According to Facebook SME manager Helen Smyth, the challenge was the first time the potential of online video was recognised. "The Ice Bucket Challenge was when we saw video absolutely shoot up. We had something like a five-fold increase in views within that period of time. "We were starting video around then and we pivoted with our engineering team to really improve the quality of native video on Facebook and that has been a phenomenal trend we've jumped on to." In 2014 the viral video craze took social media by storm, raising over €1m for the Irish Motor Neuron Disease Association as well a further $100m for the Amyotrophic Lateral Sclerosis Association in the US. Ms Smyth said Ireland was part of a global surge in video use that has spiked since social media sites started inserting videos directly into news feeds. The Facebook head was speaking at the launch of its 'Boost Your Business' European tour in Kilmainham, Dublin, yesterday. It showed off the potential of Facebook advertising to SMEs.