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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

What Is B2B Social Listening and Why Does It Matter?

How Can B2B Marketers Build an Effective Social Listening Strategy?

What Metrics Matter Most in B2B Social Listening?

What Are the Most Common Challenges with Social Listening (And How to Avoid Them)

How to Choose the Right Social Listening Platform

How Meltwater Helps Turn Social Listening Insights into Action

B2B social listening is the practice of tracking, analyzing, and interpreting conversations across social media, online communities, forums, and digital publications to understand what buyers, customers, and influencers actually say about your brand, competitors, and category.

In practice, social listening helps teams spot patterns that don’t appear in standard dashboards.

For example, you might release a product and notice recurring signals across LinkedIn, Reddit, or industry Slack groups, such as: 

“The product is powerful, but onboarding takes too long.”

“Adoption stalled after the first few months.”

“Implementation was heavier than expected.”

Together, these signals indicate that while buyers value your product, they struggle with the rollout.

That insight changes your approach, shifting your messaging from leading with features to focusing on adoption and ease of implementation. You create content that tackles onboarding concerns. Your sales teams are more transparent about the rollout process earlier on, and your campaigns answer common questions before prospects even have to ask them.

This example illustrates why B2B social listening matters. It turns scattered conversation into actionable insight, enabling you to align messaging and strategy based on real buyer experience—not assumptions.

People often use these two terms interchangeably, but they solve different problems.

Social monitoring tracks what people say about your brand right now. This process captures visible, immediate activity such as:

Monitoring is reactive. It helps teams respond to mentions, manage communities, and report on activity levels, but it rarely influences broader strategy or decision-making.

Social listening seeks a deeper answer: What do these insights tell us about buyer needs, perceptions, and opportunities? 

Effective listening moves beyond basic mention tracking to interpreting meaning and recognizing patterns across conversations. It involves:

Analyzing recurring themes and topics over time

Tracking sentiment shifts beyond binary positive or negative scores

Identifying emerging issues and industry trends before they spike

Using conversation insights to shape content, messaging, PR, and go-to-market decisions

For example, social monitoring confirms a product received 500 mentions in a month. Social listening explains why mention volume increased, highlights recurring pain points, and reveals how competitors position themselves. 

Social listening shapes content strategy—providing value across every department, from marketing to frontline sales. Its primary benefits include:

Sharper messaging that reflects buyer language: Social listening helps B2B teams swap feature-heavy language with the terminology buyers use to describe their problems. For example, the AI platform NLP Cloud monitored phrases such as “alternative to OpenAI,” “model hallucination,” and “API response time” across Reddit, X (formerly Twitter), and developer forums. Aligning its positioning with these keywords over internal product terminology immediately makes its messaging more relevant to in-market buyers. 

Content ideas validated by real demand: Social listening reveals what buyers discuss, including their questions and product-related challenges. Teams use these insights to eliminate guesswork and create content that addresses buyer questions and concerns.

Competitor analysis without assumptions: Social listening reveals how competitors are discussed online, including what users value, what frustrates them, and which narratives resonate. Teams then adjust positioning to avoid messaging that fails to connect with the market. Zoom is a prime example of this strategy. Before founding the company, Eric Yuan identified recurring market dissatisfaction with unreliable video, clunky experiences, and friction. Zoom focused its positioning on these pain points, emphasizing reliability, simplicity, and frictionless communication as its core identity.

Earlier buying signals that align marketing, PR, and sales: B2B buyers rarely state that they’re shopping for a solution. They reveal intent indirectly by requesting recommendations or criticizing current providers. Social listening also identifies “trigger events”—such as new hires, recent funding, or shifting compliance pressures—that signal a company is ready to rethink its operational setup. By uncovering these signals early, teams can engage prospects before a lead ever fills out a form.

An effective B2B social listening strategy starts by identifying the information your team needs to make better marketing and sales decisions. 

Before setting up dashboards, queries, or reports, you must define three core pillars:

The audience: Define who you are listening to.

The context: Determine which conversations are relevant to buying and brand perception.

The channels: Identify the digital spaces where your audience congregates.

The goal of B2B social listening isn’t to capture every mention. The goal is to identify patterns in how buyers describe problems, evaluate solutions, and discuss vendors so your teams can act on them early.

