How to work with Irish influencers and drive ROI

For social media practitioners, effective influencer marketing isn’t just about identifying popular Irish creators. It’s also about finding local influencers who fit your brand and respect cultural nuances. That’s how you build partnerships that feel genuine and deliver ROI.

Explore 20 Irish creators who drive results, along with strategies to help you find influencers who’ll supercharge your brand.

The rise of influencer marketing in Ireland

More people in Ireland are using social media than ever. In fact, DataReportal’s Digital 2025: Ireland report shows that 77.8% of Ireland’s population uses social media, with 100,000 new users joining in the last year. The number of networks Irish users engage with jumped 5.9% since 2024, highlighting social media’s growing role in daily life.

But what are Irish people doing on social? DataReportal found that 29.2% use social media for inspiration on what to do, while 27.6% follow influencers or other experts directly. Whether users intentionally follow creators they trust or discover their content while searching for ideas, influencers are shaping tastes, trends and ideas.

This mix of conscious trust and accidental discovery means influencers don’t just inspire. They also affect purchasing decisions, and brands are taking notice. DataReportal notes that year-on-year influencer ad spending in Ireland rose 11.6% as companies strengthen these relationships and drive ROI.

Sprout Social’s 2025 State of Influencer Marketing Report echoes this trend globally, showing 86% of social users make at least one influencer-inspired purchase per year.

In short, Irish audiences aren’t just spending more time online. They’re using social media to explore, connect and buy, and influencers are at the heart of that shift.

Where Irish audiences engage most with influencers

Irish audiences are highly active on social media platforms, but where they spend time varies by generation and intent. Knowing where your Irish target audience scrolls makes it easier to pick the right networks and tailor content to them without spreading your budget too thin.

Here’s where different Irish user groups congregate online:

Platform preferences in Ireland

TikTok leads in discovery, especially among younger audiences. DataReportal’s Ireland report shows that 18–24-year-olds make up the largest slice of TikTok’s targeted ad audience in Ireland. TikTok‘s targeted ad reach is also growing among 25–34-year-olds, showing the network isn’t just for the youngest groups anymore.

For Gen Z in particular, TikTok is now a place to connect with influencers. Sprout’s 2025 State of Influencer Marketing Report shows 27% of Gen Z interact with creators on the app, making it ideal for targeting this age group.

Despite TikTok’s growth for discovery, Instagram remains the dominant social network for lifestyle content. DataReportal shows Instagram has a slightly older Irish audience than TikTok, with a female-led base. Women aged 25–34 form the single largest ad audience at 14.5%, followed by men of the same age at 12.9%.

Meanwhile, Facebook and YouTube still attract midlife audiences. According to DataReportal, Facebook’s largest group is 35–44-year-olds, while YouTube draws strong engagement from those aged 35–54. This makes the two networks ideal for family-focused, financial or community campaigns.

For practitioners, the takeaway is clear:

• TikTok dominates discovery among Gen Z
• Instagram builds lifestyle credibility with Millennials
• Facebook and YouTube sustain longer-form engagement for midlife audiences

But network is only half the battle. The content format you use is what truly drives conversion.

Content formats that drive engagement in Ireland

When it comes to staying on top of social trends, the 2025 Sprout Social Index™ reveals people favor video-forward networks. More than half (54%) turn to Instagram, 45% to Facebook and 38% to TikTok. TikTok’s short-form video format, combined with Meta’s confirmation that Reels deliver the highest engagement, proves video isn’t just popular. It’s what drives results.

Creators follow the same trend. Knowing short clips perform best, influencers now focus on 15–30 second videos, according to Sprout’s 2025 State of Influencer Marketing Report.

And it’s working. According to the Index, 35% of social users say they make impulse purchases from social posts several times a year. Additionally, the 2025 State of Influencer Marketing Report shows that nearly half of social users buy on social networks monthly because an influencer inspired them. With networks and creators both confirming that video drives engagement, short videos should take priority.

But don’t write off longer videos entirely, as they still have an impact on the right networks. In fact, Sprout Social’s 2024 Social Media Content Strategy Report shows more than half of YouTube users engage most with content over 60 seconds long.

