How do Ryanair and FlixBus Surf the TikTok Viral Wave?

Ryanair & FlixBus

Polina Tarapata

Polina Tarapata

Social Listening Expert

14 September 2023

🚀 In today's fast-paced digital era, trends come and go in the blink of an eye. Ryanair and FlixBus have emerged as top innovators in their industry, constantly finding new and exciting ways to captivate their audiences. But what's the secret sauce behind their skyrocketing engagement metrics and viral campaigns?

We've got the inside scoop, thanks to our cutting-edge social media listening tool, YouScan, and the industry's first AI-powered assistant for social media listening – Insights Copilot. Buckle up, as we dive into how Ryanair and FlixBus are making waves on TikTok!

Sky-High Engagement

Ryanair's TikTok account boasts 2.1 million followers and 33.6 million likes, while FlixBus trails with 458 thousand followers and 6.7 million likes. These numbers underline the power of TikTok in helping brands connect with their audience and grow their following.

🕵️‍♂️ We monitored mentions of Ryanair and FlixBus over two months. Ryanair received 17.7 thousand publications, while FlixBus received 13.5 thousand.

Ryanair's TikTok account has gained immense popularity. YouScan automatically identified 10 discussion trends where brand followers participated in just one month!

Trending discussions about RyanairTrending discussions about Ryanair
YouScan identified 10 discussion trends about Ryanair in August.

Out of these trends, YouScan identified only one as negative. Insights Copilot, our AI-powered conversational assistant for social listening powered by ChatGPT, promptly summarized this trend.

Insights Copilot's answerInsights Copilot's answer

How Ryanair Draws Inspiration from Customer Complaints

Fun fact: Ryanair's TikTok content revolves around their customers' pain points, turned into jokes. It's a clever way to connect with the audience while addressing issues they may have experienced.

Ryanair uses customers' complaints as inspirationRyanair uses customers' complaints as inspiration
Ryanair uses its customers' complaints as inspiration to create content on TikTok.

One TikTok video about a 'discount code' went viral, garnering 2.6 thousand mentions. While the code was merely clickbait and offered no real discount, it did include a sarcastic joke. Surprisingly, the audience still reacted positively.

Ryanair uses clickbaits and jokesRyanair uses clickbaits and jokes

The power of User-Generated Content

🔥 Customers are actively sharing amusing sketches and candid experiences from their Ryanair flights, not shying away from including their pain points. Insights Copilot gave us a summary of the user's content.

Insights Copilot summarized customers' feedbackInsights Copilot summarized customers' feedback

We've also used YouScan image analysis capability (“Visual Insights”) to analyze the images being shared.

User-Generated ContentUser-Generated Content

The result? An astonishing 7.8 thousand TikToks were uploaded during the analyzed period, highlighting users' significant engagement level.

Ryanair's Secret Weapon: Cabin Crew Influence

✨ Influencers play a significant role in generating buzz for Ryanair. After checking the list of top authors, we can see that content created by cabin crew members is the most engaging.

Cabin Crew postsCabin Crew posts

What about FlixBus's TikTok Strategy?

Let's take a closer look at the FlixBus's TikTok account. Their marketing strategy is comparable to Ryanair's, as they draw inspiration for TikTok content from customer feedback.

Flixbus uses customers' complaints as inspirationFlixbus uses customers' complaints as inspiration

FlixBus engages social media users in discussions through its TikTok posts. For example, one of its recent posts, "Bus 1: Plane 0," became quite popular. Insights Copilot helped us analyze what users were talking about.

Trend: Bus 1: Plane 0Trend: Bus 1: Plane 0

What do Influencers Think?

Influencers' opinions may be divisive, but they generally support environmentally conscious policies and cost-effective transportation methods. Insight Copilot provides a summary of the views of influencers.

Insights Copilot's answerInsights Copilot's answer

Actionable Insights for Brands

As we've explored the TikTok landscape through the lens of Ryanair and FlixBus, several key takeaways have emerged that can guide your brand in crafting an equally compelling strategy.

💡 Harness Customer Wisdom

Just like Ryanair and FlixBus, your brand could consider customer feedback to spark content ideas. You can create content that fosters meaningful connections by tapping into what your audience is really talking about – their grievances, joys, and preferences.

😎 Embrace Organic Advocacy

Why not turn to the very people who embody your brand, as Ryanair did with its cabin crew? Utilizing your own employees or community as content creators infuses your messaging with a human element, amplifying its authenticity and relatability.

✨ Keep Your Finger on the Pulse

AI-driven tools like YouScan and Insights Copilot can be valuable and time-consuming tools in staying attuned to trending topics, engagement metrics, and mentions. Real-time analytics gives you the insights needed to optimize your social media tactics.

🤝 Choose Influencer Partners Strategically

As Ryanair and FlixBus have demonstrated, the right influencer partnerships can be a goldmine. Look for influencers whose values align with yours and who can activate their followers into meaningful interactions with your brand.

📝 Maintain a Balanced Content Portfolio

Avoid focusing on one type of content. A diverse mix of humor, education, and promotional messaging can keep your audience engaged without overwhelming them with sales pitches. Striking this balance is crucial for keeping your TikTok presence vibrant and multi-dimensional.

By embracing these tactics, your brand can aim and succeed in developing a TikTok strategy that truly resonates.

Equipped with tools like YouScan and Insights Copilot, you're well on your way to mastering the art of TikTok engagement! Ready to elevate your social media game to the next level? Don't hesitate to request a demo on our Demo page. We can't wait to help you amplify your digital impact. See you there!

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