Comprehensive Analysis of Ryanair's Instagram Content Strategy: A Study of Engagement and Virality

This study analyzes Ryanair’s Instagram content strategy to uncover factors driving user engagement and content virality. Using a mixed-methods approach, it combines quantitative analysis to evaluate performance of 284 posts and qualitative content analysis to identify recurring themes within the content and user comments of top 5 best performing posts. Results reveal that entertaining posts, especially memes, drive the highest engagement, outperforming informational and promotional posts. Short videos and humorous, relatable content further enhance interaction rates. Comments, as a higher-cognitive form of engagement, were heavily influenced by humor and emotional resonance. The findings highlight the strategic value of visually appealing and audience-centered content, offering actionable insights for social media marketing and advancing theories of user engagement.