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AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

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?
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

Reevaluating your relationship with your devices? Looking to cut down on screen time? You’re not alone. According to ConsumerAffairs, 57% of people in the United States consider themselves addicted to their mobile phones. 

Concerns about smartphone use are especially acute when it comes to young people. According to Pew Research, about two-thirds of parents who think it’s harder to be a teenager today than 20 years ago attribute that to social media and other technology that has risen in that time. And nearly half of US teens say they are online almost constantly each day. No wonder parent-led campaigns like Smartphone Free Childhood and Gen-Z efforts like Luddite clubs keep attracting public attention.

In this era, being “chronically online” can be a bragging point or a personal struggle depending on who you ask. Terms like “touching grass” and “digital detox” have emerged as shorthand for different kinds of intentional time offline. The tech marketplace is meeting this cultural moment with low-tech products like distraction-free writing devices and new versions of now-hip, early-00s, compact digital cameras. However, dumbphones, i.e. non-smartphones like flip phones and feature phones, have taken center stage as a potential solution for excessive smartphone use, social media addiction, and rampant doomscrolling.

We used our social listening and analytics solution to see just how much consumers are talking about these low-tech phones online. But first…

Mentions of doomscrolling, binge scrolling, and related terms across all channels from April 1, 2024, to March 31, 2025.

For some context around where anxiety about smartphone use currently stands, let’s take a look at the use of the term “doomscrolling”, referring to the act of excessively scrolling through bleak online news, scathing social media comments, and other anxiety-inducing digital content. 

From April 1, 2024, to March 31, 2025, there were about 1.41 million mentions of doomscrolling, binge scrolling, and other variations across broadcast, news, product reviews, and more than a dozen social media channels including X, Reddit, Pinterest, YouTube, and Bluesky. Mentions remained relatively steady in that time, increasing by 3% in the second half of that 12-month period compared to the first.

The biggest day for discussion of this compulsive scrolling behavior? November 6, 2024, the day after the US presidential election when mentions spiked by 45%. Meanwhile, engagement with content mentioning doomscrolling peaked more recently on March 17. That day, fans of K-pop star Junyin discussed and reacted to her open letter that mentioned “nights of doomscrolling through comments, knowing I shouldn’t” during a low point in her life. 

As the cultural significance of doomscrolling continues, smartphones are increasingly central to widespread anxieties about personal well-being and digital control. As a result, not since flip phones first appeared on the market has there arguably been more demand for non-smartphones. 

Mentions of dumphones, flip phones, and related keywords across all channels from April 1, 2024, to March 31, 2025.

From April 1, 2024, to March 31, 2025, there were about 784,000 mentions of dumbphones, flip phones, feature phones, and related keywords across broadcast, news, product reviews, and more than a dozen social media channels including X, Reddit, Pinterest, YouTube, and Bluesky. 

The biggest spike (a 117% surge in conversation) occurred on August 30, 2024, after Mattel and Nokia maker Human Mobile Devices announced their collaboration: a Barbie branded-flip phone. 

Coming about a year after the blockbuster Barbie movie, the hot pink phone calls, texts, and takes photos, but doesn’t offer access to social media apps. And though it seamlessly taps into enduring Y2k nostalgia, its marketing emphasizes the phone as a tool to spend less time on the screen and more time in the present. “Pick up and give your smartphone a vacay,” the product page and video ad proclaim, highlighting smartphone-free time as the ultimate getaway. 

That longing for digital escape is also reflected in the most engaged piece of content about dumbphones from the past year, an X post from February 22, 2025 featuring a photo of a TCL Flip Pro phone and the words “2025 boutta be so peaceful”. It generated about 451,000 engagement actions in just over a month.

So while brainrot characterizes digital discourse today, its counterbalance may very well be the desire for more agency in determining our connected habits. Dumbphones are unlikely to ever replace smartphones, but expect tech minimalism, digital mindfulness, and other intentionality around device usage and content consumption to remain in the cultural undercurrent this year and beyond.

