United States

Generative Engine Optimization (GEO) Guide

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

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

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

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

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

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

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

With 1.3 billion monthly active users, and a projected 1.4 billion by 2025, Instagram is showing no signs of slowing down anytime soon. It’s become a prime place for building brand awareness, showing personality, connecting with influencers, and promoting products. There are many ways you can incorporate Instagram into you social media marketing strategy, but it can be tough to know where to start. 

Worry not — here are 20 Instagram marketing examples to help give your creativity a boost. 

One of the shining stars of social media to come out of the last few years is undoubtedly the language-learning app Duolingo. On the surface, the app is a straightforward educational service, helping users learn new languages with bite-size lessons and quizzes. Gamification comes into play with "Streaks" that encourage you to use the app everyday. 

Duolingo tapped into their target audience community culture with a masterful campaign that brings their owl logo to life in hilarious skits, many of which poke fun at their aggressive push-notification style. 

The campaign serves to build their brand personality as one that doesn't take itself too seriously, and yet takes their mission of helping users master a new language very seriously. It strikes a wonderful balance and encourages engagement, which is a prime KPI for any social media marketing campaign on Instagram!

In contrast to what many might recommend, Duolingo's Instagram profile is not exactly visually cohesive, utilizing a mix of video and photo content, some animation, some illustration, etc. but it seems to be working for them!

Hear from the mastermind behind Duolingo's social media marketing, Zaria Parvez, at Meltwater Summit, 2023! Get access to our summit on-demand sessions here.

As a leading SaaS company, Salesforce uses their Instagram profile to great effect for bringing their brand to life, with posts featuring their team to help humanize the product, lots of lighthearted humor and personality. They actually have a similarly all-over-the-place layout and variety to Duolingo, utilizing their mascot heavily and including a wide range of photo and video styles, but again it seems to work for them — perhaps it subconsciously signals the sheer depth, breadth, and reach of Salesforce as a company.

Overall, the throughline on the Salesforce Instagram page is energy. A lot of energy, radiating from people, events, announcements, and their mascots. Their content exudes excitement while also remaining grounded and informative.

Disney's streaming platform, Disney+, does a great job with their Instagram marketing, highlighting new shows, announcing when films or shows are added to the platform, and promoting upcoming projects which is a great Instagram marketing example.

Given the strong nostalgia factor of Disney, and the impressive number of properties they now own, this is probably one of the few cases when just posting about your "products" is still an effective way to drive engagement (positive and negative, that is. People tend to have a lot of strong opinions when it comes to Disney+ programming!).

The Disney+ Instagram page demonstrates a strong commitment to keeping their target audience in the know, but it is a promotion-heavy feed. So they do intersperse their content with various memes, humorous posts, and posts that celebrate things like #NationalPetDay to help break up the flow.

If there's one company that consistently kicks it out of the park when it comes to social media marketing it's Dove. The company has managed to carve out a specific niche in their marketing language which focuses on female empowerment, expanding the rigid definitions of "beauty", and highlighting the importance of mental health. 

Their Instagram feed is people-forward and very diverse, which has become a hallmark of their marketing style an approach. 

Over the years they've used branded hashtags to bring attention to various body image issues and the impact of social media on women's self-esteem. One recent example is "DetoxYourFeed" which encourages people to think twice before following accounts that could encourage unhealthy habits and negative self-talk. 

Apple's ongoing "Shot on iPhone" campaign is a masterful example of Instagram marketing for a particular product through the use of UGC (user generated content).

Interested in using UGC as part of your social media strategy? Check out our free UGC guide and take a look at more UGC examples!

Due to the fact that Apple so consistently shares posts that use the #ShotoniPhone hashtag, it has become an ubiquitous part of Apples online community. Nearly every post on their feed is user-generated content, which is a powerful flex — and they only have one Story highlight for promoting their most recent iPhone version.

Tip: Read about things we can learn from Apple's marketing strategy.

IBM's Instagram profile strength comes from its style consistency which makes it a great Instagram marketing example.

Their posts are people-forward and tech-forward, the combination of the two doing a great job to illustrate their brand personality and humanize the forward-thinking technology legacy of the company.

Their content is science and tech-heavy and doesn't shy away from appealing to true computer nerds, whether it be from a historical perspective or an interest in where technology is headed. You know immediately that if you follow IBM you're in for thought-leadership, deep dives, and interesting industry discussions.