Static content also holds value. The 2025 State of Influencer Marketing Report found that 48% of influencers still create static posts, with originality driving their effectiveness. The Index confirms originality remains a top factor in brand appeal.

Irish fashion influencers

Ireland’s fashion influencer scene is thriving, and local creators who mix style, personality and relatability drive that community.

From TikTok fashion influencers to Instagram style bloggers, these Irish content creators turn everyday Galway strolls and Dublin coffee runs into Paris Fashion Week-esque trendsetting moments:

1. Sophie Murray (@sophie_murraayy)

• Instagram: 417k followers
• TikTok: 411.7k followers
• YouTube: 88.1k subscribers

(Source: Instagram)

Sophie Murray shares a vibrant mix of outfit inspiration, family life and beauty routines, all styled with her signature playful tone. Her content spans seasonal staples, wardrobe roundups and Get Ready With Me (GRWM) videos, and she often tags the brands behind her looks so you can shop the products.

2. Terrie McEvoy Fitzpatrick (@terriemcevoy)

• Instagram: 385k followers
• TikTok: 67k followers
• YouTube: 5.03k subscribers

(Source: Instagram)

Terrie McEvoy blends fashion, motherhood and lifestyle content so her feed moves seamlessly between GRWM clips, hair-care tutorials, event outfits and behind-the-scenes family life. Polished yet endearing, her content resonates with followers drawn to sophistication and authenticity.

3. Charleen Murphy (@charleenmurphy)

• Instagram: 337k followers
• TikTok: 321.1k followers
• YouTube: 25.8k subscribers

(Source: Instagram)

Charleen Murphy is a top Irish fashion and beauty creator who effortlessly blends holiday looks, event outfits and seasonal styling videos. Her GRWMs showcase makeup, skincare and hair tutorials, and she adds outfit tags that make her posts shoppable.

4. Naomi Clarke (@the_style_fairy)

• Instagram: 229k followers
• Facebook: 134k followers

(Source: Instagram)

Naomi Clarke, founder of @nomi.ireland, shares her life as a mum of three and fashion entrepreneur. Her content features outfit breakdowns, styling tips and event updates. Relatable, engaging and community-driven, she represents the intersection of Irish entrepreneurship and accessible style.

Irish beauty influencers

Beauty influencers in Ireland blend Irish elegance, artistic expertise and everyday relatability.

You’ll see a broad mix of makeup tutorials, skincare tips, self-care rituals and product reviews across Instagram, TikTok and beyond:

5. Pippa O’Connor Ormond (@pipsy_pie)

• Instagram: 458k followers
• Facebook: 276k followers
• TikTok: 13.5k followers

(Source: Instagram)

Pippa O’Connor Ormond is a cornerstone of the Irish beauty and lifestyle space, blending makeup tutorials and GRWM content with updates about her own brand, @pocobeautyofficial. Her posts range from holiday skincare tips to family life and self-tanning hacks.

6. Jodie Matthews (Lawson-Wood) (@jodiewood_)

• Instagram: 151k followers

(Source: Instagram)

Jodie Matthews brings an elegant, editorial-style approach to beauty and fashion. Her feed features favourite looks, makeup product reviews and skincare routines, all shared with a focus on luxury and simplicity.

7. Chelsey Harrington (@sincerely_chelsey)

• Instagram: 47.1k followers
• TikTok: 33.4k followers
• Facebook: 13k followers

(Source: Instagram)

Chelsey Harrington brings warmth and realism to the Irish beauty influencer world. A mum of two, Chelsey offers affordable makeup finds, mini beauty vlogs and tutorials on everything from laser hair removal to nail care. Her content strikes the perfect balance between family life and relatable, budget-friendly beauty.

Irish food and drink influencers

Irish food influencers bring tradition, creativity and everyday practicality to their content.

Covering everything from home-cooked recipes and family-friendly meals to local ingredients and budget-friendly food hacks, they shape how audiences cook, eat and share:

8. Donal Skehan (@donalskehan)

• YouTube: 1.04M subscribers
• Instagram: 667k followers
• TikTok: 244.5k followers

(Source: YouTube)

Donal Skehan is one of Ireland’s most recognisable food influencers, famous for his easygoing cooking style and engaging video recipes. A TV host, producer and cookbook author, Donal creates content like step-by-step recipes, cooking tutorials and food reviews. He also provides glimpses into his creative projects and personal life.

