The evolving relationship between influencers and brands 

"I’m more likely to promote people who are from Cork, and people who are just starting out,” said former Miss Ireland Aoife O'Sullivan

Cork influencer Aoife O'Sullivan

As the power of social media continues to grow, a new sector of marketing has been increasing in popularity – The hiring of online content creators, or influencers as they are often known.

Businesses have been turning towards Instagram and TikTok users with high numbers of followers more and more to promote their products, with 66% of marketers planning to increase their influencer budgets this year, according to the Digital Marketing Institute.