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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

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

As one of a select group of partners chosen by YouTube, this collaboration brings verified, first-party data into every stage of the influencer marketing workflow, marking a significant step forward for how brands approach YouTube as a marketing channel.

The Challenge: Growing Investment, Limited Visibility

A Strategic Shift for Influencer Marketing

More Than Discovery: End-to-End Campaign Management

Why this Partnership Matters for Influencer Marketing

FAQ: Meltwater Influencer Marketing & YouTube’s Creator Partnerships API

YouTube has become one of the most powerful platforms for creator-led marketing. With long-form content, deeper storytelling, and highly engaged audiences, it plays an increasingly central role in brand strategy.

But as investment in YouTube grows, so do expectations. Marketers are facing a persistent challenge: public metrics only tell part of the story, making it difficult to fully understand true performance. At the same time, audience fit is hard to validate before campaigns even begin, and campaign impact is often fragmented or unclear once they are underway. 

As a result, brands are investing more in YouTube, but without full confidence in performance or ROI.

The Solution: Verified Data, Built Into the Workflow

Through this new partnership, Meltwater Influencer Marketing integrates verified, non-public YouTube data directly from creators in the YouTube Partner Program into influencer workflows, unlocking a new level of transparency and control.

But there’s more to this story than simply providing additional data for marketers - it’s about transforming how YouTube campaigns are planned, executed, and measured.

Discover and evaluate creators using verified performance and audience insights

Validate audience fit before investing in partnerships

Track campaign performance at the video level

Connect creator activity directly to measurable outcomes

Optimize strategy and budget based on real performance data

In short, YouTube becomes a measurable, optimizable channel, not a black box.

This partnership represents a broader shift in how YouTube is used within the marketing mix, empowering brands to move beyond discovery and treat YouTube as a true performance channel.

<table>
  <thead class="table-primary alternate-color">
    <tr>
      <th><strong>Before</strong></th>
      <th><strong>After</strong></th>
    </tr>
  </thead>
  <tbody>
    <tr>
      <td>YouTube was a partially visible channel</td>
      <td>YouTube is a fully integrated, measurable channel</td>
    </tr>
    <tr>
      <td>Decisions relied on surface-level metrics</td>
      <td>Decisions are driven by verified, first-party data</td>
    </tr>
    <tr>
      <td>Reporting was fragmented</td>
      <td>Campaign performance is clearly tracked end-to-end</td>
    </tr>
  </tbody>
</table>

While many platforms focus on helping brands find creators, Meltwater Influencer Marketing goes further. Our platform enables teams to:

Discover: Search and filter YouTube creators.

Vet: Evaluate engagement quality, audience demographics, and content performance using verified data.

Activate: Seamlessly manage campaigns and assign YouTube deliverables.

Measure: Track video-level performance and access unified campaign reporting.

This end-to-end approach ensures that every stage of a campaign is informed by reliable, actionable insights.

For marketers, this partnership unlocks an entirely new level of confidence in YouTube investments. Instead of relying on surface-level metrics or post-campaign assumptions, brands can now make decisions grounded in verified, first-party data at every stage of the campaign lifecycle.

With deeper visibility into creator performance and audience quality, marketers can make smarter, more informed decisions about who they partner with, reducing risk and ensuring stronger alignment from the outset. 

This means validating audience fit before committing budget, not after results come in.

At the same time, campaign impact becomes far easier to prove. With access to more accurate, video-level performance data, brands can clearly connect creator activity to real outcomes, moving beyond vanity metrics to demonstrate true business value. This level of transparency not only strengthens reporting, but also builds internal confidence among stakeholders.

The ability to track performance more precisely also opens the door to ongoing optimization. So instead of waiting until a campaign ends to evaluate success, marketers can monitor results in real time and adjust strategy, creative direction, or budget allocation based on what’s actually working.

Ultimately, this shifts influencer marketing on YouTube from an experimental or awareness-driven tactic into a measurable, performance-driven growth channel. 

As the space continues to mature, this level of measurement is no longer a “nice to have” but a requirement for brands looking to scale their investments with confidence and accountability.

This isn’t just a new feature or data integration, it’s a shift in how YouTube fits into the broader influencer marketing ecosystem. 

