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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

Snapchat might have started as an app for sending silly selfies and posting quick quips never to be seen again. But it’s grown into a powerful marketing tool hiding in plain sight. With 400 million daily active users, Snapchat is where attention lives, especially if you’re targeting Gen Z and younger Millennials.

What sets Snapchat apart for social media marketing is how personal it feels. You’re not just posting to a feed and hoping for likes. You’re dropping into someone’s inner circle, right between messages from their friends and stories from people they care about. That kind of access is rare, and when done well, insanely effective.

If you want less “Look at me!” marketing and more “Let’s connect,” Snapchat is the place, and this is exactly why it works. Plus, tools like Stories, Spotlight, AR filters, custom lenses, and location-based ads help brands lean in and stop the scroll.

Let’s look at how to do Snapchat marketing, including what to post and how to reach your core audience.

Common Mistakes to Avoid in Snapchat Marketing

Improving Snapchat Marketing with Meltwater

Snapchat marketing involves using Snapchat’s unique features — Stories, ads, filters, etc. — to promote your brand in a way that feels native to the platform. 

It’s not about creating perfect content or getting the most views. Instead, your goal should be to show up in meaningful ways, grab attention quickly, and give users a reason to engage with you.

Snapchat users tend to be highly loyal to the platform. We’re talking 5 billion snaps per day.

That sounds like a lot of noise that could make it harder for brands to stand out. But the reality is, Snapchat users want to consume lots of content, which is why they choose the platform. Content feels fun and immersive, which means your brand can slide right into users’ scrolling habits without it feeling like an ad.

When your content appears fun and exclusive, people pay attention. 

TIP: AI can help you generate content ideas for a wide variety of social media platforms, including Snapchat! Download our Ultimate Guide to AI for Social Media Management to learn more!

Snapchat has a very specific vibe. Most of its users are active on the app and fall into the younger demographics. They don’t like hard sells and instead prefer relatable content. 

If your goal is to build brand loyalty and boost brand awareness, Snapchat is your playground. 

Let’s look at some effective Snapchat marketing strategies that can help you gain an edge.

Stories are the heart of Snapchat. They’re quick, they fill the screen, and users consume them fast. 

Use Stories to give your audience a peek behind the curtain, like new product drops, tutorials, office shenanigans, Q&As, countdowns, or quick blurbs. Keep it real and always include a call to action, even if it’s just to swipe up or DM you. 

Use Snapchat lenses and filters for brand engagement

Snapchat has mastered the art of AR. You can create custom lenses (think face filters) or geo filters (location-based overlays) that people can use in their Snaps.

Lenses and filters are interactive and fun, plus they get your audience engaged. It’s one way to spark a viral trend without ever paying for ads.

Leverage Snapchat Spotlight for viral content

Spotlight is to Snapchat what Reels is to TikTok and Instagram. They’re short, vertical videos that live in a public feed.

This is another fun way to go viral without paying for ads. Keep videos relatable and fun, tap into trending topics, and grab your audience’s attention within the first couple of seconds.

Influencer marketing collabs work on just about any social media platform, including Snapchat. But Snapchat’s more intimate vibe hits different.

Work with a variety of creators who already speak your audience’s language and let them run wild with your product or service. Think Snap takeovers, product reviews, storytelling, or demos, for example. These formats feel more authentic and natural compared to traditional ads or branded content.

TIP: Download our comprehensive Guide to Influencer Marketing for more tips, including how to find the right influencer partners for your brand and much more.

Everyone loves free stuff, and Snapchat is perfect for flash giveaways and creative challenges. 

Ask followers to snap their best photo using your product, tag you in a Story, or submit a Spotlight video to enter.

See how the Meltwater Suite can help you refine and scale your Snapchat marketing strategies when you request a demo! Just click here and fill out the form below. 

Like many social media sites, Snapchat offers brands a paid path to performance. Snapchat Ads can help you reach the right people at the right time. Your job is to create content in a way that doesn’t feel like you’re advertising.

