We thought we saw it all. Until an airline became the greatest brand to ever grace TikTok. Someone on their marketing team deserves a raise. Even Nolan, a random TikTok user, agrees (and the 80k who liked Nolan’s comment):

Welcome to the Ryanair show.

Ryanair is Europe’s biggest airline. Most notable for its very, very low prices, Ryanair has taken the TikTok world by storm with its recent trending videos.

Check out their latest video here to see what all the hype is about:

A scroll through the comment section reveals an absolute adoration of this account from all of their new followers.

So why is this account SO good??

Trend awareness

Ryanair clearly demonstrates that they’re an active participant in youth culture. What this means is that they not only gain respect from Gen Z’ers (if a brand can show that they speak our language, that helps them stand apart), but they also help their own cause by generating more impressions. Ryanair times their posts well, ensuring their content is in the “sweet spot” of Allen Gannett’s creative curve (we’re in the works of developing our own version of this curve, fine-tuned for Gen Z relevance). In this sweet spot, videos are most likely to go viral, especially when created by a brand.

This is why trend awareness is such an important part of our Impression stage in the 3 I’s strategic framework. For brands that want to get in front of Gen Z, they have to be in the right places, and at the right time.

If you are interested in talking through the other methods that Ryanair employs to generate more impressions, interact with their audience, and influence Gen Z loyalty, hit us up.

What should you takeaway?

For Generation Z, choice shapes identity. Our choices say more about who we are today than they ever have before. So when we’re faced with the question, what airline are you flying - EasyJet or Ryanair or take your pick of other cheap European airlines - we will make the choice that says the most about who we are. Ryanair is making that choice easier.

Make the choice easy for Gen Z. Share our values, speak our language, and we’ll reward you with our $$$$.