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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

AI-generated content examples are everywhere these days, and they’re becoming more frequent. They’re in the blog posts you read, the social media captions that make you “stop the scroll,” and the emails in your inbox. In short, brands are getting comfortable using AI tools to create copy, images, and video. 

And why wouldn’t they? AI speeds up the content creation process and lowers the cost. And outputs can be surprisingly human-like.

The best way to see how to use generative AI content creation tools is to look at examples from other companies using them. Use these AI-generated content examples to spark your next campaign idea.

Best Practices for Using AI-Generated Content in Business

We define AI-generated content as any content that generative artificial intelligence models create. 

AI models have been trained on huge volumes of data. They’ve seen artwork, articles, photos, books, television shows, encyclopedias, essays, how-to videos, technical guides, web pages, and countless other examples. 

AI tools recognize patterns and connections in the content so it can reproduce something similar when asked.

While AI in marketing is no replacement for human creativity, it can sometimes get your project from 85% or 90% of the way to completion so you only need to edit and refine. And it can do it in a consistent, efficient, and scalable manner.

TIP: With so many AI tools now available, it can be hard to keep track. Don't miss our articles on AI Social Media Management Tools, AI Tools for PR, and AI Copywriting Tools!

AI content creation can take multiple forms, supporting brands across the entire content marketing spectrum. 

Text: Written copy, such as articles, social media posts, emails, web page copy, product descriptions, or content summaries.

Images: Static visuals resulting from a text-based prompt (e.g., Create a flower in the style of Monet).

Videos: Multi-frame video content, such as explainer videos, doodle-style videos, webinars, or animations, often based on text-based prompts.

Audio: Text-to-speech recordings that can be applied to videos as voiceovers or used as standalone audio.

Each of these can apply across a wide range of use cases in marketing, like giving an AI tool a blog post and telling it to create posts for Facebook and X. Or giving it a customer persona and having it write a personalized email. 

And in many cases, you might combine more than one type of AI-generated content for complete campaigns or assets.

TIP: Download our free Ultimate Guide to AI for Social Media Management to see how AI-generated content can transform your social media strategy!

Brands are choosing AI tools to augment their human teams and do more with fewer resources. AI acts like another set of eyes and hands that can offload tasks from your team and work around the clock. 

As a result, companies are seeing several obvious advantages.

AI can create images, ads, videos, audio, or whole articles in seconds. For comparison, the average human creator takes anywhere from one to six hours to create a single piece of content. 

AI outputs almost always need editing, especially to make the content look and sound human and avoid potential plagiarism. But it can still save significant time compared to creating content from scratch, allowing marketers to devote more time to strategy.

When you’re ready to move forward with your content ideas, AI tools are always ready to help. You can produce large volumes of content across multiple platforms without overwhelming human teams.

Meltwater's AI-powered PR Assistant can generate press releases for your team in an instant. See how our solutions can optimize your workflows when you click here to request a demo!

Personalizing content takes time, and the process isn’t easy to scale. AI changes the game by helping you find ways to appeal to niche audiences and make your content more relevant and engaging.

You can share personas and data insights with AI tools, then let AI do its best work in crafting messages and content that reflects your audience segments. It’s faster compared to manual personalization and removes much of the guesswork.

AI tools are trained on patterns and may spot opportunities to improve your content’s SEO. It can analyze top-performing content and find common denominators (e.g., keywords, number of headings, content structure) that you can apply to your content.

Improving your search rankings can help you earn more organic traffic and, ideally, become less dependent on paid ads. It also ensures you appear in front of people who are actively searching for what you offer, giving you more quality traffic that could turn into paying business.

AI tools can create content in multiple formats for various channels with very little effort. For example, once it writes a blog post, it can also craft social media captions, email newsletters, and summaries for LinkedIn to help promote the article. Or, if you’re using generative AI in advertising, it can create short-form ads based on longer landing pages.

AI tools typically understand the requirements of different channels, such as keeping X posts under 280 characters or adding hashtags to IG posts. Marketers can create assets for entire campaigns using a single tool while maintaining consistency across each channel.

