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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

Social media is one of the most powerful tools in any marketers arsenal. It helps you connect with your audience in a more casual way than through an email or ad, and offers innumerable options for content types — from videos to quizzes, tutorials to behind-the-scenes. But to know how this content is actually performing and serving your goals, you need social media analytics. 

Getting the most out of your social media efforts is easier when you choose the right social media analytics tools. 

Benefits of using a social media analytics tool

What to look for in a social media analytics tool

Social analytics tools are softwares, plugins, or native analytics that allow you to see engagement metrics for your channels, as well as your competitors channels. 

Many social platforms offer a built-in, easy-to-use analytics dashboard, so you could start there, but note that they do have their limitations if you're looking for omnichannel marketing insights.

For example, Twitter / X Analytics can tell you at a glance your followers growth, impressions, profile visits, and mentions. Facebook Insights delivers post-related data, such as audience reach, clicks, and reactions. LinkedIn offers analytics that measure engagement and supply information about your followers’ demographics.

Outside of native analytics channels, you can use third-party social media analytics tools, which provide a holistic view of the effectiveness of your social media strategy. These platforms save you time from switching between the different social media networks and offer customizable dashboards so that you can easily compare your performance across networks.

Tip: Learn how to measure social media campaign success.

There are many benefits to social media analytics tools. Namely, they provide context, data, and insights that help you and your social media team understand which posts are resonating the most with you audience, and on which platforms. 

Social media analytics tools often offer more in-depth insights than native tools, and allow you to easily compare performance over different date ranges.

Here are some of the top platforms for social media analytics software:

Meltwater transforms social, traditional media, and AI signals into actionable intelligence that helps organizations understand audiences, measure performance, identify emerging trends, and make faster, more confident decisions. By combining social listening, consumer intelligence, AI-powered analysis, and executive-ready reporting in one unified platform, Meltwater helps brands see the full picture behind social performance.

Unified intelligence platform: Analyze social conversations, news coverage, reviews, forums, and AI-generated narratives in one connected view

Social listening and analytics: Monitor audience sentiment, engagement trends, brand perception, and emerging conversations across global social channels

Advanced AI for speed to insight: Automatically identify themes, anomalies, sentiment shifts, and trend opportunities using AI-powered analysis

Executive-ready reporting: Transform social performance data into stakeholder-ready dashboards, reports, and actionable insights

Unmatched global data coverage: Access consumer conversations across millions of sources, 240+ languages, and major global and regional social platforms

Best for: Mid-sized to enterprise brands that need social media analytics, consumer intelligence, social listening, and executive reporting in a single platform

Meltwater also allows you to find top-performing posts by topic tags, to improve your understanding of the content that resonates with your audience. Your analytics can be easily summarized in reports and shareable dashboards to send to key stakeholders.

Sprout Social is a popular social media analytics software option for marketers, particularly at the enterprise level. They help brands see a cross-channel view, providing qualitative analysis and insights into your top-performing content. 

Cross-platform analytics: Measure engagement, audience growth, and content performance across social channels

Social listening: Monitor conversations, trends, and audience sentiment related to your brand

Competitive benchmarking: Compare social performance against competitors and industry benchmarks

Profile performance reporting: Track account-level growth and engagement metrics

AI-powered insights: Surface trends and recommendations to improve social strategy

Best for: Mid-sized to enterprise social teams managing analytics and engagement across multiple networks

Sprout Social also provides social listening capabilities and a unified inbox to help you reply to all DMs from one place. A unique feature of Sprout Social is their employee advocacy tool, which helps you amplify your messages using employees, thereby improving engagement.

With Sprout Social's social media analytics software, you can analyze various topics and hashtags to understand the best social content for getting engagement from your audience.

Tip: Take a look at Sprout Social alternatives.

While not solely designed for social media analytics, Google Analytics does provide some great insights into how your social content is performing.

