Ireland’s commercial video trends landscape is undergoing a profound transformation, with emerging technologies, changing viewer habits, and new platform capabilities creating challenges and opportunities for brands nationwide. From Dublin’s tech-savvy startups to Cork’s traditional retailers, Galway’s tourism businesses to Limerick’s service providers, Irish companies are discovering that effective video content has become essential for engaging today’s audiences.

This evolution is backed by significant investment, with video advertising spend in Ireland forecast to grow by a substantial 17.8% in 2025. This growth is driven primarily by YouTube’s expanding reach, the dominance of social video across platforms like Instagram and TikTok, and the increasing importance of broadcaster video-on-demand services capturing more of the traditional television audience.

For Irish brands seeking to connect meaningfully with customers, understanding these emerging video trends isn’t just about staying current—it’s about gaining a competitive advantage in an increasingly crowded digital environment. This comprehensive guide explores the key video trends shaping 2025, providing Irish businesses with actionable insights to develop video strategies that drive engagement, build brand, and generate measurable business results.

The Numbers Behind Ireland’s Video Revolution

Recent research reveals compelling statistics about video’s dominance in the Irish market:

Engagement and Effectiveness Metrics

• Short-form video content (under 60 seconds) is delivering 50% higher engagement rates compared to traditional longer formats, reflecting the changing attention patterns of Irish consumers
• 84% of Irish consumers report being influenced to purchase after watching a brand’s video content, demonstrating video’s powerful impact on buying decisions
• Video content is generating 1200% more shares than text and image content combined on Irish social media platforms
• Videos embedded on websites increase average time on page by 2.6 minutes for Irish visitors, significantly boosting SEO performance and engagement metrics

Market Growth and Investment

• Video-on-demand (VOD) revenues in Ireland are projected to reach €299 million by 2028, with a compound annual growth rate of 8.9%
• Mobile video consumption has increased by 32% year-over-year among Irish internet users
• 73% of Irish marketers plan to increase video marketing budgets in 2025
• Irish brands using video in email marketing report 96% higher click-through rates compared to non-video campaigns

These statistics demonstrate why businesses across Ireland—from multinational corporations headquartered in Dublin’s Silicon Docks to family-owned shops in Kilkenny—prioritise video in their marketing strategies. As consumer attention gravitates toward video content, brands must adapt communication approaches to remain visible and relevant.

Key Video Trends Shaping 2025

As we move into 2025, video marketing in Ireland continues to evolve rapidly, driven by technological advancements, shifting consumer habits, and the growing influence of social media platforms. Brands must stay ahead of these trends to engage their audiences effectively and gain a competitive edge. This section explores the key video trends shaping the industry, offering valuable insights to help Irish businesses optimise their video strategies for maximum impact.

Short-Form and Vertical Video Dominance

The explosive growth of TikTok, Instagram Reels, and YouTube Shorts has fundamentally altered viewer expectations and consumption patterns across Ireland:

Platform-Specific Optimisation Each platform requires distinct approaches to maximise effectiveness:

• TikTok’s algorithm favours authentic, trend-engaged content with strong opening hooks
• Instagram Reels perform best with visually striking, brand-aligned aesthetics
• YouTube Shorts benefit from clear topic relevance and searchable content
• LinkedIn’s short video format rewards professional insights delivered concisely

Vertical Format Imperative The shift to vertical video is now complete, with significant implications:

• 92% of Irish smartphone users prefer the vertical format when viewing on mobile
• Major platforms are prioritising vertical content in algorithms and discovery features
• Production is increasingly “vertical-first” rather than horizontal, with adaptation
• Engagement metrics for vertical video consistently outperform landscape formats on mobile

Attention-Optimised Content Content structure has evolved to capture and maintain increasingly selective attention:

• Strong opening hooks within the first 3 seconds are now essential
• Pattern interrupts every 7-10 seconds to maintain viewer engagement
• A clear, single-message focus performs better than multiple topics
• Text overlay enhances message retention while accommodating sound-off viewing

ProfileTree’s video marketing team specialises in creating these high-impact short-form videos that capture attention quickly and deliver messages efficiently, perfect for Ireland’s increasingly mobile-first audience.

AI-Enhanced Video Production

Artificial intelligence is revolutionising video production, making professional-quality content more accessible to Irish brands of all sizes:

Automated Creation and Editing AI tools are streamlining production workflows:

• Script generation based on brand guidelines and objectives
• Automated video editing from raw footage
• AI-powered colour grading ensures consistent brand presentation
• Smart cropping and reformatting for multiple platforms
• Voiceover synthesis with natural-sounding results

Personalisation at Scale AI enables customised video experiences without proportional cost increases:

• Dynamic content insertion based on viewer data
• Personalised messaging for different customer segments
• Localised versions for regional Irish markets
• A/B testing variations identifying optimal approaches
• Predictive analytics guiding content development

Performance Optimisation AI analysis improves video effectiveness:

• Engagement prediction tools identify potential issues before publication
• Thumbnail optimisation increases initial click-through rates
• Automatic captioning improves accessibility and engagement
• Content tagging enhances discoverability
• Sentiment analysis measures audience response

These AI capabilities democratise quality video production, allowing small and medium Irish businesses to compete with larger entities through professional content marketing services that leverage these technologies.

