Social Media Survey


Video marketing: 3 Irish examples of best practice

Importance of Video Blogging


Using videos is a great way to advertise your product or service. According to Kimbe MacMaster of Vidyard, audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. Shane O’Leary cites in his blog that in Ireland along in the past year, digital video adspend grew by 63% and globally is expected to be the biggest driver of digital for the next 5 yearsI know as a millennial that I spend more time watching videos to gather information on things I want to buy or even when studying. This is why optimizing video marketing is so important for companies.


Discover Ireland

Discover Ireland uses videos heavily in their advertising. Aimed at a younger generation, promoting Ireland as a tourist location with plenty of activities to do.  I think Discover Ireland has done a fantastic job using their videos to attract young Irish adults and teens. Using popular Irish music and appealing to the excitement factor in youth.

Video marketing is a chance to leave a lasting memory in peoples minds and evoking an emotional connection with a product or service. Since kicking off their “the fun starts here” campaigns, Discover Ireland have released a series of videos full of fun and good times, creating a positive image of what Ireland has to offer and Discover Ireland itself. Often located with trailers of movies on YouTube for younger people, Discover Ireland can gain access to millions of viewers.



I’ll admit at heart I’m a Barry’s tea drinker, but Lyons have done a great job with their video marketing in my opinion. Hubspot states that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. Lyons know this and have put a greater emphasis on their video marketing in recent year, focusing humor as their main emotion to evoke with their product as can be seen in the below video.

Starting off as ads on telly, Lyons humorous ads quickly found themselves as ads on both Facebook and Twitter. Lyons videos have become so popular they’ve kicked off many spoof ads of their original.



Ireland is still new to the video marketing era. Many companies have been slow to get started. However Guinness is a superb example of how to video market correctly. One of the most iconic products in Ireland, Guinness doesn’t sit back and rely on their reputation. For years Guinness have released many different adverts simultaneously promoting their brand. Unlike Lyon’s and Discover Ireland, Guinness doesn’t rely heavily rely on humor, but often in a sense of national pride. Many of the video contents Guinness have produced in the last few years inspire a sense of nostalgia. A great example of this is an older Guinness ad featuring a tribute to Irish explorer, Tom Crean.

Guinness often resurface these ads from time to time on their various social media accounts. Guinness also realize the potential and true value of video marketing regularly updating their twitter pages with small, interesting videos such as the micro-sculpture of a Guinness glass into a lead pencil head.




3 great brands that blog and 3 great brands on Twitter

Pressure of having a Blog

According to Inc. “For many brands, a blog is an essential component of their overall marketing mix.It’s a tool that enables them to engage with customers on a conversational level between purchases”.


Brands and Bloggers nowadays are facing the growing pressure of more and more online platforms to manage. to According to Paul Boag of Boagworld “most organisations have a blog simply because they feel they should. Many marketing departments fail to ‘get’ blogging and have poorly visited blogs with few comments.”I find it then more impressive to find brands and bloggers can who achieve the success of a popular blog, while staying true to the image of their brand and products.


3 Great Brands who Blog and Tweet

  1. @Adidas

Adidas, in my opinion, have found a great balance in providing a twitter page that informs customers and fans of Adidas sponsored teams and athletes, as well as promote new products and sales. Having gathered 2.8 million followers since 2011, Adidas’ twitter page continues to grow in popularity.


Adidas Twitter Page

But it’s Adidas’ Blog that I found most interesting. Aimed at the lifestyle of their product uses, namely gym-goers and athletes, Adidas provides a blog that interacts with fitness news and trends. Their micoach section includes topics on exercising in the winter, arch support types as well as some of the best running tracks in the world.

How to Structure Your Workout Routine   adidas Sport for life.png


2. @Topman

Topman‘s twitter and blog is different from that than Adidas’ in that it is aimed solely at men.  However similarly to Adidas’ blog, Topman’s blog isn’t necessarily aimed at the products they sell, but more towards topics surrounding their products.

These include articles on modern haircuts for men, types of clothes dependent on a persons location or body image. Staying true to their overall idea of not only providing clothing and fragrances for men but providing a guide for men’s style, Topman’s blog has created a positive online presence for their customers.


3. @J.Crew

J.Crew   jcrew    Twitter.png

J.Crews blog is highly regarded among many blogging critics such as Inc. who say “J.Crew is known for its classic style and beautiful photography, and the company blog highlights these strengths by showing all the hard work that goes into the final products”.  J. Crew creates a standard among it’s various social media accounts such as it’s blog, twitter and Instagram. With interesting articles as well as beautiful photography to highlight their tone and products.











