Social media usage in Ireland.

The Irish times newspaper published an article on a new survey done by Eurostat it showed that 90% of Irish people aged between 16-24 are still using apps like Facebook, Instagram and twitter. The use of these social media platforms has risen a good bit since 2011 when it was just 38%

Why people use social media.

Social media has changed hugely in the last number of years with it is becoming almost part of our daily life and routine. According to Octave Digital Facebook is still the most popular social media app among Irish adults as 75% would log on very regularly. The survey shows the with Facebook coming out on top as the most popular app its Instagram that comes in second place with an average of 39% of people logging on regularly. Snapchat has risen dramatically in the last two years with 28% of over 16’s using the app this shows how Millenials and people in my generation rely heavily on social media apps such as this one. It’s clear that in todays society, Irish people rely on social media to get recent news, articles on current affairs.

In a recent article I read their research has shown that 88% of marketers are using social media to communicate with their online audience and to be able to engage more with their customers and companies are spending $60 billion a year on just on advertising on their social media platforms, (Whiting and Williams, 2013). Social media has so much power when it comes to advertising and it can reach such a large audience in a short space of time and allows for 2 way communication between the customer and the business, unlike traditional advertising where it was very much one way communication. The definition of social media, according to this article is ” A group of internet based applications that are built on ideological and technical foundations of Web 2.0, and that allow the creation and exchange of user generated content. There are 10 uses and gratifications of social media listed below.

According to another article i read by Dijkmans, Corné; Kerkhof, Peter; Beukeboom, Camiel J (30 september 2014 P58) “Social media have changed the way people interact with each other and with companies. The rise of Web 2.0 has enabled consumers to actively act and react on what companies are doing, without being dependent on third parties for media-access – anyone with a smartphone can potentially reach a worldwide audience. Moreover, consumers have shifted their information seeking behavior with regard to products and services from offline sources to electronic word-of-mouth sources like social networking and review sites”

  • Social interaction.
  • Information seeking
  • Pass time
  • Entertainment.
  • Relaxation
  • Expression of opinions
  • Communicatory utility.
  • Convenience utility
  • Information sharing
  • Surveillance/knowledge

Tribal behaviors

According to an article i read by Xema Pathak, Manisha Pathak-Shelat (13 March 2017) “The principle of tribal marketing is that customers, apart from seeking the products or services which empower them or make them independent, also look for the products or services which will link them to other consumers, i.e. a tribe”


Shaw, S. (2019). Social Media usage still growing in Ireland. [online] Suzanne Shaw Consulting. Available at: [Accessed 8 Dec. 2019].

world, n. (2019). Ireland’s digital and social media statistics 2018 – online behaviour and usage. [online] Neworld Associates. Available at: [Accessed 8 Dec. 2019].

Twomey, K. (2019). Social Media Stats Ireland 2019 – COMMUNICATIONS HUB. [online] COMMUNICATIONS HUB. Available at: [Accessed 8 Dec. 2019]. (2019). Most popular Facebook pages in Ireland. [online] Available at: [Accessed 8 Dec. 2019].

StatCounter Global Stats. (2019). Social Media Stats Ireland | StatCounter Global Stats. [online] Available at: [Accessed 8 Dec. 2019].

Us, A. (2019). Social Media Use Ireland 2019. [online] Octave Digital. Available at: [Accessed 8 Dec. 2019].

Whiting, A. and Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, [online] 16(4), pp.362-369. Available at:

Dijkmans, C., Kerkhof, P. and Beukeboom, C. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, [online] 47, pp.58-67. Available at:

Remote Internships in Social media marketing

What is social media marketing ?

Alt Text: Mobile phone screen with social media apps

Social media marketing is the use of all social networks platforms to promote a companies product or service, build their audience and help increase website traffic. This is how social media marketing started out as a way to drive traffic to companies websites but now it has become a place where companies can broadcast their message and engage with their audience while still driving traffic to their website. This can be done by creating good quality content that your followers will love and engage with. Content should generally differ from platform to platform so that your followers aren’t seeing their same content and getting bored or turned off the brand.

The biggest social media platforms at the moment would be:

Businesses should have an online presence on at least 3 of these platforms to be able build their online network and to build engagement. business should keep up to date with the current social media platform’s to keep their online presence strong and should know what the current trends are.

The use of social media marketing tools such as Canva , Hootsuite , Abobe spark and Creator studio and MailChimp make it easier for business to be more active online by being able to schedule posts in advance for example Canva is a graphic design website that allows you to create images, posters , brochures , manuals, PowerPoints and Reports for Social media platforms With the presence of social media you can become part of the conversation and voice your opinions on things topics that matter to you!

