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

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.