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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Influencer marketing has taken over the world of social media. According to a survey, 80% of marketers believe influencer marketing is effective, and 71% believe the quality of customers and traffic from influencer marketing is superior to other marketing channels.

Furthermore, 93% of marketing professionals used influencer marketing as part of their overall marketing strategy. Influencer-related services are expected to grow by 26% in 2021 alone, as more than two-thirds of marketers consider influencer marketing to be a strategic priority.

It's no surprise that nearly every business now has an entire section within their advertising approach for influencers. Influencers can be a very effective way to convey your brand's key messages, showcase your products and services, and gain brand awareness to a larger audience that you might not otherwise be able to reach.

From travel influencers inspiring us to travel, lifestyle and interior influencers inspiring us to revamp our homes, to fashion influencers and beauty influencers inspiring us to get creative, read on to see a list of our top UK-based influencers.

How We Rated and Discovered the Top Influencers in the UK

We've used our Meltwater influencer marketing platform to find the top British influencers based on their Instagram follower count, influencer score, and engagement.

Get a free tour of our platform today by filling out the form at the bottom of this post and we'll be in touch.

Instagram is undoubtedly the most popular social media platform for influencer marketing. Many of our top 18 also gained their start on YouTube, and it is still their primary internet presence. While some, such as One Direction and Dua Lipa, are unquestionably celebrities, the majority of the individuals on this list are macro or micro-influencers, well-known within a certain niche.

Now, without further ado, let's dig right into the list of the top 18 influencers in the UK:

Jude Bellingham is an 18-year-old professional football player for Borussia Dortmund and the England national team. With world-class technique, physical prowess beyond his years, and leadership on the pitch, Bellingham is considered one of football's top young talents. His influence at 18 saw him break the record for the youngest-ever player to appear at the Euro championships.

 adidas Originals on Instagram: "Determined. Real. Original.  

@judebellingham x @adidasOriginals x @adidasLondon  

#1000Originals #adidasOriginals"

Are you looking for similar influencers? Take a look at the top sports & fitness influencers and at top South African sports influencers to inspire you.

Mohamed Salah is an Egyptian forward for Liverpool FC and its current top goalscorer. Since joining Liverpool in 2017, Salah's speed, goalscoring, and creative abilities have made him a fan favorite while leading the club to Champions League and Premier League glory. Voted African Footballer of the Year twice, Salah is renowned for his attacking influence, goal celebrations, and charitable efforts in his home country.

 Mohamed Salah on Instagram: "#200"

One Direction is one of the most influential boy bands globally. Formed on The X Factor in 2010, Harry Styles, Liam Payne, Louis Tomlinson, and Niall Horan (later Zayn Malik) appealed to a devoted teenage fanbase with their pop songs and heartthrob image that saturated social media. During their 5 year run, they set records including becoming the first band to debut at #1 on the Billboard 200 with their first four albums.

Adele is arguably the UK's most influential contemporary music artist with record-breaking album sales, numerous awards, and over 100 million records sold. Lauded for her powerful vocals and vulnerable songwriting focusing on heartbreak and self-reflection, Adele's relatable persona and resonance with wide audiences solidified her place among the all-time great British music artists.

 Adele on Instagram: "Tomorrow - 7:25pm GMT, on ITV 🇬🇧"

The Duke and Duchess of Sussex have hugely influenced public discourse through their historic union, royal family exit, and outspoken activism on mental health, women's empowerment, and social issues. While controversial at times, their global name recognition gives them an influential platform to drive change. As their careers progress post-royal exit, their influence is likely to grow.

Cara Delevingne is an English actress and model who has become a prominent figure in the entertainment and fashion industries. Delevingne's successful modeling career, walking in major shows and campaigns, as well as her high-profile acting roles in acclaimed movies like "Paper Towns" and "Suicide Squad," have made her a cultural force and paparazzi favorite thanks in part to her unique style and trendsetting image.

 Cara Delevingne on Instagram: "practice makes a perfect blooper"

Bukayo Saka is a 21-year-old English professional football player for Arsenal FC and a starter for the England national team. Saka has burst onto the scene with his skilled and fearless play, versatility across positions on the pitch, and crucial goals/impact for both club and country. His Premier League and European match-winning performances at just 20 years old established him as one of world football's most exciting rising young stars.