Why a remote in Social Media Marketing?

A remote internship in social media marketing would involve tasks like creating social media posts, using scheduling software’s such as creator studio or Hootsuite, to schedule future social media post , use WordPress and to write blogs posts, work with marketing team to come up with new campaign ideas, contact and engage with influencers who fit in with the brand, engage with followers on all platforms by commenting, following and liking posts from followers, create a calendar on outlook , google calendar, companies calendar where all all social media posts for that month have already been scheduled. Undertake a competitor analysis on companies social media presences and suggest any improvements that could be made, look at all social media insights and see is the traffic being directed to the website.

Completing an internship in the Marketing industry can help you in so many ways as it can show you what its like to work in the business environment, lets you see if you would like to work in this industry in the future and also gives you a chance to use all the theory you have learned in college and apply the knowledge to the tasks you complete in the business.

By doing a remote internship you will be able to improve on skills such as time management , how to priorities what needs to be done first, you will use your initiative and will become time disciplined and focused. By completing a remote internship you will acquire valuable skills that will help you further your career in the future.

A remote internship can help people who want to do their internship aboard but may not have the financial means to travel or a visa might restrict them from doing an internship in certain countries. They will also not need to pay for flights or accommodation all they will need to complete their internship would be a laptop/computer , good WIFI connection, headphones and a quite room to work. Some university courses require students to partake in an internship to move onto the next part of their degree and in this current climate that we are in remote working has come the new way people work , so remote internships offer people the chance to complete their internships safely for the comfort of their house meaning they can progress in their course. Flexible working hours has become very popular with more and more people straying from the traditional 9-5 work hours with a remote internship you can choose what hours you work each day as long as you make up your 20-30 hours a week.

A remote internship can also help you improve your Computer literacy skills by using web meeting software like google meets, online calendars like google calendar and schedule all your meetings to keep track of your work day. If this appeals to you think a remote internship appeals to you and maybe you a studying marketing at the moment or have experience in the industry and want to gain more experience check out

Why social media marketing is so important for business

Business use social media in a variety of ways today like monitoring what’s said about their brand online , using the analytic tools to see how it is performing, how many people are they reaching on different platforms, are they engaging with the right target market and is traffic increasing towards the websites. Social Media would often be used during campaigns too as they can have paid advertisements on their social media to reach more of their target audience.

Social media marketing has become so big in the last 5 to 10 years that people learned they could make money from talking about a brands product on their Instagram , TikTok or Snapchat and companies could work with these people to reach a new audience. As these people generally had a big audience of people followers who they activity engaged with on all the major platforms. We now call these people influencers and they can have a big part in social media marketing as they tend to have an influence on what their followers purchase. It is important that when a business collaborates with a influencer that they fit in line with the business personality and have a audience that the business wants to target for instance if the business wanted to spread word about their English classes they wouldn’t work with a fashion influencer.

What are you waiting for…. start you internship today!

Instagram Influcencer Marketing

What is influencer marketing?

According to influencer marketing hub, influencer marketing is a “hybrid of old and new marketing tools,

The whole concept of Influencer marketing really is taking celebrity endorsements where the celebrity or the influencer will work with a brand to promote a product and the brand will pay normally a large sum of money to talk about their products on their social media platforms, for example Instagram, companies do this because it is a good way for them to get their brand name out to a specific target market if they want to target the teenage market interested in fashion and makeup they might connect with influencers like Just Jordan , Keilidh mua or Miriam Mullins. On the other hand if they wanted to target a male market interested in the gym they would connect with people like Rob Lipsett , Glenn Gillen or Christian Guzman. Its very important that a company picks the right influencer so they hit the right target market. When a company and an influencer work together to promote their brand or to talk about their products, it is then known as a collaboration and normally on when the influencer is making videos about the product they will use hashtags like #SP #COLLAB #AD so then their followers know they are being paid to show you this product.

An influencer is someone who already has a large following of people from a niche market and has influence over what their target audience purchase. Nowadays, consumers are trusting the recommendations of a product of their favorite influencer rather than an advertisement for the product because they feel the fact they watch engage and trust them that if they say it is a good product that they will purchase it as well.

According to an article I read by Carolina Stubb, Ann Greta Nyström, Jonas Colliander (7 May 2019 P110)  “Paid collaborations between brands and SMIs are commonly realized in the form of sponsored content. That is, the influencer creates and publishes a product recommendation post in social media,and in return,receives compensation from the sponsoring brand.”

