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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?

Did you tune in to March Madness? If so, you were one of tens of millions of people who watched the NCAA college basketball tournament this year. In the end, the men’s team from the University of Connecticut took home their second championship trophy in a row. Meanwhile, the South Carolina Gamecocks, led by coach and WNBA alum Dawn Staley, became the women’s team champions. And though it’s clear who won March Madness on the court, marketers need to know who generated the most hype out in the world.

We used our social listening and analytics solution to look at which teams, topics, people, and brands got NCAA basketball fans talking most this year. Read on to learn more about how March Madness played out across social media, news, and other digital sources.

From March Madness’s start on March 19 through the men’s championship game on April 8, there were almost 3.4 million mentions of the tournament. That volume is lower than last year’s 4 million mentions.

Read our social listening analysis of the 2023 tournament.

Texas and California had the first- and second-highest volumes of March Madness mentions in 2024 and 2023.

The 2024 top 10 locations for March Madness conversations are similar to 2023, with New York and North Carolina rising in the ranks. This could be thanks to the NC State Wolfpack men’s and women’s teams making it to the Final Four. 

Texas and California had the first- and second-highest volumes of March Madness mentions. This may be due to both states having many different teams in the tournament. There were five California teams in the women’s March Madness bracket and three in the men’s. Texas sent five teams to the women’s tournament and six teams to the men’s. 

Interestingly, states that had teams in the finals — South Carolina, Iowa, Connecticut, and Indiana — were not in the top 10 locations for March Madness mentions. And Arizona, where the men’s finals took place this year, ranked 24th. 

Of the five top storylines across sources, two were about the men’s tournament and three were about the women’s.

Meltwater’s social listening platform uses LLM-powered clustering technology to detect popular topics and narratives across different content formats and platforms.

Most of the top stories from this year’s tournament were about the hype of the games themselves. However, one of the biggest stories of March Madness 2024 was the Utah women’s team having to switch hotels during the tournament after facing racist incidents at their original hotel in Idaho.

The top entities of this year’s March Madness conversation have one notable standout.

Only UConn came close to matching the NCAA’s prominence in March Madness conversations.

Caitlin Clark is the only individual in a sea of sports organizations. This is a testament to her star power and the value of her brand, even as she ends her college career never having won the NCAA Championship.

Overall, there were about 212,000 more mentions of the men’s teams than the women’s, but the trend of the conversations fluctuated as the tournament reached its final stages.

Mentions of the women’s teams were higher than those of the men’s teams on eight out of the 21 days of the tournament. 

From April 1 through April 5, as well as the day of the women’s finals on April 7, conversations about the women’s teams surpassed those about the men’s. Mentions about the men’s teams had notable spikes on March 21, the start of the first round, April 6, the day of the Final Four, and April 8, the day of the championship game.

The UConn Huskies had 35k more mentions than the Purdue Boilermakers.

Of the men’s teams, the UConn Huskies, the tournament winners, also had the highest volume of mentions. At times, the NC State Wolfpack and Purdue Boilermakers generated more mentions than UConn, but for the majority of March Madness, the Huskies were the most talked about team.

The UConn Huskies had 39k more mentions than the South Carolina Gamecocks.

On the women’s side, the most talked about team fluctuated more often. While the Huskies had the highest volume of mentions overall, the South Carolina Gamecocks champions were the most talked about team by the tournament’s end.

Collectively, though, it’s safe to say the UConn and NC State basketball programs are the true overall winners here.

Our visual analysis of team sponsor logos detected in images related to March Madness shows that Nike was the powerhouse of the tournament.

We used Meltwater's visual analytics features to detect sponsor logos in non-verbal/non-textual content posted across news and X.

The iconic sports brand sponsored three of the Final Four teams in the men’s tournament, including the UConn champions, and two of the Final Four teams in the women’s tournament. And though Under Armour sponsored the women’s champions, the South Carolina Gamecocks, Nike sponsored the second-place Iowa Hawkeyes. This meant that every time the camera was focused on star Caitlin Clark, viewers got an eyeful of the iconic swoosh.

