Colm Hanratty, Author at Sixtwo Digital

Sixtwo Digital helps Cobh GAA raise €1.6 million in their ‘Win A House In Cobh’ fundraiser

Colm Hanratty — Sun, 25 Jan 2026 09:12:30 +0000

Sixtwo Digital’s Colm Hanratty with Cobh GAA club members at the Win A House In Cobh draw

January 2026 has been an extremely proud month for all of us at Sixtwo Digital as we are extremely proud to have played a role in Cobh GAA’s ‘Win A House In Cobh’ fundraiser. The draw raised an incredible €1.6 million, making it the most successful house draw run by a GAA club in Ireland.

This campaign represents a milestone not just for Cobh GAA, but for everyone involved in delivering the campaign from start to finish. It is one that is going to make a real difference to the people of Cobh and all the club’s members.

Services we provided for the ‘Win A House In Cobh’ draw

Sixtwo Digital managed every aspect of the Win A House In Cobh digital marketing strategy. From the earliest planning stages right through to the final draw, our team worked closely with Cobh GAA to ensure the campaign reached the widest possible audience and converted interest into ticket sales.

Our involvement included:

Website build and optimisation
Paid Meta advertising across Facebook and Instagram
Google AdWords and Google Display campaigns
YouTube video advertising
TikTok campaign strategy and execution
Video shoots and full video production
Graphic design for digital and print assets
Email marketing campaigns
Ongoing campaign optimisation and performance reporting
Digital audio advertising
Organic social media content strategy and execution

In addition to the digital side of the campaign, we also livestreamed the event, created the campaign logo, designed print assets and supported Cobh GAA with their offline sales strategy. This blended approach ensured the fundraiser performed both online and on the ground.

A standout prize and a landmark result

The prize at the heart of the campaign was a brand new 3 bed semi detached house in Cobh, a location that resonated strongly with both local supporters and people living further afield with a connection to the club or the area.

The draw took place on January 5th, 2026 in the stunning Fota Island Resort, a five star setting that reflected the scale and importance of the fundraiser. The event was attended by club members, ticket holders, sponsors and supporters and was also livestreamed to ensure full transparency and accessibility.

The lucky winner of the house was Mary O’Keeffe, whose name was drawn live on the night. As with all fundraisers we manage, the draw process was conducted in a clear, professional and compliant manner, giving confidence to everyone who supported the campaign.

Sixtwo Digital’s Colm Hanratty with Cobh GAA club members at the Win A House In Cobh fundraiser in Cork.

Experience that delivers results

The success of Win A House In Cobh did not happen by chance. This was the 27th house draw that Sixtwo Digital has worked on and it forms part of a wider portfolio of over 75 fundraising campaigns delivered for GAA clubs, county boards, charities and community groups across Ireland.

Each campaign builds on the last. From audience targeting and ad creative to budgeting, timelines and compliance, our experience allows us to anticipate challenges and optimise performance throughout the lifecycle of a draw. That experience played a key role in helping Cobh GAA achieve such an exceptional result.

Thinking of running a fundraiser?

If your club, organisation, or charity is considering running a large scale fundraiser, particularly a house draw or high value prize campaign, choosing the right digital partner is critical.

A successful fundraiser requires more than ads alone. It needs a clear strategy, strong creative, reliable systems, ongoing optimisation,and consistent communication with supporters. At Sixtwo Digital, we offer an end to end solution, managing everything from concept to completion, so clubs can focus on their members and their community.

Our track record shows what is possible when fundraising is approached professionally, strategically and with the right level of support.

Thank you to Cobh GAA

Finally, we would like to sincerely thank Cobh GAA for trusting Sixtwo Digital to run the Win A House In Cobh fundraiser. It was a pleasure to work with such a committed and ambitious club and we are proud to have played a part in raising vital funds that will support the club’s future for years to come.

Campaigns like this highlight what can be achieved when clubs and digital partners work together with a shared goal. The success of Win A House In Cobh is one we will always be proud of.

The post Sixtwo Digital helps Cobh GAA raise €1.6 million in their ‘Win A House In Cobh’ fundraiser appeared first on Sixtwo Digital.