Traffic attribution: Measure how social media contributes to website traffic and conversions

User journey analysis: Understand how social visitors interact with your website

Conversion tracking: Connect social campaigns to business outcomes and revenue

Audience insights: Analyze demographics and behaviors of social traffic sources

Custom reporting: Build dashboards that combine social and website performance metrics

Best for: Marketing teams focused on connecting social activity to website performance and conversions

You can assess how social performs against your other marketing channels when it comes to goal completions such as purchases, email subscriptions, or add-to-cart.

Hootsuite is a very recognizable name for those in social media. Their analytics platform helps you establish benchmarks and track your performance over time.

Social performance analytics: Track engagement, reach, and audience growth across platforms

Custom reporting: Create dashboards tailored to campaign and stakeholder needs

Social listening: Monitor brand mentions and trending conversations

Campaign measurement: Evaluate content performance and social campaign effectiveness

Team reporting workflows: Share insights across marketing and communications teams

Best for: Organizations managing social publishing, reporting, and analytics from a centralized platform

You can choose from 200+ metrics to create reports in multiple formats such as PDF and Excel.

While Hootsuite does a great job helping you analyze your performance on social channels you do need to integrate with other tools for more advanced insights, such as tracking brand mentions. 

Tip: Learn more about Hootsuite Alternatives

Statusbrew is a social media analytics tool for teams that want clear, cross-network reporting without spending hours in spreadsheets. It helps you track performance across channels, spot trends, and share client-ready insights from one place.

Engagement analytics: Measure response rates, conversation volume, and customer interactions

Social inbox reporting: Track team performance and customer engagement metrics

Audience insights: Analyze follower growth and audience behavior trends

Team performance analytics: Evaluate workflow efficiency and response effectiveness

Multi-channel reporting: Monitor engagement across multiple social platforms

Best for: Brands focused on customer engagement and social care analytics

You can start with ready-made 20+ report templates, then go deeper using 250+ KPIs to build custom dashboards. 

Tags make it easy to group posts by a theme and report on results over time. Statusbrew also includes social + web listening to track keywords, mentions, and sentiment, so you can connect performance changes with what people are actually saying.

With Talkwalker, your team can analyze your social performance from all angles. They help you understand sentiment ratings for your brand, as well as track the reach and engagement for various hashtags you use. 

Analytics: Track conversations, sentiment, and brand perception at scale

AI-powered trend detection: Identify emerging topics, risks, and opportunities automatically

Visual analytics: Monitor logo and image mentions beyond text-based conversations

Competitive intelligence: Benchmark social performance and share of voice

Best Social Media Analytics Tools & Software 2026

We analyzed over one million online discussions of GLP-1 medications (widely used for weight management) to understand consumer attitudes towards these increasingly popular drugs. 

GLP-1 medications continue to be one of the defining healthcare and consumer trends of 2026. The swell of online conversation supports this, however it also reveals a distinct fragmentation and wide thematic differentiation depending on where conversations are happening. 

While aggregate mention and engagement figures suggest a single massive discussion, Meltwater Explore+ social listening analysis reveals something more nuanced: each platform is hosting its own distinct interpretation of what GLP-1s represent.

Understanding GLP-1 conversations therefore means reading each platform separately rather than averaging them together. The differences between them reveal how audiences process healthcare trends through entirely different social behaviors depending on platform context.

GLP-1 conversation volume remained stable, but engagement became more volatile

Reddit has become the internet’s unofficial GLP-1 support network

Pinterest users are focused on the practical side of the GLP-1 lifestyle

How Meltwater Explore+ helps marketers understand platform-specific audience behavior

