2025 NI Social Media Awards shortlist revealed after record-breaking entries

The winners will be announced at a ceremony on October 18 at the Europa Hotel

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The finalists of the 2025 Northern Ireland Social Media Awards have been revealed following a record-breaking number of entries spanning industries including education, tourism, hospitality, sport and non-profit showcasing both established names and emerging talent.

This year’s awards received over 840 submissions across the business and brand categories, while the influencer categories drew over 123,000 individual nominations from the general public.

The successful shortlist includes local businesses Keenan Seafood, Jack Murphy Jewellers, Forest Feast and Blair’s Holiday Park; organisations including Game of Thrones Studio Tour, Visit Belfast, Invest NI, North West Regional College, Derry City and Strabane District Council and a host of charities including PIPS Suicide Prevention and NI Chest Heart & Stroke.

Some of Northern Ireland’s social media personalities shortlisted includes Annalivia McGivern, Nathan Anthony (Bored of Lunch), Melissa Riddell, Courtney Wallace and The Kearneys.

Taking place on Saturday 18th October in the Europa Hotel and hosted by wellness advocate, Annette Kelly of Little Penny Thoughts and media personality and Podcaster, Gerry Lavz, the awards are organised by Niamh Taylor of Digital 24, one of Northern Ireland’s leading award-winning digital marketers and industry mentors. The event will once again highlight the achievements of local individuals, businesses and organisations, celebrating the positive impact of social media.

Commenting on this year’s record-breaking response, Niamh Taylor, Founder of the NI Social Media Awards, said: “The standard of entries this year has been nothing short of outstanding. Our independent judging panel was incredibly impressed by the innovation, authenticity, and strategic thinking demonstrated across all categories. From driving meaningful engagement to achieving measurable results, it’s clear that individuals, brands and organisations across Northern Ireland are leading the way in using social media with purpose and creativity.

“With this year’s theme, Let Them, we’re celebrating those who embrace their voice and vision online - often in the face of challenges or criticism. It’s a call for unapologetic self-expression and a reminder of the strength it takes to show up, stand up and keep going. That spirit is at the heart of what the Northern Ireland Social Media Awards are all about!”

An independent judging panel drawn from throughout the UK and Ireland reviewed entries against clear criteria to ensure a fair and rigorous process and included Annie Gaddis Black, Head of Social and Content at Six Company; Paul Cawley, Senior Communications Manager at Boots Ireland; Oskar Persson, Head of Brands at Irish Distillers Pernod Ricard; and Catherine McKeown, Media Controller at Sky Ireland.

On behalf of the judging panel, Amy Lynch, Digital and Content Manager at Aldi Ireland, added: “The standard of entries to this year’s NI Social Media Awards was exceptional. We saw smart, insight-led strategies, creative ideas that travelled across platforms and results that clearly tied back to business outcomes. The finalists have set a new bar for social in Northern Ireland, not just in execution, but in effectiveness.”

Individual category partners include Adorn Dress Hire, Bellamianta, BNL Productions, Bradley Shoots, Digital Twenty Four, Fiona Brown Communications, Kobault, Lunn’s, MAD Colour, MB Motors, Mourne Stars, Northern Lights, Northern Mortgages, No 7 Duke Street, O’Neills, Stacked, Starview Hot Tubs & Outdoor Living, Ted & Stitch, The Green East, Vermillion Cosmetic Clinic, West Coast Cooler. Media Partner is Belfast Live. Charity Partner is Cancer Fund for Children.

Check out the full shortlist below:

Best Use of Social Media:

Start up: • Best Bark • Brothers Autism Social Enterprise • Nova x Sugar Snap • OATCO Superfuel • Wild River Dog Park

Micro or Small Business: • Buzz Off Travel • CT Digital x Splash • Gibson Paving • Hannah Rose Interiors • Verona Bridal

SME or Large Organisation: • Bellamianta • DFI Beds • Forest Feast • Game of Thrones Studio Tour • Ross’s Auctioneers • South Eastern HSCT • Voduz • Waterside Half Marathon

Charities, Nonprofits and Social Enterprises: • AWARE NI • Autism NI • Belfast City Marathon • Downpatrick and County Down Railway • NI Chest Heart and Stroke • PIPS Suicide Prevention • Rural Support • Young Lives vs Cancer

Hospitality and Tourism: • Blair’s Holiday Park • Derry Halloween • Game of Thrones Studio Tour • Revolución de Cuba x Belfast Brunch Co • The Bentley Group • The Jailhouse • Visit Belfast • Whites Tavern

Retail: • Archie Lloyds • Buzz Off Travel • DFI Beds • Foyleside • Mackles x Sugar Snap • Rushmere • Saltmarine Cars • SuperValu and Centra x MXB

Healthcare or Aesthetics: • Belmore Dental • Bronagh McNicholl, Seating Matters • Katie English, South Eastern HSCT • Megan Hide, ERA Aesthetics and Wellness • Rewrite Your Story