9. Lili Forberg (@liliforberg)

• Instagram: 546k followers
• TikTok: 168.8k followers
• YouTube: 2.35k subscribers

(Source: Instagram)

Lili Forberg brings Irish family vibes and creativity to the Irish food content creation scene. Her “Fakeaways” recipes, where she shows followers how to recreate takeaway favourites at home, are highly popular, and she also shares family meals, breakfast ideas and travel-inspired dishes.

10. Ciara Turley (@thetummyfairy)

• Instagram: 225k followers
• TikTok: 33.1k followers
• Facebook: 8.1k followers

(Source: Instagram)

Ciara Turley, aka The Tummy Fairy, combines healthy eating, family cooking and wellness in her content. As a self-taught cook with a passion for gluten-free and whole-food recipes, she shares herbal teas, lunchbox favourites, air fryer meals and cost-saving kitchen hacks.

Irish comedy influencers

The Irish comedy influencer scene combines sharp wit and social commentary, with creators turning everyday life into laugh-out-loud moments.

From TikTok sketches to YouTube skits and Instagram Reels, these Irish content creators use humour to capture the quirks of Irish culture and connect with audiences at home and abroad:

11. Foil Arms and Hog (@foilarmsandhog)

• YouTube: 1.19M subscribers
• TikTok: 708.1k followers
• Instagram: 680k followers

(Source: YouTube)

Foil Arms and Hog are one of Ireland’s best-known comedy acts, famous for clever sketches that turn everyday moments into brilliantly absurd humour. Their content ranges from wordplay-driven skits to relatable Irish scenarios about work, family and culture. Alongside their online sketches, they share tour updates and live-show highlights to keep fans engaged both on and offline.

12. The 2 Johnnies (@the2johnnies)

• Instagram: 563k followers
• TikTok: 483.7k followers
• YouTube: 159k subscribers

(Source: Instagram)

The 2 Johnnies are an Irish comedy duo who post high-energy sketches and podcasts that lean into rural Irish life with a playful twist. On social, they share quick-fire humour clips, behind-the-scenes banter, local-culture references, live show highlights and short sketch videos that spark laughs and community connection.

13. Kayleigh Trappe (@kayleigh_trappe)

• Instagram: 359k followers
• TikTok: 200.6k followers

(Source: TikTok)

Kayleigh Trappe is a comedian and digital creator reshaping online humour with her viral lip-synced comedy. Her social content is built entirely on digital creativity, blending pitch-perfect lip-syncing with commentary on local Irish nuances and everyday life, offering audiences a mix of sharp, original and locally authentic humour rooted in her performance.

Irish travel and lifestyle influencers

The Irish travel and lifestyle influencer community captures the heart of modern Ireland through authentic storytelling and visual creativity.

These Irish content creators share everything from hidden travel gems and weekend getaways to daily routines and personal reflections:

14. Janet Newenham (@janetnewenham)

• TikTok: 185.6k followers
• YouTube: 169k subscribers
• Instagram: 160k followers

(Source: YouTube)

Janet Newenham is a Dublin-based travel creator who showcases authentic Irish and global adventures through a local lens. Her content highlights Ireland’s coastlines, hidden villages, scenic roads and rural experiences, alongside vlogs from destinations like Bali and Vietnam.

15. Niamh Flynn (@niamhxtravels)

• Instagram: 82.6k followers

(Source: Instagram)

As the founder of Irish Travel Gang and a creator who uses outdoor-first travel storytelling, Niamh Flynn focuses on hiking in tucked-away Irish locations. She engages her audience through immersive nature trips and local food experiences.

16. Dev Skehan (@dev_skehan)

• Instagram: 64k followers
• TikTok: 44.1k followers

(Source: Instagram)

Dev Skehan is a Dublin-based travel and lifestyle influencer who posts an energetic mix of adventure, style and self-discovery content. Her socials feature Irish staycations, weekend getaways and city explorations paired with motivational storytelling.

Emerging and micro-influencers from Ireland

Ireland’s micro-influencers are building strong communities through local-first, down-to-earth content.

