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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

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

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

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

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.

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!

What Is Data Analytics?
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!

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.

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?

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.

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.

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!

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?

Every year, as the summer winds down and we dig out the long sleeves to prepare for the cooler months, the “Song of the Summer” — all of the earworm-y tracks that became staples of your poolside hangs, your backyard cookouts, or your beach vacations — becomes a trendy topic online.

Maybe you enjoyed the neon-green hedonism of Charli XCX’s “360”, the lead single off of her summer-conquering album Brat. Perhaps you preferred the playful, chilled-out disco of Sabrina Carpenter’s viral hit “Espresso”. Whatever your personal preference, Summer 2024 had no shortage of contenders for the Song of the Summer championship belt.

That’s why we used the Meltwater Media Intelligence Suite to find out which Song of the Summer candidate generated the most global buzz. Using a list of 10 of the most popular tunes from the last three months, we examined the online, social media, and news conversation from May 15 to August 15 to see which of them made the biggest impact. 

“Mamushi” by Megan Thee Stallion feat. Yuki Chiba

“Birds of a Feather” by Billie Eilish

“Million Dollar Baby” by Tommy Richman

Our data shows that Kendrick Lamar’s “Not Like Us” generated by far the most buzz of the summer. Stemming from Lamar’s ongoing feud with Canadian rap mogul Drake, the song was covered and discussed extensively by fans, critics, influencers, and traditional media. This is likely why “Not Like Us” generated almost 3 times the number of mentions as the next most popular track, Sabrina Carpenter’s “Espresso”.

Lamar also built on the initial buzz of the song throughout the summer, giving it staying power in the public discourse and the press from early May all the way through to early July, as you can see from the spikes in mentions of “Not Like Us” on News and Broadcast channels.

Peak 1: June 20, 2024 - This first spike in mention volume is due to Lamar's performance of his Drake diss track multiple times during a pop-out concert in his hometown of Los Angeles. The show (and the many performances of the track) sparked interest and speculation about their ongoing feud. The presence of high-profile celebrities like LeBron James and Russell Westbrook at the concert also contributed to the spike in coverage. This BBC news article was the top piece by reach, while the AP’s report from the show was the top post by engagement.

Peak 2: July 1, 2024 - The song spiked again in broadcast and news mentions during controversial and politically charged moments at the BET Awards involving Taraji P. Henson and Vice President Kamala Harris. As host of the awards, Henson opened the show with a parodied version of “Not Like Us” and proceeded to make a number of political statements over the course of the evening. On top of that, Harris appeared in a skit during the awards and even quoted the song, sparking discussion and criticism on social media, especially X. This article from the Daily Beast generated the most reach, while a broadcast from News18 India had the most engagement.

Peak 3: July 5, 2024 - “Not Like Us” recaptured the zeitgeist once again and caused a spike in mentions when Lamar released the music video for the track. The video features a number of celebrities and persons of interest in the feud, including Lamar’s fiancée Whitney Alford and NBA star DeMar Derozan, an LA native who started his career in Drake’s hometown of Toronto. The video’s release was covered extensively by the traditional and broadcast news, including this NBC News article that generated the most reach, and this Social News article that saw the most engagement.

Although Kendrick Lamar’s “Not Like Us” may have generated the most buzz, our analysis shows that it did not enjoy the most positive sentiment. In fact, Shaboozey’s country hit “A Bar Song (Tipsy)” generated the most positive sentiment globally. 

“Not Like Us” actually generated the most negative sentiment of any of the songs we analyzed. This may not be surprising, as the song is a targeted diss against one of the biggest pop stars in the world. It also generated negative press when other artists played it, like after a fight broke out when rapper Rick Ross dropped “Not Like Us” during a festival set in Vancouver.

It’s no surprise that “Not Like Us” garnered the most mentions in the United States, but it was also the most popular song in Brazil, South Africa, Canada, France, Nigeria, and India. Elsewhere, Sabrina Carpenter’s “Espresso” was the most mentioned track in the UK and China. Finally, Megan Thee Stallion’s “Mamushi”, featuring Japanese rapper Yuki Chiba, was the most popular song in Japan.