Adding subtitles to video – three reasons to do it

Colm Hanratty — Sat, 24 Jan 2026 09:30:56 +0000

If you’re creating video content for social media or paid ad campaigns, adding subtitles to video is no longer optional… it’s essential. From short-form clips to longer videos, subtitles play a crucial role in how your content is consumed, understood and remembered.

At Sixtwo Digital, we work with businesses, organisations and charities to create video content that engages and converts. One simple but powerful change we consistently recommend is adding subtitles to video. In fact, we recently post a short explainer video on TikTok outlining why subtitles matter. In this post, we’re diving deeper into the three key reasons behind it. If you want to watch a video rather than read the post? Jump to the end.

1. A lot of people watch video with the sound turned off

One of the biggest reasons for adding subtitles to video is simple user behaviour. You see, many people don’t listen to videos at all.

Scroll through any social media feed and you’ll notice how often videos autoplay silently. People watch content on their commute, at work, late at night or in public places where sound isn’t practical. In these situations, subtitles are the only way your message gets across.

From an engagement point of view, this matters hugely. If your video relies solely on spoken audio, you risk losing viewers within the first few seconds. Subtitles allow people to immediately understand what your video is about, even without sound. This potentially increases:

Watch time
Message retention
Engagement rates
Completion rates

For platforms like Instagram, TikTok, LinkedIn and Facebook, these signals are vital. Algorithms favour content that holds attention and adding subtitles to video can be the difference between someone scrolling past or stopping to watch.

When your message is clear without sound, you’re removing friction for the viewer. That’s always a good thing.

2. Subtitles make video content more inclusive and accessible

Another crucial reason for adding subtitles to video is accessibility.

Not everyone consuming your content has the same abilities and subtitles help ensure your message reaches a wider audience. For people who are deaf or hard of hearing, subtitles aren’t a bonus. They’re essential.

As well as just good practice, making your content accessible is increasingly expected. Many organisations now prioritise inclusive communication as part of their brand values and subtitles are one of the easiest ways to take a meaningful step in that direction.

Accessibility benefits go beyond hearing difficulties too. Subtitles can help:

Non-native English speakers understand your message more clearly
Viewers processing information in noisy environments
People who prefer reading alongside listening

From a business perspective, inclusivity directly impacts reach. When more people can access your content, more people can engage with it. That means better performance across campaigns, better user experience and a stronger brand reputation.

At Sixtwo Digital, we see subtitles not as an add-on, but as a core part of responsible digital content creation.

3. Subtitles are a branding opportunity, not just a utility

The third, and often overlooked reason for adding subtitles to video, is branding.

Subtitles don’t have to be plain white text at the bottom of the screen. When done properly, they become a visual extension of your brand.

Fonts, colours, placement, animation style and pacing can all be customised to reflect your identity. This allows you to:

Reinforce brand colours and tone
Create visual consistency across your video content
Make your videos instantly recognisable in a crowded feed

Well-designed subtitles can guide the viewer’s eye, emphasise key phrases and improve clarity without overwhelming the screen. They can also add energy and rhythm to short-form videos, particularly when synced carefully with speech.

From a marketing point of view, this matters. Branded subtitles help your content stand out, build familiarity and strengthen recall. Over time, viewers begin to associate a certain look and feel with your brand, even before they look at your logo or caption.

Adding subtitles to video is more than about accessibility or comprehension. It’s a chance to elevate the overall quality and professionalism of your content.

Why adding subtitles to video should be part of every strategy

When you combine all three reasons, which are silent viewing habits, accessibility, and branding, the case for adding subtitles to video becomes very clear.

Subtitles:

Improve engagement and retention
Expand your audience
Support inclusive communication
Enhance brand identity
Help videos perform better across platforms

When your video already exists, adding subtitles is often one of the most cost-effective improvements you can make.

If you’re embedding video on your website, as with the TikTok video included in this blog post, subtitles also help users quickly understand the content without committing to sound straight away. This should keep them on the page longer and improve overall user experience.

Final thoughts

In today’s fast-moving digital landscape, small details make a big difference. Adding subtitles to video is one of those details that delivers outsized results.

Whether you’re creating content for organic content or paid advertising, subtitles help ensure your message is seen, understood and remembered. If you’re already investing time and budget into video, subtitles are a simple way to maximise that investment.