User-Generated and Employee-Generated Content

Authentic, non-professional content is gaining importance in brand communication strategies:

Customer Content Integration User-generated content (UGC) builds credibility through authentic voices:

• Customer testimonials capturing genuine product experiences
• Creative brand interpretations through challenges and contests
• Reaction videos showcasing real customer responses
• Location-based content featuring Irish settings and contexts
• Question-and-answer content addressing customer concerns

Employee Advocacy Through Video Staff-created content humanises brands and builds trust:

• Behind-the-scenes glimpses into Irish companies
• Employee expertise showcases building credibility
• Day-in-the-life content connecting customers with staff
• Process transparency videos highlighting quality and care
• Team culture content reflecting company values

Hybrid Professional/UGC Approaches Strategic combinations deliver both quality and authenticity:

• Professional frameworks with UGC elements integrated
• Technical enhancement of authentic content
• UGC curation and compilation by professional teams
• Template-based approaches enabling consistent UGC
• Professional distribution of customer-created content

ProfileTree’s digital strategy team helps Irish brands develop these hybrid approaches that balance professional quality with authentic communication, creating deeper connections with audiences throughout Ireland.

360-Degree and Immersive Video Experiences

Immersive video formats are creating new ways for Irish brands to engage audiences:

Virtual Reality Applications VR is finding commercial applications across sectors:

• Virtual property tours for Irish real estate marketing
• Product visualisation for manufacturing and retail
• Tourism experiences showcasing Ireland’s attractions
• Training simulations for healthcare and industry
• Virtual events extend audience reach beyond physical limitations

360-Degree Video Adoption This accessible immersive format is gaining traction:

• Location showcases for tourism and hospitality
• Immersive brand environments create memorable experiences
• Event documentation captures complete experiences
• Interactive showrooms for product exploration
• Behind-the-scenes content providing comprehensive access

Augmented Reality Integration AR is enhancing marketing and commerce:

• Try-before-you-buy experiences reduce purchase uncertainty
• Product visualisation in home environments
• Interactive packaging enhances physical products
• Location-based experiences connected to Irish landmarks
• Educational overlays adding value to standard video

These immersive formats create differentiated experiences that help Irish brands stand out in competitive markets. Companies like ProfileTree offer website development that seamlessly integrates these advanced video capabilities.

Social Commerce and Shoppable Video

The integration of commerce functionality directly into video content is transforming how Irish brands convert viewers into customers:

Platform-Native Shopping Social platforms are rapidly enhancing commerce capabilities:

• Instagram and TikTok Shop integration with video content
• YouTube’s direct shopping features during video playback
• Facebook’s expanding commerce functionality
• Pinterest’s shoppable video pins
• Streaming platform commerce features

Interactive Commerce Elements Video is becoming an active shopping environment:

• Hotspot technology highlighting purchasable items
• Product tags linking directly to purchase pages
• Real-time inventory display during video playback
• One-click purchasing minimises conversion friction
• Abandoned cart retargeting through personalised video

Multi-Channel Commerce Journeys Video is increasingly integrated with broader shopping experiences:

• QR codes linking physical marketing to video commerce
• Email integration with video shopping experiences
• Retargeting based on video product interactions
• Loyalty programme integration with video engagement
• Post-purchase videos enhance customer experience

ProfileTree’s comprehensive digital marketing services help Irish brands implement these advanced video commerce approaches, turning viewing into purchasing through seamless, engaging experiences.

Practical Implementation for Irish Brands

This section focuses on how Irish brands can turn emerging video trends into actionable strategies. From developing a solid video marketing plan to optimising production and measuring performance, we provide practical insights that enable businesses of all sizes to leverage video effectively and achieve tangible results.

Strategy Development: Setting the Foundation

Effective video marketing begins with comprehensive strategy development:

Audience Research and Segmentation

• Identify specific Irish market segments with unique needs and preferences
• Research video consumption habits across demographic groups
• Analyse competitor video approaches to identify gaps and opportunities
• Define clear viewer personas to guide content development
• Map content types to specific stages of the customer journey

Platform Strategy and Selection

• Prioritise platforms based on audience presence and engagement
• Develop platform-specific content approaches
• Establish appropriate posting cadences for each platform
• Create cross-platform amplification plans
• Implement appropriate measurements for each channel

Content Planning and Resource Allocation

• Develop comprehensive content calendars aligned with business objectives
• Prioritise video projects based on potential impact and resource requirements
• Allocate appropriate budgets to different video categories
• Plan for content repurposing to maximise efficiency
• Create sustainable production schedules matching available resources

ProfileTree’s video strategy services help Irish brands develop comprehensive approaches that align with specific business objectives and audience behaviours in the Irish market.