Here are emerging creators who share real glimpses into their lives, whether in fashion, sport or family:

17. Olivia Spuds (@olivia.spuds)

• Instagram: 21.7k followers
• TikTok: 18.5k followers

(Source: Instagram)

Olivia Spuds is a rising Irish micro-influencer who’s famous for her “mini mic” vox-pop style videos in everyday Dublin spaces. Her content captures local Irish culture, from corner shops to DART stations, through a playful lens.

18. Aisling O’Reilly (@ashoreilly_)

• Instagram: 21.4k followers

(Source: Instagram)

Aisling O’Reilly is an Irish sports broadcaster and former football and camogie player who won Silver Sports Broadcaster of the Year in both 2023 and 2024. Her social feed features behind-the-scenes media work, athletic commentary and inspiration for women in sports, rooted in Irish sporting culture and personal experience.

19. Elaine Porter (@elainecporter)

• Instagram: 21k followers
• TikTok: 16k followers

(Source: Instagram)

Elaine Porter is an Irish lifestyle influencer and mother whose social content captures the joy and juggle of modern family life. Her feed features parenting moments, home styling and everyday snapshots of Irish culture.

20. Melissa Tyndall (@melissajtyndall)

• Instagram: 17.6k followers
• TikTok: 14.4k followers

(Source: Instagram)

Melissa Tyndall is a Dublin-based lifestyle creator whose feed blends family life, fashion moments and beauty exploration. Her content features her and her daughter’s outfits, along with GRWM videos and beauty tips for trendy parents who are keen on everyday style and authenticity.

How to evaluate and choose the right Irish influencers

The best influencer marketing campaigns in Ireland come from creators whose audiences match brand goals, not just those with the biggest numbers.

Here’s how to pick Irish influencers who resonate most with your brand:

What matters more than follower count

Since not every follower is active or relevant, a high follower count doesn’t guarantee results. Many large accounts attract passive audiences who scroll past branded posts without engaging.

When vetting Irish content creators, focus on measurable quality. Look at factors like:

• Engagement rate: Likes, comments and shares per post reveal a creator’s true influence. Smaller creators often experience higher engagement because their communities are tighter-knit, which fosters greater trust and leads to better conversion rates.
• Content fit: A creator’s tone, style and posting habits show whether they naturally align with your brand. When an influencer’s usual content, values and voice already match your message, their audience is far more likely to respond positively.
• Platform strength: Every network has its own strengths. The key is matching them to your goals. For example, TikTok is ideal for discovering new creators and products, while Instagram is better for connecting with trusted voices and known brands. Aligning with these patterns ensures your campaigns reach the right people with the right mindset.

Signs of real engagement and audience alignment

True influence is about connection, not clicks. When assessing Irish influencers, consider how well they cultivate a community that actively engages with their content. Followers who connect personally with influencers are more likely to trust, share and act on recommendations.

To understand real connection, dig deeper than surface metrics such as likes and follows by focusing on high-quality engagement, including:

• Comment quality: Real conversations, not repetitive emojis or generic praise, indicate an engaged audience.
• Shares and saves: People sharing and saving posts show they’re getting genuine value from the content.
• Audience demographics: The demographic makeup of an influencer’s audience reveals whether their reach aligns with your brand goals since age, location and interests all shape how messages land. For example, a creator popular with Dublin Gen Z audiences engages differently than one followed by Cork parents or professionals.
• Growth patterns: Steady, organic follower growth usually means audiences are discovering the creator naturally through content they enjoy, not through giveaways or bots. This indicates more sustainable influence and consistent engagement over time.

These insights show that influence requires connection, relevance and alignment with your brand. Focusing on these factors helps you find Irish creators who engage their audiences and drive results.

How to use Sprout Influencer Marketing to shortlist creators

Finding the right Irish influencers shouldn’t feel taxing. Instead of manually trawling creators, Sprout Influencer Marketing (formerly Tagger) allows you to filter, evaluate and shortlist creators based on real performance data.

Filters help narrow results by location, audience demographics, engagement rate and content category, making it easy to surface Irish creators whose audiences align with your campaign goals. When you filter by the topics that influencers talk about, their content niche and the networks they post on, you’ll find those who naturally fit your brand’s identity.

