Michał Wichrowski, Mateusz Bacik, Wiktoria Stelmach

USAGE OF TIKTOK BY LOW-COST AIRLINES IN COMMUNICATION WITH NEW GENERATION OF CLIENTS

Introduction

Usage of tiktok by low-cost airlines in communication with new generation of clients. Explore how low-cost airlines like Ryanair & EasyJet use TikTok to engage new generations. Analyze communication strategies, content effectiveness, challenges & opportunities in the travel industry.

Abstract

The purpose of this article is to examine different approaches to TikTok of two low-cost Anglo-Saxon air carriers based on an analysis of their presence on the social media platform, TikTok. It seeks to the answer of the questions of how airlines are using the platform to reach new audiences, how low-cost airlines adapt their communication strategies to align with the unique characteristics and trends of TikTok and what factors contribute to the success or failure of TikTok content in capturing the attention and interest of the target audience. It assesses the effectiveness of Ryanair and EasyJet respective strategies in terms of engagement, reach and share of voice. The article also discusses the challenges and opportunities posed by TikTok for airlines and the travel industry in general.

Review

This article addresses a highly pertinent and contemporary topic: the strategic utilization of TikTok by low-cost airlines to engage with the emerging generation of clients. The selection of Ryanair and EasyJet, two prominent Anglo-Saxon carriers, provides a robust basis for a comparative analysis, promising valuable insights into distinct approaches within the same market segment. The stated purpose—to examine different strategies and assess their effectiveness—is clear and relevant, tapping into the growing importance of social media in marketing and brand communication for the travel industry. The research design appears well-structured, aiming to answer crucial questions regarding how these airlines leverage TikTok to expand their audience reach and adapt their communication strategies to the platform's unique dynamics. The intent to evaluate effectiveness based on key performance indicators such as engagement, reach, and share of voice offers a practical and quantifiable framework for analysis. Furthermore, the article's scope extends beyond mere observation, proposing to delve into the factors underpinning content success or failure, and to discuss broader challenges and opportunities presented by TikTok for the aviation sector. This study has the potential to offer significant contributions to both academic literature on digital marketing in the travel industry and practical insights for practitioners. By focusing on two established low-cost carriers, the findings could be highly actionable for similar businesses. While the abstract clearly outlines *what* will be analyzed, the strength of the paper will ultimately depend on the rigor of its TikTok content analysis and the depth of its interpretative discussion. Successfully addressing the outlined questions through a robust analytical framework will undoubtedly make this a valuable read for anyone interested in the evolving landscape of airline communication and new media engagement.

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