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
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:
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
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:
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:
ProfileTree offers scalable video marketing services tailored to Irish brands of all sizes. These services ensure access to professional video regardless of budget constraints.
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
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
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.
How ProfileTree Can Help Your Irish Brand
ProfileTree offers comprehensive video marketing services tailored specifically for Irish businesses:
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