Public Sector or Education: • Craft Training • Department of Education • Derry Halloween • Invest NI • Mid and East Antrim • North West Regional College • Patient and Client Council • St Patrick’s College Dungannon

Media, Podcasts, Broadcast or Publishing: • Belfast Live • Criminal Justice Inspection NI • Mentality Monsters Podcast • The Girls Groupchat Podcast • The Irish News

Best Social Media Campaign: • BPerfect • CastleCourt x Rapid Agency • Department of Education • Foyleside • Mackles x Sugar Snap • MXB x Musgrave Marketplace • The Bentley Group • Uform

Best Influencer Campaign: • Belfast City Marathon • Bob and Berts • CT Digital x Splash • Game of Thrones Studio Tour • Jo Malone • Mackles x Sugar Snap • Montalto Estate • Voduz x Perrie Sian

Best Low Budget Campaign: • AWARE NI, By Your Side • Belfast Trojans, Homecoming Game • Bob and Berts • Brothers Autism Social Enterprise • CT Digital x Splash • Larne FC, I Was There • MCV Competitions • OATCO Superfuel

Most Impactful Campaign: • Action Mental Health, I Am Someone • AWARE NI, By Your Side • BPerfect, Skin Fusion • Best Bark, Dog Safety • NI Hospice, Be There For Us • PIPS, Man Enough To Talk • South Eastern HSCT, Faces of SET • Waterside Half Marathon

Best Campaign, Hospitality and Tourism: • Derry City and Strabane District Council, Home of Halloween • Genesis x Blair’s Holiday Park • Mackles x Sugar Snap • Seed x Sugar Snap • The Bentley Group • Visit Belfast • Waterside Half Marathon • Wysebites, Christmas

Best Campaign, Retail: • Archie Lloyds • CastleCourt, Like Nowhere Else x Rapid • Foyleside • Genesis x Barista Bar • Jack Murphy Jewellers • MCV Competitions • MXB x Musgrave Marketplace • Uform, Real Stories

Best Campaign, Public Sector or Not for Profit: • Antrim and Newtownabbey Borough Council, It Starts With You • Aspire Media NI CIC • Business Services Organisation • Department of Education, Transformed • Digispark • Education Authority, Creative Voices • NI Chest Heart and Stroke, Heart Failure Awareness • PSNI, Power To Change

Digital Marketer of the Year: • David Kerr, NI Football League • Lucy Farrell, Sugar Snap • Mairead Graham, Visit Belfast • Michéal Campbell, Voduz • Riona Kearns, Foyleside

Best Social Media Team, In-house: • BPerfect and Voduz • Blair’s Holiday Park • Forest Feast • Game of Thrones Studio Tour • Invest NI • North West Regional College • The Clover Group • Visit Belfast

Best Social Media Team, Agency: • Applichat • CT Digital • MXB • Sugar Snap • The Visit List

Content Creator of the Year: • Jim Moore, Only Slaggin • Josh and Alana Adams • Lana Kearney • Mike Jones, Panelling Perfect • Ryan Hollinger, Hoyever Media

Best Use of Instagram: • Bellamianta • BPerfect • Forest Feast • Foyleside • OatsInMyBowl • Panelling Perfect • Voduz • Wild River Dog Park

Best Use of TikTok: • Bellamianta • BPerfect • Foyleside • Keenan Seafood • Lana Kearney • Marc McKee • Visit Belfast • Voduz

Best Use of Facebook: • Larne FC • NI Football League • Panelling Perfect • Rushmere • South Eastern HSCT • South West College • Waterside Half Marathon • Wysebites

Rising Brand of the Year: • Judges decision announced on the night

Best Overall Use of Social Media: • Judges decision announced on the night

Judges’ Choice Award: • Judges decision announced on the night

Food, Drink and Hospitality Content Creator of the Year: • Bored of Lunch • Christopher Eats • Holly The Destroyer • Julie Fitz • The Kearneys

Hair and Beauty Content Creator of the Year: • Annalivia McGivern • Emma Kearney • Jays Barber Club • Olivia McVeigh • Shannon Mitchell

Fashion, Lifestyle and Wellness Content Creator of the Year: • Abigail Vance • Annalivia McGivern • Danielle Collins • Deirbhile Kelly • Melissa Riddell

Home and Family Content Creator of the Year: • Andrea McCarragher • Annalivia McGivern • Jessica Ireland • Shauneen McCarten • Wee Boo

Social Media Personality of the Year: • Annalivia McGivern • Courtney Wallace • Emma Kearney • Gerry Lavz • Shannon Mitchell

Rising Creator of the Year: • Abby Cosgrove • Amy Campbell Quigg • Eilis Kane • Emily Henderson • Vicki Aiken

Audience Choice Award: • Annalivia McGivern • Gerry Lavz • Olivia McVeigh • Shannon Mitchell • Wee Boo

For the full list of finalists or to purchase tickets for the 2025 NI Social Media Awards go to www.nisocialmediaawards.com

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