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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

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

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

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

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

AI & Data Analytics Blogs | Category

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

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

Public Relations (PR) Blogs | Category

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

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

Internal Communications Blogs | Category

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

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

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

Content Marketing Blogs | Category

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

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

Influencer Marketing Blogs | Category

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

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

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

Marketing Blogs | Category

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

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

Social Media Management Blogs | Category

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

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

Social Media Marketing Blogs | Category

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

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

Digital Marketing & PR Tools Blogs | Category

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

For subscribers to the world’s top music streaming service, the end of the year means one thing: Learning all about your personal listening habits and music taste via Spotify Wrapped. 

The annual campaign turns data into hyperpersonalized recaps of users’ year in music. And ever since it debuted in 2016, the marketing campaign has been an annual viral hit. In fact, it’s been so successful that it has birthed a marketing trend. Now other apps like Duolingo, Partiful, Strava, and Apple Music give users their own habit-tracking, end-of-year recaps.

This year, the streaming giant introduced a new feature, the Listening Age metric which estimates the user’s “age” based on when their most-listened-to songs and albums were originally released. Tapping into current generational commentary, as in recent discussions about the Gen-Z stare and Millennial cringe, the Listening Age got Spotify listeners talking, typing, screenshotting, and sharing in a big way.

To learn more, we used Explore+, Meltwater’s enterprise-grade media, social, and consumer intelligence solution, to analyze how Spotify Wrapped 2025 used hyperpersonalization to go viral. 

Our Explore+ analysis found that there were about 116,000 mentions of “Listening Age” in the week following Wrapped’s 2025 launch on December 3. Together, those mentions made up about 3% of the overall Wrapped conversation, generating about 5% of overall engagement actions.

Notably, significantly more people mentioned have an older listening age compared to a younger one. The reason for this isn't surprising: Since Listening Ages are based on “the release years of the tracks you listen to most”, there is much more “old” music for listeners to discover, rediscover, and return to. 

While in real life, many people detest being mistaken as older than they are, that wasn’t the case with Spotify’s Listening Age. 81% of posts from users who said the feature aged them up were positive, with many celebrating that their music taste reflects maturity, individuality, or non-mainstream preferences.

So, was the buzz about Spotify Wrapped bigger in 2025 than 2024?

Overall, no. Our analysis found that mentions of Spotify Wrapped were relatively steady from 2024 to 2025. The annual campaign generated about 3.46 million mentions across more than two dozen media and social media sources in the week after it launched in 2024. In 2025, those numbers had decreased slightly to 3.4 million. 

However, though the initial spike in conversation was lower this year, it lasted longer. In 2024, mentions dropped about 60% from the first launch of the Wrapped campaign to the second day. In 2025, that second-day drop was only about 14%. This sustained buzz was likely thanks to the novelty of the Listening Age feature and the many memes it inspired.

There were also some noticeable shifts in where Spotify Wrapped conversations took place. Our analysis found that Wrapped discussion increased significantly on Instagram in 2025. This was likely due to the hyperpersonalized, ultrashareable Listening Age graphics as well as some high-performing brand partnerships. 

For example, two of the top three most engaged pieces of Wrapped content were Instagram collaborations between Spotify and FC Barcelona. The above post, sharing top players’ Wrapped lists, generated over 1.28 million likes in less than a week and about $12.4 million in Estimated Media Value (EMV). 

Learn more about how EMV is determined and how Klear, our influencer marketing solution, calculates it automatically.

Additionally, there was also increased Wrapped visibility on broadcast television in 2025 compared to 2024, thanks in large part to Spotify’s continued live activations. (More on that below.)

Finally, the geographic distribution of Spotify Wrapped buzz also changed. Mentions decreased in parts of Europe and the Americas — specifically Spain, India, the UK, Mexico, Argentina, Brazil, and the US. Meanwhile, mentions surged by over 80% in both Nigeria and Japan and exploded in Thailand, increasing by 150% year over year. Let’s take a closer look at why Spotify Wrapped mentions grew so much in Thailand this year.

More than half of the top keywords of Spotify Wrapped conversations this year were Thai, compared to only about 10% in 2024. This language shift highlights just how much the campaign has gained traction with listeners in Thailand, and it may all be thanks to live broadcast promotion.

In 2024, Spotify launched Spotify Wrapped Live Thailand, a celebrity-studded, televised program with live performances from top Thai artists. That activation continued this year, with appearances from K-pop stars like Ten Lee, Mark Tuan, and BamBam. The event, complete with its own black carpet and photo ops, turned what is mainly a digital campaign elsewhere into a regionally focused spectacle. Both the celebrities in attendance and the fans watching from home drove online buzz in real time.  

For example, this Instagram post from the event by actress Arachaporn “Goy” Pokinpakorn drove the most engagement from the night, generating nearly 112,000 likes and over $1 million in EMV in less than a week. By turning Wrapped into a can’t-miss, interactive occasion, Spotify Thailand supercharged the campaign’s visibility and impact.