This framework focuses on these fundamentals to ensure your social listening data translates into clear, actionable strategic insights:

Step 1: Define your audience (Who you’re listening to, not just what you’re tracking) 

In B2B, who says something is often a stronger indicator of buying intent than what’s said. Gartner research confirms that the average B2B buying decision involves 5–11 stakeholders, each one independently gathering information. Because relevance is role-dependent, your strategy must differentiate between the voices that matter.

For example, the keyword “CRM migration” could appear in:

A student’s LinkedIn post summarizing a course

A consultant’s thought leadership thread

A RevOps leader’s post requesting advice from peers

All three mentions include the same keyword, but only the RevOps leader is likely to consider a purchase. When you don’t define your audience, your listening system treats all three mentions equally, cluttering your data with noise.

Here’s how to define your ideal listening audience:

Start with your closed deals, not generic personas. Analyze the deals you’ve won to identify the job titles that actually participated in the evaluation, including those who joined demos, asked detailed questions, raised objections, or engaged late in the process. If your closed deals consistently involve a Head of Marketing or a RevOps lead, prioritize those roles, as their conversations are the most likely to reflect genuine buying intent.

Filter for company context. Apply constraints on company size, industry, and maturity level to ensure you aren’t mixing conversations from segments that don’t align with your target market. This keeps insights grounded in the realistic buying conditions of your audience.

Separate buyers from non-buyers. Not everyone discussing your category is a potential customer. In most B2B listening datasets, the majority of mentions come from vendors, agencies, or consultants. These conversations inflate volume but rarely indicate buying intent. Create separate audience buckets for prospective buyers, existing customers, analysts and influencers, and vendors and agencies. 

Document your rules. Before launching any keyword queries, create a short internal note that outlines which job roles, company types, and voices you care about—and which to ignore. 

Social listening tools like Meltwater’s Social Listening Suite streamline this process by filtering large volumes of conversations by geography, language, and source type. You can also segment authors to identify which voices are driving the discussion. 

These filters eliminate irrelevant conversations, such as posts from outside your target regions, source types, or languages. By removing global chatter, you can focus on the specific markets you operate in. 

Meltwater social listening dashboard showing conversations grouped by author segments and topic categories.

This noise reduction allows you to interpret conversations from the stakeholders most likely to be involved in real buying decisions.

Step 2: Identify intent signals that indicate buying progress 

Once you know who you care about, your next task is to identify which conversations indicate movement toward a purchase. 

In B2B, buying intent is signaled indirectly through patterns in language and context, rather than direct statements of intent.

In practice, intent signals tend to fall into these specific, observable categories:

Problem articulation that goes beyond general complaints: Early-stage chatter is vague. Buying-related signals are more specific. The more concrete the constraint (e.g., “We can’t trust our attribution anymore” or “Our current setup breaks when we scale past X”), the more likely the evaluation has begun.

Comparison and trade-off language: When stakeholders start naming alternatives, weighing pros and cons, or considering the merits of “X vs. Y,” they’re actively evaluating options. For example, a RevOps leader asking for advice about the trade-offs of moving from Salesforce to HubSpot signals active consideration, not mere curiosity.

Questions framed around risk, effort, or change: Language about migration pain, internal buy-in, timelines, or cost rarely appears unless a switch is on the table. These signals usually come from job roles responsible for implementation or internal justification.

Negative sentiment tied to a current solution: Complaints alone don’t indicate intent, but repeated frustration, combined—especially when combined with comparison language—often signals a willingness to change vendors.

When you encounter these signals, treat them as a prompt to audit your sales transparency and implementation readiness—fixing these points of friction before they derail future deals.

One critical caveat: do not track these intent signals across all audiences. To maintain strategic clarity, track only the audience segments you previously defined. 

Step 3: Add GEO-specific modifiers to reflect market differences

B2B buying behavior isn’t uniform across regions. 

When someone in Europe discusses CRM or customer data platforms, the conversation often revolves around compliance, data storage, and privacy requirements. These concerns are driven mainly by regulatory pressure and internal risk management.

In the U.S., buyers in the same category focus more on integrations, automation, and scalability. In other markets, conversations may center on cost control, localization, or regional support. 

This is why GEO-specific listening matters. In practical terms, it means:

Segmenting your view: Analyze conversations by country or region instead of relying on a single global view.