FAQ: GLP-1 consumer intelligence and social listening

<table style="width:100%; border-collapse:collapse; font-family:Arial, sans-serif; font-size:14px;">
  <tbody>
    <tr>
      <td style="padding:12px; border:1px solid #ccc; font-weight:bold; width:30%;">Capability</td>
      <td style="padding:12px; border:1px solid #ccc;">Explore+</td>
    </tr>
    <tr>
      <td style="padding:12px; border:1px solid #ccc; font-weight:bold;">Analysis window</td>
      <td style="padding:12px; border:1px solid #ccc;">January 1, 2026 – May 21, 2026</td>
    </tr>
    <tr>
      <td style="padding:12px; border:1px solid #ccc; font-weight:bold;">Data sources</td>
      <td style="padding:12px; border:1px solid #ccc;">
        Reddit, X and Pinterest, with all-platform totals used for broader volume and engagement context.
      </td>
    </tr>
    <tr>
      <td style="padding:12px; border:1px solid #ccc; font-weight:bold;">Brands / entities tracked</td>
      <td style="padding:12px; border:1px solid #ccc;">
        Ozempic, Wegovy, Mounjaro, Zepbound, Semaglutide, Tirzepatide, Retatrutide, Saxenda, Rybelsus, Orforglipron, Novo Nordisk, Eli Lilly, Liraglutide, Cagrisema, Pfizer, Berberine, Survodutide, TrumpRx, Metformin, Mazdutide, Roche
      </td>
    </tr>
    <tr>
      <td style="padding:12px; border:1px solid #ccc; font-weight:bold;">Key term definitions</td>
      <td style="padding:12px; border:1px solid #ccc;">
        <strong>Engagement:</strong> The number of shares, comments, likes, retweets, replies, direct messages, etc.<br><br>
        <strong>Mentions:</strong> The number of instances when keywords and phrases appeared within a piece or collection of content.<br><br>
        <strong>Share of Voice (SOV):</strong> The percentage, or share, of total mentions attributed to a particular brand, market, or entity.<br><br>
        <strong>Subreddit:</strong> A user-created community on Reddit dedicated to a particular interest or topic.
      </td>
    </tr>
  </tbody>
</table>

Download a one-page pdf summarizing the findings of this analysis

Across the three-platform analysis set, Reddit accounted for approximately 81% of total mentions, followed by X at around 16%, and Pinterest at around 3%.

GLP-1 discussion volume remained broadly stable between January and April 2026, fluctuating by only around 11% between the lowest and highest full months of analysis.

March and April represented the highest sustained discussion periods, driven by GLP-1 pill approval news, ongoing Reddit community activity and viral educational content such as the widely circulated Kurzgesagt Ozempic video.

The Uncomfortable Truth About Ozempic

At the same time, engagement became more volatile. Total engagement peaked at 24.7 million in January before falling by roughly 27% by the partial May dataset despite relatively stable mention volume. Rather than indicating declining interest, the data suggests the conversation is shifting from viral, event-driven spikes into higher-volume, lower-engagement community discussion.

1.18 million: the number of GLP-1 mentions across Reddit, X and Pinterest between January 1 and May 21, 2026

97.5 million: Total engagement actions across the analysis period

81%: Share of analyzed platform mentions occurring on Reddit

Why this matters: Monitoring strategies focused only on engagement spikes risk misreading the maturation of the GLP-1 conversation. As discussion shifts toward sustained community participation, marketers need platform-level behavioral intelligence rather than viral metrics alone.

Reddit is where the GLP-1 patient conversation lives at its deepest and most sustained level. The platform functions less like a traditional social network and more like a distributed peer-support infrastructure for people actively navigating treatment and researching treatment options. At 81%, Reddit accounts for the highest SOV in GLP-1 mentions, compared to X and Pinterest. 

Patient experience and treatment management accounted for roughly 28% of Reddit discussion themes, making it the largest conversation category in the dataset. Posts focused heavily on dosing, side effects, medication switching, injections, and compounding. Side effect discussion intensified steadily through April, suggesting users are moving deeper into long-term treatment journeys and increasingly relying on peer communities to fill information gaps — amplifying studies on side effects not captured in trials, such as this April study. 