In broad strokes, the “winners” of the March Madness conversation were:

Texas - a top state for communities of basketball fans

Caitlin Clark - the star player of the tournament

UConn - the most prominent of the March Madness schools

Looking forward to next year, there are some potential openings. Who will rise to become the new star of women’s college basketball? Which brand could give Nike a run for their money? And how could the next host city impact the top locations ranking?

The deeper marketers dive into the data, the more insights emerge. Interested in digging further into the conversation about March Madness and other major events that impact your brand? Learn how with a demo of the Meltwater Suite:

March Madness 2024: Top Conversation Topics and Trends

With every move she makes, Beyoncé gets the world buzzing, and the release of her latest album, Cowboy Carter, is no exception. The highly anticipated country album — a follow-up to her 2022 disco/house/pop album Renaissance — has been driving discussion and excitement across the world since even before it dropped on March 29. And while the discussion centers on Queen Bey and her place in country music, her collaborators, inspirations, and related businesses are also seeing welcome boosts of attention. 

We used our social listening and analytics solution to explore just how big of a social media and PR impact the release of Cowboy Carter has had on the people and brands in Beyoncé’s orbit. Read on to see which entities really hit it big in social media and news coverage, thanks to a boost from one of the world’s biggest stars.

Willie Jones, Tanner Adell, Brittney Spencer, Tiera Kennedy, Reyna Roberts, and Shaboozey

Whether she is releasing an album, headlining a tour, or simply posting on social media, Beyoncé is always a hot topic of conversation online. Still, mentions of her name (and her many nicknames) spiked dramatically on Friday, March 29, when she released Cowboy Carter, reaching a peak of more than 1.4 million mentions across social media and news. 

From March 27, the day she released the Cowboy Carter tracklist, through April 3, the weekend of the album release, the volume of conversations about her was 180% higher than in the week prior. Meanwhile, mentions of the album title peaked at nearly 324,000 mentions on release day. That gap of more than a million mentions shows just how much Beyoncé is the star of the show.

The release of Cowboy Carter arrived just over a month after the launch of Beyoncé’s haircare line Cécred. And while many artists would have used the album release to further promote their latest product, Cécred hasn’t had a major role in the rollout. 

Though the brand had a small rise in mentions on March 29, conversation about Cécred has yet to reach the level of buzz from its launch on February 20. 

Beyoncé’s athleisure line, Ivy Park, had an even more modest rise in conversation. 

Though the brand dates back to 2016, its last official collection drop was in 2021, explaining its decreased visibility in the swirl of excitement around Cowboy Carter.

One standout track from Cowboy Carter is “Levii’s Jeans”, featuring rapper/pop star Post Malone. Though the song title has a slightly different spelling from the denim apparel brand, she mentions it by name in the lyrics, singing, “Boy, I'll let you be my Levi's jeans…” And while the Levi’s x Beyoncé partnership is not official (yet?), the brand can thank the music superstar for some stellar promotion. 

Mentions of the brand spiked on March 27 when Beyoncé revealed the Cowboy Carter tracklist, which included “Levii’s Jeans.” They spiked again on March 31, when Levi’s embraced the reference by (temporarily) changing its name on social media. The bio of its Instagram account says it is “FKA Levi’s 🐝”, with the bee emoji referencing Beyoncé’s nickname. 

From the tracklist reveal on March 27, through the following week, mentions of Levi’s were 120% higher than those in the previous seven days. Overall, Cowboy Carter was a boon to the classic Western brand, thanks in part to the Levi’s social team’s quick and clever capitalization on the hype of the moment. 

Beyoncé also put her daughter, Rumi Carter, in the spotlight by featuring her on the song “Protector.” 

From the album drop on March 29 through April 4 the following week, mentions of the 6-year-old were up 131% from the previous week, peaking at more than 4,300 mentions.

As the featured artist on “Levii’s Jeans,” Post Malone also benefited from the Cowboy Carter boost. 

From the album release through April 4, mentions of him were 58% higher than the previous week, spiking above 47,000 on March 29. 