Snap Ads: Images or videos that show up in Stories or Spotlight, often with the purpose of brand awareness or getting website visitors.

Story Ads: A series of images or videos, ideal for driving engagement or promoting special offers.

Collection Ads: Shoppable ads that make it easy for customers to browse and buy products.

Commercials: Non-skippable video ads that are designed to build brand awareness.

AR Filters: Static branded filters that users can add to their Snaps.

AR Lenses: A Snap-exclusive ad format that uses branded AR.

No matter the ad format you choose, these best practices can help you get the most from your advertising budget:

Hook fast. You’ve got maybe two seconds to stop the scroll, so lead with your best visual or message.

Design for vertical. Snapchat is mobile only, so create for a tall format.

Keep it short and punchy. Aim for under 10 seconds unless you’ve got a seriously good story to tell.

Use sound. Most users watch with audio on, so use that chance to speak to them directly.

Add a clear call to action. Tell viewers what to do next.

Here’s a look at some brands that have put these ad formats and best practices to the test.

Learning requires hands-on engagement, which is what made Snapchat a powerful platform for Fun Learning Store. The brand used Snapchat’s interactive Story Ads to bring their products and services to life. 

Users could see the brand in action and visualize their children using the company’s products. The campaign resulted in a 610% increase in purchases.

In a competitive market like gaming, Magic Tavern needed a clear way to stand out to its audience. It turned to Snap Ads and leveraged its lookalike targeting features and built-in analytics. The brand captured more high-quality paid users at a lower cost per purchase and a higher ROAS. 

Beauty brand Laneige uses Snapchat to lean into a user-generated content strategy. It trusts its customers to create compelling content that showcases its products’ unique benefits. Bold, colorful static images also help to promote product launches and sales, resulting in a 142% ROAS.

Get inspired by what other brands are doing on Snapchat and see how you can adapt their wins to your goals.

If you want real results from Snapchat marketing, you need to benchmark in order to track what’s working and what isn’t, then tweak accordingly. 

The good news is that Snapchat gives you the data. And you don’t need to be a data scientist to use it.

Screenshots (since Snaps disappear in 24 hours)

Snapchat Ads Manager is your control center. You can get a breakdown of who’s paying attention (e.g., gender, age, location), how they’re engaging, and which ads are crushing it.

It’s a good idea to A/B test different ad creatives and let the data speak. You might be surprised: Sometimes, a low-quality video outperforms a polished studio spot. Change one thing at a time so you can pinpoint what’s making the difference.

You can also integrate third-party tools like Meltwater for even more insights. For example, Meltwater can help identify trends and topics so you’ll know what your audience is into, then use these insights to form your creative.

TIP: Download our free Social Listening for Benchmarking Guide to see how easy Meltwater makes capturing and leveraging social media insights.

Snapchat rewards creativity, but it’s easy to fumble the play if you’re not paying attention. Before you publish your content, make sure you’re not falling into any of these common traps:

Treating Snapchat like any other social media channel and not embracing its raw, fast, casual vibe.

Overcomplicating the message or including too many messages.

Not having a clear strategy about who you’re targeting and what you want to achieve.

Ignoring analytics and performance tracking.

Snapchat marketing isn’t hard, but it is different. Avoiding these missteps will put you way ahead of the game.

Snapchat requires a balance of creativity and smart strategy, and Meltwater can help you with both. The most successful brands aren’t winging it with flashy Stories and fun filters; they’re creating these and other content with purpose.

Meltwater helps you get to know your Snapchat audience on a deeper level, even beyond the way they engage with your brand. Learn about their interests, the influencers they pay attention to, the trends and causes they care about, their content preferences, and when they’re most active on Snapchat. Then, build your strategy around their needs.

With creative energy and data-backed decisions, you have a game plan for serious results. Learn more when you request a demo by filling out the form below!

Effective Snapchat Marketing Strategies for Business Growth

It was an electrifying two days at Summit, jam-packed with stellar speakers, thought-provoking talks, and game-changing announcements.

