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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

Instagram is the stuff dreams are made of. It’s a direct connection to celebrities, influencers, the lifestyles of the rich and famous, and can also be a window into those leading the simple life. They’ve inspired countless users about where to travel, what to buy, and who to follow. For brands interested in reaching both global and niche audiences, there’s no better way than to tap the help of the top influencers on Instagram.

Using our Meltwater influencer database, we’ve rounded up the top Instagram influencers based on engagement, audience size, and overall popularity. Learn from them, partner with them, and see how Instagram can take your business to new heights.

How to Find the Top Instagram Influencers

Top 9 Instagram Influencers Based on Engagement Rate

How to Create Your Own Instagram Influencers List

Tip: If you'd like to go more local in your research, take a look at the top Australian Instagram influencers, the top Instagram Influencers in Malaysia, the top Instagram Influencers in Hong Kong, the top Instagram influencers in Singapore, and the biggest Swedish influencers. We also have a list of the top Instagram couple influencers, top travel influencers and top tech influencers for you.

We use our Meltwater influencer marketing suite to discover the top Instagram influencers.

Our platform allows us to narrow down our search for influencers based on a range of criteria, including follower count, platform, engagement rate, country, reach, category, and more.

It’s this flexibility that makes Meltwater such a powerful tool for influencer marketing. There’s more than one way to define “top Instagram influencers,” because audience size only tells part of the story.

By matching influencers against your own criteria, you can find the best influencers for your use cases.

Does the influencer share my target audience?

Is follower count the most important consideration?

How can I tell the influencer’s engagement rate?

Can a global influencer give me similar or better results than a local influencer?

How well-known is the influencer outside of Instagram?

Could a lesser-known influencer give me a better influencer campaign ROI?

With these questions in mind, there’s no doubt that vetting influencers is a multifaceted process. Having the right data at your fingertips gives you a good starting point to begin the selection process.

Tip: Read our blog about how to find the right influencers to partner with your brand.

At Meltwater, we have many of the same questions you do when it comes to choosing influencers. That’s why we ran the data to find the most followed Instagram accounts — consider this a free preview.

More than 853.1 million Instagram followers

Posts reach an average of 127.9 million fans

A name known around the world both on and off Instagram, soccer star Cristiano Ronaldo boasts more than 853.1 million followers, one of the largest audiences on IG.

Posts reach an average of 127.9 million fans, which focus on everything from sports to nature. In terms of influence, our platform gives him a rating of 99 out of 100.

Posts reach an average of 24.4 million fans

The irony isn’t lost here: Instagram has one of the most followed IG accounts with 728.2 million followers. Posts from the official account reach an average of 24.4 million people around the world, featuring a collection of art, people, communities, and other content.

The audience for IG’s Instagram account is nearly split 50/50 in terms of gender, with the majority of followers living in the US and India.

More than 385.4 million Instagram followers

Posts reach an average of 26.6 million fans

Another name that needs no introduction, Beyonce is one of the most followed celebrities on Instagram.

She’s amassed more than 385.4 million followers to date, most of whom are in the United States and Brazil. 

Average post reach of 54.6 million people

Khaby Lame might not be a household name, but his fans around the world will recognize his deadpan facial expressions and content highlighting the flaws in various “life hacks.”

Born in Senegal and living in Italy, Khaby first rose to fame on TikTok via videos that mock well-intentioned yet overly complicated shortcuts for basic tasks.

He now has nearly 240 million followers on Instagram with an average post reach of 54.6 million people.

Average post reach of 23.3 million people

American actress and media personality Addison Rae was ranked the highest-earning TikToker in 2020, but she’s gained quite a following on Instagram, too.

The content creator has garnered a number of brand partnerships, including L’Oreal Paris and Champs Sports, with posts reaching 23.3 million fans on average. Our data shows the majority of her followers are women and located in the United States and Germany.

Tip: Take a look at The 10 Most Followed TikTok Accounts, The Best Australian TikTokers, The Top South African TikTokers, and The Top TikTok Influencers in the Philippines

Popular doesn’t always mean better, especially if you have a niche product. Celebrities have mass appeal, so consider that only a portion of their followers might fit your ideal customer profile. 

