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Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

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

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

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

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

AI & Data Analytics Blogs | Category

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

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

Public Relations (PR) Blogs | Category

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

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

Internal Communications Blogs | Category

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

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

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

Content Marketing Blogs | Category

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

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

Influencer Marketing Blogs | Category

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

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

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

Marketing Blogs | Category

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

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

Social Media Management Blogs | Category

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

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

Social Media Marketing Blogs | Category

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

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

Digital Marketing & PR Tools Blogs | Category

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 is how marketers understand what’s happening around their brand. It captures every mention, conversation, review, or offhand comment that could influence how customers see you. And now that AI systems are constantly crawling content, those mentions have a much longer shelf life.

Marketers used to track press hits and social media comments mainly for PR wins or to spot crises. Now, there are bigger stakes: knowing how your brand shows up in the data that AI learns from. If models like ChatGPT or Perplexity pick up inaccurate information about your company, it could carry that narrative in its responses to users.

The opposite paints a brighter picture. When your best content or strongest reviews get surfaced by AI, it can contribute to more traffic, greater trust, and conversions you didn’t have to pay for.

Here’s why media monitoring is taking on new importance as AI tools grow and how to improve your media monitoring strategy.

Media monitoring is the process of tracking and analyzing a brand’s presence in the media (e.g., websites, blogs, social media, forums, review sites). 

Media monitoring gives marketers real-time insights into the conversations around a brand. Instead of guessing what people think, media monitoring tools show which stories are spreading, which comments carry weight, and how people feel about what’s being said.

Media monitoring vs. social listening: What are the differences?

Media monitoring and social listening share some overlap. The main difference is that social listening focuses specifically on digital social media conversations. It analyzes hashtags, comments, reactions, and behaviors to see how people think and feel in real time.

Media monitoring is much broader. It covers:

This gives you a larger view of how the public is talking about a brand or topic.

Without media monitoring, marketers are shooting in the dark when it comes to understanding how people are talking about a brand. These insights can help to get ahead of crises, erase negativity, and capitalize on positive sentiment. Here’s how it supports core marketing strategies:

Instead of reacting after people form perceptions, marketers can use media monitoring to get real-time insights. See how people talk about a brand across news outlets and other sources. By doing so, you can spot emerging themes and address misinformation quickly.

Tip: Learn more about brand reputation management.

Most crises start as small signals. It might be a negative tweet, a bad online review, or an untimely photo. Media monitoring flags these instances so you can respond before they escalate.

The same media monitoring tools you use to track your own brand can also track your competitors. Learn the moves they’re making, what people are saying, and how they might have an edge on you so you can adjust accordingly.

Tip: Learn more about competitive intelligence.

Every campaign leaves a trail of comments, press mentions, and social media likes and shares. Media monitoring lets you see how those campaigns land across different channels. Find out which messages resonate and where you’re gaining traction.

Tip: Learn how to measure marketing campaigns.

These tools not only track mentions but also reach and impact. Media monitoring analysis reports let marketers see the full value of every article, mention, interview, or podcast. You’ll have a better understanding of which stories contribute to your broader marketing efforts.

Media monitoring can take several forms based on the channel(s) you’re watching. Most commonly, marketers look at three different areas:

Social media monitoring centers on social platforms like X, Facebook, LinkedIn, TikTok, and Reddit. It helps marketers understand how audiences react in real time. People tend to share openly on social media, so the data here can be telling of what a person really thinks or feels.

This type of media monitoring tracks mentions across news sites, blogs, industry publications, forums, and other sources. Journalists, reviewers, and thought leaders are framing these conversations. It can help you catch stories as they break and see how coverage spreads.

Broadcast monitoring includes mentions across television and radio. These channels still carry enormous influence and can shape public perceptions fast.

Whether you’re paying for PR coverage or have earned media mentions by chance, media monitoring works the same way. Media monitoring tools pull massive amounts of data into a singular view and analyze every mention for insights. 