The most reposted X post about the rapper noted that “his manager deserves a raise so bad” in reference to his involvement in both Beyoncé and Taylor Swift’s latest albums. It garnered more than 50,000 likes and 2,200 reposts.

Country and pop legend Dolly Parton is featured prominently on Cowboy Carter, both directly via a spoken interlude titled “Dolly P,” as well as indirectly via Beyoncé’s cover of her hit song “Jolene.” 

Mentions of Dolly Parton rocketed to more than 84,600 mentions on the album’s release day. Plus, from the tracklist announcement on March 27 through the following week, mentions of her were 710% higher than in the previous week. Some of the most mentioned keywords included “new album,” as well as the phrases “flaming locks” and “auburn hair” from “Jolene.”

Beyoncé didn’t forget about Dolly’s fellow country legend Willie Nelson, whom she featured on the tracks "Smoke Hour / Willie Nelson" and "Smoke Hour II." 

From the tracklist drop on March 27 through the following week, mentions of him were 976% higher than in the previous week, spiking above 30,000 upon the album’s release. Though Willie Nelson is popular in his own right, this jump suggests that Cowboy Carter may have introduced him to a wider (and likely younger) pop audience. 

Miley Cyrus is country royalty thanks to her dad, Billy Ray Cyrus, and godmother, Dolly Parton, but it was her own country appeal and vocal abilities that landed her a feature on the Cowboy Carter song "II Most Wanted." 

From March 27 through the following week, mentions of Miley Cyrus were 253% higher than the previous week with a significant bump, surpassing 120,000 mentions, on March 29. 

The sentiment of the conversations in that time were largely positive, with fan accounts using the moment to highlight her body of work, generating tens of thousands of likes, bookmarks, and reposts.

One of the biggest narratives surrounding the release of Cowboy Carter concerned Beyoncé’s ability to highlight other Black artists in country music. Two of her songs, “The Linda Martell Show” and "Spaghettii" feature and pay tribute to Linda Martell, a pioneering Black country artist. 

Linda Martell experienced the Beyoncé boost even before her involvement with Cowboy Carter became public. The release of the album’s first singles, “16 Carriages” and “Texas Hold ‘Em,” on February 11 led to renewed public interest in the first Black woman to perform at the Grand Ole Opry. Mentions of her spike again on February 22 after reports that the now 82-year-old artist received a huge boost in streams of her solo music. 

Mentions then skyrocketed with the release of the Cowboy Carter tracklist on March 27. From that day through April 2, mentions of Linda Martell were a whopping 65,011% higher than in the previous week, with overwhelmingly positive sentiment. That incredible jump in mentions illustrates the magnitude of attention Beyoncé can give other artists, as well as the public’s enthusiasm for learning about the Black roots and history of country music overall. 

Finally, Beyoncé also used Cowboy Carter as an opportunity to highlight contemporary Black country artists. She featured country singer-songwriters Brittney Spencer, Reyna Roberts, Tanner Adell, and Tiera Kennedy on the track “Blackbiird,” a cover of the famed Beatles song by the same name. Meanwhile, country singer and The X Factor alum Willie Jones appears on the song “Just for Fun” and Americana hip hop artist/producer Shaboozey features on "Sweet / Honey / Buckiin'" and joins Linda Martell on “Spaghettii.” 

Collective mentions of these artists from March 27 through April 2 were 2,820% higher than in the previous week, peaking at almost 47,000 mentions on March 29. The most shared link of the conversation was Tanner Adell’s X post from February 11 where she publicly hoped Beyoncé would reach out to her for a collaboration. After the release of Cowboy Carter, fans quoted and shared the post to highlight how Adell’s hope came true. 

Overall, the data illustrates just how valuable Beyoncé’s outputs and platform are to major brands and artists as well as to rising stars and overlooked trailblazers.  

Looking to dig deeper into how internet users and consumers engage with cultural events? See how to get consumer insights like these tailored to your needs with a Meltwater demo by filling out the form below:

The Cowboy Carter Impact: How Beyonce’s new album boosted her collaborators

If nothing else, 2023 was a great year for movies, which made this year’s Oscars a must-see event for film buffs everywhere. From blockbusters like Barbie and Oppenheimer to stars like Lily Gladstone and Emma Stone, many nominees had viewers flocking to watch the 96th Academy Awards.