Sabrina Carpenter’s “Espresso” generated the most discussion on Pinterest and broadcast news. It was also neck-and-neck with “Not Like Us” in terms of mentions on podcasts. 

“Not Like Us” generated the most discussion on Reddit, and was also extremely popular in comments sections, news sites, and on X. In fact, from May 15 to August 15, “Not Like Us” was mentioned on social media 950,000 times.

Similar to the song’s spikes in broadcast and news mentions, its biggest spikes coincided with his LA pop-out concert on June 20 and the release of the song’s music video on July 4. 

This year featured a strong slate of Song of the Summer candidates, and we already can’t wait for next year! 

Want to see how the Meltwater Suite could help you do your own deep-dive online analysis? Request a demo today!

Song of the Summer 2024: A Meltwater Analysis

No matter where you live, food is a hot topic of conversation. From the latest viral recipes to the topic of sustainability, which we explore in depth in our 2024 Consumer Insights: Food & Beverage report, there’s no shortage of interest and concern when it comes to how we feed ourselves. 

There’s perhaps no topic more pressing and universal than that of how food prices and other costs of living are rising. To learn more about how consumers are feeling, thinking, and talking about food prices, we analyzed relevant English-language keywords mentioned online and in the media from August 1, 2023 through July 31, 2024. Read on as we dig into our findings on:

The conversation across selected social media sources

Check out our food and beverage report to dive into one of the biggest food and beverage topics in consumer conversations.

There were 16.2 million mentions of food costs, prices, and inflation on social media sources, forums, comments, and blogs worldwide from August 1, 2023 through July 31, 2024, an increase of 368% YoY. 

The sentiment of those mentions is largely negative for obvious reasons — higher food prices negatively impact consumers’ lives.

However, sentiment was not the same across sources. Mentions on Reddit and X and in comments and forums were more negative than positive. The notable outlier is Pinterest, where the conversation was overwhelmingly positive. More on that below.

Unlike other digital destinations where users often go to share news, find advice, and vent their frustrations, Pinterest is mainly where users go to find inspiration, an inherently upbeat activity. The prevalence of keywords like “budget” and “home” and hashtags like #weeknightdinner and #easyrecipe highlights how price-conscious consumers use the site to answer a recurring question: What should I make to eat that’s tasty and affordable? (For one example, check out this post.)

On Reddit, which has its largest user base in the United States, the cost of eating out and delivery was a top conversation. The three most engaging posts, including the one shown below, discussed price hikes for fast food and delivery options.

Together they generated about 207,500 engagement actions, including about 10,700 comments about users’ increasingly negative perceptions of prices at leading chains and shifting habits around going out to eat.

On X, the majority of relevant posts were reposts, which often amplify messages that users think are important or worthy of discussion. The most reposted was the one below, which sparked comments praising the founder of Arizona Iced Tea and discussing the prices of the drink at their local stores.

Focusing on mentions of relevant keywords in English, our analysis found that the countries that racked up the highest volumes of food price and inflation conversation were the United States, Nigeria, the United Kingdom, Canada, and India.

And while the conversations have commonalities — such as frequent mentions of their national leaders and largely negative sentiment — they differ in some notable ways. 

In the United States, the price of eggs was a lightning rod in the online food price discussion. The largest spike in conversation came on November 22, 2023. That day mentions surged six times higher than average as news broke of a U.S. federal jury’s verdict that major egg producers conspired to drive up egg prices. Though the legal case focused on activity from 2004 to 2008, the story caught fire thanks to its relevance to media coverage and online discussion throughout 2023 about rising egg prices. One of the most engaging pieces of content from that day was the below post on X contrasting the story with claims that egg prices had increased due to supply chain issues or inflation. 

Though the post conflated current egg pricing with the decades old actions at issue in the suit, it resonated with current consumer frustrations, generating more than 47,000 engagement actions.

While eggs were a major focus in the U.S. food price discussion, that distinction went to rice in Nigeria, as seen in the word cloud above. Many of the posts mentioning rice also mention its price as a significant factor in the economy and inflation. Some posts discuss the distribution of rice as a solution to food inflation, while others question the effectiveness of this approach. 