If you’d like help adding subtitles to video, or creating branded, scroll-stopping video content from scratch, get in touch with the Sixtwo Digital team. We’d be happy to help.

Here’s our video explaining all of this…

@sixtwodigital Do you use videos with presenting or dialogue as part of your content strategy? If so, then you should be using subtitles. Here are three reasons why… #socialmediatips #digitalmarketingtipsandtricks #fyp #foryou #foryoupage #irishtiktok #socialmediaagency #videomarketing #socialmediamarketing #socialmediaadvice ♬ Hip Hop Energetic Upbeat Full Vers – BLESKSOUND

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Avoid Time-Sensitive Copy

Colm Hanratty — Tue, 01 Apr 2025 14:23:50 +0000

One of the key lessons I’ve learned is the importance of crafting content that stands the test of time. While it’s tempting to create urgent, time-sensitive copy around sales events, product launches, or trending topics, there’s a hidden downside to this approach, especially when it comes to social media algorithms.

In this post, I’ll explain why you should avoid time-sensitive copy, how algorithms play a role in its effectiveness, and offer solutions for creating more durable, engaging content.

(Want to watch a video rather than read the post? Jump to the end).

What is Time-Sensitive Copy?

Time-sensitive copy refers to content that is directly tied to a specific event, date, or timeframe. Whether it’s promoting a flash sale, announcing a one-day discount, or referencing a trending topic, time-sensitive copy often carries a sense of urgency that encourages immediate action.

For example, a post saying “Hurry, 20% off today only!” may drive quick engagement, but once the day is over, it loses all relevance. While this kind of copy can lead to short-term sales or interactions, it can also cause long-term problems for your brand and content strategy.

Why You Should Avoid Time-Sensitive Copy

The primary reason to avoid time-sensitive copy lies in how social media algorithms work. Let’s break down a few key factors:

Algorithmic Limitations: Social media platforms like Facebook, Instagram, and TikTok, use algorithms that prioritise content based on engagement, relevance, and timing. However, these algorithms don’t always distinguish between time-sensitive content and evergreen content. As a result, a post that’s promoting an event or sale after it has ended may continue to circulate, confusing users and potentially harming your credibility.
Out-of-Context Content: Imagine scrolling through your feed and seeing a post about a Black Friday sale in the middle of March. While the post may have been highly relevant during the sale, it now feels out of place, even misleading. Time-sensitive copy can quickly become irrelevant, and when it’s still shown to users after the event is over, it can cause confusion and negatively impact user experience.
Short-Lived Engagement: Time-sensitive copy tends to have a very brief window of effectiveness. Once the event or promotion ends, the content quickly loses its value. This means that much of your effort in creating the post is wasted, as the content no longer generates engagement, and may even create a negative impression if it continues circulating after the fact.

Solutions For Avoiding Time-Sensitive Copy

So, how can you create compelling content without falling into the trap of time-sensitive copy? Let me share some solutions that help create more sustainable and impactful messaging.

Focus on Evergreen Content: Evergreen content is content that remains relevant over time. Instead of writing “Last chance to get 50% off this weekend!” try something like, “Save 50% on your next purchase—find out how!” This allows the message to remain relevant whether the promotion is currently active or not.
Repurpose Time-Sensitive Content: If you have content that’s tied to a specific date, such as a flash sale, think about how you can repurpose it. For example, after the sale is over, you could create a “Highlights from our sale” post that shows off popular items that sold out or explain how successful the event was. This allows you to keep the content fresh and relevant even after the timeframe has passed.
Use Scarcity Without Time Sensitivity: Scarcity can still be a powerful motivator without tying it to a specific date. Instead of saying “Buy now—limited-time offer,” try something like “Limited stock available—grab yours before it’s gone!” This creates a sense of urgency without relying on time-sensitive language.
Plan Ahead for Long-Term Engagement: Rather than focusing solely on short bursts of time-sensitive content, develop a content calendar that balances immediate promotions with long-term storytelling. This way, you can nurture your audience over time, while still keeping your posts relevant and aligned with your brand’s core message.

Examples of Negative Effects of Time-Sensitive Copy

Let’s look at some examples of how time-sensitive copy can backfire and cause your content to feel out of context.