In addition to looking at audience size, you’ll also want to consider engagement rate.

Nano influencers (those with between 500-5,000 followers) average a 4.8% engagement rate per post, making them the most engaging type of influencer to partner with.

Here’s what our Meltwater data tells us about the top Instagram influencers with high engagement:

One of Indonesia’s most popular fashion influencers, JISOO creates lifestyle content for her 72.9 million followers.

The majority of her followers live in Indonesia and Russia, with the average post reaching 4.9 million people. Even considering her celebrity-sized following, her engagement rate remains higher than average at 6.73%.

More than 61.2 million Instagram followers

South Korean actor and activist Lee Min-ho has garnered more than 61.2 million followers on Instagram.

He’s most widely known for his role in the 2009 hit Boys Over Flowers, which earned him a Best New Actor award.

His most noteworthy social media presence is on Instagram, where he earns a 6.84% average engagement rate.

Musician Peso Pluma, also known as La Doble P (Double P) has an impressive engagement rate on Instagram despite not posting frequently.

About 16.83% of his fans engage with his posts, more than triple the average of a nano influencer.

The 25 Top Instagram Influencers [Global List]

AI is completely transforming education as we know it, from how students learn to how teachers teach to how schools operate. One global survey found that 86% of students use AI tools to do their work, while about 25% said they do so daily. It’s safe to say that society has reached a turning point when it comes to the presence of AI tools and creations in our daily lives, but users are still working to understand how best to implement it, especially when it comes to learning. Education, in particular, remains a controversial arena for AI, with educators raising concerns about cheating, stymied development of critical thinking skills, and incorrect information. Nevertheless, OpenAI’s recent promotion offering free access to ChatGPT Plus for college students in the United States and Canada attempted to show students the way. 

The promotion, which lasted from April 1 to May 31, 2025, took a multi pronged marketing approach to appeal to students preparing for their end-of-semester exams. Billboards, podcast ads, digital ads, and collaborative social media posts demonstrated how users can prompt the software for assets like study guides, summaries, flash cards, and other “hacks” to get through finals. We used our social listening and analytics solution to examine the campaign’s impact on social media conversation and see what it can teach marketers about this moment in the new era of AI.

How big was the online buzz about ChatGPT during final exams 2025?

Mentions of ChatGPT and “exams” and related keywords on social media April 1 to May 31.

Over the past two months (from April 1 to May 31), there were about 6,800 mentions of ChatGPT and exams and related keywords across 17 social media channels including X, Reddit, Bluesky, and Pinterest. This represents a 134% increase compared to the two months prior, meaning that the discussion has grown significantly. By comparison, overall mentions of ChatGPT increased by 36% in that same time period, a meaningful jump but nowhere as high as the exams-focused conversation.

The first spike in ChatGPT/exams mentions came on April 3, as news of the promotion spread online via prominent news articles. One published day on the Forbes website is estimated to have reached about 76.1 million readers. More high-profile coverage came the following day on April 4, with a The Economic Times article that reached an estimated 15.1 million people, and three separate MSN.com articles that reached about 119 million readers each. However, the biggest mention spike occurred on May 27, at the tail end of the promotion, as discourse on the topic took off on two separate platforms. On X,  one post expressing disapproval of the use of ChatGPT, and generative AI in general, for exams prompted hundreds of engagement actions. And over on Reddit, two questions about the use of ChatGPT for exams and in the workplace prompted hundreds of responses. 

So did the ChatGPT promotion result in increased buzz online? According to the data, absolutely, though it did not get the reaction some AI in education enthusiasts might have hoped for.

How do social media users feel about ChatGPT and exams?

Sentiment of mentions of ChatGPT and “exams” and related keywords on social media April 1 to May 31.

As the above volume spikes hint, though the conversation has grown, it hasn’t focused on the campaign’s vision of AI as a helpful learning tool. The overall social media buzz about ChatGPT and exams during April and May was significantly critical, with more than 1 in 4 mentions having negative sentiment. 

Mentions of ChatGPT and “exams” and related keywords on social media April 1 to May 31 split by sentiment.