What can marketers learn from Spotify Wrapped?

Spotify Wrapped is a great example of how hyperpersonalized marketing campaigns get audiences talking — a lot. Content like individualized top 10 lists and Listening Ages give people personal signifiers to share, debate, critique, and bond over online. Combining personalized content with interactive, regionally focused, live activations drive that community aspect home, especially when it draws in existing fandoms. In particular, the Listening Age was a great addition of thoughtful personalization, hitting a sweet spot of identity, humor, and social comparison.

Marketers across industries can learn from Spotify’s playbook: Combine data-driven personalization with culturally specific executions tailored to your audiences. Personalized content can spark digital shares, but having multiple touchpoints that tap into identity and community can sustain that momentum.

For brands looking to understand these dynamics and conversation-driving cultural signals in real time, Meltwater Explore+ enables in-depth analysis at scale. Want to dive into what gets your audience talking and sharing? Fill out the form below for a personalized test drive.

Why did Spotify’s Listening Age feature go viral in 2025?

The feature tapped into trending generational conversations—like Gen Z vs. Millennial aesthetics—and gave users a unique, personal metric to share. According to Meltwater Explore+, more than 80% of posts from users who received an “older” Listening Age were positive.

Was Spotify Wrapped bigger in 2025 than in 2024?

According to Meltwater Explore+, overall mentions were slightly lower year over year (3.4M vs. 3.46M), but the conversation lasted longer. Day-two conversation dropped only 14% in 2025 compared to a 60% decline in 2024.

Which platforms had the most Spotify Wrapped discussion in 2025?

According to a Meltwater analysis, Instagram saw a huge gain in Spotify Wrapped mentions in 2025 compared to 2024. This surge was driven by share-friendly Listening Age graphics and top-performing partnerships, including collaborations with FC Barcelona. Wrapped visibility also increased on broadcast TV thanks to Spotify’s live activation in Thailand.

Why did Spotify Wrapped go viral in Thailand in 2025?

Conversation grew more than 150% year over year in Thailand according to Meltwater Explore+. Spotify Wrapped Live Thailand—a televised event with major Thai and K-pop stars—turned the digital campaign into a cultural moment that drove real-time online buzz.

What regions saw the largest changes in Spotify Wrapped conversation volume?

Mentions declined in the U.S., U.K., Spain, India, and parts of Latin America, but surged by more than 80% in Nigeria and Japan, with the most dramatic growth in Thailand at 150% year over year, according to a Meltwater analysis.

Spotify Wrapped shows the power of hyperpersonalized content paired with culturally specific activations. Campaigns that combine individualized insights with community-driven moments generate more sustained conversation and higher shareability.

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

Gen Z is the first generation that we can consider “digitally native.” While their Millennial predecessors were dabbling in technology growing up, Gen Zers have been fully immersed in it, almost from day 1. They were scrolling social media before they learned to drive, and their habits reflect a world where attention is currency and relevance is everything.

Unlike older audiences, Gen Z doesn’t separate advertising and entertainment. They welcome brands in the same spaces as their family and friends. But they also don’t want a sales pitch — they give weight to content that delivers quick hits of value, personality, and purpose.

For marketers, that means the old playbook is out. Gen Z moves fast. They demand transparency and thrive on trends. 

When you know how Gen Z consumes content, you can create a powerful strategy that actually reaches them. Here’s how.

How Brands Can Adapt Their Content Strategy for Gen Z

Gen Z refers to people born roughly between 1997 and 2012.

That means that as of 2026, the oldest will be in their late 20s. They’re buying homes and building careers. The youngest are still in middle school.

Together, they share several characteristics:

Most have never known a world without smartphones or social media.

Short-form video (TikTok, Reels, YouTube Shorts) is their default language.

In Gen Z marketing, they value transparency and real voices over polished campaigns.

They expect brands to take stands on social, environmental, and ethical issues.

Many know the economy is shaky, so they research, compare, and hunt for value. 

They’re quick to adopt (and abandon) memes, platforms, and cultural moments.

They jump seamlessly between channels and devices, often in a single session.

Gen Z defines what it means to engage with content and brands online.  

Understanding how Gen Z spends their time online is the first step to creating campaigns that connect. Here’s a quick rundown on content consumption for Gen Z users. 

Gen Z likes a good “content cocktail".” They jump between apps for a mix of content marketing and community.

TikTok, YouTube, Instagram, and Snapchat are must-haves. 

Emerging platforms are also gaining traction. For example:

Social audio features like Clubhouse lean in with niche audiences.

The Meltwater Blog

AI in Social Media Marketing

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

How Gen Z Consumes Content

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Future of PR Series: Joanna Price (Heineken)

Top Benefits of Influencer Marketing for Brands

The 10 Best Brand Monitoring Tools 2026

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