With your shortlist in hand, organise potential influencers directly within your campaign planning dashboard. Then track outreach, manage deliverables and generate detailed performance and ROI reports in one place.

Ultimately, Sprout’s Influencer Marketing Platform helps you move from manual research to a scalable, data-driven influencer strategy, ensuring your next Irish campaign relies on insight, not instinct.

How to collaborate with Irish influencers

Working with Irish influencers requires cultural fluency and genuine collaboration. The most successful brand deals feel like real partnerships where both parties understand each other’s backgrounds, nuances and goals.

Here’s how to brief, empower and manage Irish creators effectively so your partnerships are mutually beneficial:

Align your brief with Irish cultural context

Irish audiences respond best to content that feels real, relatable and rooted in local life. That means using tone and humour that match the creator’s own voice, not forcing corporate phrasing or slogans.

While briefing your creators is important, remember to leave room for Irish colloquialisms, wit, regional references and local-style storytelling. Irish creators thrive when they interpret ideas through their own personality and cultural lens.

Empower creators to tell their own stories

The most engaging influencer campaigns in Ireland happen when brands hand creators the mic.

Whether they involve covering local events, creating UGC-style product demos or sharing personal stories about using a product day to day, these moments must feel genuine. The best way to do this is to allow your creators to be themselves and showcase what matters to them.

According to Sprout’s 2025 State of Influencer Marketing Report, 65% of creators “wish they could be brought into creative or product development conversations with brands sooner to help inform strategy, rather than following a rigid brief.” They’ve built their audiences by knowing what resonates, so there’s value in trusting them to do the same for your brand.

Use Sprout to streamline campaign approvals

Even the most creative partnerships need structure. Clear approval workflows provide the framework to keep campaigns on track.

Tools like Sprout Influencer Marketing let you manage every stage of collaboration, from briefing and content uploads to review, approval and reporting, all within one shared workspace. The platform lets you assign approvers, leave time-stamped feedback and monitor version history so nothing slips through the cracks.

Once you approve the content, the system stores and organises assets for easy access during and after the campaign. This keeps feedback loops short, approvals transparent and creators focused on producing great work while your team maintains full visibility and control.

Measure the impact of Irish influencer partnerships

To prove ROI, Irish influencer campaigns rely on more than just reach stats. They require measurable business results. If you need a few pointers on what to track, Sprout’s guide to influencer marketing metrics shows how to monitor impact across the funnel and strengthen your case for future investment.

Here are a few tips to help you get started:

Track influencer performance with UTM and pixel data

To get real value from influencer partnerships, go beyond vanity metrics. UTM parameters and pixel tracking show which creators and posts actually drive traffic, sign-ups or sales, helping connect engagement to measurable ROI.

Sprout’s Premium Analytics (a paid add-on) brings that data together in one dashboard to compare creator performance side by side. This makes it easy to spot top converters and refine future collaborations based on evidence, not assumptions.

Define KPIs your leadership will care about

Before you measure influencer success, define what you’re trying to achieve. Clear goals focus reporting and prove the real business impact of every campaign.

Here’s how to match metrics to your goals:

• Reach for awareness: Track impressions, follower growth and views to see how effectively influencers expand your brand’s visibility.
• Engagement for credibility: Measure likes, comments and shares to understand how deeply audiences connect with both the creator and your brand.
• Conversions for ROI: Use tracked links, UTMs or discount codes to tie influencer content directly to sales, sign-ups or leads.

Clear KPIs translate influencer success into business terms, showing leaders that campaigns drive growth, not just visibility.

Bring Irish influencer campaigns to life with strategy, not guesswork

The best influencer marketing strategy in Ireland uses insight, planning and high-quality influencer marketing platforms to build meaningful creator partnerships, reach the right audiences and turn engagement into results.

Sprout Influencer Marketing streamlines the process. It allows you to find creators who truly fit your brand, manage collaborations seamlessly and measure results that demonstrate real business value.

Ready to build partnerships that last? Book a demo today to see how Sprout’s Influencer Marketing Platform helps you discover Irish creators and measure the impact of their work.