Ryanair, a cheap airline, has become really popular on TikTok because of its funny comebacks and sarcastic responses to its passengers and its own reputation. Even though it’s not the usual way to treat customers, Ryanair now has 2.1 million followers on TikTok, more than other big airlines. Michael Corcoran, who used to be in charge of Ryanair’s social media, played a big part in making the airline famous online. The team had a lot of freedom to post whatever they wanted, which matched the company’s history of doing things differently and being a bit controversial. Some people didn’t like the jokes, but it actually helped people not expect too much from a cheap airline.

Ryanair is famous for charging extra fees, and they don’t shy away from that on social media. They even joke about whether they’ll start charging passengers to use the bathroom. Some people found it funny, but others thought it was rude. However, the jokes made Ryanair’s online fans defend the airline when people complained, so it changed the way people saw the company. Ryanair’s social media accounts don’t really talk about important issues like the environment and how flying affects it. Michael Corcoran thinks that TikTok isn’t the right place for an airline to talk about these things, because it might seem like they’re just pretending to care.

Dr. Irene Garnelo-Gomez from Henley Business School thinks that it’s really important for companies to be honest and talk about important things like sustainability on social media. Younger people care about these issues and want companies to do something about them. While jokes can get people interested, it might be hard to respond to serious criticisms on social media. If Ryanair was accused of not being sustainable, their funny posts might make things worse. In the end, it’s important for companies to find the right balance between jokes and talking about important stuff on social media.

Original news source: Ryanair: How a budget airline took off on TikTok (BBC)

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Group or Classroom Activities

Warm-up Activities:

– News Summary
Instructions: Students will work in pairs to summarize the article in their own words, aiming to condense the information into three key sentences. Each pair will then share their summary with the class, and the class will discuss which summaries captured the essence of the article most effectively.

– Opinion Poll
Instructions: Create a list of statements about the article, such as “Companies should use humor on social media,” and “Airlines have a responsibility to address environmental concerns publicly.” Students will stand along a spectrum in the classroom from ‘strongly agree’ to ‘strongly disagree’ for each statement. After positioning themselves, they will explain their stance to a partner and then discuss as a class.

– Keyword Taboo
Instructions: Write down key terms from the article (e.g., TikTok, sustainability, controversy, social media, fees) on cards. In groups, students take turns picking a card and explaining the term to their group without using the word itself or five additional taboo words listed on the card. The group guesses the term based on the description.

– Pros and Cons
Instructions: Divide the class into two groups. One group will list the pros of Ryanair’s social media strategy as described in the article, while the other group lists the cons. Afterward, each group will present their points, and the class will have a debate about the effectiveness of using humor and sarcasm in business communication.

– Future Predictions
Instructions: Students will individually write down their predictions about the future of company social media strategies, considering the points discussed in the article. Will more companies adopt a humorous approach, or will there be a shift towards more serious communication? Students will then share their predictions with a partner and finally, discuss as a class which predictions seem most plausible and why.

Comprehension Questions:

1. What made Ryanair gain a lot of popularity on TikTok?
2. How many followers does Ryanair have on TikTok compared to other big airlines?
3. Who was responsible for Ryanair’s successful online presence, and what approach did they take with their social media content?
4. What is one of the reasons why some people did not appreciate Ryanair’s jokes?
5. How did Ryanair’s humor on social media affect the way passengers defended the airline?
6. What type of issues does Ryanair’s social media avoid discussing, according to Michael Corcoran?
7. Why does Dr. Irene Garnelo-Gomez believe it’s important for companies to address issues like sustainability on social media?
8. What challenge might Ryanair face if they receive serious criticism about their sustainability practices?
Go to answers ⇩

Listen and Fill in the Gaps:

(1)______, a cheap airline, has become really popular on TikTok because of its funny comebacks and sarcastic responses to its passengers and its own (2)______. Even though it’s not the usual way to treat customers, Ryanair now has 2.1 million followers on TikTok, more than other big airlines. Michael Corcoran, who used to be in charge of Ryanair’s social (3)______, played a big part in making the airline famous online. The team had a lot of freedom to post whatever they (4)______, which matched the company’s history of doing things differently and being a bit (5)______. Some (6)______ didn’t like the jokes, but it actually helped people not expect too much from a cheap (7)______.

Ryanair is famous for charging (8)______ fees, and they don’t shy away from that on social media. They even joke about whether they’ll start charging passengers to use the bathroom. Some people found it funny, but others thought it was rude. However, the jokes made Ryanair’s online fans defend the airline when people complained, so it changed the way people saw the company. Ryanair’s social media accounts don’t really talk about important (9)______ like the environment and how flying affects it. Michael Corcoran (10)______ that (11)______ isn’t the (12)______ place for an airline to talk about these things, because it might seem like they’re just pretending to care.

