The latest episode of The Irish Marketing Podcast has dropped and this week we take a closer look at the rapid expansion of Ireland’s creator economy, drawing on discussions and research presented at IAB Ireland’s recent Creator Marketing Summit in Dublin.
Host Daryl Moorhouse examines new IAB Ireland research showing that creator influence now extends across the customer journey, with its strongest impact in product discovery and brand exploration. Authenticity and trust emerged as two of the most important audience priorities, both scoring 72%, underlining the extent to which credibility has become central to effective creator marketing.
The podcast also explores the growing emphasis on regulation and transparency and creators Aiden Fitzmaurice and Kevin Penrose discuss the importance of complying with Advertising Standards Authority for Ireland guidelines, including the clear labelling of advertising, gifted content and organic posts.
IAB Ireland’s Suzanne McElligot also revealed plans to incorporate ASAI e-learning into its digital “Gold Standard” framework as part of efforts to strengthen professional standards across the sector.
In addition, the discussion turns to how creators are responding to constant algorithm changes across platforms such as Instagram and TikTok, with an emphasis on adaptability, real-time analytics and personal accountability rather than simply blaming platforms for changes in reach or engagement. The episode also reflects on the professionalisation of the sector, with panellists arguing that creator marketing has evolved over the past decade into a viable, long-term career ecosystem rather than a sideline to more traditional employment.
The Irish Marketing Podcast is brought to you by the team at IMJ/Adworld and Tinpot Productions and his hosted by Daryl Moorhouse.
