Social media use in Ireland in 2022 showed that TikTok is having major implications for youth-oriented marketing, and that video content is at the heart of the most popular platforms, Instagram and TikTok. Facebook remains dominant but has seen a decline in daily usage, though it is still considered a powerful platform by marketers. Instagram's popularity continues to rise and its focus on video content has benefited its use as a social media platform. LinkedIn, the world's largest professional social media network, is experiencing growth in Ireland with increased daily usage and higher engagement.