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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

When you’re spending money on advertising, you expect to get something in return. But results aren’t a given. That’s why measuring ad campaign effectiveness is so important.

Learning how to measure the success of a marketing advertising campaign helps you see the impact of the campaign. It gives you insight into what’s working and what’s not so you can make improvements and get better results. 

So, how do you measure the effectiveness of an advertising campaign? There are a few ways to go about it. 

Benefits of Learning How To Measure Ad Campaign Effectiveness

How To Measure Promotional Campaign Effectiveness

Measuring the Success of Advertising Campaigns With Meltwater

Tip: Learn more about campaign measurement in general and how to measure social media campaigns.

Advertisers today have more data and tools than ever before to measure the effectiveness of their campaigns. But collecting data isn’t the same as measuring ad campaign effectiveness. That's why you need to know how to measure the success of a promotional campaign.

You need to understand what the data is telling you and connect it to your advertising goals. We can do this by learning how to measure the success of an advertising campaign.

No brand wants to spend money on advertising that will never be seen. Tracking marketing campaign effectiveness can help you see whether your target audience is seeing and acting on your ads. 

Plus, you can see which campaigns are driving results. If you’re running multiple ad campaigns at once, you can increase your ad spend on the ones getting the most traction.

Measuring your campaigns (ideally in real time) gives you an opportunity to improve your marketing ROI. If you notice your ads aren’t getting attention, for example, you might tweak your message, creative, or offer to see if you get better results. 

Analyzing past campaign data helps you learn what works and what doesn’t. When you have this data all in one place, you can make better decisions on how to execute future campaigns. Apply those lessons so you can create more impact right out of the gate.

Learning how to measure advertising campaign effectiveness is a multi-step process.

2. Choose Advertising Metrics That Reflect Your Goals

8. Invest in the Right Tools and Technologies

It’s impossible to know if you succeed if you don’t know what success looks like. Setting goals helps you to define what you want to achieve.

When setting advertising goals, be as specific as possible. For example, instead of saying you want to increase your social media audience, you could set a goal of gaining 500 new followers or increasing your audience by 15%. Those are easy to measure, plus they give you a clearer way to connect your advertising campaigns to your results.

Marketers will need to choose the right metrics for measuring ad campaign effectiveness. Metrics should relate directly to your goals so you can focus on the most important parts of your campaign and tune out the rest. 

Some examples of advertising effectiveness metrics include:

Click-through rate (CTR): the number of times a person clicks on your offer to go to your landing page or website.

Cost per click (CPC): the amount you pay each time a person clicks on your ad (a great measure of cost-effectiveness)

Engagement rate: The percentage of people who take action on your ad compared to the number of people who see your ad

Conversion rate: The percentage of people who take advantage of your offer compared to the number of people who see your ad

Open rate: The percentage of people who open your email compared to the total number of people who receive your email

Bounce rate: The percentage of emails that are undeliverable compared to the total number of people on your email list

Return on ad spend (ROAS): One of the most essential KPIs, ROAS represents the revenue earned for every dollar spent on a campaign

Tip: Here you find more important social media metrics. Also, learn how to boost your conversion rate with influencer marketing.

You'll also want to choose key performance indicators (KPIs) that make sense for the advertising channel you're using. For example, if you're running Google Ads or Facebook Ads, things like CTR, CPC, and conversion rate should be in your measurement toolkit. For email marketing, open rate, bounce rate, and clicks are key.

Each of these KPIs contributes to a much larger picture. For example, bounce rate alone doesn’t tell you much about your overall ad campaign performance. But a high bounce rate could indicate that a large portion of your audience is missing out on your advertising, which may have a negative impact on your results.

Also, beware of putting too much emphasis on vanity metrics. Things like likes, shares, new followers, and comments can support the idea that people are seeing your ads. But these metrics don’t always equal ad effectiveness. It’s important to put these into context with other engagement metrics to see whether you’re making an impact or just making noise.

Advertising campaigns usually result in increased website traffic. This is especially the case when your ads direct potential customers to a product, landing page, or offer on your website.

Even if your advertisement doesn’t have anything to do with your website, you might still see an influx of traffic. That’s because people usually research the companies they do business with. Your website plays a role in their search for more information and to see if you’re a credible company.

Checking your marketing analytics or Google Analytics can give you an idea of how many people are interested in your ad. Make it a habit to check your analytics before, during, and after your campaign to see how your website traffic changes.