The total number of people who tuned in to the televised ceremonies is yet to be published, but what we do know is that millions engaged with the awards via social and digital media. Here’s how the show measured up when it came to mentions across social and news sources on March 10, the day of the awards.

Overall, there were about 4.42 million mentions of the awards show itself. Those mentions peaked at more than 879,000 at 9 p.m. ET, as the telecast ended.

There were about 81,500 mentions of the show and its host Jimmy Kimmel, but he was outshined by mentions of the show’s red carpet, about 201,000.

When it comes to conversations about the categories themselves, Best Picture came out on top. Between Best Actor and Best Actress, there were about 11,200 more mentions of the award for men than the one for women. This was likely due to the fact that Oppenheimer, for which Cillian Murphy won the Best Actor award, also won multiple other awards that night, including Best Picture, Best Supporting Actor, and Best Cinematography. And while Best Song isn’t always a highly-anticipated category, this year it generated nearly as much conversation as Best Director.

Oscar winner: “What Was I Made For?” from Barbie
Digital mentions winner: “I’m Just Ken” from Barbie

Billie Eilish and Finneas O'Connell took home the award, but it was the other Barbie song that generated the most conversation. There were about 253,000 mentions of “I’m Just Ken” compared to about 113,000 mentions of “What Was I Made For?” That gap is all thanks to Ryan Gosling’s highly-anticipated performance that became one of the standout moments of the night.  

Interestingly, a significant portion of the “I’m Just Ken” conversation came from outside the United States, where the awards were held, and Canada, where Gosling is from. Over 23,000 mentions came from Brazil alone. 

The Most Talked-About Best Director Nominee

Oscar winner: Christopher Nolan for Oppenheimer
Digital mentions winner: Christopher Nolan for Oppenheimer

Christopher Nolan was the most talked-about Best Director nominee with about 154,000 mentions. Jonathan Glazer came in second place with about ⅔ as many mentions thanks to his Best International Feature win for his film The Zone of Interest.

The Most Talked-About Best Actress Nominee

Oscar winner: Emma Stone for Poor Things
Digital mentions winner: Emma Stone for Poor Things

Emma Stone was by far the most talked-about Best Actress nominee throughout the night, including during the red carpet show, with about 371,000 mentions. Meanwhile, Lily Gladstone came in second place with 109,000. 

Sandra Hüller came in third place overall, except in Germany, where she is from. There she got about 1,300 more mentions than Stone.

Oscar winner: Cillian Murphy for Oppenheimer
Digital mentions winner: Cillian Murphy for Oppenheimer

Cillian Murphy trumped all of the other Best Actor nominees big time with about 293,000 mentions. Bradley Cooper came in at a far-off second place with about 75,900 mentions. 

That gap was much narrower in Brazil, however. There, Bradley Cooper generated about 12,300 mentions compared to Cillian Murphy’s about 15,900. And while top keywords for each actor generally focused on their films, those for Colman Domingo also focused on his arrival. 

“Red carpet” was the top keyword for the Rustin actor, who was one of the best-dressed of the night.

The Most Talked-About Best Picture Nominee

Oscar winner: Oppenheimer
Digital mentions winner: Oppenheimer
Digital mentions winner: Oppenheimer
Digital mentions winner: Digital mentions winner: Oppenheimer

Globally, Oppenheimer was the most talked-about Best Picture nominee throughout the night of the Academy Awards, racking up about 609,000 mentions. And though Barbie grossed the most at the box office worldwide, it came in second in terms of Oscars night conversation with about 336,000 mentions.

However, it must be noted that Barbie was the leading movie on Pinterest. There, Barbie and its signature pink aesthetic was much more popular than any other film, generating nearly 1,800 mentions.

