s TikTok popularity come from?
Head of Social Michael Corcoran believes their success on TikTok is down to being early. After TikTok’s explosion during the 2020 COVID lockdown, the platform has 31 million daily users- and RyanAir is a consistent standout. For RyanAir, they jumped onto the video platform early, earlier than most which gave them the time to explore a new audience.
Over the past 12 months, RyanAir has been able to develop content towards a younger demographic, and they’re expanding their overall audience in doing so. Why wouldn’t you want to reach more people with your content? Corcoran also expresses their desire the drop the corporate talk- and it’s worked. Especially on TikTok, the content is authentic and the emotionless voice of corporate doesn’t relate to consumers, and therefore isn’t a good look. So RyanAir became authentic. They became human- and it worked. One piece of content, that took minutes to create garnered 31 million views. The airline received more exposure than many companies get who pay for media campaigns.
While we can’t be sure whether these views make conversions; RyanAir is generating brand awareness like no other.
The forefront of emerging content…
Being at the forefront of corporate TikTok, RyanAir is now looking towards emerging social platforms to market on too. Platforms such as Twitch and Discord are starting to become household names- I know that I’m watching someone on Twitch at least once a day. What makes these platforms so different to our average media, is that there is one overarching sector they fit into: gaming.
RyanAir and gaming? This could work. An airline which has access to interactive training materials and flight simulations could attract a large audience should the company decide to stream on Twitch. These not-so-new, but not-so-saturated platforms could move RyanAir into a lane of their own- this is outside-of-the-box thinking that can once again change the game for RyanAir.
RyanAir’s strategy is to appear human by being human and becoming innovators to reach new audiences. If something hasn’t been used before? Now is the chance to get in there and be the first.
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