Flash Sale Post After the Event: Let’s say you run a flash sale on your website for 24 hours. You create an Instagram post saying, “Hurry! 50% off everything today only!” If this post continues circulating after the sale has ended, followers who see it after the fact will feel confused and frustrated. They may wonder why the offer is still being promoted when it’s no longer available, leading to a negative perception of your brand’s communication.
Event Announcement Post After the Event: Imagine promoting a live webinar or event with a post saying, “Join us live at 2 pm today!” If someone stumbles upon this post after the event has ended, they might feel disappointed and think they missed something important. This not only damages the user experience but can also make your brand seem less professional if outdated content continues appearing in people’s feeds.
Seasonal Content That Feels Off-Season: A Christmas promotion posted in January may be too late to make an impact. If the promotion is still visible in February, it could make your brand appear out of touch with the current season, diminishing the credibility of your messaging.

While time-sensitive copy can be highly effective in driving immediate results, it’s crucial to be aware of the long-term effects it can have on your brand’s content strategy. By focusing on evergreen content and repurposing time-sensitive material in creative ways, you can ensure your messages remain relevant, engaging, and effective—no matter when they’re seen.

At Sixtwo Digital, we believe in crafting content that stands the test of time, even as we take advantage of timely opportunities. By avoiding over-reliance on time-sensitive copy, you can build a stronger, more consistent digital presence that resonates with your audience at all times.

Need to speak to us about your digital marketing needs? Get in touch.

Here’s our video explaining all of this…

@sixtwodigital Watch our video to pick up a digital marketing tip in 62 seconds or less. This one is all about time-sensitive copy. All of the social networks have algorithms, meaning they choose, among other things, when they publish your content and who your content is shown to. With this in mind, you need to think about the use of time-sensitive copy in your posts. If you say ‘tomorrow’, will it always refer to the day you meant when you published it? Possibly not, meaning it will be out of context soon after you post. Watch the video to find out what we mean. #socialmediatips #digitalmarketingtipsandtricks #fyp #foryou #foryoupage #irishtiktok #socialmediamarketing #digitalmarketingtips ♬ Night/Chill/Lo-fi03(1417838) – HAKUROU

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How To Schedule Your Meta Ads

Colm Hanratty — Thu, 27 Mar 2025 14:26:34 +0000

Over the years managing various paid Meta campaigns for our clients, I’ve observed the impact that strategic ad scheduling can have on their performance on both Facebook and Instagram. By effectively scheduling your ads, you can ensure they reach your target audience at the most opportune times, thereby enhancing engagement and helping you get the most out of your advertising budget.

(Want to watch a video rather than read the post? Jump to the end).

Why You Might Need To Schedule Meta Ads

Ad scheduling, often referred to as “dayparting,” allows advertisers to specify the exact days and times their ads are displayed. This feature is particularly useful for aligning ad exposure with periods when your audience is most active or when your business is best equipped to respond to enquiries. It’s important to note that on Meta platforms, ad scheduling is available only when using a lifetime budget for your campaigns. To access this feature, you’ll need to set a total budget for the duration of your campaign, rather than a daily budget.

How To Schedule Your Meta Ads

Set Up Your Campaign with a Lifetime Budget: Begin by creating a new campaign in Meta Ads Manager. Choose your campaign objective and, when setting the budget, select the lifetime budget option.
Access Ad Scheduling Options: Within the budget and schedule section, you’ll find the ad scheduling feature. Here, you can choose to run ads on a schedule, enabling you to specify the days and times your ads will be active.
Define Your Ad Schedule: Select the specific days of the week and time slots during which you want your ads to be shown. You can base this on your business hours, peak audience activity times, or other relevant factors.
Review and Publish: After setting your schedule, review the campaign details to ensure everything aligns with your objectives. Once satisfied, publish your campaign.

Benefits Of Scheduling Your Meta Ads

Implementing ad scheduling offers several advantages:

Enhanced Budget Efficiency: By displaying ads only during times when your audience is most likely to engage, you reduce wasted ad spend and increase the potential for conversions.
Improved Audience Targeting: Scheduling allows you to reach your audience during their peak activity periods, increasing the likelihood of engagement.
Operational Alignment: For businesses that rely on immediate responses, such as customer service centers, scheduling ads during operational hours ensures that inquiries can be addressed promptly.