As a marketer, you probably get excited to see your digital marketing gaining some attention. But it’s important not to overlook the quality of your results.

Reviewing lead quality gives you an idea as to whether you’re attracting the right audience. Higher quality leads increase your chances of conversions.

There are a few ways to estimate lead quality:

What content are your leads engaging with? Are they looking at product and pricing pages and case studies, or just blog posts?

How much time are they spending on your website? Longer page view times indicate a higher interest in what you’re offering.

Don’t forget to check the source of the lead. Someone who found you on social media might not be as qualified as someone who found you via a targeted search on Google.

Coupons or other tracking codes can help you attach redemption rates to each campaign. Redemptions indicate the level of interest in your offer and whether you’re reaching your target market.

If you’re running multiple campaigns, reviewing redemptions can help you pinpoint which of your ad campaigns are the most successful. From there, you can work backward to see what made those campaigns so successful.

Advertising campaigns generate higher brand awareness, which can lead to an uptick in sales and revenue — even if these aren’t the goals of the campaign. An increase in sales and revenue indicates more people discovered your company as a result of the campaign.

You can also look at the number of new customers you gained from your ad-driven strategy. More customers give you more ways to generate revenue on both a short-term and long-term basis.

Post-campaign surveys are a critical part of measuring advertising effectiveness. Sending surveys after an ad campaign can give you an idea of how well your customers remember it and whether they acted on it. 

A survey can also be a great tool to get consumer feedback on what they thought of the ad. Ask what they liked or didn’t like about the ad so you can create better campaigns that align with their interests.

Measuring the effectiveness of advertising campaigns is easier when you have tracking and monitoring tools that do most of the work for you. Rather than simply collecting key metrics, your tools should help you turn that information into usable insights. These insights allow you to optimize your campaigns, improve your strategy, and get better results.

Meltwater Radarly is a great example of an effective tracking and monitoring tool. Our end-to-end consumer insights platform monitors your brand across online and offline marketing channels to help you connect advertising actions with results. We track brand mentions, consumer insights, online reputation, and more so you can see how your marketing and advertising strategy is helping to grow your brand beyond conversions.

Measuring the Success of Advertising Campaigns with Meltwater

Learning how to measure the effectiveness of an advertising campaign begins with the right marketing metrics and the best technology to capture, analyze, and report on those metrics.

At Meltwater, we make measurement easy by combining the power of AI with the discernment of human intellect. Our platform helps you make sense of your media ads and marketing data by adding context to your key performance indicators. Track not only sales and conversions, but also the overall impact your ads have on your brand awareness, audience growth, loyalty, and online reputation.

Measuring Ad Campaign Effectiveness with Competitive Benchmarking Tools

In early 2021 Linkfluence was acquired by Meltwater, in a deal that created a highly successful partnership. Since then there has been greater investment in the development of the Radarly Consumer Insights platform, and many new features and data sources have been included, bringing more value to Linkfluence customers. A lot of Meltwater enterprise clients adopted Linkfluence as a result, with Meltwater also investing in the commercial distribution of Linkfluence's platform.

So today, we’re excited to share that the next stage of this successful integration is for Linkfluence to rebrand as a part of Meltwater, as we become even more closely aligned companies. This is a huge milestone for Linkfluence and a testament to the success we’ve seen since joining forces 18 months ago. Linkfluence's product team will continue to operate as the Consumer Intelligence Center of Excellence of Meltwater to drive innovation and advancements within this category.

As of April 1st 2023, the Linkfluence brand will fully transition under Meltwater across all channels.

What will happen after the Linkfluence rebranding?

Linkfluence's product Radarly will of course continue to operate as normal, and Linkfluence customers will still have access to customer support and account teams through all of the usual channels. As far as Linkfluence's products and services are concerned, nothing will change for current customers. And we will of course continue to invest in Linkfluence's products to bring clients even more value. 

We are thrilled to have Linkfluence fully embrace the Meltwater brand and the new opportunities it brings. We are excited to take these next steps to have Linkfluence become an even closer part of the Meltwater family, and look forward to bringing you even greater innovations in Radarly in the coming months and years.

If you have any questions please do not hesitate to reach out to us.

Linkfluence is Rebranding as Meltwater

As a leading innovator in the digital space, Meltwater has been paving the way for businesses since 2001. With our commitment to driving change and breaking down barriers, we are proud to introduce a revolutionary new update – our Arabic User Interface.