According to another article I read by S. Venus Jin, Aziz Muqaddam, Ehri Ryu (22 December 2018 P567) “Fashion enthusiasts have gained popularity and achieved a huge success through Instagram, partly due to the aesthetic appeal of Instagram filters and the platform’s capability to reach wide audiences. The rise of fashion bloggers, referring to individuals who provide fashion tips and introduce certain products and brands via their social media accounts and blog posts, caught the interest of fashion brands”

How do influencers use Instagram

Instagram has a huge reach to wide audience on a massive platform, it is the second most popular platform just behind Facebook. According to convince and convertThe report found that 32 percent of internet users in the U.S. are on Instagram.”

Instagram have a very high engagement level according to Convince and convert “Instagram sees the most average interactions per post per 1,000 followers. The average engagement ratio is 29.67 on the platform, while Facebook sees around 16.54 average interactions per post per 1,000 followers.”. This is the best platform for bloggers and influencers as 59% of them said this would be their preferred platform to engage with their audience. the “instafamous” influnencers feel like they can engage with their followers on a better level through Instagram.

According to another article I read by S. Venus Jin, Aziz Muqaddam, Ehri Ryu (22 December 2019 P570) “Instagram influencers, therefore, can be more effective in resonating with audiences as they are perceived as more similar to regular audiences,have a higher likelihood of interacting with fans and are easier to associate or identify with than traditional celebrities. Consumers respond to peer Facebook users more positively than to traditional celebrities, especially when the peer users share demographic and attitudinal features “

Another article I read by Anastasia Konstantopoulou, Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Raghad Badahdah ( 24 April 2019 p308) said ” when a beauty influencer on Instagram advertises a product to SMEs followers this leads to increased awareness and purchase intention. The findings indicated that the participants are quite sceptical when receiving reviews or promotion from beauty influencers on social media, as they rarely regard them as authentic. Moreover participants seem to trust influential beauty Instagrammers when they had a positive experience with the influencer before.”

My favourite influencer

My favorite influencer would be Irish beauty and makeup blogger Lisa Jordan or otherwise know as “JustJordan” she is from Cork and before she started blogging full time she was a professional makeup artist for the makeup company MAC cosmetics in Brown Thomas. Lisa is very active on her social media and she is very down to earth so it makes it easy to relate to her and this is why people will trust if she recommends a product they will assume it is good because sh wouldn’t talk about otherwise in my opinion I think her products are so popular among her followers because of her makeup artistry qualification

In 2017 she launched she own beauty and hair care line called Luna by Lisa she first released her leave in conditioner but since then she has completely expanded her brand into gift sets, eyelashes and makeup bags. You can buy her products online or in most Irish pharmacies.

One of the reasons I admire and think she become so successful in her career is because she is very honest, when she shared her story of getting her breast implants taken out this was a very private story for her and when she shared her story on her social media she got an outpouring response from people telling her that her post gave them the confidence to do the same and how she is sending out a very positive message that it was okay to love your body the way it is she did an interview with the Irish times and Lisa spoke out about how having the implants effected her mental and physical health and she said “The novelty wore off so quickly and by the time I was 24 I really hated them and I just didn’t want them anymore. I started to become self-conscious about them and I wanted to constantly cover them up. People looked at me differently and some people would even say ‘she’s fake’ and that was psychologically really stressful. It hurt my feelings and it made me feel cheap” .

I think Lisa has been so successful because of the values and the beliefs she stands for and she is a role model for young teens which would be her biggest target market. she wants younger girls to that not everything you see on Instagram is real. “Younger girls are seeing all of these fabulous looking girls on Instagram, or even looking at me and saying ‘her boobs are lovely I want to get them’. I wanted them to know I didn’t like them even though it may have looked like I did because I had them in for so long,” she explained. “


Influencer Marketing Hub. (2019). What is Influencer Marketing? An in Depth Look at Marketing’s Next Big Thing. [online] Available at: [Accessed 8 Dec. 2019].

Barker, S. (2019). A Comprehensive Guide to Instagram Influencer Marketing | Social Media Marketing. [online] Convince and Convert: Social Media Consulting and Content Marketing Consulting. Available at: [Accessed 8 Dec. 2019]. (2019). Shibboleth Authentication Request. [online] Available at: [Accessed 8 Dec. 2019].

Pixlee. (2019). Definition: What is Influencer Marketing?. [online] Available at: [Accessed 8 Dec. 2019].

Sprout Social. (2019). What is an Influencer? | Sprout Social. [online] Available at: [Accessed 8 Dec. 2019].