Production Considerations: From Concept to Completion

For Irish brands with varying resources, several production approaches offer viable pathways to quality video:

Professional Production Full-service video creation delivers premium results:

• Concept development aligning with brand strategy
• Professional filming with appropriate equipment
• Expert editing and post-production
• Original music and sound design
• Complete technical optimisation

Hybrid Production Models Combining professional and internal resources optimise budgets:

• Professional templates with internal content creation
• Key asset development by professionals with ongoing content by internal teams
• Professional planning with guided internal execution
• Self-service platforms with professional oversight
• Batched professional production with extended content usage

Technology-Enhanced Production Technical solutions can enhance capabilities while controlling costs:

• AI-powered video creation platforms
• Smartphone filming with professional accessories
• Template-based editing systems
• Stock footage integration reduces filming requirements
• Remote production coordinating distributed talent

ProfileTree offers scalable video marketing services tailored to Irish brands of all sizes. These services ensure access to professional video regardless of budget constraints.

Measurement and Optimisation: Maximising ROI

Sophisticated performance tracking enables continuous improvement:

Key Performance Indicators Irish brands should track these essential video metrics:

• View count and reach (audience size)
• View duration and retention rate (engagement quality)
• Click-through rate (action generation)
• Conversion rate (business impact)
• Share and comment rate (audience engagement)
• Cost per view and action (efficiency)

Performance Analysis Approaches

• A/B testing different video elements identifies practical approaches
• Funnel analysis reveals where viewers drop off
• Audience segmentation analysis shows which groups engage most deeply
• Platform comparison identifies the most effective distribution channels
• ROI calculation quantifies the business impact of video investment

Continuous Improvement Process

• Regular performance reviews guide strategy refinement
• Successful elements should be incorporated into future content
• Underperforming content provides valuable learning opportunities
• Competitor analysis reveals evolving market standards
• Audience feedback shapes future content development

ProfileTree’s analytics team provides comprehensive performance tracking and analysis, helping Irish brands continuously optimise their video marketing for maximum return on investment.

Irish Success Stories: Video Marketing Excellence

Here, we highlight real-world examples of Irish brands successfully implementing video marketing strategies to drive growth and engagement. These success stories demonstrate the power of video content in transforming businesses, offering inspiration and valuable lessons for companies looking to enhance their video marketing efforts.

Dublin Retail Business Transformation

A Dublin-based independent retailer implemented a comprehensive video strategy with remarkable results:

Implementation Approach:

• Created short-form product showcase videos for Instagram and TikTok
• Developed customer story videos highlighting authentic experiences
• Produced shoppable video content, streamlining the purchase journey
• Implemented targeted video advertisements for the Dublin audience
• Created seasonal content highlighting new product arrivals

Measurable Results:

• 187% increase in social media-driven website traffic
• 43% higher average order value from customers who watched product videos
• 156% increase in online orders following implementation
• Expanded customer base beyond the traditional Dublin catchment area
• Reduction in return rates from 12% to 4.7% after implementing product demonstration videos

ProfileTree’s integrated approach transformed this retailer’s digital presence, driving online and in-store sales growth despite challenging retail conditions.

Cork Food Producer’s Market Expansion

A Cork-based artisan food producer leveraged video to break into new markets:

Implementation Approach:

• Created compelling story-driven content about their West Cork heritage and production methods
• Developed recipe videos showcasing product applications
• Produced behind-the-scenes content highlighting quality ingredients and processes
• Implemented regionalised content targeting specific Irish markets
• Created shoppable video content, streamlining the purchase journey

Measurable Results:

• 215% increase in online direct-to-consumer sales
• Secured distribution in three major retail chains following a brand awareness campaign
• 78% increase in social media following across platforms
• 43% higher engagement rates compared to industry benchmarks
• Expanded market presence from Munster-focused to nationwide distribution

This strategic use of video transformed the business from a regional producer to a national brand with significantly expanded market presence throughout Ireland.

Expert Perspective: The Future of Video Marketing in Ireland

The future of video marketing in Ireland is all about creativity, agility, and personalisation,” explains Ciaran Connolly, Director of ProfileTree. Brands that adapt to these trends will build deeper connections and drive real business results.

