In 2026, Irish brands predominantly favor Instagram for influencer marketing, with 72% leveraging it to reach target audiences. TikTok's popularity continues to rise, boasting an average engagement rate of 4.8%, reflecting its significance in digital marketing strategies. The influencer marketing budget has increased to €12 million, indicating strong growth in digital advertising spending within Ireland's evolving online landscape.
Most Irish micro-influencers have follower counts around 45,000, making them highly effective for targeted campaigns. Video content remains the preferred format, accounting for 68% of influencer posts, which aligns with global trends favoring dynamic visual storytelling. Such preferences demonstrate Ireland's shift toward engaging, video-centric influencer marketing to boost brand visibility and consumer interaction.