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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

Key opinion leaders, or KOLs, are individuals with significant voices in their respective industries. Learn more about KOLs and their role in influencer marketing.

How to Use Key Opinion Leaders in Your Strategy

Ever wonder what makes an influencer influential? It’s not just about the niche or the size of their audience. Rather, consider how they earned those followers and why they chose that niche in the first place. The answers are what set apart influencers from Key Opinion Leaders.

Key Opinion Leaders, or KOLs, are a type of influencer that can influence an audience’s opinions and purchasing decisions. They’re experts in their fields and have extensive research, experience, and knowledge that make them a trusted resource for others.

Let’s define the differences and how to leverage KOLs in your influencer marketing strategy.

The KOL acronym stands for Key Opinion Leader. The plural form is KOLs. These are experts who are trusted by other experts and professionals within the same field.

Definition: What Is a Key Opinion Leader?

Key Opinion Leaders (KOLs) are influential professionals in their respective fields who have the ability to sway public opinion about matters, products, or services. They may be celebrities, authors, speakers, or influencers. You might also hear them called thought leaders or digital opinion leaders.

In marketing, brands seek KOLs as a way to get their products in front of relevant audiences and build credibility. KOLs typically have large social media followings, particularly on Twitter, Instagram, TikTok, and YouTube. Their extensive knowledge about a subject or industry helps to guide others through complex problems or decisions.

On the surface, key opinion leaders sound a lot like influencers. That’s because they are, but a few nuances separate them.

A KOL is a recognized expert or authority within a specific industry or field. They have established credibility through their experience and knowledge. These are the people you’re likely to see giving commentary on documentaries or being called into court as expert witnesses. You might see them speaking at conferences, promoting books, or showcasing their expertise on podcasts.

If that’s a KOL, then what is an influencer? By contrast, an influencer is someone with a large social media following who can influence their audience's opinions or behavior. They might not be “experts” in a specific niche. People might follow them based on the content they create rather than their professional background. 

In marketing, KOLs focus more on providing their audiences with insights, advice, and education. They lean on their expertise in a particular area. They may have fewer followers than influencers but they are highly respected in their fields. People (including other industry professionals) seek out their content and knowledge.

That’s a big difference compared to traditional influencers. Influencers have a sponsor-first mindset. They actively promote products they love. They gain followers by making good recommendations and creating attractive content that keeps them coming back. In this sense, they become go-to “experts,” but they don’t necessarily have a foundation of professionalism.

To put it another way, all KOLs are influencers, but not all influencers are KOLs.

We can identify key opinion leaders in every industry. Influencers can be:

Anyone who is well respected in their field and commands a large audience

Satya Nadella, the CEO of Microsoft, is a good example. Under his leadership, Microsoft has transformed into a cloud-first and mobile-first company, focusing on areas such as artificial intelligence, cloud computing, and productivity tools. Nadella is known for his strategic vision, empathy-driven leadership style, and his role in driving Microsoft's growth and innovation in recent years. He is considered a key figure in the tech industry and a thought leader in the field of digital transformation.

Oprah Winfrey is another famous example. She became a household name with her global talk show for 25 seasons. She created an influential empire that encompassed a magazine, a book club, and the beloved Oprah’s Favorite Things list she publishes each year. Other thought leaders like Dr. Oz and Dr. Phil got an early boost in their careers thanks to Oprah, a feat dubbed the Oprah Effect.

Dr. Anthony Fauci, Director of the National Institute of Allergy and Infectious Diseases (NIAID), is an example of a healthcare KOL. Politics aside, he became a leading voice in the fight against COVID-19 in the United States and provided guidance on preventing the spread of the virus.

Dr. Sanjay Gupta, a neurosurgeon and medical journalist, has become one of the most recognizable figures in health reporting. As the chief medical correspondent for CNN, Gupta's opinions on health issues have been cited by media outlets. His books have also become bestsellers. 

KOLs might be a household name, like the above examples. Or they might only be well-known in their own industry.

In recent years, KOLs have become increasingly important in influencer marketing. Traditional advertising methods are losing effectiveness due to oversaturation and consumer skepticism.

An endorsement from a key opinion leader can lead to increased visibility, credibility, and sales for brands. Companies can collaborate with KOLs to create sponsored content that promotes their products in a way that feels authentic to their target audience.