When To Consider Ad Scheduling

Ad scheduling is particularly beneficial in scenarios such as:

Time-Sensitive Promotions: If you’re running a limited-time offer or event, scheduling ads to coincide with the promotion period ensures timely visibility.
Business Hour Operations: For services that require real-time interaction, displaying ads during business hours ensures that staff are available to respond to customer enquiries.
Audience Behavior Patterns: Analyzing when your target audience is most active can inform scheduling, allowing you to display ads during these peak times for better engagement.

Industries that Benefit From Ad Scheduling

Several industries can leverage ad scheduling to their advantage:

Hospitality and Restaurants: Promoting lunch specials or happy hour deals during relevant times can drive immediate traffic.
E-commerce: Aligning ad schedules with peak shopping times, such as evenings or weekends, can enhance sales.
Professional Services: Law firms or consultancies can schedule ads during office hours to ensure prompt responses to enquiries.

Considerations and Best Practices

While ad scheduling offers numerous benefits, it’s essential to approach it strategically:

Analyze Performance Data: Before setting a schedule, review historical data to identify when your ads perform best. This ensures that scheduling decisions are data-driven.
Monitor and Adjust: After implementing ad scheduling, continuously monitor campaign performance. Be prepared to adjust your schedule based on real-time data and evolving audience behaviors.
Avoid Over-Restricting Ad Delivery: While it’s tempting to limit ad display times strictly, be cautious not to overly constrain the algorithm. Meta’s AI systems are designed to optimize ad delivery, and excessive restrictions can hinder performance.

In conclusion, ad scheduling on Meta platforms is a powerful tool that, when used effectively, can enhance the efficiency and effectiveness of your advertising campaigns. By aligning ad delivery with audience behavior and business operations, you can maximize engagement and optimise your advertising spend.

Need to speak to us about your digital marketing needs? Get in touch.

Here’s our video explaining all of this…

@sixtwodigital 𝗛𝗼𝘄 𝘁𝗼 𝘀𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝘆𝗼𝘂𝗿 𝗠𝗲𝘁𝗮 𝗮𝗱𝘀 Do you have 51 seconds to spare? Want to know how to schedule your Meta ads so they only appear on certain days or even during particular hours? Watch our latest video and find out. It's another digital marketing tip in 62 seconds or less… #socialmediatips #digitalmarketingtipsandtricks #fyp #foryou #foryoupage #irishtiktok #socialmediamarketing #socialmediaagency #socialmediaadvertising #socialmediaadvice ♬ Gentle chill out guitar Relax sleep(1475908) – SUNNY HOOD STUDIO

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LinkedIn Retargeting Made Easy

Colm Hanratty — Thu, 27 Mar 2025 13:51:53 +0000

When it comes to advertising on LinkedIn, we all want to get the best return on our ad spend. One of the best known strategies to help achieve this is through retargeting. When marketers talk of this, they normally think of putting their adverts in front of people who have visited their website. This is executed via pixels and other technical methods. It can be done, but you need a bit of tech know-how to run these type of campaigns. But retargeting on LinkedIn doesn’t have to be that difficult. For instance, you can retarget people who have visited your organisation page. If you’ve ran video ads on LinkedIn, you can retarget people who have watched a certain percentage of your paid video content. There are other non-technical options too. Targeting people who have engaged in your page or content is a good way to get the best return on investment as it should bring down the Cost-Per-Result your campaigns.

@sixtwodigital A well-known strategy to help improve your ROI on LinkedIn advertising is by retargeting. This can be done by putting ads in front of people who have visited your website, but it can be quite technical. Retargeting doesn't have to be that complex though - there are easier and just as effective ways to retarget people on LinkedIn. All is explained in my latest video. It's another digital marketing tip in 62 seconds or less. Get in touch if you'd like to speak to us about how we can help you achieve your objectives through LinkedIn advertising. #socialmediatips #digitalmarketingtipsandtricks #fyp #foryou #foryoupage #irishtiktok #socialmediaagency #digitalmarketingagency #linkedintips #linkedinadvertising ♬ original sound - Sixtwo Digital

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