With verified data embedded across discovery, vetting, activation, and measurement, Meltwater Influencer Marketing is helping brands turn YouTube into a fully measurable, performance-driven channel.


FAQ: Meltwater Influencer Marketing & YouTube’s Creator Partnerships API 

What makes this YouTube partnership different from existing influencer marketing tools?

Unlike platforms that rely primarily on public data, Meltwater Influencer Marketing integrates verified, first-party data directly from YouTube. This provides a deeper, more accurate view of creator performance, audience quality, and campaign impact—enabling brands to make more confident, data-driven decisions across the entire campaign lifecycle.

Do brands need to take any additional steps to access YouTube data in their campaign?

Yes. To access verified campaign data, brands must connect their YouTube account in the platform and include YouTube deliverables within their campaigns. In addition, creators need to link their content through YouTube’s ecosystem. These steps ensure data accuracy and alignment with YouTube’s measurement framework.

How is verified YouTube data made available in Klear?

Verified data is available for creators who have opted into YouTube’s Partner Program. This ensures that audience and performance insights are based on real viewer behavior, providing a more accurate and reliable view of creator performance.

What kind of insights can brands expect from this integration?

Brands gain access to richer performance insights beyond surface-level metrics, including video-level performance data, deeper audience insights, and more reliable engagement signals. This allows teams to evaluate creators more effectively, measure campaign success with greater precision, and optimize performance in real time.

Is this partnership only relevant for large-scale influencer programs?

Not at all. While enterprise teams will benefit from advanced measurement and reporting, brands of all sizes can use these capabilities to improve decision-making, reduce wasted spend, and scale their influencer marketing efforts more effectively. Whether running a single campaign or a global program, having access to verified data leads to better outcomes.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

Coachella has long been a proving ground for brands looking to drive visibility via influencer marketing, but in 2026, the festival’s content creator presence and performance seemed to reach new heights. Between superstar performances, we saw elaborate brand activations and countless influencer partnerships, giving far-flung audiences a lot to chew on throughout the two-weekend event. However, not every influencer post managed to break through the noise. Some drove major value for brands and audiences alike. Others cycled through the algorithm without making a mark. 

We used Meltwater’s AI-powered influencer marketing solution to see which content from 1,000 influential creators achieved the highest ROIs for their brand partners, including estimated media value (EMV). 

Note: EMV is a metric that quantifies the ROI of influencer marketing, showing what it would cost to achieve the same reach and engagement through paid media. It combines two components: 1) Benchmarks that show what each engagement action would cost in paid media across social channels, and 2) An earned multiplier that reflects the higher trust and impact of influencer content compared to traditional ads.

The social media posts that stood out most were native to each creator’s style and engaged viewers with giveaways, tutorials, heartwarming moments, and more. As a whole, the resulting top 10 list offers a clear takeaway for marketers: With the right creator and the right moment to share, brands across sectors can derive meaningful value and impact from influencer partnerships pegged to major cultural events. 

Read on for inspiration, tips, and takeaways that marketers can use as they plan for summer festival season, the World Cup, and beyond.

Methodology: The below list is based on Meltwater data analyzing Coachella posts from the top 1,000 content creators related to the festival across Instagram, TikTok, YouTube, Facebook, X, Twitch, and Pinterest from April 1 to April 20, 2026. 

The Top Branded Influencer Posts of Coachella 2026

9. Tabitha Swatosh for The Kacey Welch Method

Honorable Mention: Matt Newman for Cécred and Arachne

Key Takeaways: Influencer Partnerships for High-Profile Events

FAQ: Influencer Marketing for High-Profile Events

All 10 of the top-performing Coachella posts from influencers partnering with brands came from TikTok. This proportion contrasts with the makeup of overall posts from 1000 of some of the most influential content creators at the festival, of which 42% came from Instagram and 41% from TikTok. Here are the branded influencer posts that stood apart from the rest and what marketers can learn from each of them.