Of the top two conversation spikes, the second-largest occurred on February 15, 2024, when President Bola Tinubu met with state governors at the State House to discuss rising food costs and inflation. Tinubu’s post on X about the meeting generated the highest engagement, with more than 32,000 actions. 

The largest spike occurred a few months later on June 3, 2024, when the nation’s leading labor unions, the Nigerian Labour Congress (NLC) and the Trade Union Congress (TUC), initiated a general strike calling for an increased federal minimum wage. The strike was sparked, in part, by inflation and increased costs of living, including food costs. 

“Raw yam,” “bad meat,” “food inflation,” “whole tuber,” and “can’t buy food” were among the top keywords in the food price conversation that day. The strike came to an end the following month when the government settled with the labor unions on a higher minimum wage.

The largest spike in the overall UK food price conversation came on January 6, 2024. Mentions jumped above 8,100, up from about 3,800 the previous day, thanks to the release of multiple articles and posts discussing the negative impact of new Brexit rules on the cost and availability of fresh fruit and vegetables. One of the most shared links was the below explainer news segment posted by ITV News on X.

Notably, after X, forums were a top source of food price conversations in the United Kingdom, with an average of about 1,760 mentions per day. The top forum was thefarmingforum.co.uk, where users go to discuss all things related to farming and agriculture. Many posts discussed beef and lamb prices, with mentions of price trackers and monitoring market conditions. 

Canada’s food price conversation was the most critical of the five, with 58% negative sentiment. The single largest day for food price conversations was September 15, 2023, when mentions surged above 7,380 in one day compared to 282 mentions the day before. That increase in volume was due to a rise in debate of how federal policies impact food prices, sparked by the announcement that CEOs of Canada’s five biggest grocery chains were expected to meet with government leaders to discuss how to stabilize prices. 

The buzz around that meeting helped make Loblaws, Walmart, and Costco some of the most mentioned entities in the conversation. Meanwhile, Prime Minister Justin Trudeau was the most mentioned entity of all. 


In India, the biggest day for food price conversations was July 15, 2024, when mentions spiked eight times higher than average. The increase in volume was due to the state of Karnataka government's price hikes and fare increases, including on milk prices, water bills, property taxes, and more.

In the resulting public criticism and discussion, milk and vegetables emerged as the most highly mentioned food items. 

Looking at the volumes of news and broadcast media coverage of food costs and prices, mentions from July 2023 through July 2024 are lower than in the previous period, but still much higher than before the COVID-19 pandemic began.

Notably, while “people” and “market” were once top keywords in coverage of food prices, inflation has been the most-mentioned term over the last three periods analyzed. Looking at the past year of news and broadcast coverage, there were about 1.72 million mentions of inflation, down 35% from the previous period. One of the most-shared news stories about inflation, mentioned more than 2,400 times in other articles and posts, was an Associated Press article from April 27, 2023 titled, “Food prices fall on world markets but not on kitchen tables.”

Meanwhile, the relevant news coverage that had the furthest estimated reach, at 246 million, were The Weather Channel’s June 20, 2024 video about climate change’s impact on banana prices and March 21, 2024 video about a Texas wildfire’s impact on beef prices. 

Leading grocery and fast food chains join politicians and government departments as some of the top entities mentioned in many facets of the food price conversation. The world is looking to this mixture of the public and private sector for answers on where food prices and inflation are headed. 

Some of the content generating the most positive feelings are those that offer immediate remedies, like budget-friendly recipes and tips on where to shop. However, the focus and tenor of the overall food price conversation varies from source to source and market to market. Brands should drill down on what narratives and topics are most visible with their particular audience to formulate messaging and strategies. 

Looking for more insight into the food and beverage sector? Dive into the topic of sustainability in our 2024 Consumer Insights: Food & Beverage report and learn more about Meltwater for Food & Beverage.

Food Prices and Inflation: What’s Trending in Online Conversations and Media Coverage

After nearly three exciting weeks of competition and conversation, the 2024 Summer Olympics in Paris have come to a close. And in keeping with Olympic tradition, this year’s Games gave tens of millions of viewers across the globe lots to celebrate, marvel at, and debate. We analyzed more than 5.8 million posts to get the final word on what really had audiences talking this year.