So as we look forward to the coming months, what does all this mean for marketing and PR pros? We’ve distilled some of the top recurring themes and trends we heard repeated at Summit into an actionable framework for you to continue the momentum with your teams and leaders.

Trend 1: AI is Not Taking Your Job (But it Can’t Be Ignored)

Trend 3: Embrace Authenticity & Human Connection

Trend 4: Influencers Are Essential for Growing Market Share

Trend 5: Misinformation Drivers are Growing in Sophistication

43% of marketers don’t know how to get value out of AI. (Forbes)

Given this, we saw a strong desire among Summit attendees to get a practical view for how AI can be used to have more impact for their organizations, and make teams more efficient. 

Our speakers were more than ready to oblige, with a variety of sessions offering fresh ways to approach AI.

In particular, the audience was captivated by Stephanie Cohen Glass, Senior Director, Communications Strategy & Insights at Microsoft, who gave an in-depth look at using Microsoft Copilot for improving efficiency. She noted that, for those intimidated by AI’s prevalence or not sure where to start, “AI increases how positively today’s professionals feel about their roles, making them more informed and productive. Encouraging a feeling of happiness and confidence intensifies as they use AI tools more and more.” It might seem fluffy, but finding ways to up satisfaction at work is not just for the feels. 

In fact, Microsoft has conducted a Work Trends Index annually since 2020. They’ve found that:

80% of global workforce lacks the time or energy to do their jobs

53% of leaders say productivity must increase

82% of leaders are expected to use AI agents to meet demand for workforce capacity

Leaning into AI is the way to stem the tide of burnout and stress that marketing and comms professionals are feeling on the daily. As one of our other speakers put it: “AI isn’t coming for your job, it’s coming for your busy work.”

Of course, one of the biggest stories out of Summit was the launch of Mira AI from Meltwater.

Mira is more than just another dime-a-dozen generative AI tool. It’s designed to be a true extension of your team, built to answer your questions, write your recaps, summarize coverage, and help you understand what’s happening now. 

This latest innovation, integrated into the Meltwater Suite, learns from Meltwater’s 20+ years of data and expertise in the PR and marketing space, fitting seamlessly inside your current workflows, elevating your insights and reducing strain on your team's time.

New enhancements powered by Mira include:

Mira Studio: This chat-based interface within our social listening solution does everything from uncovering consumer insights to compiling media lists, all with a quick prompt.

Mira Companion: Integrated throughout the Meltwater Suite, these context-specific, pop-out companions streamline and accelerate existing workflows.

Meltwater Copilot: Available for Microsoft-enabled organizations, this chat-based AI assistant within Teams brings Meltwater insights to broader internal audiences.

TIP: Want to learn more about Mira? Check out our Mid-Year Release 2025 blog for more information about Mira and the other innovations we've added to the Meltwater Suite!

The AI discussion is a natural lead-in to our next key trend. Even with AI helping ease burdens on time, teams are still being asked to do more with less. Agility is going to be a key asset for companies looking to grow, expand, and remain competitive.

Orgs are not starting from square one in this regard, however. Marketing and PR teams are getting more and more savvy with using social media and social listening for leveraging powerful insights and we’re seeing much more sophisticated and complex use cases. With that, teams will need to continue upleveling and taking advantage of the insights available. 

In a time of continually shifting news cycles and narratives, organizations can remain agile by compiling more useful reports that are easily adaptable. Additionally, we heard that teams and individuals have to be able to say no. And they have to understand the potential impact of both saying no, and be able to present their case for why another direction will have more impact, sooner. 

Do what’s going to drive business forward and rely on data to inform your use of the word “no”. If you can only do a few things, use data to guide you toward what’s really meaningful as a next step for your brand or business.

TIP: Don't miss our on-the-ground coverage of Meltwater Summit 2025! Check out our Day 1 and Day 2 recap blogs for even more insights and takeaways.