Logging off is self-care. The buzz around dumbphones reflects a cultural shift around how people value their off-screen time. Smartphones aren’t wholly seen as the liberating devices they once were. Meanwhile, digital disconnectedness seems to have become the ultimate luxury. Instead of ignoring this elephant in the room, marketers should find ways to lean into the contradiction of trying to engage with audiences scrolling passively, or even guiltily, on their phones. These days, little is more relatable than wanting to escape the pressures of constant availability online. Brands that can speak to that urge authentically will inevitably stand out

Early ‘00s nostalgia is about more than aesthetics, it’s about simplicity. As the Barbie flip phone and doomscrolling discussion highlight, consumers aren’t just looking to the recent past for fashion inspiration. They are looking for an escape from our not-so-uniquely modern anxieties around technology. Brands that can tap into the freedom and technological simplicity that the ‘00s and ‘90s have come to represent (not just the pop culture references) will be able to resonate with consumers overwhelmed with digital noise. 

Doomscrolling and the Rise of Dumbphones

As many of us in the marketing, public relations and communications industries know, it's not uncommon for journalists to receive hundreds of media pitches every week, and, sadly, only a small portion of them are relevant to their chosen beat or publication.

So to help prevent PR spam from flooding your inboxes and to comply with global data protection laws such as GDPR, Meltwater has created a space where journalists can either add own their profile or update a profile that has been created for them under applicable privacy laws. 

This blog post aims to provide some insight into the PR manager’s workflow and how having a journalist profile in Meltwater can improve your media relations. 

Journalists Can Unsubscribe From Specific PR Pitches

Building a Searchable Writing Portfolio 

If you’re looking to receive more relevant pitches from PR and communications executives, then creating a journalist profile within the Meltwater platform is a good first step. Thousands of journalists across the globe have created these profiles because it helps them filter out unwanted pitches and press releases by informing PR professionals on the type of pitches and press releases they are the most interested in receiving. There is no cost to having a journalist profile in Meltwater. 

With a Meltwater profile, journalists can update their basic information and add the beats and publications they write for. Since PR pros primarily search for journalists based on this type of information, keeping your profile up-to-date helps ensure that you are receiving content pertinent to the topics you currently write on.

If a journalist moves publications, which is increasingly common in the industry, they can update that information as well, allowing for a seamless transition. In some cases, Meltwater may create a journalist profile on your behalf using publicly available information, in accordance with privacy laws. In such cases, journalists can update this profile or request its removal entirely. 

Journalists Can Unsubscribe from Specific PR Pitches 

Besides being able to opt-out from all media pitches coming through Meltwater, you can unsubscribe from a specific company that spams you with irrelevant press releases. 

Unfortunately, this is an all too common problem in PR firms, and so this feature benefits journalists by allowing them to only receive news from PR managers who have done their research, pitched a relevant story, and made an effort to build a relationship with them. 

If a journalist has opted-out of receiving Meltwater emails, but knows who specifically they’re interested in hearing from, they may send a subscription request to journalists@meltwater.com. Using this email address, journalists can also formally request from Meltwater a preview of what their profile looks like in the Media Relations platform.

Whether you’ve added your profile directly or one has been created for you, Meltwater provides pathways to manage your preferences, edit or delete your profile, or opt out of communications entirely.

In compliance with applicable data protection laws, journalists can also delete their profiles and data entirely. In summary, a Meltwater journalist profile gives you control over who you receive story pitches from.    

Having an up-to-date, easily-accessible portfolio is critical for those looking to build their influence, and having your journalist profile in Meltwater allows for this. 

With a journalist profile in Meltwater, you are able to control the volume and quality of the PR pitches you receive, while building a publicly accessible portfolio of writing samples.

Whether you add your own profile or update one that Meltwater has created, the ability to showcase your work and fine-tune who reaches out to you remains the same.

So, when building a media relations strategy and conversing with journalists, be sure to encourage them to claim their Meltwater profile so they can take advantage, start saving time, and building a strong network.

The media relations strategy process takes time and isn’t something you can rush. The more thought and effort you put in, the more likely you are to receive positive results. If you’re looking for a suite of solutions that helps you discover and engage with the right voices, and report on earned media – using Meltwater’s PR Suite can help you manage this process from start to finish.