For example, the most engaged post of the conversation was a negative one posted on Bluesky. Written by a college professor, the post sparked a flurry of discussion (including other educators) focused on the potential risks of student reliance on AI tools.  

On the flip side, the most engaged positive mentions about ChatGPT and exams came from students praising the promotion as well as the software’s effectiveness. Still, though, there were less than half as many positive mentions for every negative one. So how does social media feel about ChatGPT and exams? Overall, apprehensive.

Cheating overshadows the potential benefits of generative AI for exam prep. Our analysis of ChatGPT’s college finals promotion revealed just how prominent concerns about cheating and inhibited learning are in social media discussions of ChatGPT and exams. Though OpenAI’s finals campaign highlighted assistive ways to use the platform, that narrative didn’t meaningfully pull through. The question of cheating is a big one hanging over AI and LLM companies looking to win over educators and students. In the future, sidestepping or ignoring that concern within this sector is likely to backfire. 

Students and educators are divided. No surprise here. For many Gen Z and Gen Alpha students, using AI-powered tools is a given, while many teachers see it as the downfall of education as we know it. Until the AI-forward generations become teachers themselves, many AI tools will have a hard time winning educators over without demonstrating how they can aid learning, encourage critical thinking, and provide accurate information.

Bluesky is an emerging venue for discussions about higher education. The buzz this promotion generated on Bluesky suggests that there is an engaged higher education audience on the platform. Marketers in and around the education sector should take a closer look at this platform to identify emerging narratives, trends, and thought leaders. 

How Social Media Reacted to the ChatGPT Final Exams Promotion

It’s no secret that employees are the backbone of every organization’s success. But what you might not realize is just how powerful that backbone can be. When it comes to recruiting candidates, growing your brand on social media, or creating your dream company culture, look no further than your employee advocates.

Here’s a closer look at the role of employee advocacy and why it matters.

How Does Employee Advocacy on Social Media Work?

Tips For a Successful Employee Advocacy Program on Social Media

Let’s start with a definition: What is employee advocacy, exactly?

We think of employee advocacy as the intentional practice of turning your employees into word-of-mouth advocates for your brand on social media. It’s the strategy behind encouraging your employees to actively promote you as an employer.

Your employees have a unique perspective on your company. They see how you perform day in and day out. They interact directly with your customers. They know who the company is on the inside and can help add credibility to the corporate image that's project to the public.

Best of all, any employee can become an advocate for your brand. Social media has given everyone a place to share their voice. Using platforms like LinkedIn, every employee has the potential to become a social media influencer for your company.

What does an employee advocacy program include?

Empowering the company by sharing its messages, values, visions, and company news with others on social media and "IRL"

Sharing positive experiences in the workplace with non-employees

Serving as a product or brand expert by answering questions, creating, and sharing content on multiple social channels

Promoting company social media content to grow its reach

Recommending the brand’s services or products to others

Embodying the company’s best interests by following all internal communication guidelines 

When done consistently and well, employee advocacy can help you grow your brand awareness and reputation faster and more effectively than relying on your marketing alone.

For starters, it requires a lower budget as you are reallocating existing resources. Instead of spending money on new or outsourced content creation, your employees are sharing some of the load.

Studies have shown that employee advocacy can 10x your brand’s reach, boosting brand buzz and increasing your company’s bottom line.

It also increases your credibility amongst your workforce's connections and makes them more likely to try out your services or products. Their recommendations are coming from real people, not brands or paid advertisements.

An employee advocacy program is also a great way to keep your employees up to date on the latest happenings in your industry. They can gain valuable insights while interacting with potential customers and prospects they might not have had before. Help them experience your company from new perspectives to create better experiences for the customers with whom they interact.

Like your company, your employees are probably active on at least one social media network.

Statista reveals that more than 82% of U.S. adults have at least one social account. This not only means having an account, but also whole social networks of friends, family, and followers who view and engage with their posts.

While you can promote employee advocacy on any social media network, many brands opt to double down on LinkedIn. That’s because LinkedIn is inherently designed for networking and brand building.

Tip: Learn how to turn your employees into LinkedIn content superstars!

As the professional’s network, it’s a place where professionals meet in their official capacities. It’s not a place for family vacation photos. It’s designed to promote brands and companies, create thought leadership, and share value and insights across a range of topics.