Authenticity and human connection in marketing were major themes at Summit this year, and we expect these to continue gaining momentum as we move closer toward integrating AI into our everyday lives.

Brands are under continued scrutiny by consumers, particularly younger consumers, to interact authentically, especially when jumping on trends. 

And, perhaps ironically, technology can help organizations improve how they connect with broader markets and find new audiences. Using consumer insights to augment surveys and other ways of gathering information, expands your understanding of who your customers and potential customers are on a deeper level. These insights can serve to help you craft more relevant campaigns.  

Emphasizing human connection was paramount to astronaut Dr. Jonny Kim’s approach to leadership — he returned to it often during our live Downlink with him from the ISS. He noted that the ability to work as a team, to be vulnerable, and to act with integrity are precious skills that we will need to continue to develop, especially with the proliferation of AI. 

David Oksman, Vice President of Marketing and Direct-to-Consumer at Samsonite also offered a powerful case for how marketing campaigns that appreciate the value of human connection have longevity, even if (or perhaps because) they don’t focus on product-first. Instead having a perspective on “what’s really important” can go a long way toward inspiring powerful brand loyalty.

Speaking of brand loyalty, building it through influencers is another extremely useful channel. This is especially true if your audience spans multiple age ranges or other demographics, or if your brand struggles with finding ways to expand your social presence due to strict guidelines for your corporate account.

Influencers have a unique ability to help these brands and organizations tap into new audiences, easing the burden on brands to stretch their content thin, trying to appeal to different groups — thus allowing them to maintain a much stronger identity. A great example of this came from Gareth Crew, Social Media and Digital Communications Lead at Canon, who noted that an initial challenge the company faced when trying to grow their social media presence — and drive new purchases — was the wide range of skill levels interested in Canon products.

Canon serves everyone from complete amateurs new to photography to professionals, but their social media pages skew toward pros and serious hobbyists rather than beginners. So they decided to tap into an influencer network to bring more newbie practitioners into the fold.

Influencers know their own audiences better than brands, full stop. And it’s important that brands understand this if they want their influencer partnerships to be successful. Insisting on a particular style or format that the influencer knows won’t appeal to the following they’ve cultivated means engagement will be low as will conversions. 

And brands should be thinking long-term when approaching potential influencers — as Wendy Nguyen on our Content Creator Panel noted, organic posts almost always perform better than sponsored, so if brands want to extend their ROI, they need to consider the ripple effect that comes from more organic posts around their products or services. This kind of longevity can inspire more purchases, followers, and other important success metrics.

The threat of misinformation has unfortunately remained a fierce one, and it’s only growing in sophistication. Thanks to AI, narrative attacks are becoming more complex, going after the very fabric of human perception, creating fissures in trusted sources, and taking on lives of their own. These attacks result in real-world consequences for businesses and their stakeholders, such as sudden drops in stock prices or threats against individuals. There now exists tradecraft and a framework behind the manipulation of emotion, said Wasim Khaled of Blackbird.AI on our  Future of MarTech Panel. 

There are a few key strategies that large organizations need to consider to combat these bad actors and prevent future attacks. Increasing user trust in data is a big one. With more unstructured conversations becoming structured, more advanced technology use-cases are emerging, reducing complexities in automation — and AI solutions are getting better at understanding sarcasm and slang. But no matter how accurate data insights become, organizations need to remain vigilant and proactive with a range of strategies, from fostering employee advocates to mapping out crisis plans.  

From a technology standpoint, it’s important to have a framework that looks specifically at risk. Use investigative tools and models to show which actors or agendas are the drivers behind groups who are propping up that narrative. And be aware that sometimes it's knowing when not to react at all. Having these frameworks in place can assist you in identifying these times  — maintaining trust with your stakeholders.

Summit is where the best and brightest in PR, comms, and marketing gather for important insights on the big ideas impacting our industry, perspectives on new technology shaping our workday, and to network with peers. We got some wonderful feedback from our attendees! 