Let’s explore a few benefits of working with KOLs.

When someone with many social media followers and high credibility recommends your product, it immediately puts your brand on the map and increases brand awareness and brand recognition. Their audience pays attention to the brands and companies KOLs do business with, and you look good by association.

Leaning on the years of knowledge and expertise of a KOL allows brands to infuse some of that trust into their own products or services. A high level of trust can help brands grow their following. Promotions may also be seen as more authentic than traditional ads or sponsored posts.

KOLs can help you tap into a niche audience or market that may be difficult to reach through traditional advertising. For instance, the competitive pharmaceutical industry relies heavily on KOLs to promote new drugs and treatments. Healthcare providers also take into account the opinions of KOLs prior to recommending treatment plans to patients.

Recommendations from KOLs may improve decision-making for B2B or B2C audiences. Established credibility can shorten the discovery and research process. At the very least, it gives buyers a good starting point for learning more about potential solutions.

Identifying key opinion leaders may also prove beneficial in recruiting. Companies may be more keen to hire candidates who have influence over their peers while bringing awareness and credibility to the organization. This effect spills over into marketing, as a brand’s entire image may get a boost from having KOLs on board.

Knowing what KOL stands for is just the start — you also need to know how to leverage the right KOL in your marketing strategy. 

Follow these steps to turn our KOL meaning into social media success:

Some KOLs are easy to find; they’re the household names most people know and trust (like Oprah or Elon Musk). Others are more niche and industry-specific, but these can also be easy to find.

Using influencer marketing platforms like Meltwater Influencer Marketing, you can input specific criteria to find influencers and the right KOL for your brand. Meltwater's database of millions of influencers and opinion leaders worldwide helps you find influencers who are leading conversations on certain topics. 

With Meltwater, you can narrow your search by:

Influencer type (nano-influencer, micro-influencer, macro-influencer, or mega-influencer)

You can also use Meltwater to gain more in-depth insights about who each KOL is, including audience sentiments and values. These factors can be even more important than audience size, as they allow you to connect in high-impact ways.

After choosing your opinion leaders, connect with them to collaborate on a marketing campaign. Thoroughly introduce your company and the goals on which you intend to connect. KOLs need to understand your company’s values, why you think they’re the right key opinion leader for your brand, and how you want them to influence their audience on your behalf.

Tip: Learn how to use Klear Connect to collaborate with influencers and KOLs.

Working with multiple opinion leaders, you’ll need an easy way to track each relationship, keep tabs on content, and monitor KPIs to see how they’re influencing your brand. Meltwater's management features centralize these and other efforts.

Meltwater Influencer Marketing allows you to see:

The influencers you have relationships with

How audiences are responding to that content

How the KOL is contributing to your brand

Tip: Learn more about influencer management.

Whether you’re a pharma company launching clinical trials or a software company entering a crowded market, connecting with the right key opinion leader can make a difference in your journey.

Find, vet, connect with, and manage relationships with experts who have real influence over your prospective customers, all from a single platform.

What Are Key Opinion Leaders?

If the last two years have taught us anything it’s that we live in an ever-changing, hyper-connected world. The prominence of social media in our lives puts topics and conflicts that at a time might have felt far away, right in front of our eyes.

How Are Influencers Responding to Ukraine?

There is almost an unspoken expectation to speak out about important issues, and a sentiment that to say nothing is really saying something. We saw this in 2020 during the Black Lives Matter movement, with many calling on brands to make a statement of solidarity and outline actions for change.

As more consumers factor in brand values as part of the decision-making process, brands must identify their values and execute campaigns that eloquently and authentically promote them. 

With issues such as mask mandates and systemic racism, there is a balance of both social and political discourse. For some, these are very obvious topics to make a statement about. The recent Russian invasion of Ukraine, while receiving much-needed news coverage, can feel a bit more complicated due to its geopolitical nature.

While protests have already taken place across the globe, and many have taken to social media to express their outrage at the conflict, brands are now having to think about a statement they will make about a major world crisis.

When wondering what your customers would expect, perhaps think more about what issues you already promote. Think about it in terms of intersectionality. We live in a connected world, thus, fighting oppression against one group can transcend to other marginalized groups. For example, if your brand has a strong pro-LGBTQ+ agenda, many organizations and influencers have begun talking about how this conflict will impact LGBTQ+ Ukrainians.

