Ryan Air’s social media shouldn’t work — and yet, it’s one of the most engaged brand accounts in Europe.



In this episode of Create, we break down how RyanAir turned sarcasm, Gen Z humor, and self-deprecation into a winning content strategy — one that no external agency could have pulled off.



From TikTok roasts to meme replies, they built a social voice that’s messy, viral, and totally intentional. We unpack the strategy behind the chaos — and what your brand can learn from it.



In this episode, we cover:

- Why RyanAir’s tone breaks every “best practice” (on purpose)

- How they built an in-house team that gets it

- What happens when you hire for humor, not just skill

- Why brand voice has to be lived — not templated

- What to look for when embedding creators into your team