Don’t miss out on 2026 — early bird tickets will be announced soon!

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">My question for <a href="https://twitter.com/ReeseW?ref_src=twsrc%5Etfw">@ReeseW</a> at <a href="https://twitter.com/Meltwater?ref_src=twsrc%5Etfw">@Meltwater</a> SUMMIT was one of 2 audience questions selected! Forgive the video quality, I was a little star struck!<a href="https://twitter.com/hashtag/MeltwaterSUMMIT?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSUMMIT</a> <a href="https://twitter.com/hashtag/Meltwater?src=hash&amp;ref_src=twsrc%5Etfw">#Meltwater</a> <a href="https://twitter.com/hashtag/WalkWithPurpose?src=hash&amp;ref_src=twsrc%5Etfw">#WalkWithPurpose</a> <a href="https://twitter.com/hashtag/NYC?src=hash&amp;ref_src=twsrc%5Etfw">#NYC</a> <a href="https://t.co/PgC0KHdwG8">pic.twitter.com/PgC0KHdwG8</a></p>&mdash; David Clarke (@WriterClarke) <a href="https://twitter.com/WriterClarke/status/1919777467654357328?ref_src=twsrc%5Etfw">May 6, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/POV?src=hash&amp;ref_src=twsrc%5Etfw">#POV</a>: You’re walking alongside our Director of Communications, <a href="https://twitter.com/kris_wiese?ref_src=twsrc%5Etfw">@kris_wiese</a>, to the <a href="https://twitter.com/Meltwater?ref_src=twsrc%5Etfw">@Meltwater</a> Summit event in NYC. 🗽 Big conversations, bold ideas, and meaningful connections start right here. Let’s make an impact, together. <a href="https://twitter.com/hashtag/MeltwaterSummit?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSummit</a> <a href="https://t.co/C16d0ef5U3">pic.twitter.com/C16d0ef5U3</a></p>&mdash; United Way of Greater Nashville (@UWNashville) <a href="https://twitter.com/UWNashville/status/1922300554832969775?ref_src=twsrc%5Etfw">May 13, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/DJZ0rFQRh9g/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by kaylee muchow (@kayleemuchow)</a></p></div></blockquote>
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<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Loved seeing <a href="https://twitter.com/ReeseW?ref_src=twsrc%5Etfw">@ReeseW</a> at the <a href="https://twitter.com/hashtag/meltwatersummit?src=hash&amp;ref_src=twsrc%5Etfw">#meltwatersummit</a>! Her enthusiasm and drive are truly inspirational! 🩷 <a href="https://t.co/WNKeCigHka">pic.twitter.com/WNKeCigHka</a></p>&mdash; Amy Earl (@amylearl) <a href="https://twitter.com/amylearl/status/1920074726791073870?ref_src=twsrc%5Etfw">May 7, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">...I am a simple man, &quot;floating microphone&quot; will impress me every time. <a href="https://twitter.com/hashtag/MeltwaterSummit?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSummit</a> <a href="https://t.co/rPbrSmLD30">pic.twitter.com/rPbrSmLD30</a></p>&mdash; Michael Andersen (@mjandersen) <a href="https://twitter.com/mjandersen/status/1920104448640114872?ref_src=twsrc%5Etfw">May 7, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Our biggest-ever Meltwater Summit would not have been possible without the support of our many valuable sponsors. Please join us in thanking our Premier Sponsors, Cyabra and Snap Inc., as well as the following sponsor organizations:

Meltwater Summit is more than another conference. It’s a highly catered event for those leaders and rising stars in PR and marketing who know that success and longevity means staying in-the-know and ahead of the constantly evolving trends affecting our industry.  

We’ll soon be releasing the first ever Summit Playbook — a detailed overview of the top sessions and takeaways from our most impactful speakers. 

We’re also looking ahead to Summit 2026! Stay tuned for more information including early bird tickets, keynote announcements, and more. See you next year!