Featuring a mix of UGC and employee spotlights, Starbucks uses their Instagram profile to promote new products, provide drink-making tutorials, and build the Starbucks culture and brand personality. Even though they always seem to have a new type of brew or blend coming out, they always make sure to celebrate their cult favorites as well.

And while not their primary content type, Starbucks does lean into meme culture quite successfully, as with this post assigning classic Starbucks drinks to Taylor Swift songs:

Aside from showcasing their footwear products, Adidas uses their Instagram presence to shed light on social issues as well. And they don't shy away from boldness with their Instagram marketing. In particular, they started the hashtag #WithWomenWeRun after learning that 92% or women feel unsafe when running:

Adidas also works with sports influencers and posts sport-industry-related content, widening the scope of how their company may be perceived.

Their Instagram marketing conveys the message that they're not "just a shoe company". They're an essential voice in the world of fitness and active lifestyle, trusted by Olympic athletes and highly respected sports figures.

Netflix uses its Instagram profile to promote upcoming shows, lean into nostalgia for shows that have ended, and cultivate the Netflix community culture. They appreciate and use meme humor, but don't overdo it. 

They trust their audience, posting imagery that might seem cryptic to anyone who doesn't watch a particular show, but "if you know you know" and the comments don't disappoint:

Aside from that, their Instagram feed is full of interviews, behind-the-scenes snippets, and blooper reels. They do a masterful job of building anticipation ahead of a new show or film releases as well which is really their bread-and-butter when it comes to their Instagram marketing.

UltaBeauty partners with diverse beauty influencers of all races and genders, which is what makes them stand out as a great Instagram marketing example. 

Involving so many different beauty influencers to demonstrate their products helps Ulta reach wider and wider audiences, with the common denominator being an enjoyment of makeup. They have a powerful angle: good products (as evidenced by so many respected beauty influencers working with them) at reasonable prices that allow you to achieve certain looks without breaking the bank. 

They also use their Instagram marketing to do a lot of myth-busting and de-mystifying of beauty products, skin and haircare routines. These posts also help project a friendly and conversational vibe helping them appeal to consumers who may feel intimidated by more cost-prohibitive and higher-end brands such as Sephora or Mac. 

Luxury apparel and beauty brand, Prada, uses their Instagram profile to showcase their products, promote events, and highlight various partnerships. Most of their posts are fashion-forward, punchy, and edited to represent Prada's sleek and luxurious personality.

A partnership that made a splash in 2022 was with actor and activist Emma Watson. A unique pairing to be sure, given the initial juxtaposition between Watson's vocal and well-known activism, focusing on sustainability and gender equality, and Prada's reputation as a premier luxury brand, highly expensive and not known (or at least not recognized) for sustainability. 

So the use of Watson as a spokesperson served several purposes. First, it got people talking about the brand, and of course the specific product she was promoting: a new perfume, Paradox. Second, it helped Prada position itself as a brand that cares about sustainability, and cares about lifting women up — the theme behind the Paradox marketing campaign. 

Watson was heavily involved, directing and starring in the commercial herself as a short film, and promoting Paradox in highly stylized  posts on her Instagram page. 

Learn more about this campaign on our Best Social Media Marketing Examples blog and take a look at some of the top beauty influencers to inspire your brand!

Spotify's Instagram profile leans into a love of music through supporting various music artists, fun data-backed posts, light humor, and engaging conversation-driving posts:

A staple on best of lists when it comes to social media marketing, the Spotify Wrapped campaign has become a very popular and much anticipated end-of-year campaign for brands and consumers alike. 

Everyone can get in on the fun, and there's even a subculture that's come out of it with people creating "fake" Spotify Wrapped templates to poke fun at how wrong or right Spotify gets their "most listened to" habits throughout the year. 

Netflix jumped on the chance to highlight the cultural phenomenon that came from Season 4 of Stranger Things: an entire new generation getting introduced to Kate Bush's song "Running Up That Hill":

https://www.instagram.com/p/ClmJeU-pPBM/?utm_source=ig_web_copy_link

Reading Tip: How AI helps Spotify win in the music streaming world

The American Express Instagram marketing approach is youthful, informative, and lighthearted — perhaps not what one might expect from a credit-card that may be perceived as more high-end, which is precisely the point. Their Instagram business profile goes a long way toward humanizing their brand, focusing on amazing travel, hotels, food, and experiences — all the things you can get with their card.

Amex also partners with celebrity influencers for various campaigns, helping to spread the word about their card perks and create an emotional connection with customers.