Reach more people by translating and localizing content

AI can adapt content for audiences in different countries and cultures, allowing you a greater reach and more opportunities to connect. AI translation tools are growing rapidly and take nuance and context into consideration.

TIP: To really take full advantage of the efficiencies that AI can offer, you need a great prompt. Check out our free guide 80+ AI Prompts for Social Media to start repurposing your content today!

Coca-Cola’s bold move of an AI-generated Christmas commercial ruffled some feathers. Love it or loathe it, the commercial serves as a powerful example of what AI-generated content can do.

Let’s look at some other examples of AI-generated content from real brands:

Toy company Mattel thrives on eye-catching, colorful toys, especially with classics like Hot Wheels. To help the brand create more unique designs, it turned to DALL-E 2, a generative AI tool. Using simple language prompts, Mattel designers can craft multiple iterations of cars before choosing a select few to turn into prototypes — and later, real Hot Wheels cars that customers can buy. 

Mattel acknowledges that quality over quantity is always a top priority. But AI’s ability to generate tons of designs in a fraction of the time compared to human designers allows the brand to scale its efforts. 

Users can start with a basic language prompt, then flesh it out in multiple ways until they’re satisfied with the outcome. According to Mattel, “sometimes quantity can help you find the quality.”

ClickUp’s 150+ articles and 85% organic traffic increase

ClickUp achieved remarkable organic growth using Surfer SEO, an AI-driven content optimization tool. Surfer removes much of the guesswork of optimizing content based on keywords, headings, word count, number of images to include, and other fine details.

The approach allowed ClickUp to publish over 150 articles and improve the quality and quantity of its content. As a result, the company saw an 85% increase in non-branded organic traffic in just 12 months. 

Cyber Inc.’s multilingual video courses

IT company Cyber Inc. used Sythnesia AI, a video software, to create videos for its online courses. The AI element allowed the company to produce multiple videos in various languages in a short timeframe. 

An AI avatar took the place of a human actor, which helped to save on video production costs and streamline the process. The approach also allowed the company to experiment with different elements and video variations without risking a lot of time or money.

Farfetch’s personalized emails for better open rates

Farfetch, a luxury online marketplace, used AI to improve its email marketing campaigns. It used a tool called Phrasee, which generates and analyzes language in real time to help brands optimize their marketing copy.

The company used AI to optimize email subject lines for abandoned cart messages and wishlist notifications. They saw a 7% increase in open rates for promotional emails and a 31% increase in opens for event-triggered emails. These higher open rates also led to more clicks and traffic.

As you explore ways to use these and other AI-generated content examples in your marketing, you’ll quickly find there’s a learning curve to it. AI models aren’t perfect and may not give you the results you expect right away.

Not to worry, though — all you need is the right set of tools, a little practice, and some patience. These best practices can also help.

AI won’t pick up on your brand voice perfectly the first time, nor will it always be factually correct. Plan to have your team review and refine AI-generated content to align it with your brand messaging, values, ethics, and quality standards.

Balance AI-generated content with human creativity

AI excels at generating ideas, drafts, and assets. But on its own, it’s not enough to power your marketing department. Rely on humans to inject emotion, storytelling, and brand personality into the final product.

Feed your AI tools with brand voice, tone, and style guidelines so it can produce consistent, quality assets. Keep in mind that most AI tools are improving rapidly.

Just as you’d A/B test your human-made content and track metrics like clicks and conversions, you should give the same attention to your AI-generated content. Don’t assume it’s better just because a robot created it based on data or optimized it for search.

AI often pulls from existing sources without properly attributing its outputs. It might also create inaccuracies or biases, both of which may harm your brand if you publish your AI-generated content as is. 

It’s a good practice to run your content through an AI plagiarism checker tool to protect your brand. Make sure you’re also verifying citations and sources, and fact-checking information before publishing.

AI isn’t just useful in generating new content; it also helps you decide what to create. 

Meltwater’s AI-driven social intelligence suite keeps you in touch with what people are talking about online. Stay on top of trends, learn the context behind conversations, and discover the content people are already engaging with — including what they can’t get enough of.

