Tag: #influencer

From Reach to Real Impact: 7 Smart Social Media Strategies for Growing Brands

In today’s digital world, social media is at the heart of brand engagement. It is no longer merely a medium related to visibility; it is an important vehicle for building identity, trust, and engagement with an audience. All interactions, posts, and comments contribute to brand perception and impact purchasing decisions. Brands that want to persistently grow must do more than look at vanity metrics—likes and shares—to create real engagement that resonates emotionally and intellectually. Expert branding consultancy services drive this process, assisting organizations with creating and sustaining an online presence aligned with their values and audiences’ preferences. Building from reach to real impact requires a thoughtful approach to an authentic narrative that promotes connection, relevance, and purpose.

7 Smart Social Media Strategies for Growing Brands

1. Harnessing Cultural Insights to Create Deeper Connections

Identifying audiences requires more than simply demographic analysis; it requires an understanding of the culture in which the audience inhabits. Utilizing cultural insights equips brands to engage in the social conversations tied to the audience and reflect their values and trends that matter to them. When brands engage with their audience’s beliefs and cultures, it creates authenticity that cannot be bought and manufactured through paid campaigns. Recognizing and celebrating community moments, tying into relevant conversations, or highlighting regional influences places the brand in a comfortable, relatable, human pillar rather than the traditional corporate voice.

2. Developing a Consistent and Distinct Brand Voice

Each post, comment, or caption plays a role, however big or small, in developing how a brand is perceived.  Being consistent with a tone (professional, conversational, funny, or inspirational) creates familiarity and builds trust. Visuals, language, and responses should all reinforce this voice across all platforms. If a tone is inconsistent, audiences can become confused, and the identity can be weakened.  When a style guide is built to outline the tone and imagery to use as the model for your voice, it ensures that every brand communication showcases the same essence, so the audience can recognize the brand in any format.

3. Prioritizing Storytelling Over Selling

Social media is all about storytelling—stories that inspire people by touching on emotion, value, and the personal side of a brand. Instead of promoting products constantly, the best stories are about journeys, struggles, and stories behind the success. Sharing a customer’s experience, a behind-the-scenes look at a service or product, and the people who work at your organization creates transparency and relatability. A better story ties back to the purpose we often refer to; that story goes further and sticks with the reader longer than one that is only about ‘selling’ and positions the brand as a brand that connects with people rather than simply an advertisement.

4. Embracing Data Analytics for Smarter Decision-Making

Numbers have their own stories to tell. Social media analytics provides insights into audience behavior, content performance, and engagement trends. By observing key metrics, such as engagement rates, demographic audiences, and sentiment, brands can determine how to optimize and adjust. Data helps turn strategy into information. Frequent analysis gives a brand the ability to be agile to shifts in trends while maintaining a consistent message.

5. Leveraging Influencer Partnerships Strategically

Influencers are still incredibly important in linking brands to communities. The right influencer partnership builds credibility, especially if the influencer aligns with brand values. Rather than counting up followers, for successful partnerships, we prioritize authenticity and audience trust. For example, micro-influencers often create more engagement due to their niche communities. As part of a larger marketing effort, brands can grow reach and maintain authentic connections with their audiences by leveraging influencer content.

6. Integrating Social Responsibility into Brand Messaging

Contemporary consumers expect brands to operate positively. Showing sustainability initiatives, community projects, or good ethical conduct earns trust and affinity from consumers. When a brand shares social media content that truly demonstrates a commitment—like a commitment to environmentally-friendly practices, or inclusivity, for example—it shows it is accountable in ways beyond profits. The more a brand provides transparency about its impact, the better it creates a positive reputation when trying to attract values-driven consumers who prefer to only engage with brands that make an impact.

7. Encouraging Two-Way Engagement and Community Building

Social media should not be a simple broadcast for only one party. Participating in the dialogue (replying to comments, resharing user posts, or hosting activities) fosters community and trust. Audiences enjoy being acknowledged and included. Polls, Q&As, and participation campaigns help convert a passive follower into an active contributor. Once people feel that they are all on the same journey together, they will advocate for your brand. The most powerful social presence does not dominate; it starts a conversation.

End Point

Sustainable growth on social media requires more than being seen. It is built on authenticity, connection, and adaptability. Combining creativity with data, empathy with analysis, and storytelling with responsibility can help brands create impact and improve their overall presence online. These seven strategies serve as a guide for growth that doesn’t go away, turning brands into members of their community, rather than a voice in the crowd. Real impact occurs when social media is more than a marketing tool, but a device driven by purpose.

