Communicating brand identity through Instagram reels: A comparative study of Ryanair and EasyJet

Abstract

This thesis examines how Ryanair and EasyJet utilise Instagram Reels to establish and convey their brand identities while cultivating lasting customer relationships. The study focuses on short-form video as a key space for airline branding and customer engagement in the low-cost aviation sector.

The research applies Kapferer’s Brand Identity Prism, Fairclough’s Critical Discourse Analysis, and Silverstein’s concept of indexicality to examine the discursive, visual, and semiotic strategies used in selected Reels. Data was collected through purposive sampling of posts between October 2024 and April 2025, with six Reels from each airline analysed by communication style.

The findings identify four recurring communication styles: cost-conscious branding through sarcasm, gamification and direct consumer interaction, meme culture as an expression of brand persona, and influencer and community-led storytelling. Ryanair relies on irony and meme-driven discourse to reinforce its bold, low-cost identity, while EasyJet emphasises relatability, collaboration, and community-building.

The thesis concludes that Instagram Reels serve as an important platform for identity performance, audience participation, and long-term relationship building. Each airline uses distinct strategies that align with its broader corporate identity and approach to consumer engagement.