Ryanair
@ryanairRyanair roasts its own customers — and itself. By leaning into its low-cost reputation instead of hiding from it, the airline turned every complaint into a punchline.
Content samples
Why it works
Everyone already knows what Ryanair is: cheap, no-frills, occasionally frustrating. Instead of fighting that perception, the TikTok account agrees with it — loudly.
The plane gets a face, the comments get roasted, and the brand’s weakest point becomes its most recognisable joke. It is a masterclass in owning the narrative.
Content
What works
A single low-cost format — a plane with a face on a green screen — can be produced in minutes and reacts to trends in real time.
Room to grow
Heavy reliance on one format. A second recurring series would reduce fatigue.
Voice
What works
Sarcastic, self-aware and quick. The account says what customers are thinking before they can.
Room to grow
Roasting customers is risky. A clear rule about who is fair game protects the brand.
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Agree with the criticism
If everyone already says it, say it first — and funnier.
Build a cheap format
One repeatable format you can shoot in five minutes beats one polished ad.