The following insights come from Meltwater data analyzing worldwide conversations in English and French on Instagram, X, Facebook, LinkedIn (publications reposted on X only), blogs, websites, media, forums, and reviews from July 26 through August 11, 2024. View our full data analysis on our Paris 2024 dashboard.

Basketball Dominated the Global Conversation

By share of voice, engagement actions, and reach, basketball was a clear winner in Olympics media coverage and online conversation. It emerged as the most talked about sport by mentions, generating nearly 194,000 mentions. Those posts also generated over 26 million engagement actions, more than any other individual sport. 

The global Olympics basketball conversation primarily focused on the US men’s team star players LeBron James, Anthony Edwards, and Stephen Curry.

And though the basketball conversation was strong throughout the Olympics, mentions of the sport were highest from August 8 to August 11 thanks to two thrilling pushes to victory. The August 8 surge in basketball conversation was due to the men’s semi final game in which the US team staged a dramatic fourth-quarter comeback against Serbia. After recovering from a 17-point deficit to win that game, the team went on to get the gold. Meanwhile, the US women’s team helped boost the basketball conversation to its highest spike August 11 with its exciting win over France. The teams were neck and neck until the US secured the gold by a single point in overtime. 

After basketball, boxing was the second most talked about and engaging sport, with 58% of the conversation focusing on LGBTQI+ issues and 25% focusing on feminism. The conversation was largely driven by posts about boxers Imane Khelif of Algeria and Lin Yu-ting of Taiwan. Both women faced global harassment and scrutiny over their gender despite having proven their eligibility to compete in women’s sports at the Olympics.  

As shown in the previous section, the global Olympics boxing conversation peaked on August 1, the day after Khelif beat Italian boxer Angela Carini, who abandoned the fight after 46 seconds. The incident sparked a firestorm of discussion about women’s sports, gender identity, sexism, and transphobia that pushed the women’s boxing event into the spotlight. Khelif and Yu-ting went on to win gold in their respective events on August 9 and 10.

Neeraj Chopra and Léon Marchand were the Standout Athletes

Of the 12 athletes to watch, as chosen by the Olympics website, Neeraj Chopra was the most discussed overall, with mentions in more than 87,000 posts. Those mentions spiked on August 8, the day he won silver in the men's javelin throw, becoming the first Indian track and field athlete to win medals at consecutive Olympics. Celebrated former cricket player Sachin Tendulkar praised Chopra in a post that generated more than 963,000 engagement actions and reached an estimated 7.39 million people. 

Meanwhile, French swimmer Léon Marchand, the second most talked about athlete, generated the most engagement actions overall. This was likely due to his historic performance, winning four individual gold medals (including two in one day) and one bronze.

Athletes always command the most attention at the Olympics, for obvious reasons, but Paris 2024 saw an interesting departure. Snoop Dogg emerged as one of the most talked about people at the Olympic Games. 

Compared to our selected athletes, Snoop Dogg generated more engagement and reach than high-profile competitors like Novac Djokovic and Simone Biles. This was due to the fact that the rapper was a fixture throughout the Games. (So much so that speculation spread online about how much he was being paid to be there.) From carrying the torch to attending multiple events, the rapper helped boost viewership and online engagement.

After the opening ceremony, Snoop generated the most buzz on the final day of the Olympics when he performed at the closing ceremony from Los Angeles, his hometown. Audiences will likely see a reprise of his ambassador role when the Summer Olympics takes place there in 2028.

<blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/C-nlBW9oaT2/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/C-nlBW9oaT2/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/C-nlBW9oaT2/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Meltwater (@meltwater)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Nike was by far the most visible sports brand at Paris 2024, generating more engagement actions and mentions than any other. Our analysis of 18 brands found that Nike generated nearly half of all mentions. Adidas was a distant second, despite racking up the highest estimated reach of 51 million. About a fifth of that reach was generated by just one publication, Vogue, which did a series of athlete interviews at the Adidas brand house. 