Using AI to inform your content strategy has never been easier. And once you have your findings in hand, you can use AI to bring them to life and ready to share with your audience. 

Request a demo below to learn more the AI-powered capabilities in the Meltwater Suite.

AI-Generated Content Examples: Unlocking Creative Potential

Instagram has Stories and Reels. TikTok has Reels, For You page, and original sounds. YouTube has Shorts. And Snapchat has — Snapchat Discover?

It’s not enough to be active on social media channels. To get the most out of your social media management strategy, you need to know all of the features available to you and how they help you reach your audience. 

For Snapchat, you have more options than just posting content (and then watching it vanish in 24 hours). Snapchat’s Discover feature is a prime example of how social media platforms are evolving to help users find and engage with content they care about.

Here’s what the Snapchat Discover feature is and how you can use it to grow your social presence.

Types of Content that Perform Well on Snapchat Discover

Snapchat Discover vs. Instagram Stories & TikTok

Best Practices for Creating Engaging Content on Snapchat Discover

How Brands Can Get Featured on Snapchat Discover

Measuring Success: Key Snapchat Discover Metrics

Building a Snapchat Discover Strategy with Meltwater

Snapchat Discover is a section of the Snapchat app that features content from big brands and publishers. It’s kind of like its own feed, but instead of seeing a mix of single posts from various creators, you see “collections” in story format. 

Think about going to a newsstand filled with magazines. Each magazine comes from a certain publisher with a specific theme. Open it and you’ll find loads of content fitting that theme. 

This is the idea behind Snapchat Discover. It’s a collection of stories from top creators ready for you to explore.

Did you know you can easily track your brand mentions in Snapchat using Meltwater's social listening solution? Click here and fill out the form below to learn more!

On the Snapchat Discover page, you’ll find a few different types of creators and their content: your friends’ Snapchat stories, Our Stories, Publisher Stories, and Shows. 

These creators share similarities in terms of the type of content they create. Whether from a major publisher like Vogue or ESPN or a rising influencer, you might notice several key themes across their Snaps.

Snapchat’s emphasis on interactive content turns passive viewers into active participants. Engagement can help fuel the algorithm and potentially improve visibility on the Discover page. 

Mashable uses interactive polls and other visuals to engage its audience in different ways. In the above example, it discussed the Pixel Buds across a series of snaps, then asked users whether they’d make the switch from AirPods. It also added a fun maze at the end to keep things fresh.

News stories, round-ups, and other detailed content can be repurposed into a series snaps for a “highlights” reel. This gives users the gist of an idea without having to read full articles or watch entire videos. The snaps each contain a specific fact or point, which form a complete narrative when combined.

If you have a lot to say about a topic, break it into a rundown of factoids. These are quick, punchy, and easy to read, helping to hold the viewer’s attention to the end.

National Geographic is a prime example. The publication used fun, vibrant imagery to share quick facts on goldfish across a series of snaps, then ended with a call to action to swipe up to learn more.

TIP: AI can be extremely useful when breaking longer content into short, bite-sized pieces for social media. Check out our Ultimate Guide to AI for Social Media Management to learn more!

Learning how to do something is easier when you break it down, step by step. Snapchat is a prime candidate for this type of content, where you can show each step in its own snap and create a full series for the Discover page.

Similar to how-tos and quick facts, you can highlight various behind-the-scenes aspects across multiple snaps to share with your audience. This could be event highlights, how something is made, or even a peek at your content creation process.

Capturing before and after photos inspire users and show them what could be. People are drawn to transformation photos, especially if they think they can get similar results for themselves. Brands in beauty, hair, home goods, DIY, fashion, or similar industries are optimal candidates for before and after photos.

Testimonials are gold for showcasing the potential of a product or service. Typically thought of as quotes, case studies, or video reviews, Snapchat gives you another way to share testimonials – a series of photos or videos each focused on a specific piece of the story. 

In this example from Ritual Vitamins, the reviewer shares her progress using the vitamins and specific things she loves about them. Each snap is well-branded and walks the viewer through the experience.