Sharing resources or organizations is a great way to help, while still maintaining an authentic brand voice.

Handling the Crisis by Monitoring Competitors

Another strategic way to determine how your brand should handle the current crisis is by monitoring the responses of your competitors (competitor monitoring). Brands are still figuring if and how they will make a statement. Learning from your peers is a great example when you’re still a bit unsure. Check to see which social media platforms they use to make a statement, and what type of actions they take.

These statements are often letters from CEOs of major corporations to express in words that the company stands in solidarity with the people of Ukraine.

Money pledges to various organizations that go to support the people of Ukraine and/or the growing refugee crisis.

Organizations that have ties to Russia state what immediate changes they will make.

Organizations with offices in Ukraine are often commenting on the welfare of employees and the status of offices.

Here are how some leading brands have responded to the war in Ukraine.

Amazon pledged a $5 million donation to organizations supporting the people of Ukraine including; UNICEF, UNHCR, World Food Program, Red Cross, Polska Akcja Humanitarna, and Save the Children. They are also matching an additional $5 million in donations from employees and added a donate button on their website for clients who would like to make a donation action upon purchase.

2. Ford: Operational Changes and Donation

Jim Farley, the CEO of Ford released a statement that the company has immediately suspended all operations with Russia, and will donate $100,00 to the Global Giving Ukraine Relief Fund.

Anyone familiar with Balenciaga knows that the brand’s social media presence is minimal, and will only focus on a singular campaign. Well, now the focus is Ukraine. All content has been erased from the page except for a Ukrainian flag and a link-in-bio to The World Food Programme. Balenciaga has also pledged a donation to the WFP and says it will use its platform to share information on the ongoing conflict.

We all knew French bulldogs were cute, but who knew they were activists?! They shared a link in the bio of places to donate.

The famous yoga teacher help a donation-based yoga class, aimed at sending positive energy to the people of Ukraine and raising money for the Ukrainian Crisis Relief Fund.

3. @alissatimoshkina: Fundraising and Grassroots Action

Alissa is a London-based, Russian food content creator. The recent events in Ukraine have affected her on a personal level, but she has only channeled her feelings for good by launching the #CookForUkraine campaign. A charity-based initiative that will fundraise for Ukraine.

Meltwater Influencer Marketing helps you do a deep dive on influencer values, as well as monitor your competitors. Both are great resources when identifying the best approach for strategic collaboration during such a sensitive time. If you’d like to learn how these resources can support your brand schedule a call with one of our influencer marketing experts.

How Brands and Influencers are Responding to Ukraine

Ever wonder why some people swear by certain brands? It’s not always because a brand has the best products — instead, it’s about how customers think and feel about that brand. That’s the power of brand perception.

It’s basic brand psychology: All else being equal, people buy based on how they perceive a brand. Sometimes, it’s based on personal experiences. And sometimes, it’s because they have an instant attraction or connection to a brand, even without having a personal experience. 

Buying behaviors aren’t always based on cold, hard facts. It doesn’t always matter how good your product quality or customer service is. If customers don’t perceive your brand in the way you want them to, you’ll struggle to gain their trust and loyalty.

Let’s dive deeper into brand perception and how you can go about understanding, measuring, and influencing how others perceive your brand.

3 Examples of Brands with Great Brand Perception

How to Automate Brand Perception Measurement

Brand Perception Definition: Brand perception refers to how consumers perceive a brand based on their experiences, beliefs, and emotions. It’s a brand’s general reputation in the eyes of its customers and the general public.

Measuring brand perception is not the same as measuring brand awareness. Awareness focuses on how many people know your brand exists, while perception focuses on how those people view and feel about your brand.

Various touchpoints can influence brand perception, including customer service, product quality, social media, online reviews, and marketing. In other words — things you can control in some capacity.

Brand perceptions can influence your customers’ buying decisions. A positive brand perception can lead to sales, long-term brand loyalty, and brand advocacy. On the flip side, negative perceptions can erode sales and market share.

Take Apple, for example. Despite adding new features to its iPhone that Android users have had for years, customers perceive Apple as being innovative and cutting-edge. 