This assessment reflects the evolving video landscape in Ireland, where authentic storytelling, platform-appropriate content, and data-informed strategy increasingly determine which brands successfully engage audiences and which struggle to gain visibility. The democratisation of video production through AI and accessible technology has created opportunities for Irish businesses of all sizes to leverage the power of video content.

Actionable Recommendations for Irish Brands

This section provides actionable recommendations to help Irish brands navigate the evolving video marketing landscape. By embracing experimentation, adopting the latest technologies, and focusing on data-driven strategies, businesses can optimise their video content for maximum engagement and measurable results.

Experimentation and Innovation

In a rapidly evolving video landscape, continuous experimentation is essential:

Format Exploration

• Test emerging video formats to identify what resonates with your specific audience.
• Experiment with varying lengths to determine the optimal duration for your content
• Try different creative approaches to discover your brand’s video “voice”
• Explore platform-specific features that may enhance engagement
• Evaluate different call-to-action approaches to optimise conversion

Platform Diversification

• Look beyond established platforms to emerging video channels
• Consider industry-specific video platforms relevant to your sector
• Evaluate streaming service advertising opportunities
• Explore video possibilities in unexpected platforms
• Test native video versus shared content approaches

Technology Adoption

• Investigate AI tools that might enhance your video capabilities
• Consider augmented reality if it is relevant to your product or service
• Evaluate interactive video technologies for engagement
• Explore personalisation capabilities matching your data resources
• Assess commerce integration technologies appropriate for your business

These experimental approaches help Irish brands discover what works specifically for their business rather than following general best practices.

Analytics and Measurement Focus

Data-informed decisions significantly improve video marketing effectiveness:

Comprehensive Tracking Implementation

• Ensure proper tracking is in place before launching video campaigns
• Implement platform-specific measurement for accurate data
• Track the complete customer journey from video view to conversion
• Measure brand impact alongside direct response metrics
• Establish benchmarks for ongoing performance evaluation

Comparative Analysis

• Evaluate performance across different video styles and approaches
• Compare results across platforms to optimise channel mix
• Assess various content topics to identify audience preferences
• Analyse different calls-to-action to maximise conversion
• Compare video performance against other marketing channels

ROI Calculation

• Develop clear attribution models for video contribution
• Calculate full-funnel impact beyond immediate conversion
• Assess the lifetime value of video-acquired customers
• Determine production efficiency metrics to optimise resources
• Establish clear cost-per-outcome measures for accountability

ProfileTree’s content marketing services include comprehensive measurement frameworks that help Irish brands understand precisely how their video content contributes to business objectives.

Storytelling and Personalisation

In an increasingly content-saturated environment, quality and relevance are essential:

Narrative Excellence

• Develop clear brand stories that create an emotional connection
• Focus on authentic, believable narratives rather than exaggerated claims
• Consider story structures that work within short-form constraints
• Balance entertainment value with commercial objectives
• Create consistent narrative threads across multiple videos

Audience-Specific Content

• Develop different content approaches for different audience segments
• Create personalised video experiences where data permits
• Address specific customer needs at different journey stages
• Consider geographical relevance for different Irish regions
• Tailor content to platform-specific audience expectations

Cultural Relevance

• Incorporate authentic Irish cultural elements where appropriate
• Recognise regional differences across Ireland
• Stay current with local trends and topical matters
• Consider seasonal factors affecting Irish consumers
• Reflect genuine Irish values rather than stereotypes

These approaches ensure video content cuts through the noise, connecting meaningfully with Irish audiences rather than contributing to digital clutter.

Video as a Strategic Imperative: Commercial Video Trends

For Irish brands seeking to engage audiences and drive business results in 2025, strategic video marketing has evolved from an optional enhancement to an essential component of effective communication. The compelling statistics, documented case studies, and clear trends in this guide demonstrate that video content delivers measurable business impact across industries throughout Ireland.

The most successful Irish brands approach video not as a one-off project but as an ongoing strategic element of their marketing efforts—consistently creating content that builds brands, engages customers, and drives measurable business results.

By staying ahead of emerging video trends, implementing data-informed strategies, and focusing on authentic storytelling that resonates with Irish audiences, brands can develop video marketing approaches that capture attention and convert that attention into meaningful business outcomes.

For Irish business leaders looking to thrive in today’s visually driven marketplace, quality video content isn’t just about keeping up with competitors—it’s about creating genuine connections with audiences that drive sustainable growth and brand loyalty.

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How ProfileTree Can Help Your Irish Brand

ProfileTree offers comprehensive video marketing services tailored specifically for Irish businesses:

• Complete video marketing services from concept to distribution
• Content marketing services integrating video across all channels
• Website development with seamless video integration
• Digital strategy ensuring video aligns with business objectives
• Digital marketing services amplify video reach and impact

Our team combines technical expertise with deep underst