Getty Images
There’s a timeless saying: “The best things in life are free.” On a Ryanair flight, this means preparing for the inevitable bag fees like an Olympic sport.
Ryanair’s social media accounts have turned into a stand-up comedy stage where the airline doesn’t pull any punches—directing its jabs at passengers and itself with equal zeal.
Now, you might think that hurling insults at customers isn’t a stellar business model, but Ryanair’s witty burns have crowdfunded them 2.1 million ants—uh, I mean followers—on TikTok. That’s enough to dwarf EasyJet, Jet2, Tui, British Airways, Virgin Atlantic, and Etihad combined. Talk about winning the petty Olympics.
But why are brands like Ryanair leaning into humor? Is it like an emotional hug for passengers experiencing legroom closer to that of a sardine can?
In the thick of this comedic chaos is Michael Corcoran, the mastermind behind Ryanair’s viral antics—until he recently announced his exit via, you guessed it, X (formerly Twitter). Apparently, even the internet’s bad boys get tired sometimes.
Fans of Michael’s work showered him with compliments, reminiscing about classic punchlines. Who can forget when the planes themselves roasted customers, or when a disgruntled passenger was told to “bring their own plane” next time?
X
If you’ve stumbled upon any Ryanair TikToks, you already know they operate with a “bleed the passenger” model for social media. Michael claimed this freedom didn’t stray too far from Ryanair’s historically disruptive marketing approach—one that seems to have raised a few eyebrows.
And boy, did it ruffle feathers. But surprisingly, their snarky replies gained a modest fanbase, achieving a bizarre level of online loyalty.
Amongst their social media goals, Michael stated one was to lower the customers’ expectations of budget travel—good luck with that one!
“We’ll get you from A to B for the lowest price, and everything else? You guessed it—extra!” he clarifies. And oh boy, do they mean everything. You might even be charged to breathe.
Ryanair is often heralded as the king of hidden fees, and they respond to that with unapologetic humor. The running joke? Charging customers for the loo, because why not? It’s only your basic human right!
While some find this approach amusing, Michael admits not everyone shares that sentiment. “Many believed we were genuinely rude. Fancy that!”
Michael Corcoran
But when the jokes hit home, Michael noted that Ryanair’s fans became inadvertent PR agents, defending the airline against complaints. “That took some corporate angst out of our ‘bad guy’ persona!” Who knew sarcasm could unite?
However, does this new persona allow them to slip away from the uncomfortable topics? Unlike most brands that boast about their social responsibility initiatives, Ryanair’s tweets seldom touch on weighty matters. The environment? Meh, never heard of it.
Michael insists that climate change is “incredibly important” to Ryanair, but he’s also aware that discussing it on TikTok—as a metal machine soaring through the skies—might lead to accusations of “greenwashing.”
‘Really Backfire’
Dr. Irene Garnelo-Gomez from Henley Business School thinks otherwise. She believes transparency is where it’s at.
She won’t hastily zone in on Ryanair for greenwashing just yet, mainly because they don’t talk about sustainability goals on their social platforms.
However, if consumers feel companies are keeping secrets about their operations’ impacts, it could lead to a public relations nightmare. And we all know that’s just what a budget airline needs.
“I don’t agree that social media isn’t a venue for discussing sustainability—especially since the younger generation is practically begging for it,” Dr. Irene points out. Yes, they want answers, not memes about late-flight antics!
Dr. Irene continues, “Using humor can boost engagement, but when it comes to serious topics, that humor might become a double-edged sword.” Well, prepare for the backlash!
