Written by Bronagh Quinn, founder of Enhance Management
Since 2020, the Irish creator economy has grown significantly, creating opportunities both locally and globally for talent. COVID-19 played a major role in this shift, as individuals moved away from their day-to-day jobs during lockdown and began posting on social media.
From this, we have seen Irish creators flourish and progress towards securing both global and local opportunities. What was once seen as a small industry has rapidly evolved into one with real global influence.
At Enhance Management, we have the privilege of working with some of Ireland’s top creators, who consistently produce authentic and engaging content. Irish creators have a unique ability to connect with their audiences through their chatty, humorous and friendly style. Many people say that watching their favourite Irish creators feels like catching up with a friend.
This relatability is a key strength and gives Irish talent a distinct advantage when it comes to global opportunities.
A developing market with untapped potential
However, the Irish creator economy is still developing, and we remain behind more established markets such as the US and the UK.
A key factor in this is the lack of structure and support within the Irish economy, where there are still limited guidelines around content creation as a profession. Additionally, many Irish creators remain undervalued.
We often see creators managing contracts, pricing and long-term strategy on their own, without the level of support that exists in other countries. In some cases, brands are also still developing their understanding of how to work effectively within the creator space.
As a result, many creators may unintentionally limit themselves, focusing only on the Irish market rather than recognising their potential on a global scale. With the right support and mindset, Irish creators are well-positioned to compete internationally.
Why education and support matter
To unlock this potential, there needs to be a stronger focus on nurturing and supporting Irish talent in a sustainable and strategic way.
When I opened Enhance Management in 2022, my main focus was to be a support system and to educate creators on the industry. Education is key.
Creators should have access to knowledge around brand partnerships, including negotiation, pricing, content strategy and personal branding. Understanding their value is essential, not only for their own success but also for raising standards across the industry as a whole.
Seeking management or representation is also an important step for many creators. Having the right guidance allows creators to focus on what they do best, while ensuring their careers are being developed with longevity in mind.
This becomes particularly important when working with global brands, where expectations and standards can differ significantly.
What global brands are really looking for
Consistency, professionalism and authenticity are equally important. Creators must remain true to themselves while delivering high-quality, reliable work.
Global brands are not just looking for content, they are looking for partners. Clear communication, reliability and enthusiasm are essential, and with the right support, Irish creators can confidently operate at an international level.
One of the greatest strengths Irish creators have is their creativity and deep understanding of their audience. When brands invest in this correctly, campaigns are highly effective.
The key is matching the right talent to the brief and allowing them the creative freedom to tell the story in their own way. Trust plays a vital role in the success of these collaborations.
A pivotal moment for Irish talent
The Irish creator economy is at a pivotal moment. The talent is there, the audience is there, and the global opportunity is undeniable.
What is needed now is the right support, structure and mindset to ensure Irish creators are not only part of the global conversation, but leading it.