Because of this, LinkedIn is a place where professionals are most likely to pay attention to what your employees have to say.

When crafting a social media employee advocacy program, it’s important to help employees see the value in advocating for your brand. They need to learn what to post, when and where to post it, and why they’re posting it. They should understand their role in your overall employee advocacy social media goals.x

Motivating your employees can empower them and help them feel excited to advocate for you via social posts. Offer incentives and spur a little healthy competition.

Some employee advocacy platforms have leader boards that give points for every share and provide useful analytics based on shares. This will induce competition while still keeping it professional, and it will also give you insights into which employee or post is performing better. You can give incentives to the top competitors as you please.

Set realistic, short-term goals for your social advocacy program. These goals have to be measurable. The idea is to see if you are reaching your goals or if you have to tweak your program to make it better. If goals aren’t being reached, investigate what the problem is and improve accordingly.

It is important to ensure your employees understand what they can and cannot share as representatives of your business. Careless posting and commenting can cost your business by driving customers away. As your employees start posting, look for examples of good (and bad) posts that can help you create an employee advocacy playbook to use for future posts. Document your social media policy in writing so advocates can refer back to it.

<div style="background-color: #c4f4f4; padding: 20px;">Tip: <a href="https://www.meltwater.com/en/resources/employee-social-media-playbook">Download our free social media guideline template</a> or read our blog to <a href="https://www.meltwater.com/en/blog/training-employees-to-use-social-media-top-10-guidelines-for-social-media-participation">learn more about the most important employee guidelines</a> and start working on your employee advocacy today!</div>

Getting support from the employer starts at the top. Make sure your C-suite leadership understands the value of an employee advocacy plan. The C-suite can (and should) become advocates too, and can help to amplify employees as they create and share company-branded content. They might even feel inspired to become thought leaders on social media and contribute to the employee advocacy strategy. 

In the early stages, a day-to-day check-in is fine as you're establishing boundaries. But don’t micromanage everything they post, as this can be very demotivating. Once the rules and guidelines are set, check in once a month to see what they’re posting but don’t constantly obsess over it.

Employee advocacy programs as well as employee ambassador programs sound great in theory. But what do they look like in action? Get inspired with a few employee advocacy examples we’ve seen from other brands:

Salesforce is a category leader when it comes to business CRM software.

It’s also a top-notch place to work, according to its employees. As of 2021, the company had enrolled nearly 11,000 employees in its social media ambassador program.

Salesforce CEO Mark Benioff emailed his sales team to start using social media to spread the word and make connections. He wanted employees to try to recruit sales performers and even put together a few ready-made posts for them. In return, employees would earn a referral bonus.

These efforts yielded some impressive results: 

Not just a social media example, but Chick-Fil-A's “Little Stories” allows employees to share stories from their frontlines.

The commercial series focuses on different Chick-Fil-A employees sitting on a couch with a customer they’ve connected with. Together, they share a heartwarming story that proves the brand is about more than just chicken.

These stories encourage employees to go above and beyond every day and encourage employees to share these little moments and reinforce the brand’s image.

With more than 100K employees around the world, there’s no one better to tell Google’s story than its own eyes and hands. Google aims to differentiate itself as being the best option for everything it has to offer. This means choosing the best candidates to join its ranks, so Google turns to its employees to help with the recruiting.

Google’s user-generated @LifeatGoogle page is dedicated to employees who want to share their stories. It’s authentic and completely run by employees. It’s intel from the inside that job seekers can put to work and even use to connect with current employees.

Another gold standard in employee engagement, Adobe’s Social Shift program emphasizes training its team members on the role, benefits, and how to’s of employee advocacy.

The company-wide program has close to 900 brand ambassadors and attributes its success to helping employees see value for themselves in participating.

The company encourages employees to become ambassadors by sharing their employee work-life stories, using Adobe products, or participating in their social impact efforts.

Since social selling and sharing content is not a part of everyone’s job description, they will need all the help they can get. That’s why we recommend investing in employee engagement advocacy platforms.

Investing in a proper platform like Ambassify, DrumUp or Linkedin Elevate makes sharing less time-consuming for employees of all departments.