Monitoring tools scan thousands of sources and millions of data points in real time to capture every mention. This wide net ensures you don’t miss a beat, even in channels you didn’t think to monitor yourself.

Once your media monitoring tools collect the data, AI models classify them by relevance, topic, sentiment, and other categories. Marketers no longer have to dig through pages of raw mentions or try to decipher what the comments mean or the emotions behind them. 

Media monitoring platforms like Meltwater instantly alert you when there are spikes in conversations or a crisis might be bubbling. Having real-time alerts lets you react quickly and take control.

Sentiment analysis and insights generation

AI-driven sentiment analysis and insights help marketers measure press coverage. They can see at a glance whether a mention is positive, negative, or neutral. These insights also serve as a media impact analysis, allowing you to see how stories or mentions are contributing to bigger marketing goals.

Every media monitoring strategy is different. What you choose to monitor depends on your campaign goals and what you’re trying to change or improve for your brand’s image. 

Here are some of the most common things media monitoring captures:

Brand mentions and sentiment: Understand how people talk about your brand and whether the tone is shifting in a positive or negative direction.

Reach and engagement: Show how far your content spreads and how audiences interact with it.

Competitor activities and positioning: Reveal what your competitors are doing and where you can differentiate.

Industry trends and conversations: Stay aware of emerging trends or topics your customers care about so you can join or lead discussions.

Share of voice: Measure how much of the conversation your brand owns compared to competitors, which can help to guide your messaging strategy.

Crisis response time: Track how quickly you detect and address issues before they escalate into reputational nightmares.

Media monitoring has become one of the most important tools in a marketer’s toolkit, and AI is compounding the importance while also simplifying the process. AI tools like ChatGPT, Perplexity, Claude, and Gemini are using a variety of sources to deliver responses to users in real time, and how your brand comes across in these responses can help or harm your image. 

With Meltwater's GenAI Lens you can gain visibility into how these models are representing your brand.

Staying aware of what’s being said is the only way to understand how audiences truly perceive you. AI streamlines this process by analyzing every mention and the sentiment and impact behind it, allowing you to react faster and control the narrative.

Meltwater’s media monitoring feature is part of the Meltwater media intelligence suite. It gives you the clearest view of your reputation and media coverage so you can identify risks and opportunities at a moment’s notice. Learn more when you take a self-guided media intelligence product tour or book a meeting to talk to an expert.

Why should businesses integrate broadcast and online media monitoring to get a complete view of media coverage?

Only focusing on one type of media coverage leaves out other mentions that help to shape the bigger picture. A complete media monitoring strategy leaves no stone unturned, allowing marketers to collect insights from all corners and see what stories are driving the most impact.

How does real-time media monitoring support businesses in identifying emerging trends or potential risks?

Real-time media monitoring gives marketers immediate visibility into emerging trends or risks. It’s like having an early warning system for topics that directly influence your brand. You’ll see where these mentions are coming from and how they impact a brand’s image. Teams can react quickly, adjust messaging, and address concerns before they escalate.

Can businesses leverage AI-powered media monitoring tools to improve competitive intelligence and campaign analysis?

Yes. AI-powered media monitoring tools source data faster and explain the impact behind it. It covers more than manual tracking can, allowing companies to spot gaps in competitor strategies, see which campaigns resonate, and uncover new angles for differentiation. Marketers get more and better information faster so they can focus on efforts that drive real results. 

AI Media Monitoring: Definition, Tools & Strategy

Using AI for social media marketing isn’t just about adding AI tools to your marketing tech stack. It’s more about how you leverage AI tools to drive meaningful conversations.

When most people think of AI in social media marketing, they’re picturing chatbots answering customer questions or tools that schedule posts for you. Those are great examples, but they’re only a slice of AI’s potential. 

AI has the power to not only handle tasks, but also optimize them. It can come up with ideas and bring them to life. It can tell you the best times to post and why. This extra context and clarity helps social media marketers feel confident about what they’re doing and trust they’re moving in the right direction.

Here’s how to use AI in social media marketing and real examples of brands applying AI in their strategies.

