The Presidential Election is the first election in recent times in which candidates have been unable to rely on paid advertising on social media.
The main platforms no longer allow political ads meaning that the campaign teams have to hope their content goes viral in an organic way.
We have seen Catherine Connolly doing 'keepie-uppies' with a football, Heather Humphreys revving a Harley-Davidson, and everything in between.
Up until recently, political candidates were able to pay for ads that would effectively insert their posts into people's feeds, but not any more.
Meta, the parent company of Facebook, Instagram and WhatsApp, stopped running political ads from the start of this month, criticising "unworkable requirements" under a new EU law designed to increase transparency.
Last year, Google said it would stop political advertising before the new rules came into force, while TikTok already had a policy in place of not running political ads.
It means that campaign teams can no longer spend money to boost their content and instead need to rely on algorithms to make their posts go viral.
Transparency campaigner Liz Carolan, who publishes The Briefing, a newsletter on technology and politics, said the lack of political ads has changed the dynamic in this campaign.
"I think Irish parties and candidates have gotten used to being able to put a bit of money behind their online content and kind of force it into people's feeds so that they have to see it," Ms Carolan said.
"This time around all of that has been taken away."
"What we're seeing is campaigns and parties having to pivot and try to figure out how to reach people in ways that works with the platforms without being able to put that money behind it," she added.
In terms of social media followers and videos being shared, Catherine Connolly is well ahead of Heather Humphreys.
"We've looked at the numbers behind these campaigns and the hashtag Catherine Connolly is mentioned three times as often on TikTok, relative to Heather Humphreys, and that's since the start of July," said Stephen O'Leary, Managing Director of Olytico, a social media monitoring and analysis company.
"It comes back to this idea that Ms Connolly started earlier."
"Video content that she produced in July and August is now resurfacing and being shown again, and we know how the algorithm works."
"If you are interested in a candidate and you watch one video, then the network will try and serve you more."
"If there is more available in terms of a back catalogue or greatest hits of content, it will come through," Mr O'Leary said.
Podcast popularity
Ms Connolly has also taken part in a large number of podcasts.
"I think I found about seven-and-a-half hours of podcasts with her on Spotify alone on everything from lifestyle to the Irish language," said transparency campaigner Liz Carolan.
"While we of think a podcast as something for younger people, recent research shows that in Ireland they're growing in popularity among over 65s," she added.
But while Ms Connolly may have the online momentum, will this actually translate to more votes on election day?
"It's very difficult to predict with any degree of certainty whether or not the social media campaigns, will have a tangible impact on voter turnout," said Stephen O'Leary, Managing Director of Olytico.
"We think back to the US presidential election and the impact that Taylor Swift was promoted to have."
"Millions of people signed up to vote for the first time, but they didn't end up at the polls, it didn't turn the election in the end."
"So, while there's definite momentum, a lot of excitement, and huge name recognition, the crucial thing to see is whether that younger vote in particular comes out on election day," Mr O'Leary said.
Social media moments
In terms of other social media moments of this campaign, Fine Gael has faced criticism over its "attack video" highlighting Catherine Connolly's work as a barrister representing banks in repossession cases.
Both campaigns have had social media mishaps along the way with Ms Connolly's team using an unauthorised clip of Michael D Higgins, and the Humphreys campaign using an image of the Reichstag in Germany instead of Belfast City Hall.
When it comes to the online abuse of candidates, inappropriate content or the spread of disinformation, the authorities say they have not seen major issues so far in this campaign.
The media regulator Coimisiún na Meán said it is currently processing three complaints under the Digital Services Act (DSA) linked to the presidential election.
It is understood these complaints relate to posts about Jim Gavin, as opposed the two remaining candidates.
The Connolly and Humphreys social media campaigns will be ramped up in these final days before the election.
Expect to see lots of videos in your feeds as both sides try to translate likes and shares into votes and victory.