TIP: Don't miss our Social Media Management Toolkit, full of resources to make busy social media managers' lives a little bit easier!

There’s a bit of overlap between Snapchat, Instagram, and TikTok, as they each focus on short-form experiences. The key differences lie in how they serve the content, who sees it, and the types of content that perform the best. 

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Feature</th>
<th>Snapchat Discover</th>
<th>Instagram Stories</th>
<th>TikTok</th>
</tr>
</thead>
<tbody>
<tr>
<td>Content</td>
<td>Curated by Snapchat; features publishers and creators</td>
<td>Follows-based and not chronological; not algorithmic</td>
<td>Algorithm-driven For You Page (FYP)</td>
</tr>
<tr>
<td>Audience</td>
<td>More closed, based on subscriptions and Snapchat's curation</td>
<td>Limited to followers unless shared widely</td>
<td>Global, viral potential even without followers</td>
</tr>
<tr>
<td>Best-Performing Content</td>
<td>Quick facts, highlights, before and after, testimonials</td>
<td>Personal updates, behind-the-scenes, promotions</td>
<td>Viral trends, challenges, lip-syncs, storytelling</td>
</tr>
<tr>
<td>Monetization</td>
<td>Ad revenue share for select partners</td>
<td>Brand sponsorships and swipe-up links</td>
<td>Creator Fund, brand deals, affiliate links</td>
</tr>
<tr>
<td>Editing & Creative Tools</td>
<td>Professional-level tools for publishers</td>
<td>Basic text, stickers, gifs, filters</td>
<td>Advanced filters, transitions, effects, sound sync</td>
</tr>
<tr>
<td>Viewer Interaction</td>
<td>Tap-through storytelling, swipes</td>
<td>Replies, polls, stickers, emoji reactions</td>
<td>Comments, likes, shares, duets, stitches</td>
</tr>
<tr>
<td>Content Longevity</td>
<td>More evergreen in Discover tab</td>
<td>Disappears after 24 hours unless saved</td>
<td>Permanent unless deleted</td>
</tr>
<tr>
<td>Creator Access</td>
<td>Select creators and publishers</td>
<td>Open to all users</td>
<td>Open to all users</td>
</tr>

Leaning into the nuances of the Snapchat Discover feed can help you create more impactful content for this channel.

If you have access to the Discover page on Snapchat, you’ll be creating content for a younger, mobile-first audience who appreciates visually rich and interactive content. To succeed, you’ll need to do more than just repurpose content you’re using on other social media channels.

Snapchat is a mobile-first social media platform, so getting your content to look good means designing for vertical screens (a 9:16 aspect ratio). Make it mobile-friendly with large fonts, bold colors, and minimal text. 

Keeping visual interest high is a must. Use transitions, zooms, and animations when possible to keep your audience’s attention. 

Snapchat users tend to swipe fast, so you’ll need to grab their attention immediately. If you don’t, they’ll move on. 

Put your most essential information up front, like a bold headline, a provocative question, or a compelling visual. Let them know what’s to come, then make sure the other snaps in the series deliver on that promise. 

Long-winded narratives don’t work on the Snapchat Discover feature. Instead, break your content into punchy story beats. Aim for 5-10 second segments and use cliffhangers or calls to action to move them to the next snap.

Think of it as creating content in micro chapters. Pacing is key here. You don’t want them to quickly tap through each snap, but rather consume it eagerly and thoroughly so they get the full context.

Tie your stories into what’s trending now, also known as "trendjacking". This might be popular TV shows or characters, viral moments, memes, or TikTok trends, for example. Even if you have a niche like wellness or education, framing your content through the lens of “what’s hot right now” can help you engage more viewers.

This doesn’t mean you need to chase every meme or trend. But at least be aware of what your audience is talking about right now and find a way to enter the conversation with them.

TIP: Download our free Ultimate Guide to Trendjacking for tips and tricks to help you capture the cultural zeitgeist and grow your brand's reach!