Access, cost and insurance concerns represented another persistent theme, accounting for approximately 12% of thematic discussion. FDA action against compounded GLP-1 medications sharpened these anxieties during February and April, particularly in drug-specific subreddits.

One of the clearest structural signals is the divergence between patient language and public language. Tirzepatide-focused communities accounted for roughly 44% of mentions across the top 30 GLP-1 subreddits, compared with approximately 20% for semaglutide-focused communities, even while Ozempic remains the dominant public shorthand for the category.

Also of note is the emergence of retatrutide discussion. Despite not yet being FDA-approved, retatrutide already accounts for roughly 4% of Reddit mentions, with dedicated communities such as r/Peptides and r/ResearchCompounds discussing trial data, peer experiences, and potential future use cases. The level of interest suggests consumer demand is running ahead of the regulatory timeline, with an active community already building its own reference framework.

28%: Share of Reddit thematic signal focused on treatment management

44%: Share of top-30 subreddit mentions tied to Tirzepatide communities

4%: Share of Reddit mentions already discussing retatrutide despite lacking FDA approval

Why this matters: Reddit reveals the gap between cultural perception and patient reality. For marketers and healthcare communicators, understanding side effects, access anxiety and treatment management behavior requires listening to patient-led communities rather than relying solely on broader social commentary. The growing retatrutide conversation also offers an early view into how patient expectations and narratives can develop well before a treatment reaches the market.

GLP-1s have become a cultural flashpoint on X

X is hosting a fundamentally different GLP-1 conversation from Reddit though, importantly, mention volume on X accounts for lower overall SOV (16%). Rather than functioning as a patient support environment, the platform operates as a cultural commentary arena. 

High-engagement posts frequently came from media personalities discussing celebrity weight loss trends, political commentators framing GLP-1 adoption as an economic or healthcare policy issue, and wellness influencers debating the long-term implications of pharmaceutical weight management. Viral moments were often sparked by reactions to celebrity transformations, discussions of Ozempic's impact on beauty standards, or commentary on the growing market power of companies such as Novo Nordisk and Eli Lilly.

Body image, culture, and social commentary represented roughly 19% of thematic signals within the X discussions analyzed, and generated a disproportionately large share of engagement. Conversations around the perceived collapse of body positivity in the era of Ozempic resurfaced repeatedly throughout January, March and May without any single triggering event, suggesting the topic has become a recurring structural feature of GLP-1 discourse on the platform.

Political and economic framing represented another highly engaging discussion category on X particularly around pharmaceutical dependency, healthcare economics and policy speculation. Unlike Reddit, where discussions were largely driven by patients sharing treatment experiences and navigating day-to-day realities of GLP-1 use, the highest-engagement X posts were shaped by journalists, political commentators, and general-interest accounts that repositioned GLP-1 topics into broader cultural narratives.

Skeptical or anti-GLP-1 viewpoints made up a relatively small share of overall discussions on X, but they generated outsized engagement. In other words, posts criticizing GLP-1 medications were more likely to be shared, commented on, or debated, highlighting how a relatively small group of voices can exert a disproportionate influence on public perception.

19%: Share of thematic posts tied to body image and cultural commentary

5%: Share tied to political and economic framing

3%: Share tied to skepticism and opposition narratives

Why this matters: The highest-engagement GLP-1 discussion on X is being shaped by cultural commentators rather than healthcare experts. Brands need culturally fluent communications strategies capable of responding to recurring narrative cycles around body image, celebrity culture, and economic anxiety.

Pinterest functions less like a debate platform and more like a lifestyle implementation engine for people already committed to GLP-1 treatment or adjacent health routines. Pinterest discussions also occupy just 3% of total mentions, meaning the lowest SOV between all 3 platforms.

Unlike Reddit and X, Pinterest users are focused on putting GLP-1 routines into practice. Approximately 96% of sampled Pinterest posts referenced a specific GLP-1 medication, suggesting users have largely moved beyond the awareness and decision phases and are now focused on optimizing daily routines around treatment.