Importance of blogging and tweeting for brands

Blogging and tweeting helps drive traffic to your website. Not only is blogging virtually free (only true cost is your time!). But also it is estimated by 2020, customers will manage 85% of their relationships without talking to a human according to HubSpot.  Other studies by HupSpot show the current effects of blogging, with compnaies who blog receive 97% more links to their website.


Millennials are mobile first – what marketers need to know

Who are the Millennials

Wikipedia suggest that Millennials are those born between the late 1980s and 1990s. Neil Howe and William Strauss define the group as “as those born in 1982 and approximately the 20 years thereafter.”


Millennials love their Mobile Devices

According to,when it comes to smartphones, millennials are more likely than their elders to want a smartphone device, and more likely than teens to have the option of buying one.

According to ComScore, in a recent survey In the U.S 95% of millennials use a mobile phone, while 25% own a tablet.

The most interesting and possibly most scary thing about millennials and their mobile usage is how quickly it’s all come around. Just over a decade ago, almost all web browsing was happening on desktops and laptops. As a millennial I never really noticed this at first as being on your mobile for the internet is just the normal thing to do. The rapid growth of our mobile usage is so rapid it’s effect can already be seen in such a short space of time. ExtremeTech says that in December 2015, desktop Internet use was down 9.5% compared with the previous year. In January 2016 it was down 7.6%. February and March of this year were better at 2% and 6% down, but the trend looks to be continuing.




What are the dangers of Millennials increased use of mobiles?

Maybe it’s human nature to fear what we don’t yet know. I know personally where I come from in Clonakilty, a somewhat traditional area, that people can be reluctant to change (Just try using WiFi down there, It’s non existent.) However, we cannot deny that millennials increased usage of the internet via mobiles is worrying. Sure we are all connected quicker and easier than ever before. But look at the negatives too, Cyber bullying and constantly living under the lens of a camera wherever we go. According to GuardChild, more than half of adolescents and teens have been bullied online, and about the same number have engaged in cyber bullying. On top of that of those who admitted they had been bullied, 87 % said it had happened on Facebook, 19 % on Twitter and 13 % on BlackBerry Messenger.


I don’t know what it was like 15 or 20 years ago, but when you’re on a night out in Cork city and hear a couple screaming “I now you’re lying, I saw you in her Snap chat story” you know things are changing. Too often do we hear about who saw what or who;s lying because of a 3 second video that may only hold half the truth. Yes our mobiles allow us to communicate more but it can also cause huge conflict.

In my own opinion, the most terrifying thing is how permanent mistakes have become because of being a millennials with our mobiles. We don’t have the luxury of past generations to make a mistake and learn from it. Instead, thanks to our technology and social media apps, our mistakes are there to be viewed by all, including future employers. The reputation of millennials alone already sets out a negative mindset for many employers.


A solution for our mobile usage disasters?

To see how misuse if our mobile usage can occur, we need not look further than the case of Kristy Preece, who was dismissed from her job on the grounds that she had breached the company’s internet policy by lowering its reputation. I think the solution to our risks of mobile usage as millennials lies in education. We can go into a shop and with no training use what is probably some of the most advanced technology  in he last 30 years from the age of 13 up. Schools should implement modules or possibly a small course on the risks and ethical use of the web and mobiles.

Mobiles are amazing and we are lucky enough to be in a generation at the forefront of developing something that’s changed the way the world works. But its so important we take responsibility for this change and use it smartly.


John Jennings

Hi there, i’m a marketing student, currently in my 3rd year in CIT. I’m from Clonakilty, Co. Cork and I play rugby and going to the cinema. My favorite film genres include comedies and mystery.  Over the last summer I did a marketing internship in Global Shares, a local business in Clonakilty. Working in Global Shares over the summer really helped me discover that marketing is a passion of mine and something I hope to get more involved in the future. On the weekends and during college semesters I work in a local pub, De Barras.

My real passion however is rugby and exercise.I come from a family of brothers, two older, and one twin brother, Henry. It was because of my brothers, especially Henry, I started playing rugby. I play for my local club Clonakilty and hope to play with CIT this year. It was from rugby that I started to go gym and discover a new passion in health and fitness. Unfortunately, another passion of mine is to eat junk food!

After college I hope to travel and discover more cultures. This summer I hope to go on a J1 and after my final year I would like to travel the world starting in south America. For my J1, I would love to travel to New Orleans. The bar I work in at home is renowned for music and over the three years I’ve spent working there I’ve gathered a better appreciation for music.

As well as going to the cinema, another pastime of mine is TV, especially Netflix. I’m addicted to the Marvel original series such as Daredevil and Jessica Jones.