The Best Approach to Media Relations: Benefits of Having a Journalist Profile on Meltwater

In a world where social media reigns supreme, influencers who charm millions and set trends nationwide are reshaping India's digital landscape. From Bollywood stars and sports icons to trailblazing digital entrepreneurs, these top 10 Instagram influencers in India are reinventing what it takes to be an innovator in modern society. Their content, which ranges from film promotions and family experiences to comic skits and entrepreneurial concepts, demonstrates that Instagram is more than entertainment: it's a platform where creativity and social relevance meet. 

This piece tells the stories of these larger than life individuals: It celebrates their authenticity, adaptability, and never-ending drive to develop new ideas that continue to inspire and engage Indians all over the country:

Virat Kohli is one of the most famous athletes in the world and arguably India's top active cricketer. A national hero and global sports icon, his immense popularity is reflected in his 270 million Instagram followers—not only the highest in India but also one of the highest on Instagram itself. Virat, a relentless competitor on the pitch, has built an international fanbase because of his infectious passion and exceptional talent.

His Instagram feed demonstrates strong interest from prominent brands seeking collaboration His posts showcase various sponsorships that align with Virat's sporty yet stylish demeanour. These endorsements range from credit cards and travel services to healthy beverages, plant-based foods, eyeglasses, and more. Additionally, he promotes these products authentically, often sharing insights about his health and lifestyle to support his endorsements as India's top Instagram influencer in terms of follower count.

With 94.1 million followers on Instagram, Bollywood megastar Shraddha Kapoor is among India's most popular influencers. She shot to fame after landing a breakout role in Aashiqui 2, and her warm personality and easygoing charisma have made her a household name in Indian cinema ever since. Shraddha's Instagram account is the ideal combination of glamour and simplicity, whether she's wowing fans with her dancing talents and red-carpet couture or posting selfies and social media trends from her home.

Additionally, she's known to be an outspoken environmentalist, often speaking out on important global issues while being a philanthropist. Shraddha Kapoor’s down-to-earth nature contrasts her star power, making her a much-loved figure throughout the country. As she candidly admits, she lacks a formal social media strategy; her genuine nature resonates deeply, explaining her widespread popularity.

Beyond her work in Bollywood, Deepika Padukone now has 80.3 million Instagram followers, making her one of India's top Instagram influencers and beloved personalities. Her impact extends beyond blockbusters like Om Shanti Om and Chennai Express, including worldwide luxury brand endorsements, startup financing, and mental health awareness. She promotes emotional well-being via her LiveLoveLaugh Foundation, and her Instagram is a mix of high fashion, label promotions, and dialogues on mental resilience.

Deepika Padukone switched gears from badminton to modelling and eventually movies after being born to Indian badminton legend Prakash Padukone. Since entering the entertainment industry, she has become a global ambassador for luxury brands like Louis Vuitton and Cartier and helped launch the American skincare line 82°E. Furthermore, her venture capital company backs businesses in various industries, including food tech and pet care. Whether promoting her latest film, walking the Cannes red carpet, or talking about sensitive mental health topics—Deepika’s Instagram feed is an excellent example of combining star power with real purpose. This package makes her one of India's top 10 Instagram influencers and a global icon.

Tip: Learn more about the Meltwater social influencers platform and read about how to find the right influencer to partner with.

Salman Khan, one of Bollywood's longtime stars, has 69.8 million Instagram followers and is affectionately known as "Bhai" by his admirers. This nickname, meaning "brother," reflects his appeal as one of India's most popular Instagram influencers. His honest, raw personality, coupled with his versatility in playing the hero in big-budget action films and humble family man in slice-of-life stories, are two things that keep people hooked on him.

Salman is well-known for more than only his film roles; he is also a generous philanthropist. His "Being Human" organisation supports causes related to education and healthcare. He frequently showcases his commitment by wearing the brand's apparel and advocating causes he cares about, which speaks to his fans. His Instagram account blends movie promos, event appearances, fitness regimens, and daily life, making him relatable to the average Indian social media user.

