A comparison of social media strategies of Ryanair, vueling and Easyjet

Abstract

This study examines the social media strategies of three leading European low-cost carriers (Ryanair, Vueling, and EasyJet) to understand how these airlines leverage digital platforms to enhance audience engagement, maximize content visibility, and achieve competitive differentiation. Using a mixed-methods comparative content analysis, the research analyzes 180 social media posts (30 per airline per platform) from Instagram and X (formerly Twitter), combining qualitative tone coding with quantitative engagement metrics to address three core objectives: Content strategy exploration, visibility assessment, and social media strategies comparison. Results show clear strategic differences: Ryanair bets on a humoristic and entertaining content approach; EasyJet prioritizes promotional and cultural storytelling; and Vueling relies on professional content. Across all carriers, shortform video content, particularly Instagram Reels, consistently emerged as the single most powerful visibility driver, accounting for a considerably higher share of impressions and highlighting the critical role of format choice in amplifying social media impact. By connecting qualitative tone categories (humorous, professional, promotional, cultural) with quantitative engagement and visibility outcomes, this study provides an integrated framework for assessing “brand visibility” in social media. The findings highlight how different tone strategies reflect stronger brand positioning and illustrate the trade-offs between risk-taking for viral reach and prioritizing consistency for long-term trust.