We’re obsessed with Jetstar’s posts. Whoever is running their social accounts is someone we’d travel with, or at least try to impress in a group chat. So we did what any fangirl with a media contact would do and scammed an interview to get closer to the magic.
Jetstar’s social posts are funny without that “hello fellow youths” energy. They’re cool, but not too cool. Like whoever writes this does not hide the fact that they’ve scrutinised, in minute detail, the latest episode of Heated Rivalry. And somehow the posts come across like they’ve been hastily typed into a phone on the way to a coffee run sans the polishing many a corporate social post gets after having survived a workshop, a brainstorm and six rounds of feedback.
Which, frankly, made us curious.
Because this is still an airline. There are rules. There is legal. There are things you absolutely cannot joke about. And yet the account keeps getting away with it.
It helps that the humour is doing a job. Jetstar (officially) says it uses social to meet customers where they already are, with an upbeat, upfront tone that leaves room for the intern to misbehave slightly. Serious updates stay elsewhere.
But still, joking about the gripes people seem to have about low-cost carriers? We had questions. How much freedom is there? Who pulls the plug? So we went straight to the top. And Jetstar gave us the intern.
The answers are below.
Karryon Q&A with Jetstar’s intern
How would you describe the airline’s social voice, and who makes sure it doesn’t tip into try-hard territory?
Like most important life decisions I make it’s mainly vibe-based. The boss’s boss, or boss2 as I like to call her, sets the direction for the brand and as long as we’re operating within that, we have the creative freedom to set our own voice on social.
Your posts move fast. How much freedom do you actually have to hit publish without it disappearing into approvals?
The teams we work with respect my brilliance and the need for quick approvals. Even legal who are in a lot of ways my enemy are actually very helpful when it comes to approvals – but decidedly less helpful when it comes to approving my illegal ideas.
Who are you actually speaking to on social media: current customers, future flyers, or people who may never fly with you at all?
Anyone and everyone. If I had to rank those groups I would say that current customers are my favourites and people who may never fly with us are dead to me, but then if they flew with us they would become my favourite so those groups don’t really mean anything.
Does this tone change how people respond when things get serious, like delays or disruptions?
Even though most things are funny, disruptions or delays aren’t that funny so we wouldn’t joke about that. And queries related to operational issues are handled by our customer team – in marketing we’re more focused on things like synergy and iced matcha latte. We get the fun stuff like promoting our 16% increase in on-time performance over the last two years (based on domestic OTP data between Nov 2023 – Oct 2025 vs previous two-year period).
KARRYON UNPACKS: Jetstar uses humour to cut through corporate-approved noise. Social stays fast and human; anything operational is handled elsewhere via alerts, text and email.