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    Post Details
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    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">10.3M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">1.4M</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">18.4K</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">116K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">52.7K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">52.9%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$24.9M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Influencer Nicole Sahebi filmed her visit to fashion retailer Revolve’s gifting suite at Coachella, where she grabbed a slew of products, including cosmetics, apparel, and even some Diesel sunglasses. At the end of the TikTok video, she asks viewers to enter a giveaway for the free items by naming their favorite Coachella artist in the comments. That invitation to participate helped the above post collect more than 18,400 comments. Those, along with hundreds of thousands of shares and saves, helped this post generate nearly $25 million in EMV for Revolve. 

Steal this tactic: Using comments as entries gives followers a low-barrier way to participate in contests while drumming up engagement. Brands can empower influencers to create these opportunities by using platforms like Meltwater to coordinate logistics and cover details like choosing winners and mailing out prizes.

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  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @more.dejankat for Revice
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">8.7M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">1.2M</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">3K</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">15.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">37.9K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">20.93%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$14M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

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Teen fashion and lifestyle influencer Deja Clark created a simple but effective transformation video featuring Revice Denim for the second day of Coachella. It was a hit with her 16 million followers on the platform, 41% of whom are between the ages of 18 and 24, according to Meltwater’s Influencer Discovery tool. The above post (one of two on this list) generated an impressive $14 million in EMV for the Los Angeles-based apparel brand.

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    @kayla.ryann for Rhode
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    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">4.1M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">730.7K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">698</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">6.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">24.8K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">69.31%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$7.9M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

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Justin wasn’t the only Bieber winning fans at Coachella 2026. Hailey Bieber’s cosmetics brand Rhode hosted a pop-up at the festival, which fans got to experience vicariously through beauty and lifestyle influencer Kayla Ryan’s video for Day Two of the festival. In the video, Kayla captures all the activation has to offer, including a look at specific Rhode products and even a special appearance from Mrs. Bieber herself. It may have been that celebrity appearance that helped this post punch above its weight with a nearly 70% engagement rate, the highest of any post in our top 10.

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  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @more.dejankat for Revice
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  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">4.2M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">578.5K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.3K</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">5.5K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">17K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">10.05%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$6.7M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Deja Clark scored another top 10 hit TikTok for Revice Denim with a Day Three post that generated about $6.7 million in EMV. Like the previous post of hers, this one is a short and simple take on her signature get-ready-with-me (GRWM) posts showing off Revice items in a festival-ready outfit. Plus, this example also featured a celebrity appearance, though this one was digital. Deja’s TikTok uses the hashtag #laufey and audio from the song “Lover Girl” by Coachella performer Laufey, who then left a comment on the video that garnered over 83,100 likes of its own.

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @kayla.ryann for Kopari Beauty
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">3.1M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">490.8K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">865</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">4.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">11.9K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">42.31%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$5.4M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Another influencer with two posts on our top 10 list, Kayla Ryan took her 1.2 million TikTok followers through the process of creating her outfit for the first day of Coachella. She waits until the end of her GRWM video to highlight the brand tagged, using Kopari Beauty’s mineral SPF powder as the finishing touch on her look. As a result, the post avoids the kind of hard sell that social media users have grown tired of from content creators. It’s that kind of authenticity that helps Kayla’s sponsored posts resonate with her audience. In this one, Kayla’s soft sell approach drove about $5.4 million in EMV for the cosmetics brand.

Steal this tactic: Sponsored influencer content resonates most when it is integrated seamlessly into a creator’s established style and digital language. Instead of providing word-for-word scripts or insisting on front-loading brand mentions, give content creators license to do what they do best: introducing your brand to an audience that already trusts them. Enlist influencers as creative partners, and watch that approach pay off in high ROI. 

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @priscyescoto for Huda Beauty
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.6M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">285.9K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">929</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.9K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">12.6K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">7.37%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$3.4M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Huda Beauty hooked fashion and lifestyle influencer Priscila Escoto up with an entire branded house for her stay at Coachella, complete with beauty blender-shaped pillows and even a portrait of the influencer on the wall. Hosting Priscila allowed the beauty brand to organically be part of high-engagement moments like the above GRWM TikTok, which tags Huda Beauty but only visibly features the brand through the creator’s makeup look. As a result, the brand shares in the Day One post’s 286,000 likes and about $3.4 million in EMV. 