The Top 5 Trends from Meltwater Summit 2025

At Meltwater, we believe in making insights more accessible to everybody, not just data analysts. That’s why we’re pleased to announce Meltwater Agent, bringing the power of Microsoft AI technology to our unparalleled data and analytics. 

The Meltwater Agent for Microsoft is an AI teammate that works in Microsoft Teams and Office apps, allowing your entire organization to access insights from the Meltwater platform through the tools you’re already using in your daily workflows. 

The best part is that you don’t need to be a Meltwater expert or learn any new skills. When you want to pull data from the Meltwater platform, you can ask questions in plain English as if you were chatting with a coworker. This empowers your teams by streamlining workflows and providing fast, easy access to the answers they need whenever they need them. 

Explore how Meltwater Agent for Microsoft can give your team greater access to insights.

Too often, insights that could benefit the entire organization and drive real business impact have been siloed in a single team. This means that other departments either have no ability to use the data or must direct their requests to an over-stretched insights specialist and then eagerly await their response. 

So, instead of insight, many businesses are left to rely on hindsight. They’re often given information about what happened in the past, whether it’s how their campaigns performed, how their messaging resonated, or how their brand was discussed.

This kind of historical data can be useful for analysis and help inform future strategies, but a modern, agile business also needs to understand what’s happening right now, in real time. And, more importantly, teams need to be able to decipher real-time data so that they can draw insights that can quickly assist them with making informed business decisions, responding to changing conditions, and staying competitive.

Speaking at Meltwater Summit in 2024, Microsoft’s VP of Communications Strategy, Steve Clayton, said, “We’re bombarded with information. Nobody is asking for more information. What we need is more insight.”

So, while having access to a comprehensive array of online data sources is a good thing, it’s equally important to be able to identify what subset of that ocean of data is relevant to your business. That’s where AI can help — it’s able to extract the most relevant data, organize and rank it by importance, and present it to you in a format that’s easy to understand. 

“At Meltwater, our goal is to ensure technology serves the needs of our users. Our focus is on empowering our customers to achieve remarkable outcomes with solutions that truly simplify their workflows and effort levels.” — Chris Hackney, Chief Product Officer, Meltwater. 

This democratization of insights can lead to greatly improved decision-making and better outcomes, not just in the PR and marketing teams but across the entire business. It also frees up the data analysts to focus on more sophisticated, valuable work. 

We can’t wait for you to start using Meltwater Agent with Microsoft Teams. Find out more on the product information page here: www.meltwater.com/en/meltwater-agent.

Bringing Insights to Everybody - Meltwater Agent for Microsoft

Bluesky dropped its invite-only approach in 2024, paving the way for brands and businesses to add the network to their marketing mix. With more companies experimenting with the Twitter-like competitor, we’re gaining more visibility into what works with Bluesky marketing and why it’s a platform you should use.

What started as a niche community has exploded into a powerful contender for social media marketing. Accounts on Bluesky have skyrocketed to over 33.8 million users, with more than half of its users in the United States. 

Brands can tap into the growing interest in Bluesky and get in front of their target audience in a whole new way. Let’s dive into several effective marketing strategies that will help you grow your presence and build strong connections.

Understanding Bluesky’s Important Features

Leveraging Bluesky’s Features for Marketing

The Meltwater Blog

Effective Snapchat Marketing Strategies for Business Growth

The Top 5 Trends from Meltwater Summit 2025

Bringing Insights to Everybody - Meltwater Agent for Microsoft

Bluesky Marketing Guide: Tips for Effective Marketing Strategies

Ushering in the Era of Intelligent Teammates in Social Listening & Media Monitoring

Major Moments from Meltwater Summit 2025, Day 2

Major Moments from Meltwater Summit 2025, Day 1

Social Media’s Favorite Insurance Mascot

Bluesky vs. Threads: What’s the Difference?

How Early You Should Get to the Airport, According to Social Media

How Brands Are Responding to Dating App Fatigue

AI-Generated Content Examples: Unlocking Creative Potential