What Are the Benefits of Using AI in Social Media Marketing?

5 Ways to Use AI in Social Media Marketing

Examples of Brands Using AI in Social Media Marketing

Ethical Challenges of AI in Social Media Marketing

Using Meltwater for AI in Social Media Marketing

We define AI in social media marketing as the intentional use of AI tools to handle specific parts of a social media strategy. 

Artificial intelligence refers to machines and algorithms that can mimic human-like "thinking". This means they’re good for more than just repetitive tasks. AI can review large sets of data in seconds, then make predictions based on the data to deliver optimal outcomes.

Applied to social media marketing, AI has the ability to:

Analyze engagement data and compare it to things like posting times and content formats

Identify your target audience and their shared characteristics

Analyze the sentiments of what’s being said online

Detect images, videos, and facial expressions in content

Predict content performance based on historical data

Make suggestions for new content or how to optimize existing content

Recommend potential influencers to partner with

This is just the tip of the AI iceberg. As AI tools grow in sophistication and learn from its predictions, AI’s accuracy will improve over time. And as AI gets better, marketers will find more ways to use them in their social media strategies.

TIP: Download our Ultimate Guide to AI for Social Media Management to get more tips, tricks, and AI prompts that will refine your strategies and make you more efficient!

AI in social media marketing doesn’t replace your human marketers, but it can make them more informed, productive, and even creative. 

When applied strategically, AI for social media marketing can offer the following benefits:

Scalable content in seconds. AI can generate captions, hashtags, and entire social posts quickly without spending hours brainstorming or A/B testing.

Real-time sentiment analysis. AI social listening tools can monitor and analyze millions of conversations in real time to better understand who your audience is, what they’re talking about, and how they feel about those topics.

Predictive analytics for a better strategy. By forecasting trends based on historical data, AI can optimize post times to help you reach more people.

Deeper connections with your audience. AI can analyze large amounts of audience data to find your best customers and most engaged followers so you can create content that resonates with them.

Better ad performance (and less ad spend waste). AI-powered ads analyze performance in real time and can adjust bids, targets, and creative elements to deliver better results.

Automated brand tracking. Use AI to keep your brand in check by finding clone accounts, negative feedback, brand mentions, and other opportunities to improve or protect your presence.

These benefits allow marketers to go from insights to action in less time. They have a clearer idea of who their audience is and what they respond to, paving the way for better content that makes an impact. 

As AI grows its footprint in social media marketing, marketers have a healthy curiosity about how to best use AI tools to streamline their work. Here are five ideas to inspire the way you use AI in social media marketing.

1. Create written, audio, and video content using AI tools

ChatGPT was just the beginning for using AI in marketing. There are tons of AI tools that can help with all types of content creation, including images, videos, and audio recordings. 

For example, tools like Creatopy, InVideo, and Kling can generate text-to-video content. Use it to turn blog posts into videos or input a video script and watch your AI to go to work.

DALL-E, which is built into ChatGPT, can generate images based on text inputs. You can also use Blaze or Instasize to create images for your social channels. Canva also has an AI image generator built into its platform.

Murf AI and Revoicer can provide life-life voiceovers for your videos or podcasts. You can specify the voice type and emotion to create on-brand audio content.

AI can support every phase of the content creation process, from coming up with ideas to creating the actual content. AI isn’t perfect, nor is it human, so these tools aren’t likely to replace your human creators. But they can help to support their work and generate first drafts or supplementary content so you can publish faster and more frequently.

Your social media analytics can tell tons of stories about your audience, and AI can help you surface those stories and make sense of them.

Every view, click, comment, and share ends up in your social media analytics. AI excels in putting the pieces together to tell a complete story about your content and performance. You’ll not only have the metrics but also know what they mean — and more importantly, what you should do next to improve your outcomes.

Social media insight tools like Meltwater can monitor your social performance over time. Find common threads between content and get a more informed idea of what’s working and what isn’t in your strategy.