 Bukayo Saka on Instagram: "I’m partnering with @Fiverr to give young entrepreneurs a chance to build businesses that positively impact their community. Check the link in my bio to see how we’re going to #leveltheplayingfield #ad"

Virgil Van Dijk is the Dutch captain of Liverpool FC, viewed as one of the best defenders in the world. Since joining Liverpool in 2017, Van Dijk's leadership, physical dominance, astute defending, and scoring have driven Liverpool to Champions League and Premier League titles while seeing him named UEFA's Best Player and Premier League Player of the Season. He is widely regarded as a commanding on-pitch force for both club and country.

 Virgil van Dijk on Instagram: "Wishing you all happiness, health, peace, love, positivity and success for 2024! ❤️"

Molly-Mae Hague is a hugely successful British media influencer and businesswoman who achieved fame as a contestant on the popular reality show Love Island. Capitalizing on that fame, Hague has become an elite-tier fashion and cosmetics social media influencer with millions of followers, lucrative sponsorship deals, and her brand, Filter by Molly-Mae. Her visibility and business acumen make her one of the most influential young UK media figures.

 Molly-Mae Hague on Instagram: "Go to holiday dinner fit 🌊"

Tip: Take a look at the top beauty influencers and the top fashion influencers to inspire you.

Dua Lipa is a British pop singer who has become one of the world's reigning hitmakers and won three Grammys thanks to her chart-topping singles and arena pop anthems. Known for her powerful voice, island-infused music, and support of women's empowerment, her album Future Nostalgia and its disco-inspired dance tunes solidified her as a trailblazing British pop artist. With 73 million monthly Spotify listeners, Lipa shapes pop trends.

 DUA LIPA on Instagram: "training seasons over... for my knees 🏁 ~pre save now~"

Niko Omilana is a wildly popular YouTube personality and comedian known for his public prank videos and stunts. By pulling hilarious and bizarre public pranks that frequently go viral online, like running for mayor or attempting to invade FIFA's headquarters, Omilana has built a young social media fanbase in the millions that find his brazen brand of disruptive comedy highly entertaining.

 Niko Omilana on Instagram: "Filly Violates Me 🤣"

The Top 18 Influencers in the UK

Need influencers? Look no further than your own customers! Discover how to spice up your loyalty programs by turning customers into influencers.

How to Create an Influencer Loyalty Program (Step By Step)

What Are the Benefits of an Influencer Loyalty Program?

Create Your Influencer Loyalty Program the Easy Way with Meltwater

Tip: Download our free Brand Ambassador Guide and turn your influential clients into brand ambassadors. Also, learn how to build an employee brand ambassador program.

Loyalty programs support brands both online and offline, but at a time when eCommerce is bursting at the seams, it’s essential that your loyalty practices support digital sales. Enter the Influencer Loyalty Program.

A modern spin on the classic loyalty program, influencer loyalty programs find the perfect intersection between your customers and influencer marketing. They follow the belief that every customer has the potential to “influence” others and drive more sales your way. The best way to keep track of who is referring others to you is to systematize it.

For eCommerce brands, a successful influencer marketing strategy requires a holistic approach. It is not just about finding influencers to promote your brand, but also leveraging your existing network of customers and fans to identify brand ambassadors.

Who better to publicly endorse and advocate your brand than those who already love your product? Have you ever thought about collaborating with influential clients?

Best of all, influencer partnerships can seamlessly integrate into your overall marketing strategy. Effectively create an authentic brand voice and drive meaningful connections.

Reading tip: How to Use Ecommerce Influencer Marketing to Grow Your Business

Influencer Loyalty Programs vs. Customer Loyalty Programs

What is the difference between influencer loyalty programs and customer loyalty programs?

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Criteria</th>
<th>Influencer Loyalty Program</th>
<th>Customer Loyalty Program</th>
</tr>
</thead>
<tbody>
<tr>
<td>Who gets rewarded?</td>
<td>Rewards content creators who promote your brand</td>
<td>Rewards everyone who makes a purchase</td>
</tr>
<tr>
<td>Goal</td>
<td>Expands customer base</td>
<td>Maintains customer base</td>
</tr>
<tr>
<td>Effect</td>
<td>Encourages social media shares</td>
<td>Encourages repeat purchases</td>
</tr>
<tr>
<td>Leverage</td>
<td>Leverages <a href="https://www.meltwater.com/en/blog/word-of-mouth-marketing">word-of-mouth marketing</a></td>
<td>Leverages personal one-to-one connections</td>
</tr>
<tr>
<td>Result</td>
<td>Builds credibility</td>
<td>Builds customer satisfaction</td>
</tr>
</tbody>
</table>

Identifying brand ambassadors within your network is something every eCommerce brand should be practicing. Like any loyalty program, your influencer program can also be incentivized for purchases and have an easily identifiable tiering system for qualifying various participants. The process is relatively straightforward and can be integrated into your customer journey. 