This powerful addition to our platform opens up a world of possibilities for businesses everywhere, enabling them to harness the full potential of their marketing efforts through our exceptional suite of tools and services.

The Why: Breaking Barriers and Building Capabilities

The Market: Conquer a Digitally Growing Language

The Value: Groundbreaking Features in your Native Language

The Usage: How to Set Arabic as Your Preferred Language in Meltwater?

The Impact: Empowering Businesses to Succeed in the Global Landscape

At Meltwater, we believe in embracing cultural diversity and catering to the needs of our diverse customer base. That's why we are proud to offer support in Arabic, one of the world's most widely spoken languages with a massive 313 million native speakers. 

Arabic is the official language in 28 countries, including some of the fastest-growing economies in the Middle East and Africa. As a language of the future, it's crucial for businesses to have a strong online presence in this language.

The Middle East is a digital powerhouse with a wealth of resources, governments promoting tourism, and a growing internet population primarily speaking Arabic. With Meltwater's Arabic UI, we are providing businesses in the region with the tools they need to stay ahead of the curve in the constantly evolving industry landscape.

Our Arabic User Interface provides a personalized experience for our Arab users, allowing them to seamlessly navigate through our platform and leverage its powerful features for better monitoring, analysis, and engagement.

Smarter Decisions with Arabic UI
Providing a native language option in the app simplifies data comprehension, enabling users to make faster, smarter decisions. 
The localized interface enhances user experience, leading to quicker, more effective navigation.

Increased Productivity
The streamlined interface enables users to focus on their tasks, saving time and increasing efficiency.

Effective Communication
You can track and analyze information more effectively, leading to better communication and quicker decision-making.

Wider Accessibility
The inclusion of the Arabic language broadens app accessibility and enhances users' reach to a larger customer base.

User Satisfaction Guaranteed
The Arabic UI demonstrates Meltwater's commitment to catering to its Arabic-speaking users, boosting user satisfaction and loyalty.

Users can easily set up Arabic as their preferred display language via two easy steps. 

2. From the Language drop-down under Preferences, simply choose Arabic.

Once done, all parts of the Meltwater UI will be automatically translated into Arabic. Search results will continue to display the language of their original search.

Meltwater is committed to breaking down language barriers and making its platform accessible to all. With the introduction of the Arabic User Interface, businesses in the rapidly growing EMEA region can now take advantage of our extensive features, such as media monitoring, social listening, and sales intelligence, to make informed decisions about their social and media presence.

The result is a more intuitive, efficient, and productive experience that leads to better communication, increased user satisfaction, and ultimately, improved marketing performance.

Join worldwide businesses that have already made the smart choice with Meltwater. Request a demo today and see for yourself how our Arabic UI can empower your business to succeed in the global landscape.

Breaking Language Barriers: Experience the Power of Data & Social Listening with Meltwater's Arabic User Interface

Every second Sunday in February, the only subject that generates more buzz than football's big game is the advertisements that air during it. During those four hours, television audiences are arguably the most receptive to ads than at any other time of year.

The big game arrived with a few changes to its advertising landscape. It was the first since 1989 to feature ads from multiple alcohol brands since Anheuser-Busch relinquished exclusivity in June 2022. Apple Music became the sponsor of the always highly-anticipated halftime show, replacing Pepsi, which had held that role since 2013. And lastly, the cost of a 30-second spot shot up to about $7 million, up from $6.5 million in 2022, according to Statista.

The Kansas City Chiefs won the game, and halftime show performer Rihanna won viewers’ attention, generating more mentions than both teams playing combined. Meanwhile, a separate showdown took place between the many advertisers of the NFL's biggest game. Did your favorite ad generate the most conversation? We used Meltwater Explore to analyze keyword, hashtag, and social media handle mentions of the top brands of the night to find out which brand "won" the big game.

Tip: Watch our free on-demand webinar about our exclusive Big Game LVIII Analysis and get access to our exclusive Big Game Insights Dashboard.

From Sunday, the day of the big game, through Monday, February 13, Tubi’s commercial generated the most conversation online. The streaming app pranked the game’s millions of followers with an ad called “Interface Interruption” that seemingly changed their channels to a movie on the Tubi app. It sparked excited, amused, and, at times, heated discussion across the internet and garnered more than 102,000 mentions across social media, message boards, blogs, podcasts, news, and broadcast media. That amounted to nearly 30,000 more than the next most talked-about brand, Budweiser.

