🙋‍♀️ The manner and form of communication change, like civilizations, and always take on new forms that become an integral part of our lives. Jokes are an important part of our daily interaction with people. One of its new forms on social media is the "meme", which represents viral content that spreads on networks, usually as an image or video clip.

🤓 Using humorous content as part of marketing campaigns is not an innovation. Beer commercials are perhaps some of the better-known ones that started doing this massively. However, the use of social media and predominantly joking meme content is a modern product.

✈️ Someone who leads in this sphere is the low-cost airline Ryanair.

Ryanair has absolutely utilized the flexible space that social networks have created to promote its services — they have become known for how they joke about others on their networks. They most often use X and TikTok for the funniest content.

😅 It has even reached the point where the company very openly mocks its customers, which is quite authentic. They also do not shy away from mocking politicians or athletes, such as former UK Prime Minister Rishi Sunak when he lost the elections or football players who were eliminated from EURO24 by offering them transport services back to their country.

Millions of views per post and hundreds of thousands of likes on posts have become a reality. The Irish airline has further built its brand through memes on the internet, even to the extent that customers often tag them on networks to engage in conversation with them or to be mocked by the company.

Ryanair is just one of the companies that have opened the door to this type of promotion, which can have a huge impact on building and expanding your brand. However, caution is needed because it can be a double-edged sword, and care must be taken not to go too far with jokes that could have a counterproductive effect.