People who love Salman's mix of confidence and straightforwardness follow him on Instagram, whether he's promoting a new masala film or supporting his other big-name actors.

Akshay Kumar symbolises charm, charisma, and character in the Bollywood scene. Before he became famous, Akshay Kumar lived and worked as a server in Bangkok while studying martial arts. He rose to stardom in the '90s due to his acting talents and magnetic onscreen presence. His roles in films like Welcome and Pad Man have shown that he is a master of comedic timing in addition to his action films’ dangerous stunts, which he continues to do himself! His works show that his acting range goes across the spectrum; he can ace any role, no matter the genre. 

The new Indian action flick Sky Force was just one of Akshay's many projects that he often promotes to his 67.3 million Instagram followers. His star-studded background supports his enormous social following since his Instagram account mostly features updates on all the media projects in which he has participated, including music videos, TV episodes, and more. He is a loving dad who often posts about sweet times with his wife, author, and former actress Twinkle Khanna. Akshay combines career and family as one of India's top Instagram influencers — and his fans love him for this.

Anushka Sharma is so much more than "the cricketer's wife"; she has 68.7 million Instagram followers to back her up. Though she enjoys the benefits of being married to India's most popular Instagram user, Virat Kohli, Anushka has made a name for herself as a leading voice in the beauty, fashion, and design industries. She posts chic brand endorsements, photos of her life with Virat and everyday snippets.

With her debut alongside fellow top Indian influencer Shah Rukh Khan in Rab Ne Bana Di Jodi (2008), Anushka established her mark in Bollywood before taking on the influencer world. She went on to star in critically acclaimed films like Sultan and PK and became one of Bollywood's youngest producers at 25. Outside the spotlight, she is well-known for her charitable work; she even sold a movie costume to raise money for areas of India hit by floods! From sharing her love of films (The Shawshank Redemption is at the top of her list) to showing her support for her husband's cricket team, Anushka's Instagram feed exudes true passion and star power, hallmarks of a top social media influencer in India.

Tip: Take a look at the Top Beauty Influencers to Inspire You and the Top Global Fashion Influencers to Inspire You

When most people in India think about Bollywood, Shah Rukh Khan is the first name that they associate it with. His 47.8 million Instagram followers prove his renowned status as an actor who has attracted audiences in India for decades. The legendary Shah Rukh Khan, who rose from his modest beginnings in television serials to become one of India's most beloved film stars, is highly regarded by his compatriots. As a leading Instagram influencer in India, he uses the platform to promote his latest film projects and share glimpses  of his family and vacations.

Beyond his successful films and accolades, his likeable personality and a genuine rapport with fans are why he is adored as an influencer. Furthermore, his influence is not limited to the film industry; he is an active philanthropist, particularly in children's health and education, and a co-owner of the Kolkata Knight Riders cricket franchise in India. Shah Rukh Khan is a magnetic personality, whether he is captivating an audience onscreen or motivating them to follow their passions - and solidifying his position as one of India's top Instagram influencers.

Shahid Kapoor has consistently been recognised for his impressive acting range in Bollywood, earning fans in India and gaining 47 million Instagram followers throughout his storied career. He first stole audiences’ hearts with his debut role as the archetypal love hero in Ishq Vishk. Since then, Shahid has appeared in over 20 films, taking on various roles through multi-layered performances such as those in Kaminey, Haider, and Padmaavat, consistently defying expectations as a Bollywood mainstay. 

Throughout his varied career acting in Masala films, Shahid continues to push his boundaries, embodying a spectrum of characters—from lighthearted romantics to complex antiheroes and deeply troubled individuals. Like many Bollywood stars, his Instagram feed is packed with promos for his latest projects, such as the 2025 action thriller “Deva”, and clips showcasing his dancing skills and infectious energy.

Ajey Nagar, better known as CarryMinati, is known for his sarcastic humour and bold roasting style, which has earned him over 22.1 million Instagram followers. One of the pioneers who popularised roast videos in the country, CarryMinati became famous for his trademark blend of everyday language—including unapologetic swearing—and biting criticism. His viral TikTok takedowns, particularly, have become a phenomenon across social media in India.