Use our upcoming step-by-step guide and discover how to run a sophisticated customer loyalty program that will not only boost brand awareness but will be an optimal component of your sales strategy.

Influencer loyalty programs exist in a separate ecosystem from your customer loyalty program. Here’s how to approach the process of turning customers into brand advocates.

Step 1: Turn Your Customers Into Influencers

The base of any good loyalty campaign is an incentive to drive action.

Traditional loyalty programs are typically structured based on customer purchases. “Spend $20, get $20.” The higher the purchase, the higher the reward. An influencer loyalty program is kind of like this, but different. Rather than qualifying customer loyalty by spending, loyalty is measured by social media power.

So, how does it work? Simply invite customers to post about your brand on social media. It could be by using a hashtag strategy or posting review videos. Find a content medium that is accessible and supports your brand. 

Identifying influential customers is the first stage of running a successful influencer loyalty program. This means having a stage in your customer journey, be it at the purchase page or an integrated pop-up, that collects customers' social media credentials. This field should explain to customers why you are asking for their details, and collect a relevant social media handle. For example, if your main channel is Instagram, then it would make sense to ask for your customer’s Instagram @handle.

This lets you identify your customers on social media. It will teach you what type of content they are likely to engage with, what they think about your product, and — best of all — will allow you to discover influencers among your client base. You might never know, but some of your most loyal customers could be serious social media giants.

It’s important to find a point in the customer journey that enables the collection of social credentials. This will make it easier for you to identify and vet the most influential customers in your network. Rather than asking for an email address, you’re requesting an Instagram handle.

There are many places to collect a client’s social details:

From a brand ambassador page on your site

Once you begin collecting your customers' social media details, it is important to have a data-driven vetting process to identify those with strong social influence. This typically requires using an influencer technology to review a customer's True Reach, engagement metrics, and audience demographics. All of which will paint a detailed picture of your customers' social media strengths, and help you identify the most relevant customers to collaborate with.

Tip: We recommend trying a few options and assessing where your clients are more inclined to share their details.

Generating traction on social media is just the first step. Once you’re getting the juice flowing, you’ll need to have a carefully crafted understanding of what you’re looking for. And once you do find those customer influencer types, you’ll need to reward their participation.

There are many ways to compensate your customers for participating in an influencer loyalty program.

Methods for Influencer Loyalty Compensation

Pay-per-post. Offer your brand ambassadors monetary compensation for posts. Perhaps not all posts receive compensation, just posts that generate a certain engagement and exposure benchmark. Learn more about influencer rates.

Giveaways. Offer free product giveaways to participants as a thank you. If the influencer posts about a product they love, show your customers that you love them by offering a free product.

Discounts: Offer your customer ambassador a discount on products in exchange for participating in your campaign. Determine the discount amount that best fits your partnership.

Pre-release samples. Show your customers how much you value their opinions by sending samples of pre-released products. Ask for their feedback and include them in the development of your brand. Learn more about influencer gifting.

Exposure. Share your brand ambassadors’ posts on your social pages to help them grow social exposure. Even if your customers have a smaller network, giving them a chance to shine shows that you value them as customers.

Affiliate program. Provide high-performing influencers with affiliate links that can be easily monitored. If links lead to conversion, offer your influencers a percentage of your revenue and an incentive for further sales.

Tiering system. Create an internal tiering system that lets you determine how you compensate your brand ambassadors based on clearly defined benchmarks.

While a tiering system may seem overwhelming to establish, it will help you and your team set clear goals for your influencer loyalty program and easily monitor influencer KPIs.

Refer to the helpful chart below for tiering and qualifying your loyalty program. By setting rewards based on specific requirements, you can easily filter through your network to find the Gold Tier of influencers.

Once you and your identified influencers have begun generating further content, it is important to set KPIs for analysis. If the goal of your loyalty program is to drive conversions, then having a way to track conversions is essential (e.g., personalized links or coupon codes).

Having a tool that can track conversions lets you understand which collaborations are the most beneficial for your brand. By tracking conversions, you can better understand the type of network that is most responsive to your product and have a more comprehensive understanding of future collaborations.