GoPro uses Instagram marketing to great effect, showcasing UGC that illustrates all the amazing activities you can do with a GoPro camera, and the kinds of amazing video footage you can achieve. Their feed is very cohesive, using heavily saturated colors, and dramatic photography and video.

Instagram Marketing Examples: 20 Excellent Examples & Ideas from Top Brands

Are your customers fangirling over your brand? Are they creating tons of user-generated content that shows just how much they love you? Do they give you shoutouts on social media, just because? If so, you don’t just have a brand — you have a branded community.

Some brands have done such a great job promoting their images and values that their fans want to participate beyond the purchase. Building a sense of community gives fans a place to share and engage, which can help to spread the love for your brand even further.

Let’s explore what makes a great brand community tick and several examples of brands that get community right.

How Do Brand Community Practices Create Value

9 Best Brand Communities to Join and Learn From

How to Create Your Own Brand Community with Meltwater

What is a branded community? A group of customers invested in a brand beyond its products and services. Customers typically engage with the brand’s content, connect with fellow fans, and create content on behalf of the brand.

The definition of brand community can be summed up into two words: brand fandom. It can be official (sponsored by the brand) or unofficial (created by third parties). Either way, it’s about bringing people together through a shared interest, which is your brand. 

Brand communities thrive when they give their members a reason to engage. This might be an intense love for your products or services, incentives for creating or sharing content, or access to other fans who can answer questions or provide inspiration.

Reasons why community building needs to be on your radar:

Community-led growth has become a core focus for businesses and organizations, with many calling themselves "community-centric organizations" in 2022.

In 2023, more companies are expected to dedicate resources towards building year-round communities for multiple stakeholders, recognizing that communities are valuable business assets.

The 2022 State of Community Management report showed that 88% of C-level executives had positive views towards community programs, up from 56% in 2017.

Community-based marketing (CBM) has gained momentum in 2022, with investment in community for building awareness, generating data and insights, and creating valuable relationships with prospects, customers, and stakeholders.

McKinsey named community as the "big idea" in marketing for this decade, underpinning marketing strategies with community.

Community aligns closely with influencer marketing and employee advocacy, with CEOs becoming celebrities online, and influencer partnerships and campaigns showing impressive business outcomes.

Events and community are becoming more integrated, with renewed interest from events organizers in providing a pre, during, and post-event community and networking experience.

How Do Brand Community Practices Create Value?

Community means a lot to your brand. While its purpose is geared toward your customer, all that community building helps you create customers for life.

Those loyal customers create hype for your brand on your behalf. They’re sharing ideas with current and future customers, providing helpful information, and talking about your products and services. All this buzz can help your customers feel closer to your brand and discover more of what you offer.

Your community can be a powerful marketing tool that highlights your best features. It’s easy for customers to see why you’re a great choice and loved so much by others. When customers are doing some of your marketing for you, you don’t have to try so hard to win them over.

Authenticity is Key - Consumers are looking for genuine connections and experiences, and brands that focus on building authentic communities around shared values and interests are more likely to succeed in engaging and retaining customers.

Personalization is Critical - Personalization is essential for creating a sense of belonging and loyalty among community members. Brands that tailor their messaging, offers, and experiences to individual members' preferences and interests are more likely to drive engagement and retention.

Technology is an Enabler - Technology has made it easier for brands to build and manage communities, with tools like social media, chatbots, and community platforms. Brands that leverage technology to create seamless and personalized experiences for community members are more likely to succeed in driving engagement and loyalty.

To get an idea of what a great brand community looks like, we’ve rounded up nine companies that get it right. We hope these examples of brand community will inspire you to build your own.

Meltwater’s community, mCommunity, is a platform where Meltwater users can share, connect, and learn from each other. The sea of social media, PR, brand management, and branding is quite large with lots of moving parts. For comms professionals, it’s helpful to learn from other industry players to become more effective in their roles as well as to get the most out of the Meltwater Platform.

mCommunity also includes a searchable database so users can see what’s already been posted on a specific topic. It’s easy to use and driven by fellow Meltwater users.

Gymshark is one of the fastest-growing fitness brands, and its success is in large part due to its branded community. One popular feature of its community is the Gymshark Central blog, which is packed with health and fitness tips, workouts, and how-to’s that also feature Gymshark customers wearing the brand’s apparel. 

Gymshark also leans heavily on influencer marketing. Every customer is technically an influencer, as they take photos of themselves in their Gymshark gear and tag the brand on Instagram. Gymshark will also handpick its influencers to represent the brand, helping them to get in front of even more potential customers. The company also hosts a number of in-person pop-up shops and live classes to interact directly with its community.