His Instagram feed reflects his dynamic online presence, featuring brief yet engaging clips from his comedy sketches, live snippets from his gaming sessions, and behind-the-scenes glimpses into his creative process. He has built a strong following among younger Indians who appreciate raw humour, as his material is refreshingly unfiltered and honest. His relatable persona fosters a parasocial connection with his audience as if he is a close friend who shares your sense of humour and understands your inside jokes, which has become a nationwide phenomenon. 

Despite varying perspectives on his style, his authenticity and willingness to push creative boundaries have cemented his popularity as a top Instagram influencer in India. His recent posts included appearance alongside global YouTube sensation, Mr. Beast.

If you're a fan of India-centric comedic sketches, you've likely encountered Harsh Beniwal's work. One of India's most beloved comedy content creators, Harsh has a significant following on YouTube, with his popularity seeping through to Instagram with his 6.7 million followers. He has shown that a good screenplay and comedic timing can win over viewers with his videos, which often include sympathetic characters and slapstick humour, which have amassed millions of views and laugh emojis on their respective comment sections.

Harsh is well-known not just on the internet but also in Bollywood. His increasing acting versatility was displayed in his most recent co-starring role with Shivangi Joshi in the MX Player Heartbeats, a medical drama. The humorous style of Harsh remains relatable and fresh regardless of whether he is depicting real-life situations or exaggerated cultural household scenes. His appeal lies in his authentic approach, combined with his talent for creating humorously relatable content. Watching one of his sketches is guaranteed to lift your spirits.  All this has led to Harsh Beniwal being one of India's top 10 Instagram influencers.

How Meltwater Can Help You Optimise Your Influencer Marketing Strategy in India

India's top Instagram influencers are instrumental in reshaping India's digital legacy while sharing its rich culture worldwide. They push boundaries, spark trends, and share authentic moments that show true impact comes from staying socially relevant. In essence, Instagram serves as a platform not only for entertainment—it’s about inspiring the next generation of content creators and fostering meaningful online engagements.

Meltwater’s AI-driven all-in-one platform can help marketing and communications teams navigate a fragmented content landscape. At the same time, our Social Influencer Hub provides analysis and reporting to help you determine the effectiveness and continually refine your influencer marketing programs.

If you’d like more information about how you can manage creator relationships from contracting to content curation while measuring the ROI of your influencer campaigns in India and all over the world, contact us today to learn more:

The Top 10 Instagram Influencers in India

Does the new season of Max’s The White Lotus have you dreaming of a luxury vacation to Thailand? That’s what some in Thailand’s tourism industry are hoping, including the nation’s Tourism Authority, which offered direct support to the show’s production. The Four Seasons hotels in Maui and Taormina saw increased business after being featured in seasons one and two of the show respectively, and the same growth is likely for the Four Seasons Koh Samui currently featured in season three. But is the popular US show actually making more people want to travel to Thailand? We used our Meltwater social listening and analytics solution to take a closer look at The White Lotus’s impact on digital conversation and what it means about TV tourism.

“Screen tourism”, “movie-induced tourism”, “TV tourism”, and similar terms refer to the phenomenon of a place becoming a popular tourist destination after being featured in a TV show or movie. From The Sound of Music inspiring fans to visit Salzburg, Austria, to The Lord of the Rings boosting New Zealand’s tourism industry, popular entertainment driving travel isn’t a new trend. But today, marketers can use social listening solutions to track how entertainment shapes public discussion in real time, improving their ability to engage new audiences and tap into emerging trends.

Is The White Lotus boosting interest in traveling to Thailand?

Broadcast, news, and social media mentions of The White Lotus compared to English-language mentions of keywords and phrases about visiting Thailand.

According to the digital conversation, not so much. From January 1 to March 24, 2025, the day after the sixth of eight episodes of The White Lotus aired on Max, there were about 5.26 million mentions of the show across broadcast, news, and social media sources including X, Reddit, and Bluesky. However, in the same period of time, there were about 553,000 mentions of wanting to visit Thailand and related keywords and phrases with no significant spikes coinciding with airings of the show. 

Broadcast, news, and social media mentions of English-language keywords and phrases about visiting Thailand.