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @tarayummy for JSX
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.1M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">296.5K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">421</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">649</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">4.5K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">3.05%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$3.2M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

The above video by Tarayummy stands out for being one of the few posts in our top 10 featuring a brand outside of the beauty and fashion sector. Instead, the nightlife influencer partnered with JSX, a charter jet service, for a vlog-style TikTok that drew back the curtain on the premium flight experience. The novelty of the video, which takes viewers through the terminal lounge, boarding process, and jet cabin, likely helped it generate about 297,000 likes and about $3.2 million in EMV. 

Steal this tactic: Cultural events aren’t just for beauty, fashion, food, and beverage brands. Companies in tangential sectors like transportation, hospitality, outdoor gear, pet-sitting, and beyond can partner with influencers to make unexpected, engaging content. Use tools like AI Discovery to pinpoint potential partnerships based on your brand identity, campaign goals, and even creative briefs.  

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @natalientheaguilars for Barbie
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.3M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">292K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">233</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">857</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">6.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">4.04%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$3.2M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Family-focused vlogger Natalie Aguilar shared a heart-warming moment with her sister Angela at Coachella thanks to Barbie. For the above TikTok, the Aguilars visited the toy brand’s festival pop-up, which featured their and other select influencers’ portraits on the walls. That personal touch from Barbie translated into a moment of authentic appreciation for the partnerships it has forged with content creators. The 230+ comments left on the post featured many well-wishes and positive encouragement from fans sharing in the sisters’ excitement. Overall, the feel-good video resonated with the Aguilar family’s audience and paid off in over $3.2 million in EMV for the Barbie brand.

Lifestyle and homesteading content creator Tabitha Swatosh created a wow moment for hair extensions brand The Kacey Welch Method. The lip-sync/transformation video features two reveals, one for the outfit and one for the hair, which gets its full moment in the spotlight when Tabitha turns away from the camera. Though the video is simple, its creativity resonated with audiences to the tune of 285,500 likes and about $3.4 million in EMV.

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @tabithaswatosh for The Kacey Welch Method
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.6M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">285.5K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">306</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">2.6K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">3.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">1.91%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$3.4M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @samanthacostantini for NYX
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">1.8M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">220.1K</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">231</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">775K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">6.1K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">16.23%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$2.4M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Seeing a makeup look is one thing, but knowing how to recreate it is a whole other challenge for everyday makeup consumers. Beauty and lifestyle influencer Samantha Costantini demystified the process behind her Day Three makeup look using a full face of NYX products. The step-by-step video is over four minutes long, giving viewers a detailed explanation of how to incorporate 17 — yes, 17 — different NYX products into a single makeup routine. Featuring educational content that cosmetics enthusiasts will want to go back to, the post punched above its weight in saves, with over 6,100 users bookmarking it for later, and an engagement rate of over 16%.

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  <div style="height:3px;background:#28bbbb;margin:-12px -12px 10px -12px;border-top-left-radius:10px;border-top-right-radius:10px;"></div>

  <div style="font-size:18px;font-weight:700;margin-bottom:10px;">
    @mattloveshair for Cecred & Arachne
  </div>

  <div style="display:flex;gap:6px;width:100%;">
    
    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">12M</div>
      <div style="font-size:11px;color:#a3a3a3;">Reach</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">1.2M</div>
      <div style="font-size:11px;color:#a3a3a3;">Likes</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">3.2K</div>
      <div style="font-size:11px;color:#a3a3a3;">Comments</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">66.1K</div>
      <div style="font-size:11px;color:#a3a3a3;">Shares</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">475K</div>
      <div style="font-size:11px;color:#a3a3a3;">Saves</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">54.51%</div>
      <div style="font-size:11px;color:#a3a3a3;">Eng. Rate</div>
    </div>

    <div style="flex:1;border:1px solid #eeeeee;border-radius:8px;padding:6px;text-align:center;">
      <div style="font-size:14px;font-weight:700;">$18.6M</div>
      <div style="font-size:11px;color:#a3a3a3;">EMV</div>
    </div>

  </div>
</div>

Though it wasn’t sponsored, the above post by hairstylist Matt Newman drove major value for two tagged brands, Cécred and Arachne, while outpacing all of the above posts. Using a scarf from the former brand and hair clips from the latter, he shows off a “hack” for festival-goers that resonated widely. The short video generated more than 1.2 million likes, over 478,800 saves, and about $18.6 million in EMV, outperforming. 