See Meltwater's AI-powered social media management capabilities in action! Click here and fill out the form below for a personalized demo.

3. Personalize your social media targeting

Personalizing content on social media isn’t about addressing followers by name. When you get to know your audience on a deeper level, you can create content that speaks one-to-one with your audience (or at least appears to).

AI analyzes how users interact with your content and groups them into segments. These segments might focus on shared interests, behaviors, location, or buying patterns, for example. This allows you to deliver highly relevant messages to specific segments that they’re most likely to engage with.

Social listening lets your brand be everywhere on social media, all at once. You can tap into conversations involving your brands, products, services, celebrities, or even your target audience to learn what’s on people’s minds.

AI drives social listening by adding context to content. Using AI, you can learn not only what people are discussing, but also how they’re discussing it. This helps you move beyond “black and white” topics and get deep into the gray areas, learning what really makes your audience tick.

AI-powered social listening like Meltwater can also prove useful in understanding complicated elements of conversations. For example, dialects and vernacular can vary by region. AI tools can pick up on these differences and synthesize them accordingly, and even wade through grammatical errors and misspellings without losing context.

Your audience is using social media around the clock, often as a customer service channel for the brands they buy from. AI customer service tools can be the always-on assistant they need, even when it’s after business hours.

A quick response can help you shape your image as a responsive, people-first company. Whether it’s greeting someone after a DM or providing self-service resources based on common questions, AI-powered customer service lets you respond to more people in less time without losing that personal touch.

Chatbots can provide human-like responses and ensure every introduction is on brand. For questions or cases that a chatbot can’t handle, you can set up alerts to have a human take over as soon as possible. It’s a win/win for you and your followers, ensuring you never miss a chance to engage.

To put AI in social media marketing into context, it helps to look at a few social media marketing examples from real companies.

Here are some examples that are specific to AI.

Buzzfeed’s AI-driven personalized quizzes

Buzzfeed thrives on fun quizzes that feel personal and magical, and they’re adding an extra layer of personalization with AI. With AI, every quiz becomes a truly one of a kind experience tailored to every quiz taker and their responses.

Buzzfeed’s AI assistant “Buzzy the Robot” uses your unique quiz answers to generate personalized results. In true Buzzfeed fashion, the AI quizzes cover a huge range of topics, from crafting the perfect New Year’s resolution to figuring out your most toxic traits.

Quizzes are super shareable on social media and tend to drive tons of engagement. 

Coca-Cola’s “Create Real Magic” campaign

Coca-Cola uses AI by encouraging their fanbase to take AI for a test drive — to the brand’s benefit, of course. The “Create Real Magic” campaign uses the brand’s own AI platform, where customers can create their own versions of Coca-Cola products and artwork. 

Once completed, customers could share their submissions with the brand for a chance to be featured on billboards. With multiple submissions, Coca-Cola collected plenty of user-generated content they could repurpose for their social channels, too.

Some trends come and go so quickly you don’t realize they were trends. But brands who are paying attention can jump on a short-lived bandwagon and use it to get in front of their audiences — even if it’s just for a moment.

Mastercard uses AI to find these “microtrends” before they go mainstream. The company built its own digital engine to predict and identify these trends, which combs through billions of conversations happening all over the world, paying attention to the smallest moments that define their customers’ lives. 

Whether it’s a new type of sushi or outrage over a local restaurant closing, the digital engine surfaces conversations that Mastercard can repurpose in its social marketing.

With new technologies and processes come new considerations, particularly in the way of ethics. 

Transparency is among the biggest ethical challenges. With AI doing some of the heavy lifting, marketers wonder how transparent they need to be about whether their content is AI-generated or how they’re using AI. 

Many people are wary of AI and don’t fully trust it. When creating content, marketers should keep this in mind to avoid eroding trust with their audience and damaging their brand image.

Other common ethical challenges with AI in social media marketing include:

Potential job displacement for human employees

To overcome these and other challenges, marketers can create a set of ethics guidelines and principles that detail how they intend to use AI.

