In today’s digital marketplace, a media campaign Ireland brands launch is increasingly shaped by creators, not just traditional advertising. New research from RED C for IAB Ireland shows that creator content is now a major force in brand discovery and product research, but it also reveals a persistent trust gap that marketers can no longer ignore.
For brands planning campaigns in Ireland, the message is clear: creators can move consumers through the funnel, especially at the top, but authenticity, transparency and human credibility remain essential if that influence is to convert into long-term value.
Media Campaign Ireland Trends: Why Creator Content Matters More Than Ever
The study, titled The Creator Effect, highlights how Irish consumers are using creator and influencer content as part of their everyday decision-making. Among heavy online media users, creator content is particularly effective during the discovery and research stages of the purchase journey.
- 38% said creator content prompted them to research a product or brand further
- 36% discovered a new brand or product through creator content
- 33% went on to visit a brand’s website or social channels
- 22% tried a product for the first time
- 19% made a purchase
- 22% recommended a product to others
These figures show why creator partnerships are becoming central to any modern media campaign Ireland marketers develop. Discovery is no longer driven solely by display, TV or search. Social platforms, YouTube, podcasts, blogs and creator-led reviews are now deeply embedded in how consumers find and evaluate brands.
The reach is significant too. Seven in ten Irish adults qualify as heavy online media users, meaning they engage with digital content multiple times a day. That rises sharply among younger groups, hitting 89% for 18 to 24-year-olds and 81% among 25 to 34-year-olds. For brands targeting younger audiences, creator marketing is no longer optional; it is a core channel.
The Strength of Creator Marketing in Brand Discovery
One of the most important findings for any media campaign Ireland strategy is that creator content feels different from brand-produced advertising. Among heavy online users:
- 34% said creator content feels more relatable than brand content
- 31% said it helps them make decisions about brands, products and services
- 31% said recommendations from creators they follow are trustworthy
This relatability gives creators a distinct advantage. In crowded digital feeds, polished brand messaging can feel distant or overly commercial. A creator’s tutorial, review, recommendation or day-in-the-life post often lands with more cultural relevance and a stronger sense of personality.
That matters because modern consumers do not just want information. They want context. They want to see how a product fits into real life, how it performs, and whether it genuinely solves a problem. This is where influencer marketing in Ireland can outperform more conventional ad formats, especially in categories where trust, demonstration and social proof influence purchase decisions.
The Trust Gap Brands Need to Address
Despite the strong role creators play in discovery, the research also shows a major credibility issue. Irish audiences value authenticity and transparency, but many do not believe sponsored creator content currently delivers either.
According to the findings:
- 72% say authenticity is important
- 68% say transparency and clear ad disclosure matter
- 72% say human-generated content is important
- 64% value credibility and expertise
- 62% say relatability matters
Yet the current perception falls far short:
- Only 17% believe sponsored creator content feels authentic
- Only 21% believe creators are transparent about paid partnerships
- Only 23% feel creator content reflects real-life experiences
For any media campaign Ireland brands are investing in, this is the critical challenge. Reach alone is not enough. Engagement alone is not enough. If audiences sense that content is over-scripted, overly commercial or disconnected from real life, performance can weaken quickly.
The findings also show the downside risk. Around 32% of heavy users said they had avoided a product or brand after seeing a bad review. In other words, creator influence can be positive or negative depending on how credible the message feels.
AI, Disclosure and the Growing Demand for Human Content
Another major takeaway for digital marketers is the role of artificial intelligence. As AI-generated and AI-enhanced content becomes more common online, Irish consumers are showing a clear preference for content that feels human and honestly presented.
The study found that:
- 72% believe it is important that creator content is human-generated rather than AI-generated
- 48% say they already frequently encounter AI-created or AI-modified content
- 80% believe creators should clearly disclose when AI has been used
- Only 33% feel confident they can tell the difference between human and AI-created content
This has direct implications for a media campaign Ireland teams are building in 2026 and beyond. AI can support production, editing and scale, but if audiences feel misled, trust can erode. Clear disclosure and careful use of AI will become important brand safety considerations, especially in creator partnerships where authenticity is the core value proposition.
What Builds Trust in Creator-Led Campaigns?
The research offers practical guidance for brands, agencies and creators looking to close the trust gap. The strongest drivers of trust were not flashy production values or reach metrics. They were honesty, balance and transparency.
Top trust drivers
- Honest reviews that include positives and negatives — 47%
- Appearing independent and not overly commercialised — 32%
- Clearly disclosing paid partnerships — 32%
- Alignment with personal values — 28%
- Long-term relationships with brands — 27%
Top relatability drivers
- Showing both positive and negative experiences — 39%
- Creators with similar lifestyles, ages or interests — 27%
- Everyday or day-in-the-life content — 25%
- Humour and personality — 25%
- Local or culturally relevant Irish content — 22%
For a successful media campaign Ireland marketers should focus less on one-off influencer transactions and more on partnerships that feel natural, credible and locally relevant. Irish audiences are telling brands they want realism, not perfection.
What This Means for Irish Brands and Agencies
The findings point to a more mature phase of creator marketing in Ireland. The opportunity is substantial, particularly for awareness and consideration, but the standards are rising. Brands that treat creator marketing as just another media buy risk missing the point.
Instead, effective campaign planning should include:
- Choosing creators with genuine audience alignment, not just large followings
- Allowing room for honest opinions and authentic storytelling
- Being explicit about paid partnerships and AI usage
- Building longer-term creator relationships rather than one-off promotions
- Using local insight to make content more culturally relevant
A strong media campaign Ireland strategy now needs to combine performance thinking with trust-building fundamentals. Discovery may start with creators, but brand equity is built on transparency and consistency.
Conclusion
The latest IAB Ireland and RED C research makes one thing clear: creator content is a powerful driver of brand discovery, research and action across the Irish market. But for every media campaign Ireland brand teams launch, trust remains the deciding factor between attention and actual impact.
Creators can open the door, especially with younger, digitally engaged audiences. To turn that influence into meaningful campaign results, brands must prioritise authenticity, honest reviews, clear disclosure and human relevance. In Ireland’s evolving creator economy, credibility is no longer a nice-to-have. It is the strategy.