Of the many factors that converged to make this post a viral hit, one was the educational value. Matt taught his 3.2 million followers how to finally keep their fashionable bandannas from falling off their heads and created a high-performing video in the process. The lesson here: Content that offers tangible value, like technique explainers or DIY solutions to common problems, lends itself well to driving engagement actions like comments and saves.  

Steal this tactic: Like Cécred and Arachne, your brand also has champions highlighting you on social media. Track your organic mentions across platforms like Instagram and TikTok to find them, and you may just discover your next influencer partnership. 

Our analysis of the top-performing influencer posts featuring brands from Coachella 2026 revealed these key takeaways and trends:

TikTok is the #1 platform for influencer posts at live events like Coachella. All of the 10 best-performing influencer posts tagging brands came from the video platform, highlighting its strength for engaging audiences in near-real time and its necessity for creator partnerships for events.

Earlier content drives the most value. Another commonality of the top 10: Every post came from the first weekend in the festival, with most coming from the first couple of days. This seems to suggest that the earlier content appears, the better-poised it is to capture the initial excitement of multi-week events while not getting overshadowed by their grand finales.

Giving creators experiences to document makes for engaging content. From gifting suites and pop-ups to accommodations and transportation, activations that allow audiences to share in creator experiences drive standout results for brands.

The entertainment field is wide open for non-beauty/fashion (but still relevant) brands. Seven out of the ten high-performing brands we highlighted were in the beauty or fashion sectors. Brands outside of those realms with engaging, relevant experiences to offer can stand out with new twists on well-worn formats like GRWMs or something completely new.

The most successful sponsored content feels natural to the influencer. Every post in the top 10 was authentic to the creator’s style and subject niche, making them resonate easily with their audiences. For brands, this highlights just how important influencer creative freedom and authenticity are to driving ROI.

Giving audiences tangible value makes for content that sticks. Tutorials, styling inspiration, and practical hacks are engagement boosters. High numbers of saves signal that audiences found your post especially useful, so much so that they want to revisit them again and again.

Build your own influencer program that gets top 10-list results. See how you can identify the right creators, streamline campaign execution, and measure real impact with Meltwater Influencer Marketing. Use the form below to request a demo and see first-hand how to drive measurable growth for your brand.

What makes influencer marketing effective at high-profile events like Coachella?

Meltwater’s analysis of Coachella 2026 shows that effectiveness comes down to authenticity and audience value. The top-performing posts were native to each creator’s style and offered something engaging, such as giveaways, tutorials, or behind-the-scenes experiences. This combination consistently drove high engagement and strong EMV (Estimated Media Value).

Which social media platforms perform best for influencer campaigns during live events?

While platform mix matters, Meltwater’s Coachella 2026 data highlights TikTok as the clear performance leader for live events. Even though Instagram accounted for a similar share of total influencer content, every top-performing branded post by engagement came from TikTok, demonstrating the platform’s strength for leveraging live events.

How should brands measure influencer marketing success at large-scale events?

According to Meltwater, success should be measured using a combination of engagement metrics and EMV. By analyzing likes, comments, shares, and saves alongside estimated media value, brands can better understand which influencer partnerships are delivering meaningful ROI during tentpole events.

What types of influencer content work best during cultural moments?

Meltwater’s Coachella 2026 insights show that content offering tangible value—like GRWM videos, tutorials, and practical hacks—drives high engagement, especially saves and shares. Interactive content such as giveaways can also significantly boost performance.

When is the best time to activate influencer campaigns around major events?

Meltwater data reveals that the highest-performing Coachella 2026 posts were published during the first weekend, particularly in the first two of the three days. Launching content early allows brands to capture peak audience attention before saturation sets in.

How important is creative freedom for influencers in brand partnerships?

Meltwater’s analysis underscores that creative freedom is essential. The most successful Coachella posts seamlessly integrated brand messaging into the influencer’s existing content style. 