Identifying regional patterns: Pay attention to which concerns repeatedly appear in one market but are absent in another.

Tracking local competitors: Monitor local players alongside global vendors, as buyers often compare options by geography.

Social listening tools like Meltwater support this by allowing teams to filter conversations by geography and language across social channels and media sources. 

Meltwater social listening dashboard showing filters for language and country to analyze market-specific conversations.

Regional modifiers transform global noise into actionable market intelligence. With these insights, you’ll understand why buyers in specific regions hesitate or accelerate, revealing the unique drivers that move a purchase forward.

Step 4: Choose channels and data sources that reflect your market reality 

In B2B, different job roles speak in different places. Practitioners often discuss tools and technical problems in comments, threads, or niche communities. 

Decision-makers may post less frequently but surface concerns in longer-form posts or industry discussions. On the other hand, analysts and influencers shape perceptions through articles, reports, podcasts, and media commentary.

For example, a RevOps leader comparing CRM platforms is unlikely to post a detailed evaluation on Instagram. That conversation is far more likely to appear on LinkedIn, X, or a professional forum. 

This multi-channel reality underscores why channel choice is critical. If your buyers primarily engage on LinkedIn and in industry media, relying heavily on high-volume consumer platforms will distort your insights.

To narrow your listening to the channels your buyers actually use, don’t guess. Use evidence from your own business:

Audit your sales history. Review sales call notes, email threads, and recorded demos. If buyers regularly say things like “I saw this discussed on LinkedIn,” “I read an article about this,” or “someone mentioned this on X,” prioritize those channels.

Look where objections and comparisons surface publicly. Scan LinkedIn comments, X threads, or industry forums for the questions your sales team hears repeatedly. Channels where these questions consistently appear have a real buying context.

Identify sources of trust, not just awareness. Note which publications, analysts, or industry voices prospects mention during evaluations. If buyers cite trade publications, reports, or expert commentary to justify internal decisions, include those sources in your listening strategy.

Step 5: Structure listening queries around funnel stages 

Once you’re listening in the right places, avoid the pitfall of treating all conversations as if they mean the same thing.

In B2B, buyers talk differently depending on where they are in the journey. A person learning about a problem sounds very different from someone actively comparing vendors.

Structuring queries around funnel stages helps you understand what kind of progress is happening, not just that people are talking.

This means separating your listening queries into groups such as:

B2B Social Listening: How to Turn Insights into Action

On Christmas Day 2025, Marty Supreme — starring Timothée Chalamet as shoe salesman-turned-table tennis phenom Marty Mauser — hit theaters, earning critical acclaim and beating box office records. 

In the process, its campaign became a standout example of the strength of culture-first marketing, in which promotion and messaging is rooted in current cultural conversations and trends rather than solely in the product or service advertised. For film studio A24 and Marty Supreme, this strategy came in the form of strategic celebrity influencer activations, surprise moments, and fan-focused content. 

We used Explore+, Meltwater’s enterprise-grade intelligence platform, to analyze the global Marty Supreme conversation and uncover lessons for marketers and brands looking to create their own highly engaged, cross-platform cultural moments. 

How big was the cultural conversation around Marty Supreme?

Our Explore+ analysis found that Marty Supreme’s end-of-2025 promotional campaign helped the film generate 743,000 mentions and 61M engagements across social, digital, and traditional media from October 1 to December 31, 2025. 

Some of the campaign’s most talked about moments drove visibility by engaging with the cultural conversation already swirling around the film’s star. 

For example, one of the most successful pieces of Marty Supreme content ahead of the film’s theatrical release addressed a fan rumor that Chalemet is actually British rapper EsDeeKid. On December 19, a music video featuring the film star rapping alongside EsDeeKid put those rumors to rest. Chalemet’s corresponding Instagram Reel, featuring him rapping the words “Marty Supreme”, has generated over 3.2 million likes and counting. Even though it is only tangentially related to the film, it was the most engaged social media post about Marty Supreme in the lead up to its premiere. 

Similarly, the film’s merchandise — windbreakers by luxury streetwear brand Nahmias — leaned on Chalemet’s celebrity network to make it a coveted item. As covered by major fashion outlets like Vogue, a slew of Chalemet’s famous friends, including Kid Cudi, Tom Brady, and even Susan Boyle, wore the jackets in social posts and out in public. The Hollywood in-group positioning paid off. About 7% of Marty Supreme mentions and 6% of overall engagement were just about the jackets. 