Split by sports mentions, Nike was primarily discussed in conversations about basketball. As the sponsor of the gold-winning, men’s and women’s US basketball teams, the brand had a huge presence on the medal stands and the world stage. It parlayed those wins into celebratory social content, including an Instagram post highlighting the women’s team’s eight consecutive Olympic wins.

<blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/reel/C-iMX-9seFz/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/C-iMX-9seFz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/C-iMX-9seFz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Nike (@nike)</a></p></div></blockquote>
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That’s just the tip of the iceberg of this year’s Olympics conversation. From further analysis of subtopics, highly engaged content, and geographic distribution, there are many more insights to explore. Check out our Paris 2024 dashboard and dive into the data.

Paris 2024: The data behind what got the world talking

Effective collaboration guarantees great results. Take our partnership with Asana’s Work Innovation Lab, for example. Our joint report, The State of Marketing Collaboration, offers data-driven strategies for optimizing how marketers work together. 

As a think tank producing cutting-edge research redefining the future of work, the Work Innovation Lab was the perfect partner for us in exploring this topic. Both Meltwater and the Work Innovation Lab help marketers move beyond data gathering to uncover actionable insights. 

Our analysis of survey results from 830 marketing professionals combined with Meltwater’s impressive social listening capabilities were a powerful one-two punch. The strategies we uncovered help marketing leaders better understand how to leverage strategic collaboration to drive results. 

Dr. Rebecca Hinds, Head of Asana’s Work Innovation Lab

In this blog, we’ll dive into five data points from the report, sourced from our social listening solution. Plus, we’ll show you the process behind how we arrived at each insight. For a full analysis of how marketers collaborate, along with strategies for optimizing the process, download the full State of Marketing Collaboration report. 

In concert with the experts at the Work Innovation Lab who surveyed more than 800 marketing professionals, we at Meltwater used our social listening and analytics solution to examine how the world discusses marketing collaboration online. To start, we wanted to get a sense of the overall conversation around marketing and collaboration. To do so, we created a complex Boolean query composed of more than five dozen keywords and phrases signaling relevant discussions, like mentions of “marketing” or “public relations” near mentions of “collaborate” or “working together”. The results gave us a bird’s-eye view of what the world has to say on the subject.

Data point: Online conversations about marketing and collaboration have increased by 41% year-over-year (YoY)

Our analysis found that from April 1, 2023, through March 31, 2024, conversations about marketing and collaboration across X, Reddit, blogs, podcasts, forums, Pinterest, WeChat, Facebook, Instagram, and comments grew by 41% YoY. This notable increase in conversation supported our suspicions that the topic of collaboration should be top of mind for marketing leaders. 

With insight into the overall conversation on hand, we aimed to zero in on the internet users we wanted to hear from most: marketers themselves. To do so, we narrowed down our analysis sources to three social media platforms — Reddit, X, and Pinterest — where we could easily focus on mentions from self-identified marketers. We used the “bio” Boolean operator to search for mentions of “marketing” or “marketer” in Pinterest and X profile bios. Plus we used the “source” operator to analyze discussions in Reddit communities where marketers gather to talk shop. These included r/Marketing, r/advertising, r/SocialMediaMarketing, and more, with a collective membership of more than 3.29 million Redditors. With our self-identified marketers isolated, we then searched for relevant terms and keywords around goal-setting, cross-functional collaboration, and AI.

Data point: Discussions about goals and goal-setting have surged by 318% YoY 

The impressive increase in mentions of goals and goal-setting highlights just how crucial they are in the dynamic world of marketing. This stat gives important context to the Work Innovation Lab’s finding that only 39% of marketers are confident that their department’s goals align with overall business objectives. These and other insights from the report informed our strategic recommendation that prioritizing communication about goals can help teams collaborate more effectively. 

Data point: Marketers mention sales teams more frequently than any other team

To learn more about how marketers collaborate across functions, we examined mentions of non-marketing departments including customer service, IT, research & development, and more. Our analysis found that sales is mentioned much more frequently than any other department, underscoring just how relevant it is to marketing teams. This makes sense considering how marketing and sales rely on one another to achieve overall business goals. However, this stat shows that there is much room for marketers to consider other teams more, like R&D and customer service. For example, the data marketers use to understand consumer perspectives can be invaluable to teams working on improving products and customer-facing services. 