The one exception is on February 17 when the Thailand tourism conversation spiked the day after the show’s premiere. However, it was only the fifth-biggest spike overall with the Tourism Authority of Thailand’s activation with celebrities BamBam and Mawin driving the biggest surge in conversation in January. Meanwhile, a March 8 spike that occurred the same day episode four aired was coincidental, sparked by a news story about tourists in Thailand unrelated to the Max show.

The White Lotus’s limited impact (so far) on the digital conversation may come as a surprise for those who have been hearing news about TV tourism for years now, particularly following the runaway success of the series Yellowstone and its undeniable effect on Montana tourism as well as the film Crazy Rich Asians’ boost to organic search interest in Singapore. One key difference is that, unlike Montana, Salzburg, New Zealand, and Singapore, Thailand already ranks in the top 10 most popular tourist destinations in the world. Instead, media outlets may simply be more eager to anticipate the next screen tourism success. For example, when we analyze the overlapping Thai tourism and The White Lotus conversations, we can see that media coverage is a significant force behind the buzz, compared to social media chatter.

Mentions of English-language keywords and phrases about visiting Thailand and mentions of The White Lotus split by source type.

More than half of the nearly 14,700 mentions of tourism to Thailand and the show The White Lotus came from news and broadcast sources alone. Those mentions spiked significantly in the lead up to the show’s premiere as top outlets like the New York Times, BBC, Australia’s ABC, and many more around the world reported on the expected Thai tourism boom. Meanwhile, the social media side of the conversation was significantly driven by buzz about just one person. More than a third of the nearly 6,500 social media mentions of Thai tourism and the show also mentioned “Lisa” aka Lalisa Manobal of the K-pop group Blackpink. 

Now, if you haven’t heard of Lisa before, count yourself in the minority. She is currently one of the most famous people on Earth. Lisa having her acting debut on The White Lotus has been a huge boon for the series, with about 47% of all mentions of the show also mentioning her. So whatever boost Thailand’s tourism industry may see from The White Lotus, much credit is due to its most famous cast member. That’s exactly why the Thai government has already formally thanked Lisa for increasing American tourist interest in Koh Samui, Thailand, where the show’s third season is set.

Screen tourism is certainly making headlines, but its effectiveness in driving tourism isn’t quite the sure thing many may assume. Instead, individual entertainers’ impact on mass tourism may be proving to be a much bigger force. Tourism boards have famously linked up with celebrities before, from the Korean Tourism Organization’s 2022 campaign featuring Suga and Jimin of the K-pop group BTS to Barbados’ long-standing partnership with Rihanna. Meanwhile, the Singapore Tourism Board has found success (and controversy) with its more recent focus on event tourism. In February, the agency reported that Singapore’s tourism sector saw record levels of spend in 2024, thanks in part to having secured Taylor Swift, Ed Sheeran, and Coldplay to make the country the exclusive South East Asia stops of their high-profile, global tours.

Overall, the case of The White Lotus, Lisa, and Thailand highlights the importance of having a multi-pronged approach for marketers looking to drive tourism interest. At the same time, it raises questions about how tourism marketers can better capitalize on social media conversations driven by popular TV shows as they air, not just in anticipation of them.  

The White Lotus, Lisa, and the TV Tourism Phenomenon

AI is being leveraged on social media at a faster and faster rate. While others are busy using AI to compose symphonies or come up with tasty recipes, its real magic shines when it applies to everyday business challenges, like the never-ending demand for fresh, engaging social media content.

AI social media management tools tap into the broad capabilities of artificial intelligence and distill them into an intentional, accessible platform. These tools don’t just automate the grunt work — they inspire new ideas and elevate your strategy. 

With AI, you can create, optimize, and schedule posts with greater efficiency, making social media faster, smarter, and easier than ever. Let’s dig into the best AI social media management tools on the market and how they’re changing the game for marketers everywhere.

Why AI Social Media Management Tools are Essential

Choosing the Right Al Social Media Management Tool

Given the broad capabilities of artificial intelligence, marketers are increasingly eager to find ways to apply AI in their daily work. AI provides the common thread that weaves together automation, content creation, and analytics, allowing marketers to do more with fewer resources.