Meltwater’s AI principles discuss how we address specific areas of concern, including alignment, bias and fairness, and interpretability. Having clear guidelines can help marketers address questions about AI and keep human AI users accountable.

Meltwater responsibly uses AI-powered marketing tools to help brands win bigger on social media. AI-driven social listening insights work across all of your channels, helping you capture the fine nuances of conversations that matter.

Meltwater has the strongest product roadmap compared to other solutions, particularly in its understanding of AI evolution. They have very out-of-the-box thinkers, which is definitely why we chose Meltwater to be our partners for the long term.

— Narek Garit, Global Measurement & Analysis Lead, HEINEKEN

Introducing Mira, your new social media marketing assistant

Introducing Mira - The Power of Meltwater AI, Unleashed

At Meltwater Summit 2025, we unveiled Mira Studio — built by Meltwater to enhance the work of PR, communications, and marketing professionals. 

Stay inspired with a full library of AI prompts and AI tools for social media in our free eBook:

AI in Social Media Marketing

After nearly a decade Netflix’s Stranger Things is coming to a close, giving brands one last chance to cash in on the show’s monumental success. So far, the marketing and merchandising push is proving to be one for the history books, with featured brand partners across nearly every industry you can think of. 

There are Stranger Things coffee makers by Bialetti. A Stranger Things flashlight by Energizer. The Stranger Things LEGO set. Target alone has more than 150 Stranger Things items for sale, over half of which are exclusive to the retailer. 

As The Hollywood Reporter joked with the title of its coverage of the campaign, “It Might Be Easier to List Who Netflix Is Not Partnering With on ‘Stranger Things 5’ Merch”.

Ahead of the show’s feature-length finale on December 31, let’s take a closer look at some of the powerhouses behind this marketing blitz: influencers. From full-fledged celebrities to micro-creators, influencers are driving major visibility and value for some of the biggest Stranger Things partnerships. 

We used our Klear, our influencer marketing solution, to dig into how creator-brand alignment translates into measurable impact. With AI-powered personalization and campaign management transforming influencer marketing, Stranger Things offers timely lessons on the power of creative fit.

Note: The below data was sourced from Klear and is current as of the publish date. 

Stranger Things x CoverGirl: A win for audience and concept alignment

Influencer Jordan Rumsey (@cantbuyme80s_) is 1980s devotee whose content features teased hair, colorful eyeshadow, and mall pics year round. With 347,000 retro-loving followers, this creator was a natural fit for CoverGirl’s campaign promoting its limited-edition Stranger Things collection. In the above post, she used her retro niche to promote the product in a way that felt native to her audience. 

Generating $47,000 in Estimated Media Value (EMV), her Reel demonstrates just how valuable not only brand fit but concept fit are to an influencer partnership’s success. For brands looking to replicate this level of alignment at scale, AI-powered creator discovery solutions can surface creators whose tone, style, and audience naturally match the campaign’s creative direction. 

Stranger Things x Chips Ahoy: The impact of star power

No question about brand fit here. As the star of Stranger Things, Millie Bobby Brown is arguably the biggest celebrity to come out of the franchise. With about 66.4 million followers, a co-sign from her is a guaranteed engagement driver for any brand partnership. For example, the above post generated over $2 million in EMV.

The Meltwater Blog

AI Media Monitoring: Definition, Tools & Strategy

AI in Social Media Marketing

From Micro Creators to Mega Stars: The Marketing Value of Stranger Things Influencer Partnerships

The Top 13 Social Listening Tools for 2026

How Spotify Wrapped 2025 Went Viral: Listening Age Insights and Global Trends

How Gen Z Consumes Content

Top Influencer Management Platforms & Tools 2026

Marketing Trends 2026: What Industry Leaders Predict

Best AI Tools for Public Relations: Complete 2026 Guide

Viral Food & Beverage Merch: Lessons from Trader Joe’s & Starbucks

Future of PR Series: Joanna Price (Heineken)

Top Benefits of Influencer Marketing for Brands