Use consistent branding that sets the right expectations

Snapchat Discover content thrives on good branding. Your brand sets the tone for what your audience can expect, and they can subscribe to your Discover content if they like what they see.

Beyond adding your business name, logo, and social media handles, the style of your snaps should feel familiar. This might be a recognizable opening scene, logo placement, or a recurring host or character, for example.

Not just any user can show up on Discover Snapchat. To earn a spot here, you’ll likely need to be a well-known publisher or creator, most of whom are handpicked by Snapchat. 

Become a Discover Snapchat official publisher

You can request to become a Discover publisher by reaching out to Snapchat and expressing your interest. They’re a bit hush-hush about the requirements, but Discover partners typically have large, established followings and consistently produce high-quality content.

Submit content to Snapchat’s “Our Stories”

You can share your content with Snapchat’s “Our Stories” for a chance to be featured on the company’s own Discover page. To do this, create your story as you usually would, then tap “Our Story” to request Snapchat to consider featuring it. 

Work with existing Discover Snapchat publishers

If you can’t gain access to the Discover page on Snapchat yourself, consider sponsoring content with a publisher who’s already there. Many Discover publishers work with sponsors to create relevant content to share with their audience. 

The key is choosing a publisher who shares your audience and for whom you can create engaging content that fits their brand.

If you’re successful in posting content to the Snapchat Discover page, your work isn’t quite done yet. 

Views (a top-level indicator of reach and exposure on the Discover page)

Unique viewers (number of individual Snapchat users who viewed your content)

Swipe-ups (which shows interest in your call-to-actions)

Drop-off points (where users lose interest or stop viewing)

These Snapchat key metrics can tell you a lot about how your audience responded to your content, allowing you to make tweaks to your approach and (hopefully) get equal or better results in the future.

Finding success on the Snapchat Discover page means creating swipe-worthy content people want to share and engage with. To do this, you need to know your audience like your own best friend — their interests, needs, likes and dislikes, and what drives them to act.

Meltwater's AI-powered social listening capabilities help you surface the fine details of Snapchat trends and how your customers use the platform. It unlocks insights from billions of data points across social media and other online channels, giving you a complete picture of your audience and the things they care about. 

Request a demo by filling out the form below to see how Meltwater's social listening solution can help you thrive on Snapchat and beyond.

What Is Snapchat Discover and How Does it Work?

You’re chasing a lead that looks promising. Marketing says they downloaded an eBook last month. Sales saw them book a demo a week ago. But now, it’s radio silence — and you’re not sure why.

No business can afford to fly blind when it comes to customer journey. Every interaction — whether it’s a webinar signup, a chat with support, or a click on a pricing page — adds a piece to the puzzle. The problem is, most companies are looking at those pieces in isolation rather than using big-picture customer journey analytics.

Here’s how data helps you create a fuller picture of your prospects and customers so you’ll know why they behave the way they do and what they might do next.

Why Are Customer Journey Analytics Important? 

Key Benefits of Customer Journey Analytics

How to Collect and Analyze Customer Journey Data

The Role of Al in Customer Journey Analytics 

Using Meltwater for Customer Journey Analytics

Customer Journey Analytics definition: The process of collecting and analyzing data from every touchpoint a customer has with your brand. The goal is to understand the actions they take, where they lose interest, and what drives them to act to optimize business outcomes.

Customer journey analytics is all about connecting the dots. It considers all of your customers’ touchpoints, from sales to marketing to customer service, and pulls them into one unified story. 

Instead of looking at single pieces of data, you can get a clearer view of how people move through the entire journey, from first impressions to purchasing decisions and beyond.

Understanding your customers gives you a competitive advantage. It’s like being a fly on the wall when they’re engaging “across the screen,” allowing you to find better ways to connect with them (and hopefully convert them).

Analytics goes beyond customer journey mapping. Think of analytics as the next step in the process. You know the path your customers are taking; now, you need to understand what exactly they’re doing at each stop along the way.

These actions often reveal your customers’ pain points and decision drivers. You can uncover the “why” behind what they’re doing and close any gaps that prevent them from moving to the next step.

The Meltwater Blog

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