Dr. Irene Garnelo-Gomez from Henley Business School thinks that it’s really important for companies to be honest and talk about (13)______ things like sustainability on social media. (14)______ people care about these issues and want companies to do something about them. While jokes can get people interested, it might be hard to respond to serious criticisms on social media. If Ryanair was (15)______ of not being sustainable, their funny posts might make things (16)______. In the end, it’s important for companies to find the right balance between jokes and talking about important stuff on social media.
Go to answers ⇩

Discussion Questions:

Students can ask a partner these questions, or discuss them as a group.

1. What is your favorite social media platform and why?
2. How would you feel if a company responded to your complaint with a joke?
3. Do you like when companies have a funny personality online? Why or why not?
4. Do you think it’s important for companies to talk about issues like the environment on their social media? Why?
5. Have you ever followed a company on social media because they were entertaining? Which one and what did they do?
6. What is a brand that you think handles their social media really well? Why do you think so?
7. How would you react if an airline started charging for bathroom use during a flight?
8. Do you think making jokes about their own bad reputation can help a company? Why or why not?
9. What is an example of a company that you think is really honest on social media? Why do you think they are honest?
10. Do you think TikTok is a good place for serious discussions about sustainability? Why or why not?
11. Have you ever defended a company online? What was the situation and why did you do it?
12. Do you believe that younger people care more about sustainability? Why do you think that might be?
13. How do you think a company should respond to serious criticisms on social media?
14. What is the most important thing you look for in a company when you decide to follow them online?
15. Do you think it’s risky for companies to joke about their flaws? Can you think of a time when this backfired?

Individual Activities

Vocabulary Meanings:

Match each word to its meaning.

Words:
1. popular
2. reputation
3. followers
4. freedom
5. controversial
6. rude
7. defend
8. balance

Meanings:
(a) Causing disagreement or argument, often because it goes against what is generally accepted
(b) Impolite or disrespectful in behavior or speech
(c) To protect or support someone or something when they are being criticized or attacked
(d) Well-liked or liked by many people
(e) The way people think about or perceive something or someone
(f) The ability to act or speak without being controlled or restricted
(g) People who support or subscribe to someone’s social media account
(h) The right amount or combination of different elements or factors
Go to answers ⇩

Multiple Choice Questions:

1. Why has Ryanair become popular on TikTok?
(a) Because of its funny comebacks and sarcastic responses
(b) Because it offers the cheapest flights
(c) Because it has the most followers on TikTok
(d) Because it talks about important issues like sustainability

2. Who played a big part in making Ryanair famous online?
(a) Dr. Irene Garnelo-Gomez
(b) Michael Corcoran
(c) The team of social media managers
(d) Ryanair’s CEO

3. What is Ryanair’s reputation when it comes to charging fees?
(a) They never charge extra fees
(b) They only charge fees for checked baggage
(c) They are famous for charging extra fees
(d) They sometimes charge fees for using the bathroom

4. How do some people feel about Ryanair’s jokes on social media?
(a) They find them funny
(b) They think they are rude
(c) They don’t have an opinion
(d) They think they are unnecessary

5. Why did the jokes on social media help change people’s perception of Ryanair?
(a) It made people think Ryanair was a luxury airline
(b) It made people think Ryanair didn’t care about its customers
(c) It made people not expect too much from a cheap airline
(d) It made people think Ryanair was a serious and professional airline

6. According to Michael Corcoran, why doesn’t Ryanair talk about important issues on TikTok?
(a) They don’t want to bore their followers
(b) They don’t think TikTok is the right platform for serious topics
(c) They don’t want to attract negative comments
(d) It might seem like they’re pretending to care

7. What does Dr. Irene Garnelo-Gomez think companies should do on social media?
(a) Only post funny content to attract followers
(b) Ignore serious criticisms and focus on jokes
(c) Only talk about their products and services
(d) Be honest and talk about important issues like sustainability

8. What is the importance of finding the right balance on social media?
(a) Companies need to balance their budget and social media presence
(b) Companies need to balance jokes and talking about important stuff
(c) Companies need to balance their number of followers and likes
(d) Companies need to balance their online reputation and customer complaints

Go to answers ⇩

True or False Questions:

1. Despite being the usual way to treat customers, Ryanair now has fewer followers on TikTok than other big airlines.
2. Some people didn’t like the jokes made by Ryanair, but it actually helped set low expectations for a cheap airline.
3. Ryanair is known for charging extra fees, and they don’t shy away from joking about it on social media.
4. Ryanair has gained little popularity on TikTok because of its serious and sincere responses to passengers and its own reputation.
5. Ryanair’s social media accounts do not focus on important issues like the environment and sustainability, as they believe TikTok is not the right platform for it.
6. While some people found the jokes funny, others thought they were polite.
7. Ryanair’s social media team had limited freedom to post whatever they wanted, which contradicted the company’s history of doing things differently and being conventional.
8. Michael Corcoran, who used to be in charge of Ryanair’s social media, played a big role in making the airline famous online.
Go to answers ⇩

Write a Summary:

Write a summary of this news article in two sentences.

Writing Questions:

Answer the following questions. Write as much as you can for each answer.