Fun Fact: The Meltwater Influencer Marketing platform creates and monitors coupon codes. Schedule a Demo to learn more!

If you’re not convinced already that influencer loyalty programs are a great asset for your brand, here are a few other benefits to consider.

Create meaningful relationships with your customers. Loyalty programs are ongoing campaigns that your audience is meant to participate in, and in turn, will get rewarded for. This shows that you value them and that they are an essential part of your success. 

Learn more about your network. Running a loyalty program will teach you a lot about your network. When working with new influencers you might be connected with new audiences that you didn’t realize love your brand. This can help create more niche and meaningful marketing initiatives, and drive customer relationships.

Repurpose beautiful content. If influencers know one thing better than us common folk, it’s how to create beautiful and engaging content. Leave this to the experts. Let your customers create beautiful content that can be repurposed. It’s a win-win for everyone!

The Meltwater influencer marketing platform powers your influencer loyalty program with data and simplicity. From providing the infrastructure for influencer recruitment to tracking metrics like engagements and reach, Meltwater puts you in the driver’s seat to identify and collaborate with your most loyal and influential fans.

If you’re ready to take your eCommerce influencer strategy with a sophisticated loyalty program, schedule a call with one of our influencer experts and learn how to use Meltwater Influencer Marketing to run an influencer loyalty program:

How To Run An Influencer Loyalty Program

Are you caught up on your microtrends? These days, it feels like they come and go faster than ever, especially in the world of style and fashion. Luckily, technology like natural language processing and large language models make understanding trend origins and trajectories a less daunting, and more precise, task.

For example, look no further than two of the most highly discussed fashion microtrends of the moment: grandpacore and the mob wife aesthetic. While one was poised to be the first big trend of 2024, it was soon eclipsed by the other. We used our social listening and media intelligence suite to better understand these two social media fashion phenomena and how they compare. First, let’s clarify our terms.  

This word cloud based on grandpacore mentions from throughout the month of January highlights some of the most popular elements of this style trend.

Grandpacore must-haves include comfy casual pieces, long-sleeved button-ups, sweater vests and sweaters, blazers, loafers, scarves, classic lines, and layering.

The two most retweeted tweets in the conversation, featuring K-pop stars Jennie Kim and G-Dragon, illustrate the trend further. Notably, both tweets reference Pinterest’s 2024 trend forecast report.

Initially, this cozy trend started gaining steam in fall 2023, with a spike on November 20, when the Associated Press published a Black Friday gift guide that mentioned “grandpa chic.” Since then, the conversation has continued to grow, with its largest spike occurring on January 26. That day BestReviews.com published a blog titled "‘Coastal Grandma’ is out and ‘Eclectic Grandpa’ is in,” which had a potential reach of 7.4 million people.

As with grandpacore, the January word cloud for conversations about the mob wife aesthetic reveals this fashion microtrend’s key elements.

Essential elements of the mob wife aesthetic include gold hoops, vintage and faux fur, leopard print, and big hair. 

And while people generally have a range of cultural references for grandpacore (from Tyler, the Creator to, well, their grandpas) those for the mob wife aesthetic are much more focused, as shown by our platform’s top entities analysis. 

The biggest name in the conversation shouldn’t come as any surprise: Carmela Soprano, played by Edie Falco on HBO’s The Sopranos, is the star of this microtrend. Elvira Hancock from Scarface and Carmela’s fellow Sopranos heroine Adriana La Cerva are other inspirations. Meanwhile, Kendall Jenner and Dua Lipa are the modern celebrities driving conversations about the trend.

The trend was essentially non-existent before blowing up in early January. Mentions of the mob wife aesthetic spiked most on January 25, and as our platform’s AI-powered insights finder uncovered, that 5% increase in mentions was thanks to “the Kardashian family’s appearance at Paris Fashion Week.”

Since then, social media posts from the likes of Kacey Musgraves, Sopranos meme pages, pop culture Reddit pages, and even HBO have driven engagement around the topic.

At the end of 2023, media outlets — including far-reaching ones like New York Post, Yahoo! News, and BuzzFeed  — reported that grandpacore was predicted to be the big microtrend of 2024. For a moment there, it looked like they were right, but that all changed on January 7, when chatter about the mob wife aesthetic began to rise. By January 12, it had outpaced grandpacore to enter a whole other trend league. As of early February, mob wife aesthetic is generating even more conversation than quiet luxury, one of the bigger social media fashion trends to come out of 2023.