Tubi Interface Interruption | Super Bowl

Tubi wasn’t the most well-known brand advertising during the game, but its clever commercial concept beat out heavyweights like Pepsi and Doritos to get the most people talking. 

Biggest Social Exposure Increase: He Gets Us

While the volume of keyword, hashtag, and social media handle mentions is a great indicator of buzz, so is social media exposure. We used Meltwater Insight Reports to analyze the changes in social media exposure for the brands whose ads generated the most online conversation. By this metric, the Christian ad campaign 'He Gets Us' was the game's brand winner, with an 87% increase in social media exposure. Compare that to Tubi, which saw an impressive but smaller increase of 34%.

However, high social exposure does not necessarily mean admiration or positive attention. The brand's net tonality, which measures the sentiment of mentions, decreased by six points as many internet users and news outlets highlighted the organizations behind the commercials and their links to anti-LGBT and anti-abortion legislative pushes.

When it comes to sentiment, coffee chain Dunkin’ had the greatest change in tonality. Its commercial, starring actor and brand enthusiast Ben Affleck taking orders in a Massachusetts Dunkin' drive-thru, scored the brand a five-point increase in positive sentiment. On the day of the big game, Dunkin’ garnered about 4,000 positive article mentions.

Dunkin' 'Drive-Thru' Starring Ben

From pranks to celebrity cameos, this year’s ads on football's biggest night were as creative and buzzworthy as ever. Our Meltwater Explore analysis and Insight Reports revealed which ones had the most impact that weekend. As for which commercials will live on in public memory, only time will tell. 

Which Brand ‘Won’ Football's Big Night?

Ever since sourdough starters united the world during the initial COVID-19 lockdown, viral social media food trends have become a pop culture staple. Creative recipes and novelty coffee shop orders come and go, but each year a small number of trends dominate the rest. Wondering what the biggest food trend of 2022 was? The answer isn’t as definite as you might think. We took a look at the biggest viral food trends of 2022 to learn more about how they performed across the world.

Want to connect with food-loving audiences? Make them want a seat at your table with data-driven insights from Birdseye Report: #Foodies on Twitter.

Content Tip: Take a look at the best global food influencers to inspire you.

To learn more about viral food trends, we used our social listening platform to analyze mentions of more than a dozen recent viral food trends. We then narrowed our analysis down to the top five, as determined by the share of voice of mentions of related keywords and hashtags. This gave us the following trends:

Read on to learn a bit more about each one.

Fairy bread is a slice of buttered bread covered in sprinkles. Though it’s long been popular in Australia and New Zealand, this whimsical kids’ snack had a viral moment in 2022.

The dirty soda or “Dirty Diet Coke” trend is another regional favorite that hit the big time on social media this year. Popularized in Utah, dirty soda is a mix of diet cola, heavy cream, lime juice, and coconut syrup served over ice. The phrase also refers to other similar mixes of iced soda, creams, and syrups.  

Cupcake brand Made by Melissa had a surprise hit when a salad recipe it posted on its blog in January became an internet sensation. Part salad, part dip, this vegan recipe inspired legions of home chefs to try making it themselves and create their own versions.

Despite its name, this viral food is another vegan treat. Cowboy caviar is a dip that combines corn with chopped avocado, tomato, bell pepper, red onion, cilantro, and jalapeño. 

Butter boards are basically charcuterie boards but with butter. A lot of this trend’s appeal lies in the presentation. 

Learn more about the foodies behind the trends in Birdseye Report: #Foodies on Twitter, our audience deep-dive report for the Twitter Official Partner Program.

Well, it depends. The trend that took over your feed most is related to where on the internet, and in the world, you are. 

There is one giant exception. In the English-speaking world, the biggest food trend of each year is seasonal, and originated with Starbucks.

That’s right: Pumpkin spice lattes, and every possible edible spinoff, are bigger than any other food trend when it comes to share of voice and mentions of related keywords and terms. While not new, comparing viral food trends to the seasonal appearance of #PSL helps us understand just how ubiquitous a food trend can get.

From January 1 through mid-October 2022, no food trend generated more mentions or had a greater share of voice than pumpkin spice lattes.

Unless you’re in the southern hemisphere that is. Notably, it had the smallest share of voice in Australia, where PSL season arrives during spring rather than autumn, and fairy bread originates.