In the end, Oscar award wins generally correlated with higher social and media conversations, but Ryan Gosling demonstrated the attention-grabbing power of a good ceremony performance. Want to learn more about which topics are appealing to your audience most? Learn how with a demo of the Meltwater Suite:

The Oscars 2024: A Social Listening Analysis

Each year, fashion lovers from around the world descend on France’s capital city for a week of runway shows, celebrity sightings, and impeccably designed clothes. For consumers, it’s a time to preview the looks set to take over the rest of the year, but for retail brands, it’s a chance to build visibility and hype.

As Paris Fashion Week comes to a close, we’re using our consumer intelligence solution to analyze how some of the top brands connected with online audiences during the event. Here’s how one of the biggest weeks in fashion looked by the numbers.

This analysis is based on a Meltwater dashboard: Get free access to our Paris Fashion Week Insights Dashboard.

What Is Paris Fashion Week, And Why Does It Matter to Brands?

One of the Big Four fashion weeks — along with those in Milan, London, and New York — Paris Fashion Week (PFW) has been a must-attend industry event for the world’s top designers and fashion houses since 1973. Occurring twice a year, it consists of dozens of runway shows where brands debut their collections for the coming seasons. And off the runway, it’s an occasion for fashionistas, both famous and not, to go all out with their street style looks.

This year’s PFW ran from February 26 through March 5, and featured womenswear collections for the autumn/winter 2024-2025 season from top luxury brands, including Christian Dior, Off-White, Loewe, Yves Saint Laurent, Hermés, and Miu Miu. As usual, several high-profile attendees were showing off their cutting-edge looks in the front rows, like Jennifer Lawrence, Natalie Portman, and Kim Kardashian.

Though PFW is most geared toward luxury brands, buyers, and retailers, it’s also where the rest of the world gets a first peek at new styles, trends, and ways of telling brand stories. Marketers looking to connect with fashion-forward consumers stand to learn a lot about growing brand awareness from this much-talked-about event.

So with that, let’s dig into the numbers.

Our analysis found that from February 26 through March 5, there were more than 882,000 online posts about PFW. Those posts reached a potential audience of more than 3.2 billion people and generated more than 35.2 million engagement actions.

PFW posts on Instagram racked up 18.6 million engagement actions, compared to 13.5 million engagement actions with PFW posts on X.

Instagram was the top platform in terms of engagement actions, and it’s not hard to see why. The visuals of PFW are what draws audiences in, both by documenting the event and letting fashion enthusiasts at home take part via their favorite celebrities and influencers. When we break those posts and engagement actions down by day, the importance of fashion-adjacent influencers becomes especially apparent.

February 28 saw the highest number of engagement actions. March 3 saw the highest volume of posts.

Wednesday, February 28, and Thursday, February 29, were peak days for engagement, which was largely driven by content from off the runway. Filipino model and former Miss Universe Pia Wurtzbach was the top author driving PFW content engagement — the second-most engaged post for all of PFW was her Instagram shots showing off a Balmain look. 

This Instagram post by model and influencer Pia Wurtzbach generated more than 291,000 engagement actions, including 720 comments.

Though she didn’t walk in the runway shows, her posts were valuable assets for the designers featured as well as PFW in general. Her success in driving engagement and impressions (more than 14.8 million) shows just how important mega-influencers and brand ambassadors have become for luxury retail events and activations.

Through her content showing luxury fashion in action, she was able to tap into the aspirational appeal of PFW in a way that runway show photos can’t.

Influencer and K-Pop content dominates this collection of the most engaging pictures and videos from PFW.

That may be why, of the 32 most engaging pictures and videos from PFW, only four show images from the runways themselves. The rest feature influencers and celebrities, particularly K-Pop stars with huge fan followings.

Tip: Take a look at the top global fashion influencers, the top sustainable fashion influencers, and the top beauty influencers to inspire you.

As the chart above shows, March 3 saw the highest volume of posts. This was largely due to the mobilization of K-pop fans on X (formerly Twitter), as revealed by our emerging mentions and hashtags clouds.

Stray Kids, Alexander McQueen, and Louis Vuitton were the most mentioned social handles during PFW.

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