As we enter February, it’s fair to say that the mob wife aesthetic trend has officially taken off, beating out grandpacore to be the first big fashion microtrend of 2024.

If there’s anything marketers can learn from this battle of the trends, it's that new cultural phenomena can catch fire at any time, becoming the internet’s new obsession overnight. The key to staying ahead of them is keeping an ear to the digital streets with social listening solutions. See how Meltwater can do the heavy lifting for you by scheduling a demo today:

Grandpacore vs. Mob Wife Aesthetic: The Battle of the Microtrends

Marketing teams today cover a wide span of responsibilities and skillsets. So you need to make sure your reporting covers all the important marketing metrics you need to to track your campaigns, partnerships, and overall marketing efforts success. 

We've outlined some of the must-have marketing KPIs and metrics you and your team need to achieve and measure success:

Must-Have Marketing KPIs and How to Measure Them

Due to the diversity of roles in marketing we’ve grouped them into three broadly defined job functions:

Tip: Learn more about the differences between marketing and PR and explore PR metrics 

What's the difference between a metric and a KPI?

While these terms are often used interchangeably, they have different meanings. 

Metric: A metric tracks activity and actions over a period of time. For example "100 likes on Instagram posts in one week". 

KPI: KPI stands for key performance indicator. This is a measurement tied to a business goal. For example, you determine success on Instagram as "150 likes on Instagram per week", and your weekly metrics show how you're pacing against that goal.

Tip: Learn more about campaign measurement in general.

This area includes roles like content, PR, and social. Goals for these roles frequently center around eyeballs. 👀

Here are the marketing KPIs that let communications folks know whether they are reaching their audience effectively and what they should focus on to increase engagement.

Unique visitors to blog: the number of people who visited content you’ve posted in a given time period

Social shares of blog content: number of times content was shared on Facebook, Twitter, LinkedIn, etc.

Average time-on-page for blog posts: this metric tracks the amount of time visitors spends on a page. The average time metric is a crucial part of determining a person’s engagement and interest in an article.

Average Page Scroll: page scroll tracking is also critical when calculating engagement. Speed of scroll as well as the time spent on page combined are valuable quantitative metrics. Don't assume that because someone scrolled 75 percent of the page they were engaged. How fast did they scroll through 75 percent of the page? Could they have read and/or viewed the content in that time?

Blog traffic as a percentage of site traffic: the percentage of people who visit the website who land on a blog page

Returning visitors to blog: people coming to the blog who have previously been tagged as having been on the site

Tip: Learn more about the content marketing metrics you need to measure.

What metrics should a PR specialist track?

Active coverage: coverage secured by the PR team

Share of voice: percentage of coverage compared to competitors

Potential reach: sum of viewership for publications and websites your coverage is featured in

Advertising value equivalency: how much it would cost to generate the same number of impressions through ads

What are some key social media marketer KPIs?

Managed audience size: number of followers, both per channel and overall

Total engagement: shares, comments, likes, retweets, replies, direct messages, etc.

Engagement rate: number of people who actively engaged with your posts (shares, likes, etc) divided by your total number of followers per channel

Sentiment: tone of articles published and social media posts

Average engagement per post: the number of times a random post will be shared, on average

Tip: Take a look at the most important social media metrics and learn how to measure social media campaign success.

These marketing team members, including marketing ops, search engine optimizers (SEOs), conversion rate optimizers (or sometimes acquisition managers), and others are likely more data-focused. 📈

Tracking the number of bookings attributable to digital marketing is their ultimate goal.

Reading Tip: How To Measure the Effectiveness of a Digital Marketing Campaign

What are some KPIs for marketing ops managers?

Raw inquiries: these equate to someone raising their hand saying they’re interested in what you do — blog subscription, e-book download, webinar registration, etc.

Marketing qualified leads (MQLs): these are leads fit to be sent to the sales team

Sales accepted leads (SALs): leads accepted by the sales team as ready to be followed up on

The Meltwater Blog

The Top 18 Influencers in the UK

How To Run An Influencer Loyalty Program

Grandpacore vs. Mob Wife Aesthetic: The Battle of the Microtrends

Must-Have Marketing KPIs and How to Measure Them

What Is Discord and Why Should We Talk About It?

How to Use Instagram Ads — A Guide for Marketers in 2025

How To Amplify Your Brand With a Blogger Outreach Campaign

What is a Media Kit, and How to Create One [with 4 Media Kit Examples]

7 Ways to Boost Your Conversion Rate with Influencer Marketing

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