CCPC and ASA sign data-sharing agreement to strengthen social media influencer regulation

The Competition and Consumer Protection Commission (CCPC) has signed a new data-sharing agreement with the Advertising Standards Authority (ASA), which will enhance regulatory oversight of social media platforms.

The agreement will enable the ASA to share information it receives through its online reporting portal while remaining in line with data protection laws. This will give the CCPC greater access to reports from the public of potential breaches of the law.

Under consumer protection law, social media influencers must not mislead consumers through unfair practices such as hidden or mislabelled advertising, or they could breach consumer protection law. This means they must clearly label posts that are commercial in nature.

A social media post may still breach consumer protection law even if it is properly labelled if the content is false or misleading.

The new data-sharing agreement means ASA will have the ability to share information regarding suspected breaches, which the CCPC may investigate further.

The CCPC, as a statutory body, has a range of enforcement tools to ensure that consumer protection law is adhered to, including compliance notices, fixed payment notices, undertakings, prohibition orders and prosecution.

Patrick Kenny, commission member at the CCPC, said:

“Consumer law protects consumers when engaging with the commercial content posted by online influencers. Commercial content from influencers must be clearly labelled as such and must also not be misleading. With the ASA, we have produced guidance for influencers to help them follow the law. This year we issued our first compliance notices against two prominent influencers.  We continue to monitor this sector closely and will act where we see breaches here.

“The new data-sharing agreement allows the ASA to share reports from the public and will support us in protecting consumers when it comes to social media advertising.”

Orla Twomey, chief executive of the ASA, said:

“We are delighted to formalise this data-sharing agreement, which marks a significant step towards enhancing regulatory outcomes for consumers in Ireland, ensuring a strong, responsive and resilient framework for the future. Social media advertising has been a key area of our focus, and this agreement is a further strengthening of cooperation between ASA and CCPC.”

Anyone concerned about suspected false or misleading advertising can contact the CCPC directly.

The agreement follows the publishing of new guidelines for influencers and social media advertisers by ASA and CCPC in October 2023.

KPMG Global Tech Innovator Competition returns for 2025

KPMG today kicked off its annual search for Ireland’s next top tech innovator. Now in its fifth year, KPMG’s Global Tech Innovator competition is open to Irish tech founders and entrepreneurs who are pure technology, tech-enabled, tech-led, or tech-driven and ready for their next stage of growth.
Are you Ireland’s next tech giant?
Ambitious Irish tech companies are invited to apply for their chance to be crowned Ireland’s winner and represent Ireland at the prestigious global final in Lisbon in November. Shortlisted entrants will pitch their innovations and present their growth ambitions to a panel of judges, including successful entrepreneurs and investors.
 
Commenting on the launch of this year’s competition, Anna Scally, Ireland and EMA Region Head of Technology Media & Telecoms, KPMG, said: “In times of global uncertainty and shifting trade dynamics, it is essential to proactively support Ireland’s entrepreneurs and the builders of the next wave of successful tech businesses. Targeted initiatives and investments will ensure that our tech sectors continue to innovate and grow, safeguarding its vital contribution to the Irish economy. We invite all tech innovators across Ireland to participate in this competition.
It provides them with a platform to showcase their innovations on a global stage, elevate their businesses to new heights and connect with fellow tech innovators and join a global peer-to-peer network to share ideas and build important connections in a growing community of high-achieving tech entrepreneurs.”
 