However, the size and scope of AI can be a bit overwhelming at times. Too many capabilities can send marketers down a rabbit hole of testing and experimenting, only to come up empty when creating predictable, repeatable processes.

That’s the beauty of AI social media management tools. They’re designed for a specific piece of your marketing machine — creating, optimizing, and scheduling content across all of your social media channels.

Marketers can manage all of their social processes from one place. And with the capabilities of AI, they can make better predictions about what to post, when to share, what hashtags to use, and how people really feel about their content (beyond likes and shares).

TIP: Download our guide to AI for Social Media Management to discover more tools, strategies, and prompts that will make your social program more efficient and effective!

AI in marketing is constantly evolving, with new tools emerging all the time. For now, let’s explore 10 of the best AI tools for social media management and how they can add value to any social strategy. 

Meltwater's AI-powered social intelligence platform centralizes your social media presence into a single platform, giving you a bird’s eye view of all of your channels and content. You can create and schedule posts from within the platform and get AI-powered recommendations on the best times to post for each channel. 

You can get a live feed of your content to see what’s resonating with your audience and insights into how your efforts impact your brand’s visibility and bottom line. It works across all social media channels, including TikTok, Facebook, Instagram, and even up-and-coming Chinese social media sites.

One of Meltwater’s unique advantages is its social listening integration. Effective social media isn’t just about having something to post; it’s about connecting with your audience on an emotional level. 

To do this, you need to know what your audience is talking about, how they’re talking about it, and how they feel about it. 

Social listening uses AI to analyze millions of conversations in real time and the sentiments around those conversations. You can join in authentically and make lasting connections via content.

Want to see Meltwater's AI-powered social intelligence suite in action? Click here and fill out the form below for a personalized demo!

HubSpot’s social media management tools are part of the platform’s Marketing Hub. That means you can plan, manage, and track marketing multi-channel campaigns spanning across socials and all other touchpoints within unified dashboards. 

The platform’s social media manager includes inbox management with keyword-monitoring streams, ideal posting time suggestions, cross-channel scheduling with network-specific edits, and more.

Most notably, it includes access to HubSpot Breeze, a set of specialized AI assistants designed to handle work across multiple departments. For example, the Social Media Agent helps generate social media posts, provides ideal hashtags, campaign ideas, and content format suggestions using historical performance data, and more.

Buffer has been in the social media management game for a while, emerging as a content library and social scheduling tool. Now it’s evolved into an AI social media tool that simplifies your work even more. 

It’s still a place where users can upload and store content, collaborate on posts, schedule content to go live, and analyze each post’s performance. But now it includes an AI assistant to help you generate ideas and turn them into ready-to-publish visuals.

Buffer’s AI assistant can draft copy based on your ideas, create personalized posts, generate multiple versions for A/B testing, and even repurpose content into new posts. 

The platform supports a wider range of social media channels that other tools may not, including Threads, Bluesky, Google Business Profile, and Mastodon. You can be in more places at once while staying organized and alert. 

Tailored to ads and social posts, Predis.ai learns about your website and other business details to create content on your behalf. You can specify details like your brand colors, social handles, tone of voice, font, branded hashtags, and other elements — kind of like building a media kit for Predis. 

Once you input your details, the tool will generate tons of videos or static posts that fit your request, ready for you to use as-is or tweak to your liking.

Predis guides you through the process, step by step. Even if you’ve never used AI tools before or have no eye for art, you can use Predis to craft stunning posts that look like they took hours to develop. The tool does almost all of the work and can help with posting on Instagram, TikTok, and Facebook.

Another popular name among social media monitoring tools, CoSchedule adds the AI element to its content calendar. Its AI assistant, Hire Miaa, learns to write in your brand voice to speed up the way you create headlines, captions, blog posts, and more. 

It can help with brainstorming, research, editing, and optimizing content for SEO, and even create campaigns from resource materials so you can launch your next idea faster.

Specifically for social media, CoSchedule’s AI assistant can generate hashtags and YouTube tags and write posts for all of your channels. It includes 1,600+ AI prompt templates as well as the option to create your own prompts. 