In the end, both the EsDeeKid and windbreaker activations boosted the film’s visibility beyond just cinema lovers (or ping pong enthusiasts) to Gen-Z fans of hip-hop, luxury fashion, and pop culture. But how well did it work?

How well did Marty Supreme’s marketing campaign do? 

For marketers, the buzz around the Marty Supreme campaign begs the question of whether or not its tailored approach was a success. To learn more, we sized it up against another buzzy film of 2025: F1: The Movie.

Focusing solely on the three days following each film’s domestic release date, our analysis found that Marty Supreme generated about 5 times the conversation that F1: The Movie did, but only about two-thirds of the engagement. 

<div style="overflow-x:auto;">
  <table style="width:100%; border-collapse:collapse; font-family:Arial, sans-serif;">
    <thead>
      <tr style="background-color:#f4f6f8;">
        <th style="padding:12px; text-align:left; border-bottom:2px solid #ddd;">Film</th>
        <th style="padding:12px; text-align:right; border-bottom:2px solid #ddd;">
          Mentions<br><span style="font-weight:400; font-size:12px;">(first 3 days in theaters)</span>
        </th>
        <th style="padding:12px; text-align:right; border-bottom:2px solid #ddd;">Engagements</th>
        <th style="padding:12px; text-align:right; border-bottom:2px solid #ddd;">Engagements per Mention</th>
      </tr>
    </thead>
    <tbody>
      <tr>
        <td style="padding:12px; border-bottom:1px solid #eee;">Marty Supreme</td>
        <td style="padding:12px; text-align:right; border-bottom:1px solid #eee;">155,000</td>
        <td style="padding:12px; text-align:right; border-bottom:1px solid #eee;">3,700,000</td>
        <td style="padding:12px; text-align:right; border-bottom:1px solid #eee;">23.9</td>
      </tr>
      <tr>
        <td style="padding:12px;">F1: The Movie</td>
        <td style="padding:12px; text-align:right;">31,000</td>
        <td style="padding:12px; text-align:right;">6,000,000</td>
        <td style="padding:12px; text-align:right;">193.5</td>
      </tr>
    </tbody>
  </table>
</div>

For F1: The Movie, official and high-profile brand partnerships, including those with Mercedes-Benz and Scuderia Ferrari, drove engagement across social media. As touched on above, Marty Supreme’s marketing relied more heavily on a pop-culture-first approach, with limited-edition partnerships with Nahmias and Wheaties. 

In the end, F1: The Movie’s auto-focused brand partnership strategy came out ahead of Marty Supreme in terms of engagement. 

The biggest Marty Supreme moments ahead of its premiere

Beyond Chalamet’s EsDeeKid feature and designer merchandise, a few key moments helped build buzz for Marty Supreme. First, the film’s surprise global premiere at the New York Film Festival on  October 6, 2025, resulted in a nearly 3,000% increase in mentions according to our analysis. 

The previous mystery surrounding the film, as well as its dramatic reveal at the festival, helped drive the buzz around the moment and build anticipation among wider audiences. As with the December EsDeeKid reveal, Marty Supreme marketers used secrecy, starpower, and cultural relevance to build and capitalize on hype. 

Another screening on December 9 drove the movie’s second-largest conversation spike, thanks in part to Chalamet’s red carpet appearance with partner Kylie Jenner in matching, orange custom Chrome Hearts outfits. Harkening back to Justin Timberlake and Britney Spears’ infamous, matching denim outfits at the 2001 American Music Awards, Chalamet and Jenner’s striking ensembles solidified their status as Hollywood’s latest “It couple”. 

Along with fueling audiences’ fascination with celebrities and their personal lives, it gave fashion publications and commentators a new hook for discussion of Marty Supreme. For example, the above post from Vogue’s Instagram account featuring the looks has generated over 862,000 in just one month. Previously, fashion-focused discussion of the film centered on the exclusive merch that Chalamet gifted to stars both in and around the movie, including Jenner, Tom Brady, Frank Ocean, and, most surprisingly, British singer Susan Boyle. 

Finally, and unsurprisingly, the biggest boost for Marty Supreme mentions was its December 25 theatrical release in the US. That day, discussion reached its highest volume at nearly 47,000 mentions, fueled by both promotional content and audience reactions. 