The Irish winner will advance to the Global Tech Innovator final in Lisbon in November. Additional prizes include representing Ireland on the global stage, receiving mentorship from KPMG professionals, and gaining access to exclusive networking events.
Previous Irish finalists
Last year, Emma Meehan, Founder, CEO and CTO of Precision Sports Technology took the top spot in the Irish competition and went on to represent Ireland, competing against 22 other country finalists in the global final. Reflecting on her experience, Emma Meehan, said: “The opportunity to represent Ireland on a global stage was invaluable and provided us with an excellent opportunity to showcase our cutting-edge software. My advice to companies considering entering the competition this year would be to do it and enjoy the experience.”
Other previous Irish finalists include Conor Sheridan, founder and CEO of Dublin-based Nory, an AI-powered operating system for the hospitality industry, Barry Lunn from Limerick-based Provizio, an Irish accident prevention technology firm, and Terry Canning from Belfast-based CattleEye, the world’s first hardware-independent autonomous livestock monitoring platform.
Emma added, “Being a finalist and the overall Irish winner in the 2024 KPMG GTI competition was transformative. The mentorship and guidance from KPMG experts were excellent and the networking opportunities and national and global exposure significantly boosted my business profile and connected me with key industry influencers.”
Qualifications and eligibility criteria
Registered and based in Ireland or Northern Ireland, applicants are typically technology entrepreneurs who are successfully making the transition from the startup phase to the next stage in the growth of their businesses. They have developed innovative, proven technologies, established robust business models, demonstrated traction and have the potential to scale up globally. From the initial application to the regional and global pitch presentations, the competition can be a significant learning experience. Feedback from judges and interactions with other participants can help refine your innovation and presentation skills.
To be eligible for the competition, you must:
  • Be a registered company in the country/region where the country/region final is being held.
  • Have been actively operating for 7 years or less (in the current form).
  • Have generated revenue of between US $1 million and $15 million; or have raised at least US $500,000 in equity.
  • Be either a pure technology or a tech-enabled, tech-driven or tech-led business.
  • Not be majority owned by a large corporate.
  • Applications must be submitted by 23 May 2025.
  • Available to appear in-person for the Ireland final, which will be held in Dublin on the 17th of June 2025.
The 2025 global competition will include technology innovators from 20 countries and regions, including Austria, Brazil, Colombia, East Africa, Estonia, Finland, Germany, Ghana, Ireland, Japan, Mexico, Netherlands, Philippines, Portugal, Saudi Arabia, Southern Africa, Sweden, Turkey, UK and the US.
To enter, find out more about the competition and watch all the 2024 Irish finalists’ pitches visit www.kpmg.ie/GTI

60% of adults under 35 would like a job as an influencer

A new survey from Pure Telecom, Ireland’s high-speed broadband and telecoms provider, has revealed that 60% of adults in Ireland aged under 35 would like a job as a social media influencer as a source of income. In total, 48% of the adult population would consider a job as a social media influencer.

The research, conducted by Censuswide on behalf of Pure Telecom as part of its Connected Lives survey, examined how people in Ireland use social media and their attitude towards influencers.

The research found that of those who expressed an interest in pursuing a job as an influencer – and who have full-time jobs – 56% believe they would earn more money than they do now. This means that 27% of full-time employees in Ireland believe that they could earn more money as a social media influencer than they do in their current job.

The top reasons given for wanting to be a social media influencer are having an interest in it (49%) and getting free products and services (32%). On the other hand, the top reasons given by those who would steer clear of an influencing career were a lack of interest (38%), followed by a belief that they would not be good at it (37%), as well as privacy concerns and the pressure of public scrutiny (30%).

The survey showed insights into the effect of social media influencers on our shopping habits. Over two in five (44%) of social media users said that influencers have an impact their purchasing decisions and choices.

This impact was most noticeable among Generation Z (those aged 26 and younger), with nearly just over half (54%) reporting that influencers impact such decisions. As the age profile increased, the impact waned – still, more than a third (34%) of Baby Boomers (aged 59-77) said their choices had been swayed by influencers.

While not everyone can be an influencer, Pure Telecom’s research found that we are a nation of frequent social media posters. Nearly half (45%) of the population said that they post at least once a week on their chosen social media platforms.

More than one-in-10 (12%) post on social media every day or more, rising to 16% for Baby Boomers, who are the most likely generation to post daily.

The potential consequences of posting too much were also laid bare, with nearly half (47%) of social media users revealing that they mute people if their posts become irritating.

It appears nobody is safe in this regard, with nearly one in three (32%) social media users admitting to muting a friend and one in five (21%) having done the same to a family member. In more extreme cases, one-in-10 have actually ended a friendship due to someone’s social media posts, and 5% had ended a romantic relationship.

Paul Connell, CEO, Pure Telecom, said: “These figures show that online influencing has become a mainstream career consideration for many as we see an entire generation of digital natives becoming hard-working adults. Increased connectivity means that we can consume media wherever we are. With that ease of access, people are now turning to influencers for tips and inspiration on the things that are important to them – be that feeling good about themselves, cooking nutritious family meals or simply having a laugh. So, is it any wonder that so many of us want to use our talents, knowledge or interests and make a career out of them while making people happy at the same time?