The dominant content categories on Pinterest tend to be protein recipes, meal planning, exercise, body composition, and low-carb nutrition. These themes remained stable throughout the analysis period, reinforcing their role as foundational GLP-1 lifestyle behaviors rather than short-lived trends.

The strongest emerging signal on Pinterest was the rapid growth of product review and personal experience content, which increased by roughly 60% between January and April. At the same time, interest in “natural Ozempic” alternatives and wellness-adjacent discovery content declined sharply, suggesting audiences are moving away from speculative exploration and toward long-term treatment management.

Pinterest also showed dramatically more positive sentiment than the broader platform ecosystem. However, the data suggests much of this positivity reflects Pinterest’s save-based mechanics and coordinated affiliate-style content amplification rather than true patient emotional sentiment.

It's also worth noting that many of Pinterest's highest-engagement GLP-1 posts were near-identical versions of the same keto cookbook content, which contains mention of “wegovy diet plan”, and has been republished across multiple accounts. This pattern is more consistent with coordinated affiliate-style distribution than a diverse creator ecosystem, and likely contributes to both the platform's unusually high engagement figures.

+69%: Share of sampled posts featuring protein recipes

+60%: Growth in review and personal experience content from January to April

-66%: Drop in natural GLP-1 alternative content between January and May

Why this matters: Pinterest users are actively searching for practical lifestyle support around GLP-1 treatment, but credible guidance remains limited. Brands that provide useful, savable, and platform-native educational content have an opportunity to fill a growing information gap.

Use Case 1: Identifying platform-specific audience dynamics

GLP-1 audiences behave differently across Reddit, X, and Pinterest, making aggregate social listening insufficient for understanding consumer behavior.

Monitor platform-specific conversation themes, and sentiment shifts in real time

Track how narratives evolve differently across patient, cultural, and lifestyle-oriented communities

Identify emerging behavioral trends before they appear in mainstream reporting

Audience strategies informed by how consumers actually behave on each platform, rather than relying on blended social averages, deliver better results. 

Use Case 2: Detecting emerging cultural narratives

Recurring cultural narratives around GLP-1s, including body image commentary, and anxiety around affordability, can reshape public perception rapidly.

Surface fast-moving cultural narratives through real-time social listening

Detect early spikes tied to policy decisions, research studies, and viral commentary

Benchmark evolving discussion themes against broader industry conversation

Respond earlier to emerging reputational risks and cultural shifts, staying in control of evolving conversations rather than constantly playing catch-up.

Use Case 3: Understanding long-term consumer behavior trends

The GLP-1 conversation is shifting from viral moments toward sustained lifestyle and treatment-management behavior.

Analyze long-term thematic changes across social and community platforms

Track shifts in patient concerns, lifestyle behaviors, and treatment expectations

Use cross-platform intelligence to identify changing consumer needs over time

Develop more durable marketing, communications, and consumer intelligence strategies grounded in evolving audience behavior.

Want to understand how your audiences behave differently across platforms? Explore the Meltwater platform and learn how our social listening capabilities help brands uncover emerging trends, cultural narratives and consumer behavior shifts in real time. 

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GLP-1 discussion is not a single unified conversation. As of 2026, audiences are interpreting the same healthcare phenomenon through entirely different platform behaviors: patient support on Reddit, cultural commentary on X, and lifestyle optimization on Pinterest.

That fragmentation matters because it changes how brands, marketers and healthcare communicators should interpret online conversations — and shift their approach based on where and how conversations are evolving. The next phase of GLP-1 discussion will likely be shaped less by explosive viral moments and more by sustained behavioral patterns around treatment management, affordability, cultural identity, and lifestyle integration. Emerging discussions around next-generation treatments such as retatrutide further suggest that online communities are already looking beyond today's leading offerings and actively shaping expectations for what comes next.

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