The iPhone boasts a user interface that’s intuitive, clean, and functional and offers an experience customers can’t get anywhere else. Its sleek, luxury-focused branding helps its customers perceive it as a leader in technology.

Also, Apple has a Net Promoter Score of 72 — nearly 20 points higher than the industry average. That’s powerful proof that customers have a positive perception of the brand.

Adding an extra layer of complexity, consumer perceptions are constantly evolving with shifts in trends, new technologies, and online conversations and content. Brands can go viral at the click of a Tweet, which can help or harm brand perceptions. 

While it’s important to understand the role of brand perception, it’s equally important to know how to monitor, measure, and influence others’ perceptions. Brands must adapt to constant changes by staying relevant, transparent, and empathetic toward their audience and being prepared to respond when perceptions go south.

Brand perception measurement doesn’t have to be complicated or time-consuming. Your best approach is to build it into the tools and processes you’re already using to monitor trends, consumer insights, customer satisfaction, and brand recognition.

Let’s explore how to measure brand perception in five different ways:

If you’ve ever wondered what people are saying about your brand behind closed doors, social listening lets you be the fly on the wall.

Every social media post, comment, review, and conversation holds valuable insights about what people are thinking, feeling, and needing. Social media is the place where people come to share, let their guard down, and say what’s on their minds, including their feelings about the brands they do business with.

Social listening tools like Meltwater's social listening platform collect these public insights and deliver them to you in a neat and tidy package. You can glean key brand perceptions you’d otherwise miss on your own channels.

Tip: Learn more about social listening in our Ultimate Social Listening Guide!

If you want to know what your customers are thinking and feeling about your brand, just ask them.

From one-on-one conversations to direct messaging on review sites and social media, two-way feedback can be powerful for measuring brand perceptions. This gives you the opportunity to ask specific questions, dig deeper, and reinforce positive brand perceptions while flipping the script on negative feelings.

Brand perception surveys can help you collect insights at scale. You can ask questions like:

How would you rate your experience with our brand?

How does customer service/product quality/price/some other characteristic influence your perception of a brand?

How much does a brand’s reputation influence your purchases?

How have your perceptions of our brand changed in the last 12 months?

Take advantage of free survey tools like SurveyMonkey or Google Forms to survey your customers and compile the results.

Similar to social media monitoring tools, consumer insights tools expand beyond social media boundaries to include other sources. These tools offer an always-on approach to market research by scouring the web for conversations on topics that matter to you — in this case, your brand.

Meltwater’s Consumer Intelligence solution uses a combination of AI, data science, and human expertise to source, organize, and explain unstructured data. When you don’t know the right questions to ask or where knowledge gaps exist, our Consumer Intelligence tool fills in the blanks by detecting trends and patterns in data you haven’t yet explored.

Want to learn more about how Meltwater can help you with brand perception measurement? Just fill out the form below and we'll be in touch!

As you’re compiling insights from various sources, you want to make sure you have a way to align these insights with brand perception. This is where having the right brand perception metrics matters.

Here are a few metrics to keep an eye on:

Net Promoter Score (NPS): NPS measures the number of customers who say they would recommend you to others. Measured on a scale of 1-10, scores ranging from 9-10 are advocates; scores of 7-8 are neutral; and scores of 1-6 are detractors.

Customer Satisfaction Score (CSAT): CSAT indicates whether customers are satisfied after a specific experience. Measured on a scale of 1-10, this one-question survey can help brands reveal opportunities for improvement.

Website Analytics: Website traffic data reveals whether your brand is strong among customers or possibly falling out of favor. Specific metrics include total website traffic, referral sources, bounce rate, page views, and dwell time.

Sentiment Analysis: Social listening and consumer insights tools can analyze how people are talking about your brand and compare sentiments about your brand to competitors.

Share of voice: Share of voice analyzes the percentage of conversation around a brand in comparison to its competitors. This metric helps businesses gauge how they are resonating with their audience. 

Social Media Engagement: The number of likes, shares, and comments on social media can illustrate how others perceive your content.

Combining multiple metrics in your brand perception measurements can add greater context to those metrics and give you a fuller picture of your brand performance.

If your brand perceptions don’t stack up to your expectations, there are ways you can change the narrative. There’s always room for improvement, so try the following techniques to grow your brand perceptions.