Stubb, C., Nyström, A. and Colliander, J. (2019). Influencer marketing. Journal of Communication Management, [online] 23(2), pp.109-122. Available at:

Jin, S., Muqaddam, A. and Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), pp.567-579.

Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K. and Badahdah, R. (2019). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, 27(2), pp.308-321.

YouTube Bumper Ads Explained

What is a bumper ad?

A bumper advertisement is a 6 second ad that you can’t skip and will play just before your video on YouTube starts to play. Companies need to be able to tell their story within a very short space of time and for this to happen and for viewers remember it, they must have a snappy story line that will catch their attention from the get go. It can be the most effective for viewers with a short attention span who will not want to watch a long video. Bumper ads help tell a story in the simplest way possible and its sometimes the smaller the story the bigger the impact and it can also be a great way for brands to reach a wider audience and can help extend the life of an existing marketing campaign

When is a bumper ad used?

Bumper ads are used because it helps big companies meet goals such as getting a bigger brand awareness and it helps with brand recall as well. This can be a very cost effective way for companies to advertise and help them reach their target market. According to google who carried out research on this topic they tested over 300 bumper ads and they found out that 9 out of 10 bumper ads had a significant ad recall. They are used to deliver a quick and focused message at the most appropriate time. When a product shot is included in the 6 second ad people have had a higher recall of the brand and the ad. These types of ads can also be used as a teaser trailer for a product launch or a movie launch or at a big announcement. These types of ads often create a bit of buzz and hype surrounding the product or movie launch an example of this can be seen below

Bumper advertisements that really catch the viewers attention

In this section I will be talking about bumper ads that I feel really stood out and grabbed the viewers attention. The fact that bumper ads are only 6 seconds long they have to grab it straight away, I’m going to give 3 examples of bumper ads I think were most effective and then i’ll explain why I think so.

Example 1.

airbnb bumper ad

This a a bumper ad from and the only thing they say is “we went on vacation with a toe dipper and left with a cannon baller” this says it all and that ad shows the children jumping into the pool on a family holiday. This is an innovative ways of saying by booking with AirB&B the for your holiday you will make unforgettable family memories. The ad is very bright, so it catches your attention from the get go. At the very end it comes up on the screen saying “book your family home now”

Example 2.

Bacadri bumper ad

In my opinion, I think this bumper ad is very effective because it shows that their product is more superior to other brands on the market the way that have captured the sound of the clinking of the ice hitting the glass and the gushing of the drink flowing into the glass they also show a lime dropping into the glass this is their way to say that this drink mixes well with lime.

Example 3.

In my opinion, I think this bumper ad is very effective as it only has a total of 6 words in the whole ads and it is just action shots and clips from the new movie these brief snippets of different parts of the movie are the perfect way to tease fans of the Jason Bourne movie franchise, you only see a few seconds of the movie but the seconds you do see are very high impact and high intensity and the only words they use in the advertisement are “You Know” “His Name” this would be very catching for even fans who wouldn’t be familiar with the franchise because they want to find out his name which they say at the end along with when it coming out in cinemas so for people who haven’t watched his movies before and like action films after watching this ads they would be more inclined to go see it when the movie comes out.


Ezor, W. (2016). Capture Your Viewers’ Attention with YouTube’s “Bumper Ads”. [online] The Daily Rind. Available at: [Accessed 8 Dec. 2019].

Boni, D. (2018). How to use 6-second YouTube bumper ads – Think with Google. [online] Think with Google. Available at: [Accessed 8 Dec. 2019].

Think with Google. (2017). YouTube Bumper ads – Making a big impact with small stories. [online] Available at: [Accessed 8 Dec. 2019].

Think with Google. (2019). Using bumper ads to boost brand reach – Think with Google. [online] Available at: [Accessed 8 Dec. 2019].

Introducing Aisling O’Neill

Hello, my name is Aisling O’Neill I’m 21 years old and a Marketing student at CIT, Cork, Ireland. To find out more about studying at CIT, click on the video below

I will be blogging about social media marketing as this is an area of marketing that is becoming more and more popular everyday with our society slowly moving towards more of a digital environment.

I am originally from Ballincollig, Co. Cork. It is a suburb just 20 minutes outside the city center and has a population of 18, 621 people below is a picture of the Ballincollig regionally park.


My hobbies include going to the gym and spending time with friends and catching up with social media. I am very interested in the digital advertising and social media aspect of marketing as most of my generation have grown up with social media I feel I already have a very good understanding of it already.