An employee advocacy tool is another thing that can help you out. Content marketing tools are great for employee advocacy programs as they give easy access to shareable content for social media.

Another tool to help you amplify your brand’s message is this guide, How to Build A Serious Social Media Program. In it, you’ll find tips and tricks from a veteran PR and social media expert who built successful media programs on both small and large budgets.

Also, remember to make employee advocacy a team sport, as playing as a team will also give both your workforce and the organization an opportunity to bond better.

At Meltwater, we help you capitalize on the content your employees create with holistic social media monitoring, social management, and media intelligence. Track brand mentions, posts, click-through rates, and engagements across the web, including social media channels where you don’t have a company presence. See top-performing content at a glance and how it’s helping your brand image. Identify your best internal influencers and share how they’re making a real difference.

What Is Employee Advocacy and Why Is It Important?

In our latest consumer insights report, we analyzed what streaming viewers around the world have to say about their favorite programs, platforms, and features. Our analysis found that the topic of watch experience was mentioned and engaged with far more than others like pricing, ads, account sharing, and content. Across a wide range of communities and interests, technical qualities are now a crucial consideration for streaming subscribers and viewers. To learn more, we used our social listening solution to dive into the streaming UX conversation with a focus on livestreaming programs.
Check out our full analysis of the trends shaping the industry in our Consumer Insights: Video Streaming Market report. 

What are social media users saying about streaming UX in 2025?

Mentions of streaming with UX keywords like lag, glitch, crash, and more from January 1 to May 26, 2025. 

So far in 2025 (from January 1 to May 26), mentions of website issues like lag in the general streaming conversation on social media are down about 55% period over period (PoP, i.e. compared to the same time period prior). And interestingly, the biggest day for this conversation on February 9, 2025 was a surge of praise for Tubi’s airing of the Super Bowl. The most engaged post of the day came from X where a user noted that the livestream wasn’t lagging, generating about 31,300 replies, reposts, quotes, likes, and bookmarks. Another highly engaged post came from Reddit, where a user noted that they were pleasantly surprised at how smooth the stream was, inspiring 220 replies from streaming enthusiasts that generally agreed.

Compare the positivity of this conversation spike to the biggest streaming UX talking point of the past year, the Jake Paul vs. Mike Tyson livestream bout on Netflix. As we analyze in our streaming report, the November 15, 2024 event generated the highest volume of negative social media conversation about streaming platforms by far as users complained about technical glitches.

Mentions of streaming across all channels split by sentiment from April 1, 2024 to March 31, 2025.

While the above spike in negative mentions is enough to make any marketer start sweating, the more recent spike in praise about Tubi’s Super Bowl stream should come as some encouragement. Streaming audiences’ increased sensitivity to technical qualities, UX issues and watch experience doesn’t mean they are automatically primed for negativity. Rather, it shows that, especially during livestream events, everything going smoothly does make an impression, contributing to brand differentiation. 

How are streaming platform live shows performing on social media?

Over the past year, we’ve seen more streamers wading into the live program waters, particularly in sports. To learn more about live programming’s impact on social media buzz, we took a closer look at two popular, live wrestling shows that have made the leap to streaming platforms, WWE Raw and AEW Collision.

WWE Raw, one of the US’s longest running, weekly TV shows, made a historic shift from linear TV to streaming when it premiered on Netflix on January 6, 2025, airing live on the streaming giant ever since. 

Mentions of WWE Raw on social media from January 1 to May 26, 2025.

Our analysis found that mentions of WWE Raw have increased by 39% PoP so far in 2025. Meanwhile, engagement increased by 35% PoP, suggesting that the jump to Netflix helped boost the show and franchise’s online visibility.

Mentions of WWE Raw and technical issues on social media from January 1 to May 26, 2025.

The show’s only significant day for social media mentions of technical issues was February 3, 2025 as users complained about video and audio interruptions. 

The Meltwater Blog

The 25 Top Instagram Influencers [Global List]

How Social Media Reacted to the ChatGPT Final Exams Promotion

What Is Employee Advocacy and Why Is It Important?

How Streaming UX is Driving Social Media Buzz in 2025

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