Hire Mia uses a chat-like interface so you can talk back and forth and fine-tune your results until you get it perfect.

TIP: Don't miss Meltwater's own library of prompt templates and examples for social media managers! Download our free Prompts Guide for 80+ prompt ideas that can quickly be plugged into ChatGPT or other generative AI tools.

Quuu specializes in tools to help you grow your social media following on Facebook, LinkedIn, and X. It uses AI to curate content that aligns with your brand’s audience and tone. Content curation takes the grunt work out of constantly coming up with fresh ideas and original content.

You get the benefit of always having something interesting to share and staying top of mind with your audience.

AI adds to the experience by coaching you in your content choices. It analyzes your audience and behaviors to select content they’re likely to be interested in. The platform automatically schedules posts on your behalf to maximize engagement. And it does all of the above in a way that’s tailored to your brand and what makes it unique.

Eclincher is among the top AI content marketing tools, with the option to create content, automate the publishing process, and centralize your social inboxes. The AI editor lets you draft custom posts and images in seconds, with options to shape the tone, style, length, and other specifics without a lot of hands-on involvement. 

Eclincher will organize each post on your calendar, giving you a clear visual for what you’re posting and where gaps might exist.

The platform also incorporates employee advocacy features to share content your employees create. Every employee is a potential content creator for your company, and you’ll have an endless supply of posts that can help you build your employer image.

SocialBee offers an all-in-one AI tool for social media that makes light work of managing every channel. You can integrate common content marketing tools like Canva and Unsplash and create all of your posts in one place. From there, you can schedule posts, analyze performance, and engage with your audience.

The AI assistant analyzes your posts and generates an ideal content plan in minutes. It takes into account your posting frequency, brand tone, social channels, and more, then creates tailored strategies for each channel. The tool also includes AI image prompts to help you dress up your text posts.

Whether you need to schedule Instagram posts, TikTok videos, or basic Facebook posts, Sprout Social covers your entire social media strategy. The platform embeds AI and automation in all of its features, from finding ideas to inspire your content to optimizing scheduling and publishing times. AI can also draft captions and suggest content to share with your audience, saving you hours on content creation and strategy each month.

This social media AI tool includes a central content calendar where you can plan and schedule posts across channels, view optimal send times, and establish approval processes. It also doubles as an asset library where you can store images, videos, captions, and more for repurposing.

Tip: Take a look at other Sprout Social alternatives.

Flick is an AI-powered social media marketing platform that uses a social assistant, Iris, to streamline the social media process. You can link Iris to your website, where it can learn more about what you do, who you serve, and what makes you unique. 

From there, it will develop a social media strategy complete with posts and scheduled dates and times.

Users can automate much of the process with Flick, which allows teams to focus on strategy and other priorities. The platform includes built-in generative AI that can draft captions, hashtags, and images. You’ll always have the final say, but Flick gets you most of the way there.

Using AI social media management tools is becoming more common and accepted. These tools empower human creativity without replacing it, ensuring you have a better and faster way to stay connected with your audience.

Meltwater continues to push the boundaries of creativity and innovation with AI-powered social media tools that help you work smarter. Centralize all of your social media accounts and engage with your audience from one interface. Use social listening to learn what topics others are talking about and understand the meanings behind them. 

Most importantly, turn information into answers with data that is spelled out for you and get AI-powered recommendations on what to do next.

Learn more about Meltwater for AI social media management when you request a demo by filling out the form below.

Top 10 AI Social Media Management Tools 2026

For the secondhand luxury fashion sector, business is booming with the market projected to surpass $95 billion in value over the next decade. To stay ahead of shifting consumer preferences, marketers need to get strategic about how they analyze this growing audience. Our new consumer insights report dives into what consumer conversations reveal about the luxury resale sector, complete with data-driven insights and takeaways aimed at helping marketers shape winning strategies. 

Download Consumer Insights: Luxury Fashion Resale for our full analysis of this exciting industry. In the meantime, here are three critical insights from the report that marketers, brands, and retailers alike need to know.

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