When we look at 2022 food trends without mentions of pumpkin spice lattes, the results reveal how much each one’s popularity varies from audience to audience. By share of voice, butter boards were the biggest food trend of 2022 with cowboy caviar following closely behind, but that metric alone doesn’t tell the whole story.

Looking at mentions of each trend over time shows us how intensely “viral” each one was. 

Cowboy caviar racked up a high share of mentions, partly by simmering in popularity over several months — primarily from May through July. However, the latest food trend of the year, butter boards, had much more dramatic spikes in mentions over fewer weeks. If you thought that the butter boards trend suddenly popped up out of nowhere, the above chart shows that you were right.

While butter boards are this year’s most viral trend overall, they weren’t nearly as viral on some platforms as they were on others. They have dominated YouTube and broadcast, but if your online diet consists mainly of reviews, Wechat, Pinterest, and/or message boards, they may not seem like much of a prominent trend at all.

Green goddess salad took over reviews, while cowboy caviar had high shares of voice on Pinterest, and blogs. Meanwhile, Redditors, Twitch users, Wechat users, and frequenters of message boards mostly participated in the fairy bread trend. 

No one is indulging in the fairy bread trend like Australians, where the treat is said to have been invented back in 1929. 

Butter boards were the most viral food trend in the United Kingdom and Canada but only slightly beat cowboy caviar in the United States.

Meanwhile, dirty soda was predictably more popular in the United States than elsewhere. Finally, green goddess salad had its highest share of voice in Canada.

Download Birdseye Report: #Foodies on Twitter for a deeper look at the consumers behind online foodie communities.

What does it all mean? Marketers need to keep these three points in mind when tapping into viral food trends.

1. Jump on food trends as they're taking off

Using social listening to monitor food trends early lets you see when one starts to skyrocket and, alternatively, when it has already passed. Comparing the rise of emerging trends to those of previous ones can help you predict which will have a “moment” and which have a longer, but less dramatic, lifespan.

2. Pay attention to how trends vary across locations and channels

The channels and geographic locations you prioritize in your marketing strategy dictate how relevant each one is to your goals. When you run a food trends query in Meltwater Explore, our social listening platform, you can even break the geographic distribution of mentions down by state/province and city.

Most of all, marketers need to understand who their audiences are. This, above all, reveals which food trends are worth your investment of resources and time.

We used Explore and its audience insight tool, Communities, to take a closer look at the audience behind food lovers on Twitter. Download Birdseye Report: #Foodies on Twitter, created as part of the Twitter Official Partner Program, to see how to use our social intelligence suite for audience and market research.

Want to take our social intelligence platform for a spin? Request a demo through the form below.

What Was the Biggest Food Trend of 2022? It Depends on How You Look at It.

Marketing teams are central to business success. They are tasked with everything from building awareness of your brand, promoting products or services, and providing customer service and engagement in public forums. But with the changing face of marketing, today’s team looks very different from the teams of 20, 10 or even 5 years ago. As you build your team, make sure to read our ebook on implementing consistent KPIs—so you can justify the budget spent on your hires and campaigns.

With the fast-paced evolution of modern marketing, your team needs the talent and knowledge to keep up. Could your current team members be lacking in must-have modern marketing skills?

For the purposes of this article, let’s focus on the marketing needs of mid-market companies (those with annual revenue anywhere between $10 million and $1 billion). 

Certain businesses may choose to combine or rearrange some of the following positions. But to best prepare your company’s marketing team for success you’ll need staff who can fulfill the following roles. 

Think of this person as part of the core of your marketing strategy. They’re tasked with data gathering and analysis, and they provide insights on current marketing strategy performance, vital for the modern marketing team.

The Meltwater Blog

Measuring Ad Campaign Effectiveness with Competitive Benchmarking Tools

Linkfluence is Rebranding as Meltwater

Breaking Language Barriers: Experience the Power of Data & Social Listening with Meltwater's Arabic User Interface

Which Brand ‘Won’ Football's Big Night?

What Was the Biggest Food Trend of 2022? It Depends on How You Look at It.

6 Essential Roles of the Modern Marketing Team

Why Sales Training Is a Winning Investment

Joining Meltwater’s Global Green Council

What Is Digital Marketing? A Beginners Guide.

The Secrets of Successful Video Marketing

Philippine Media Today: History, Definition, Types & Roles

What Is Industry 4.0? The Fourth Industrial Revolution