How can brands choose the right influencers for high-profile events?

Using tools like Meltwater Influencer Discovery, brands can evaluate creators based on audience demographics, engagement rates, and brand alignment. The Coachella 2026 data shows that campaigns perform best when there’s a strong match between the influencer’s audience and the brand’s target market. 

How can brands create successful influencer marketing campaigns at other major events (e.g., festivals, sports, global moments)?

Meltwater’s Coachella 2026 analysis provides a repeatable framework: prioritize TikTok-first strategies, activate early, focus on authentic creator partnerships, and deliver audience value. Brands can apply these insights to events like the World Cup, fashion weeks, and beyond to drive measurable influencer marketing success.

As of 2026, PR crises move faster—and spread further—than ever before. News breaks across social media, digital media, blogs, news, and increasingly, large language models (LLMs) that shape how information is summarized and discovered.

This acceleration puts increased pressure on PR and communications teams. 

27.9% of PR professionals say reactive work like crisis response is their biggest time sink, while 15.3% identify real-time crisis communication as a top emerging trend. (Meltwater State of PR Report, 2026)

Managing a PR crisis today requires more than a reactive response. It requires a well structured, data-driven approach—supported by real-time monitoring across media, social platforms, and AI-generated narratives.

The Role of AI and Social listening in PR Crisis Management

A PR crisis is any event that threatens brand reputation and requires immediate response.

Tip: don’t jump into crisis management mode unnecessarily. Knee-jerk responses to easily solvable issues or misunderstandings can backfire and then become crises. Make sure you pause to verify all facts and information surrounding a perceived issue before responding. See these common issues that don't need to become crises for an idea of what to look out for.

Crisis management is the process brands use to identify, respond to, and resolve a PR crisis.

It includes the steps a company takes to detect emerging risks, manage communication, and protect its reputation. While managing a PR crisis is rarely straightforward, effective crisis management starts with having a clear, structured plan in place—including a communication strategy that enables timely, transparent responses.

No two crises are identical, so your approach will vary depending on the severity, reach, and channels involved. Having a repeatable framework ensures your team can act quickly and consistently.

Many organizations are still underprepared when a crisis hits. Customers increasingly turn to social media as their first point of engagement during a crisis, making preparation even more critical.

Social media plays a central role in modern crisis management. It is where news spreads first, where conversations evolve fastest, and where brand perception can shift in seconds. Taking a proactive approach—and building strong alignment with your social media team—can significantly improve your response.

Real-time social listening tools like Meltwater's social listening solution

Audience sentiment and behavioral insights

Immediate publishing capabilities across channels

An example of Meltwater's real-time social listening platform

In many cases, they are your first line of defense. Close collaboration ensures you can respond faster, with the context and data needed to make informed decisions.

A crisis management plan is a structured framework that outlines how your business responds to a PR crisis.

It serves as a repeatable, adaptable guide for handling issues across media, social platforms, and other channels as needed. A strong plan is flexible enough to apply to different scenarios, while still providing clear direction for your team.

In a 24/7 digital environment where news spreads instantly across social media, mobile devices, and increasingly AI-generated summaries, not having a crisis management plan in place creates significant risk.

It also defines key roles and responsibilities, so the right people are involved and informed at the right time.

Templatizing your communication process is especially valuable. It allows teams to:

Speed up approval for social posts, press releases, and statements

Maintain consistency in tone and messaging

Reduce delays during high-pressure situations

The Meltwater Blog

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The Top Branded Influencer Posts of Coachella 2026

PR Crisis Management: 10 Steps to Protect Your Brand in 2026

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The 13 Best Market Research Tools in 2026

Top 8 Customer Intelligence Platforms & Software 2026

Platform Deep Dive: 7 Trends Defining Beauty Reddit Right Now

Brand Risk Management: Strategies to Protect Brand Value

How to Measure Share of Voice to Improve Brand Visibility

How to Gather Market Intelligence: 5 Steps To Prove ROI

PR Measurement Guide: 15 Must-Have PR KPIs and How to Track Them

AI in Public Relations: 4 Ways PR Teams Gain Strategic Insight