Overall, across 90 days’ worth of Marty Supreme discussion, sentiment skewed positive (27%), reflecting the film’s favorable critical reception. And while celebrity endorsements and high-profile premiere moments didn’t make for record-breaking engagement, they helped make Marty Supreme one of the most anticipated and well-received movies heading into 2026. 

What marketers can learn from Marty Supreme

Our analysis uncovered three key takeaways from the buzz leading up to the premiere of Marty Supreme: 

High conversation volume doesn’t always equal big engagement.
Marty Supreme generated about five times more mentions than F1: The Movie during its domestic release window, yet F1 achieved nearly eight times higher engagement per mention. This highlights just how critical high-profile brand deals are to amplifying promotional content online.

Mystery and surprise can fuel buzz.
Surprise premieres and creative tie-ins like the EsDeeKid remix helped drive both curiosity and conversation. When paired with cultural relevance, mystery and suspense can drive audience interest.

Celebrity star power drives visibility and widens appeal.
Timothée Chalamet’s personal social media, along with his collaborations and appearances with other high-profile figures like Kylie Jenner, made him the film’s promotional anchor. His celebrity connections across sports, fashion, music, and movies expanded the film’s relevance beyond just its ping pong subject matter. As a result, the film’s marketing campaign successfully drew in audiences that may not have paid attention otherwise.

With AI-powered platforms like Meltwater’s Explore+, marketers can track and measure campaign resonance across channels and optimize in real time and at scale. This is crucial for campaigns like those leading up to the Marty Supreme premiere, in which pop cultural intelligence is a key differentiator. 

Learn more about how your brand can use data-driven insights to build campaigns that make a splash — use the form below to request a free test drive of Explore+.

FAQ: Marketing Lessons from Marty Supreme

Marty Supreme’s end-of-2025 promotional campaign helped the film generate 743,000 mentions and 61M engagements across social, digital, and traditional media according to Meltwater Explore+ data. Leveraging Timothée Chalamet’s star power, premiere surprises, fashion moments, and music tie-ins, the campaign shows how culture-first marketing and celebrity influence can transform a film release into a buzzy pop culture moment.

How did Marty Supreme perform compared to F1: The Movie?

Meltwater data shows that, in the three days following its domestic release, Marty Supreme generated 155,000 mentions and 3.7M engagements. Marty Supreme generated roughly five times more mentions than F1. However, F1 achieved higher engagement per mention (193.5 vs. 23.9), driven largely by official brand partnerships with Mercedes-Benz and Scuderia Ferrari.

Which moments drove the most conversation for Marty Supreme?
Meltwater data shows that key conversation drivers included:

The New York Film Festival premiere (October 6, 2025) – 3,000% spike in mentions

Chalamet and Kylie Jenner’s matching orange outfits at the December 9 screening

The EsDeeKid remix tied to the film, shared via Chalamet’s personal social channels

Celebrity sightings in Marty Supreme merchandise, including Jenner, Tom Brady, and Susan Boyle

What can marketers learn from Marty Supreme’s campaign?

High conversation volume doesn’t always equal high engagement

Celebrity influence and cultural relevance can extend reach across platforms and online communities

Data-driven insights from platforms like Meltwater Explore+ help marketers track, measure, and optimize campaigns in real time

Buzz vs. Engagement: What the Marty Supreme Campaign Teaches Us About Cultural Marketing

Social media moves fast—churning out data constantly—yet very few spikes deserve your undivided attention. Social and influencer teams face a greater challenge than spotting trends. They must identify which trends actually shape audience behavior, influence conversation, and support their strategy. Finding impactful social media trends requires more than reacting to viral moments.

The right data and structure can make trend detection repeatable and actionable. Social listening and analytics tools enable teams to connect social signals with broader context, which turns raw data into actionable insights. This process results in better timing, clearer direction, and digital marketing strategies built around emerging audience interests. 

Once you understand these dynamics, you can identify the social media trends that lead to direct business impact.

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Buzz vs. Engagement: What the Marty Supreme Campaign Teaches Us About Cultural Marketing

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65 Instagram Statistics for 2026

Top 20 Sentiment Analysis Tools 2026

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What is Social Listening? The Complete Guide for 2026

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