Building a consistent identity helps people associate various visual elements, marketing, and values with your brand. This includes your logo, color scheme, messaging, and other visuals. Your customers can get to know the real you and align their perceptions with your own.

People need to know what your brand stands for and what makes it unique compared to others. Work on bringing clarity to your brand proposition, which will allow you to maintain a consistent image across all channels.

Don’t just talk about what makes you a great brand. Use the power of storytelling to put your brand into perspective. Share compelling stories about your brand, its history, and the people behind it. Humanizing your brand can create emotional connections with customers.

Actively seek and respond to customer feedback. Address concerns and show that you value the opinions of your customers. Using survey tools or popular methods like NPS and CSAT will provide ample opportunities to connect with customers on their level.

Your customers want to be seen and heard. Anytime they leave you an online review, drop a comment on social media, or reach out to you, make sure you respond to them promptly. Being responsive helps to humanize your brand and build connections with your audience.

Need some inspiration to improve your brand position? Check out these three brand perception examples of companies that get it right.

The chocolate candy bar market leaves customers spoiled for choice. So why would a hungry chocolate lover choose Snickers over Hershey’s? Besides taste, you can thank its clever marketing. 

SNICKERS: Who Are You When You’re Hungry? Winner

The “You’re not you when you’re hungry” campaign gives the brand staying power by showing how to combat “hangry” feelings after eating a Snickers. These commercials have helped Snickers stand out by connecting with consumers emotionally and humorously.

Zoom became a household name during the pandemic, allowing people to stay connected while working remotely. But its explosive growth was short-lived after 2020 as more people complained of Zoom fatigue and the extra mental effort that video conferencing required.

Since then, Zoom has implemented features that make using its platform easier and more enjoyable. These include Zoom phone, which offers users another option besides video conferencing, and Speaker View, which minimizes visual stimulation. The brand also launched the “How the World Connects” campaign to show how other companies are using the platform to reinforce its value.

A classic example of the power of brand perceptions, DTC company Avon didn’t start as a cosmetics company. Instead, its founder was a traveling book salesman who offered free perfume samples with each book purchase.

Learning that his female customers were more interested in the perfume than the books, he pivoted to start selling personal care products and recruited women to build stronger connections with his target audience.

Brand perceptions can change over time — all it takes is one campaign, one online review, or one viral Tweet to make a difference. To make sure your efforts are working in your favor, consider putting brand perception measurement on autopilot. 

Tools like Meltwater’s Consumer Intelligence solution make it possible. Our consumer insights platform lets you monitor your brand across online and offline channels, putting social listening, sentiment analysis, and market research in your hands. Meltwater works 24/7 in the background and can send you alerts and key insights, helping you turn brand perception measurement from a one-off task to a valuable and intentional part of your branding strategy.

Learn more when you request a demo by filling out the form below:

What Is Brand Perception And How To Measure It?

March 8th is International Women’s Day. A day for acknowledging and celebrating women’s social, economic, cultural and political achievements. An important aspect of women’s day is calling out inequality, and to bring about visibility and make strides for a gender-equal world.

Women may not run the world, yet, but they are close to running the influencer marketing world. That’s right, female influencers make up 84% of the entire industry. However, despite this large representation, a large pay gap exists between male and female influencers.

What is the Influencer Marketing Pay Gap?

In 2019 we examined influencer rates with our Influencer Marketing Rate Report. The report identified a jarring pay gap between male and female influencers. At the time female influencers made up 77% of the industry and earned $108. As of March 2020, female influencers contribute to 84% of the industry and earn $128 less than their male counterparts.

The Meltwater Blog

What Are Key Opinion Leaders?

How Brands and Influencers are Responding to Ukraine

What Is Brand Perception And How To Measure It?

The Pay Gap in Influencer Marketing

How to Create a Marketing Campaign Brief Template

PriceBox: How To Negotiate As A Creator

What Is Brand Recognition? Definition, Examples, Measurement

10 Tips to Grow Subscribers on YouTube (The Organic Way)

How To Do Influencer Marketing On Facebook

15 Top Sustainable Fashion Influencers

The Top 30 Instagram Influencers in Malaysia

Influencer Inspiration: How Dylan Mckeever Got Lemons and Made Damn Good Lemonade