 “Whether people want to be in front of the camera influencing or behind the screen watching, we at Pure Telecom are committed to providing the connectivity to make it happen.”

48% of adults want to be online influencers study finds.

Pure Telecom, the Irish-owned high-speed broadband company, today announces the results of a survey that found that 48% of adults in Ireland would like to have a job as an online influencer, either as their main source of income or in addition to their existing job. The research also found that one-in-five (21%) people would choose recognition on social media over kudos from their boss.

The survey of more than 1,000 adults across Ireland, carried out by Censuswide on behalf of Pure Telecom, found that men (58%) are more likely than women (45%) to aspire to become online influencers. In fact, 21% of men would like it to be their main source of income, versus 11% of women. The broadband company also found that at 78%, Gen Z adults are significantly more likely than all other generations to want a job as an influencer. However, there are also considerable aspirations among the older generations – Millennials (47%), Gen X (34%), and Baby Boomers (25%).

The survey also highlighted the value that adults in Ireland place on likes and comments on social media platforms versus the value they place on recognition from their boss for a job well done. Interestingly, at 29%, men are considerably more likely than women (19%) to favour online recognition. Meanwhile, Gen Z (39%) is the most likely generation to choose recognition on social media.

Geographically, Meath (60%) and Carlow (60%) have the highest proportion of residents who would like to be influencers, followed by Wexford (57%) and Laois (53%).

Paul Connell, CEO, Pure Telecom, said: “The online world now forms a significant part of our daily lives. So much of what we do is now online – socialising, shopping, learning – so it’s natural that many people want their careers to be online, too. We always expect the younger generations to be more drawn to the digital world, but it is interesting to see that even the older generations have aspirations of becoming influencers. And, our research shows that a significant proportion of all generations believe that recognition on social media trumps praise from their boss!

“Platforms like TikTok and Instagram have created even more opportunities for people to share content, go viral and build an audience, making the idea of earning a living online more achievable and appealing than ever. As an Irish-owned broadband company, Pure Telecom is proud to provide the best value high-speed broadband to support aspiring content creators in Ireland.”

Pure Telecom survey identifies that 28% of Irish people want career as online influencer. #Influencers

Pure Telecom, Ireland’s high-speed broadband and telecoms provider, today announced findings of a survey, highlighting that 28% of respondents would like to have a job as an online influencer as their main source of income. The survey of 1,000 consumers was carried out by Censuswide on behalf of Pure Telecom.

Pure’s survey also found that 50% of respondents feel they can earn more than the average national salary of €39,000 if they were an online influencer. Younger respondents are more convinced of the monetary gains, as 58% of respondents in the 18-23 age bracket surveyed believe they can earn more than the average wage as an online influencer. The figure lowers to 52% for the 24-39 segment.

Moreover, 67% of respondents admitted they had made purchases that were inspired by an online influencer over the last 12 months. In recent months, the Irish Government has considered the prospect of potentially leveraging online influencers to disseminate key COVID-19 messaging to younger demographics.

The rapid expansion in the number of online influencers making a living through their social media accounts has inspired many aspiring influencers to enter the space in recent years. Last year’s report by inzpire.me noted that attaining 42,575 Instagram followers is enough for an influencer to earn the average UK salary – underlining the greatly enhanced career viability of online influencers in recent times. Typically, prospective influencers try to organically build their own network of followers, before ultimately inking lucrative partnership deals with brands across fashion, beauty, health, and culinary verticals.

Paul Connell, CEO, Pure Telecom, said: “For many, the viability of a career as an online influencer has now become undeniable, with the potential monetary gains associated with this new line of work continuing to turn heads. After a prolonged period of lockdown-induced reflection, I would imagine a sizable amount of the population are weighing up their career options, their life plans, and pouring more time and energy into passion projects. Having access to super-fast, reliable broadband is a fundamental part of helping people chart new paths forward.

 

“With more and more major brands now factoring influencers into their budgetary plans, the potential to make a living as an influencer has never been higher. Pure is proud to support new swathes of aspiring online influencers, connecting customers to the best value broadband based on their speed and bandwidth needs.”

 

Earlier this month, Pure Telecom signed a deal with BT Ireland worth up to €10 million, granting Pure Telecom access to SIRO’s nationwide high-speed fibre broadband network.