Reading Tips: Look at the top South African fitness influencers and the top sports & fitness influencers on a global scale to inspire your brand.

A brand that needs no formal introduction, Starbucks remains one of the most talked about coffee companies in existence. That’s partly because of its tasty drinks and partly because of its commitment to building a successful brand community. 

For starters, Starbucks makes you feel like part of the family by branding your cup with your name. They’re also heavily involved in social initiatives and making sure their customers feel seen and welcomed. One example is the volunteer matchmaking that connects Starbucks partners with community members. 

User-generated campaigns like the #RedCupContest and the affinity for the famous pumpkin-spice latte help thousands of customers connect with the brand. The reward program also gives customers a reason to maintain community engagement. They can earn points through purchases, games, and other interactions, all in the name of future free drinks.

Tip: Check out more user-generated content examples for inspiration

Another strong community in fitness, Lululemon has created a whole lifestyle around its fitness wear. The brand has become synonymous with luxury and encourages its customers to lead healthier lifestyles while feeling comfortable and confident. 

One way it accomplishes this mission is by offering varied experiences to its community. For instance, you might attend a free yoga class or participate in a local event or festival. Its experiential store in Chicago is a hub of fitness activities, including classes and a juice bar. 

It has also introduced a brand ambassador program as well as an affiliates and creators program to help spread the word about the brand and showcase its products. Its ambassadors embody the brand’s core values of living healthy lives and making fitness a priority.

Great branded communities aren’t just for B2C customers or product-based businesses. As Meltwater and HubSpot prove, SaaS companies can also benefit from building a brand community.

Dubbed HubSpot User Groups (or HUGs), these groups cater to local audiences to help them get the most out of HubSpot. Regularly meet up with users who share common interests or are using HubSpot for similar use cases. This is a great chance to connect with a HubSpot Knowledge Expert and learn from them.

These groups host quarterly meetups, plus they have ongoing online discussion threads, Ask Me Anythings, and other events to stay engaged year-round.

Freelancing platform Fiverr offers communities to navigate the expansive freelancing landscape. Fiverr engages some of its top-rated sellers to host webinars and in-person events on behalf of the platform while sharing valuable tips with fellow sellers. 

Mentorship programs also allow Fiverr sellers to connect with others who are interested in learning new skills and building a successful career.

There’s also a user-driven forum where sellers can post questions and share best practices with each other. Sellers can also join clubs based on interests and geographic location. The self-service learning center keeps growing because of its highly active community base.

Beauty retailer Sephora thrives on its community of like-minded fans, which now encompasses millions of customers. Users can share product reviews, before and after photos, tips and tutorials, and other content that gives Sephora more street cred. It’s also a great place for beauty mavens to ask questions about products or techniques.

The community features multiple Groups based on interests, where users can dial deeper into specific topics. Users can also earn community badges based on engagement. Members can add these badges to their profiles and show off their status.

Tip: Take a look at the top beauty influencers to inspire your brand.

Of all the pressure cookers out there, none have become a household name quite like Instant Pot. This brand has taken to Facebook to create a loyal member community group, called the Instant Pot Facebook Group.

With more than 3 million members, it’s a place where users can swap recipes, ask questions about cooking times and methods, and enjoy this do-it-all appliance.

This Facebook group is a great example of a low-lift online brand community. It relies 100% on user-generated content, making it easy for the brand to spread awareness via other users.

Rustoleum is a leading producer of spray paints and coatings, making it easy to DIY home projects. The brand is also in the know about the benefits of an online brand community.

The community serves as a source of inspiration to Rustoleum customers. Users can share photos of their latest projects and specify which Rustoleum products and colors they used. Dubbed Creator’s Studio, the online community has also become a place where customers can ask others for advice when a project doesn’t go their way. 

The brand also conducts member interviews and publishes user-generated content to show how much it values its customers. This is a great way to instill loyalty in customers who are already buying and sharing the product.

Once you have implemented your community building strategies and utilized various tools and resources, it is important to measure the success of your efforts. This will help you identify what is working and what is not, and make necessary adjustments to improve your community engagement.

There are several key metrics to track when measuring the success of your community building efforts. These include:

Community Growth: Keep track of the number of new members joining your community, as well as the number of active members. This will help you understand if your efforts are attracting new members and keeping them engaged.

Engagement Levels: Measure the level of engagement among your community members. This can include metrics such as the number of posts, comments, likes, and shares on your community page or platform. You can also measure engagement through surveys or polls to gauge members' opinions and level of involvement.

