Social media has become the dominant platform for engagement in both NI and RoI, surpassing traditional TV and on-demand streaming services. However, concerns regarding child safety on platforms like Snapchat, TikTok and Meta are prompting regulatory action.
TikTok’s new initiatives, including the Creator Rewards Program and the launch of TikTok Shop in Ireland, are part of broader significant shifts in the e-commerce/social commerce landscape. Key social media platforms such as Facebook, YouTube and Instagram remain popular, with demographic differences influencing usage patterns.
Influencers notably impact consumer behaviour, yet issues of trust and concerns around mental health persist. The competitive landscape, regulatory environment and emerging trends like the ‘deinfluencer’ movement present both challenges and opportunities for brands.
This report looks at the following areas:
- Have social media platforms overtaken traditional TV in popularity?
- What is the impact of advertising rules for influencers in NI and RoI and wider legislation?
- Use of platforms and types of people followed.
- Influence of social media personalities on consumer behaviour and purchases.
- Mental health concerns linked to social media usage.
- Opportunities for brands to leverage micro-influencers and social commerce.
Social media usage remains widespread throughout Ireland. The influencer has a large audience to impact, but not all consumers are responsive.
Saran Monson, Associate Analyst- Consumer Research
Market Definitions
For the purpose of this Report, Mintel commissioned exclusive online research into the Social Media and Influencer market in Ireland, looking at what types of Social Media platforms consumers typically used, and who they followed/frequently viewed content from. This Report also analyses the words consumers associate with social media personalities and areas that social media personalities have impacted. Finally, the Report looks at purchases encouraged by sponsored posts from social media personalities and attitudes surrounding Social Media and Influencers. The research was carried out by Dynata on behalf of Mintel in June 2024.