Data point: Mentions of research & development (R&D) had the highest positive sentiment among cross-functional teams. 

Though sales was discussed most, our analysis found that R&D was discussed most favorably, with the highest proportion of positive mentions. One possible reason? R&D teams are made up of subject matter experts with insights and knowledge that can make for informative, engaging marketing content. One Redditor even posed this question to fellow content marketers: How can I incentivize R&D members to blog for marketing?

Data point: Mentions of AI and collaboration skyrocketed by 606% YoY, with 57% positive sentiment.

The sentiment of discussions about AI and collaboration is vastly more positive than negative. Some posts with this rosy outlook, such as this one, expressed excitement about the potential of AI as a tool for marketers rather than a replacement for marketers. 

Intrigued? The data points we covered here are just some of the many insights included in The State of Marketing Collaboration. Check out the full data-driven report produced in partnership with Asana’s Work Innovation Lab for more on how marketers can overcome some of the biggest roadblocks to strategic collaboration. 

5 Vital Marketing Collaboration Stats (And How We Found Them)

More momentous milestones as mobile makes moves

We already saw a wealth of digital milestones in the first six months of 2024, but the big headlines keep coming as we enter the second half of the year.

Our new Digital 2024 July Global Digital Statshot Report – published in partnership between Meltwater and We Are Social – delivers plenty of impressive numbers and trends, together with a rich selection of insights into how the world’s digital behaviours are evolving.

7 in 10 people on Earth are now using mobile phones

Competition between TikTok and Instagram is heating up

Roblox continues to build impressive momentum

AI is booming, but headlines don’t tell the full story

Reddit, Snapchat, and Pinterest have all grown ad reach

The incredible value of TikTok’s tip culture

We’ve also got a special deep-dive report on the current state of news in a connected world, with a bumper selection of insights from Reuters’s new 2024 Digital News Report, as well as DataReportal’s own research into global news trends.

That’s only a teaser of what that you’ll find in this quarter’s full report though, and this latest edition of our Global Digital Reports series is packed with loads more data, insights, and surprises.

This quarter’s reports feature an exceptional wealth of data and insight, thanks to the support and generosity of our wonderful data partners:

All of this analysis was written by a human, without the use of generative AI. If you’d like to say hello to that human, give me a wave on LinkedIn, and let me know what you found most interesting or surprising in this latest report.

Please note the following before you dive into this latest round of data:

Starting with this July 2024 report, we’ve introduced some significant changes to the structure of the sections within the Global Digital reports series. The good news is that we haven’t removed anything, but we have changed the order in which the slides appear within the report. The most obvious change is that slides which previously appeared within the Mobile section have now been integrated into other sections of the report, such that there is now no standalone Mobile section. We’ve also moved various slides that previously appeared in the Internet section into their own dedicated sections, in order to group similar behaviours and trends together in more obvious ways. You’ll also find some more new charts in this quarter’s update, so look out for those in the full report below.

Starting with the most recent Q1 2024 wave of research, GWI now offers data for audiences aged 65 and above in a selection of markets. We’re very excited about this change, but do note that the addition of these new audiences has had a meaningful impact on many of the GWI-sourced values that we include in our reports. As a result, many values in our latest report are not comparable with values for the same data points that we published in previous reports. This is partly because people over the age of 65 have quite different behaviours, preferences, and interests compared with younger audiences, and partly because data for this older age group is currently only available in a subset of GWI’s markets. This is due to the fact that it’s considerably more challenging to survey a representative sample of people aged 65+ than it is to survey people aged 16 to 64, because the older group includes almost as wide a range of ages as the rest of GWI’s sample combined.



Looking for a guided tour of this quarter’s top stories? This video unpacks 10 essential takeaways from this quarter’s report in just 10 minutes:

The complete Digital 2024 July Global Statshot Report

The Meltwater Blog

Song of the Summer 2024: A Meltwater Analysis

Food Prices and Inflation: What’s Trending in Online Conversations and Media Coverage

Paris 2024: The data behind what got the world talking

5 Vital Marketing Collaboration Stats (And How We Found Them)

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