1. What is unusual about Ryanair’s approach to interacting with customers on TikTok?
2. How many followers does Ryanair have on TikTok, and how does this compare to other big airlines?
3. Why do you think Ryanair’s social media team was allowed to post whatever they wanted?
4. What is Dr. Irene Garnelo-Gomez’s opinion on companies discussing serious topics like sustainability on social media?
5. Why might Ryanair’s humorous social media strategy backfire if they face criticism about sustainability?

Answers

Comprehension Question Answers:

1. What made Ryanair gain a lot of popularity on TikTok?
Ryanair became popular on TikTok because of its funny comebacks and sarcastic comments about its services and reputation.

2. How many followers does Ryanair have on TikTok compared to other big airlines?
Ryanair has 2.1 million followers on TikTok, which is more than other major airlines.

3. Who was responsible for Ryanair’s successful online presence, and what approach did they take with their social media content?
Michael Corcoran, the former head of Ryanair’s social media, was responsible for their success online. The approach was to have the freedom to post bold and humorous content that matched the company’s unconventional and controversial style.

4. What is one of the reasons why some people did not appreciate Ryanair’s jokes?
Some people thought Ryanair’s jokes were rude and didn’t like the way the airline made fun of its own extra fees and services.

5. How did Ryanair’s humor on social media affect the way passengers defended the airline?
The humor led to Ryanair’s online fans defending the airline when others complained, which changed public perception and lowered expectations due to it being a budget airline.

6. What type of issues does Ryanair’s social media avoid discussing, according to Michael Corcoran?
According to Michael Corcoran, Ryanair’s social media avoids discussing serious issues like the environmental impact of flying.

7. Why does Dr. Irene Garnelo-Gomez believe it’s important for companies to address issues like sustainability on social media?
Dr. Irene Garnelo-Gomez believes it’s important because younger people care about these issues and expect companies to be sincere and proactive about them.

8. What challenge might Ryanair face if they receive serious criticism about their sustainability practices?
If Ryanair faces serious criticism about their sustainability practices, their usual humorous social media posts could backfire and make the situation worse, as it might seem insensitive or inappropriate.
Go back to questions ⇧

Listen and Fill in the Gaps Answers:

(1) Ryanair
(2) reputation
(3) media
(4) wanted
(5) controversial
(6) people
(7) airline
(8) extra
(9) issues
(10) thinks
(11) TikTok
(12) right
(13) important
(14) Younger
(15) accused
(16) worse
Go back to questions ⇧

Vocabulary Meanings Answers:

1. popular
Answer: (d) Well-liked or liked by many people

2. reputation
Answer: (e) The way people think about or perceive something or someone

3. followers
Answer: (g) People who support or subscribe to someone’s social media account

4. freedom
Answer: (f) The ability to act or speak without being controlled or restricted

5. controversial
Answer: (a) Causing disagreement or argument, often because it goes against what is generally accepted

6. rude
Answer: (b) Impolite or disrespectful in behavior or speech

7. defend
Answer: (c) To protect or support someone or something when they are being criticized or attacked

8. balance
Answer: (h) The right amount or combination of different elements or factors
Go back to questions ⇧

Multiple Choice Answers:

1. Why has Ryanair become popular on TikTok?
Answer: (a) Because of its funny comebacks and sarcastic responses

2. Who played a big part in making Ryanair famous online?
Answer: (b) Michael Corcoran

3. What is Ryanair’s reputation when it comes to charging fees?
Answer: (c) They are famous for charging extra fees

4. How do some people feel about Ryanair’s jokes on social media?
Answer: (a) They find them funny

5. Why did the jokes on social media help change people’s perception of Ryanair?
Answer: (c) It made people not expect too much from a cheap airline

6. According to Michael Corcoran, why doesn’t Ryanair talk about important issues on TikTok?
Answer: (d) It might seem like they’re pretending to care

7. What does Dr. Irene Garnelo-Gomez think companies should do on social media?
Answer: (d) Be honest and talk about important issues like sustainability

8. What is the importance of finding the right balance on social media?
Answer: (b) Companies need to balance jokes and talking about important stuff
Go back to questions ⇧

True or False Answers:

1. Despite being the usual way to treat customers, Ryanair now has fewer followers on TikTok than other big airlines. (Answer: False)
2. Some people didn’t like the jokes made by Ryanair, but it actually helped set low expectations for a cheap airline. (Answer: True)
3. Ryanair is known for charging extra fees, and they don’t shy away from joking about it on social media. (Answer: True)
4. Ryanair has gained little popularity on TikTok because of its serious and sincere responses to passengers and its own reputation. (Answer: False)
5. Ryanair’s social media accounts do not focus on important issues like the environment and sustainability, as they believe TikTok is not the right platform for it. (Answer: True)
6. While some people found the jokes funny, others thought they were polite. (Answer: False)
7. Ryanair’s social media team had limited freedom to post whatever they wanted, which contradicted the company’s history of doing things differently and being conventional. (Answer: False)
8. Michael Corcoran, who used to be in charge of Ryanair’s social media, played a big role in making the airline famous online. (Answer: True)
Go back to questions ⇧