Return on Investment (ROI): Measuring the ROI of your community building efforts is crucial to understanding the impact of your efforts. This can include metrics such as the cost per acquisition (CPA) of new members, the lifetime value (LTV) of a member, and the revenue generated from your community.

Customer Satisfaction: Community building efforts should ultimately aim to improve customer satisfaction. Measuring customer satisfaction through surveys, feedback forms, or NPS (Net Promoter Score) can provide insights into how well your community is meeting the needs of your customers and improving their overall experience.

The 9 Best Branded Communities for You To Join

Every April 22, the world celebrates Earth Day, an opportunity to rally together to raise awareness of the global environmental movement. And though the first Earth Day was observed in 1970, it took more than a decade before “green” products — that is, those specifically marketed as environmentally friendly — made their way to mainstream store shelves. According to Fast Company, the number of new green household products doubled between 1989 and 1990. 

Today, eco-friendly products are everywhere in every form as demand for them continues to grow. We used Explore, our social intelligence platform, to learn more about how consumers have been talking about “green” products over the past year. 

Social Mention Volumes: The Christmas Day Plunge

From April 1, 2022 through March 31, 2023, there were 31.3 million social media mentions of “green” product-related keywords — including “sustainable”, “compostable”, “eco-friendly”, and “zero-waste”. That represents a 356% increase compared to the previous 12 months. 

Earth Day 2022 was understandably the top day for mentions of “green” keywords, but they dipped dramatically on December 25, 2022, making Christmas an especially uncommon day for online conversations about eco-friendly products.

#Sustainable was the top hashtag in the global eco-friendly conversation. It was followed by #savesoil, which refers to the global movement to fight soil degradation. 

Other top hashtags included #organic, #ecofriendly, and #plantbased.

The most-shared link was the homepage of the Save Soil movement. It was followed by “How plastic pollution is choking the planet, and what’s being done about it,” a Global News article about plastic waste. Each of these pieces of content shows how eager participants in this conversation are to discover opportunities to join the fight against climate change. 

r/Vegan, the vegan Reddit forum with more than 1.2 million members, racked up 49.3K mentions off our “green” keywords list. It was followed by r/AskReddit, the site’s advice forum, and r/ZeroWaste, a low- and zero-waste lifestyle forum. 

From April 1, 2022 through March 31, 2023, there were 130K mentions of “green” keywords across product reviews, at an average of 357 per day. Excluding reviews marked as posted as part of a promotion, mentions were again fewest on Christmas Day 2022. However, they spiked on April 11, 2022, with “food” and “plant” among the top keywords.

Food and drink products were the top topics of these reviews. Home and garden as well as beauty and fitness products were also highly-mentioned. 

From product reviews to social media touch points like r/Vegan and #sustainable, consumers look to one another to discover effective “green” products online. Reddit may be joining platforms like Pinterest as a top product discovery destination. As Earth Day comes and goes, so does a good amount of eco-focused marketing messaging. But brands committed to fighting the climate crisis all year long may have opportunities to differentiate themselves during the holiday season.

Want to learn how to extract insights like these for your brand? Schedule a demo today to see what Meltwater’s media intelligence solution can do for you:

What Brands Can Learn from a Year of “Green” Keyword Mentions

Measuring your social media campaigns is the final phase before you start the process over. Here’s how to measure social media campaign success.

Creating campaigns is just one of many steps in social media marketing. Once you’ve developed the content, set your ad budget, and shared your ideas with the world, your work still isn’t done. You also need to track your campaign’s performance through campaign measurement to see how your efforts are paying off. Without a way to measure social media campaign success, you’ll be in the dark when it comes to knowing if you’re on the right track.

Social media campaign measurement gives you a clearer idea of what’s working and what’s not. Your content deserves to be recognized, and tracking its success can help you decide how to capture your audience’s attention. 

The Meltwater Blog

Instagram Marketing Examples: 20 Excellent Examples & Ideas from Top Brands

The 9 Best Branded Communities for You To Join

What Brands Can Learn from a Year of “Green” Keyword Mentions

How To Measure Social Media Campaign Success - 5 Steps

What is Bilibili and Why Should You Care?

Explained: The Unique Case of Korean Social Media

Digital & Social Media Statistics for Sweden [Updated 2023]

The 10 Most Followed TikTok Accounts

What are Online Tribes (and Why Should You Be Targeting Them)?

UAE Social Media Statistics [Updated 2023]

The Social Media Branding Guide

Full Guide to Social Media Image Sizes for 2025