The Social Media Revolution in Irish Marketing
Ireland is home to 4.11 million social media user identities, representing 77.8% of the population in 2025, with Instagram alone reaching over 2.5 million users, 47% of all adults.
“Irish businesses need to adopt social-first strategies, meaning social media isn’t an afterthought, but the core of many digital marketing strategies in Ireland.”
– Marketing Trends, 2025
What Does Social-First Really Mean?
Social-first means creating content with the platform in mind, native videos, carousels, stories, and circular engagement.
Brands that simply “repurpose” web content for social see declining reach and engagement, especially among under-35s.
Short-form native content drives up to 2x higher engagement rates compared to repurposed posts (GWI, 2025).
Social-Add-On | Social-First |
Blogs, web copy repurposed | Bespoke content for Instagram/TikTok |
Occasional posts, static feed | Always-on stories, responsive videos |
One-off influencer promo | Ongoing co-creation with micro-creators |
Why “Being on Social” Isn’t Enough
Although 91.7% of Irish adults use social media, with Instagram and TikTok leading among Gen Z, only brands producing native, actionable content enjoys consistent growth and sales.
Irish SMEs achieve 6.3% average engagement rates on LinkedIn via relationship-focused content, far above the UK average.
“Think about it: are you really reaching your audience if your social media feels like an add-on? Probably not.”
Key Trends Powering Social-First Success
Short-Form Video Dominates
Instagram Reels, TikToks, and Stories reach over 55% of eligible adults, capturing the fastest-growing audience segment.
Real-Time Engagement
Live Q&As, story polls, and trending challenges create instant reach, while Facebook and Instagram Stories account for up to 62% of total daily platform engagement(Meta, 2025).
Micro-Influencers Drive Authenticity
Irish companies partnering with micro-influencers see average engagement rates 423% higher than those using celebrities(Shopify, 2025).
Data-Driven Planning
Brands leveraging Social Trends analytics (Hootsuite, May 2025) outperform “post and hope” competitors by 37% in organic reach.
Social-First in Action: High-Value Irish Campaigns
- SuperValu’s “We Believe” Christmas Campaign: Emotional storytelling via native video and hashtag engagement (#WeBelieve), yielding hundreds of thousands of shares and earned media coverage on TV, Adweek, and IrishCentral.
- Guinness “Guinness Clear” Campaign: Cheeky, platform-led video and influencer partnership, normalizing responsible drinking – viral on Twitter and stadium events.
- Heineken “Pub Succession”: Social-first approach, cultural storytelling, and organic community sharing, gaining global attention.
Key Lesson: “Brands that touch social emotions sell more than products; they sell hope, belonging, and connection.”
– DigitalCeren, 2025
How The Smart Group Powers Social-First Growth
- Growth Marketing Subscription: Build platform-native strategies for Instagram, TikTok, LinkedIn, and Facebook
- Micro-Influencer Campaigns: Partnership identification and community engagement for sustained reach
- Interactive Calendars: Content mapped directly to platform features and audience behaviours
Analytics & Performance: Weekly review and iterative improvement
Next Steps: Transform Your Social Media
Don’t just post; plan for impact.
- Audit your channels for native content
- Collaborate with micro-creators
- Use high-value campaign insights
- Track engagement weekly, refine, repeat
