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Generative Engine Optimization (GEO) Guide

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

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

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

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

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

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

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.

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!

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!

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.

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?

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.

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.

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!

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?

Coachella is as much about fashion and visibility as it is about the music. These top Instagram influencers know how to make their appearances known.

Finding More Social Media Influencers with Meltwater

Coachella has come and gone for another year, but the Instagram influencers it lured are still making an impact on social media. These influencers capture the essence of the one-of-a-kind festival, from food and fashion to celebrity encounters. It’s THE event of the season, and brands can latch on to its popularity by partnering with the right influencers who lived it.

Coachella is home to more than 250,000 attendees who descend on the Empire Polo Club for two weekends each year. The sheer size makes it a formidable marketing opportunity, but it’s the brand equity this festival has built through the years that makes it a marketing must.

Coachella isn’t just a music festival. It’s the world’s largest unofficial fashion show.

It’s become a place where celebrities and Instagram influencers gather. They’re showcasing their favorite fashion picks and beauty trends while setting the tone for what’s bound to be popular. All eyes are on the attendees as they experience all the festival has to offer.

Those same attendees are eager to capture it all on camera, celebrity or not. They’re providing a collective play-by-play highlighting the most beautiful, unique, and interesting aspects of the festival. For brands, this organic sharing gives them massive reach beyond the festival as they ease fans’ FOMO and place their brand in an elite spotlight.

Setting up a booth or multi-sensory experience at Coachella isn’t a brand’s only foot in the door. Using Meltwater Influencer Marketing data (including the Klear Influencer Score), we’ve rounded up the top Instagram influencers for Coachella 2023 — it’s never too early to start planning for 2024!

With an active presence on Instagram and Twitter, Suede caters mostly to a Gen Z/Millennial female audience. She’s mentioned brands like Adidas and MAC Cosmetics in previous posts and focuses mostly on fashion and beauty content. She earned an average reach of 59.2K per post and a 1.43% average engagement rate on Instagram.

Active on Facebook, Instagram, and Twitter, Meghan Rienks is a business influencer with past like Macy’s and No7 Beauty. More than 90% of her followers are female, most of whom are in their 20s. Her average posts reach over 369.2K users and earn an average 3.94% engagement rate on Instagram.

A name that needs no introduction, actor Will Smith is one of the most popular Instagram influencers of Coachella. Focused mostly on business and entertainment, the Men in Black star has mentioned top brands and companies like Target, Google Pixel, and Onitsuka Tiger on his profile. Instagram engagement rates average 1.35%, with posts reaching over 10 million people.

Caspar’s presence spans Instagram, Twitter, and Facebook with content on all things business. Posts reach an average of 8 million followers and have included top brands like Uber Eats UK, Spotify, and Google. His most engaging account is Instagram, where posts see a 6.67% average engagement rate.

Hollywood stars like Emma Roberts are one of the crowning jewels of festivals like Coachella. This for-the-people event tends to attract more celebrities than any of its kind. Emma is active solely on Instagram and nets a 1.58% average engagement rate, with posts reaching as many as 2.6 million followers at a time.

Also known as Baddiewinkle to her fans, Helen Vanwinkle is an internet personality who proves influencers on Instagram know no age limits. She shot to fame at the age of 85 with the catchphrase, “Stealing your man since 1928.” She’s popular on Facebook, Instagram, and Twitter, with Instagram posts seeing a 1.96% average engagement rate.

Sonny John Moore, also known as the musician Skrillex, popularized the dubstep genre. He’s a singer-songwriter and DJ and played at Coachella 2023 despite not having released a new album in years. He also has a presence on Facebook and Twitter, Instagram is where his most engaged followers live, with posts reaching nearly 5 million viewers and earning a 1.31% average engagement.

Australian musician Calum Hood has grown quite a loyal following stateside. He’s the bassist and a vocalist of the rock group 5 Seconds of Summer, which has had several hits and was featured on the popular teen show Riverdale. As one of the top celebrity Instagram influencers, Calum reaches about 3.8 million people per post with a 5% average engagement rate.

Aida Domenech is credited with contributing to the rise of influencers in Spain. She’s now one of the top Instagram influencers for lifestyle content, including fashion, beauty, and travel. She’s mentioned brands like Pantene and Furla in previous posts and caters mostly to a female Spanish audience.

Tip: Take a look at the top beauty influencers, fashion influencers, and sustainable fashion influencers

American fashion model, musician, and actor Lucky Blue Smith has been influencing since he was 10. He appeared alongside Lady Gaga in her music video I Want Your Love and has mentioned brands like Columbia Sportswear and Hugo on his Instagram. Posts reach an average of 460K users and earn a 6.48% average engagement rate.

Lua (also known by her handle Luanna) boasts a powerful Instagram presence across lifestyle, fashion, and entertainment topics. Having partnered with brands like Mastercard and JCPenney, Lua reaches more than 588K users with her posts. 

Other social media platforms (like YouTube) can also give brands ways to reach new audiences who share their interest in Coachella 2023. Take Eva Marisol Gutowski, for example. This American YouTuber has amassed 11.3 million subscribers in addition to large followings on Instagram and Twitter. Eva talks about business-related topics on her channels and has partnered with brands like Planned Parenthood and Mugler.

Active on X/Twitter and Instagram, Danielle Campbell posts content on topics related to business, management, and entrepreneurship. Her posts reach an estimated 2 million people (mostly women in their 20s), with engagement averaging 4.7% per post.

Tunisian model, actress, singer, and influencer Sonia Ammar grew up in Paris before moving to Los Angeles. She appeared alongside Neve Campbell and Jenna Ortega in 2022’s Scream and recently graduated from Berklee College of Music. She reaches an average of 410K followers with every post and boasts an impressive 5% engagement rate on Instagram. 

Top 20 Instagram Influencers for Coachella 2023

In the creator economy, many words get floated around; Influencer, Creator, Brand Ambassador. To the outside observer the campaigns you run with one of these partners may look the same, but the process of establishing a relationship and measuring impact can be quite different.

Influencers vs Creators vs Brand Ambassadors

Find Your Next Brand Ambassador within Your Client Base

First, it is important to distinguish between these types of partnerships, to understand which is best for you.

What is an influencer? One of the most common terms you’ve probably heard. An influencer is a standard industry term for someone that has the ability to generate social media influence.

There are many layers of influencers; micro, celebrity, etc. As well as different types of influencers; fitness influencers, beauty influencers, couple influencers, travel influencers, food influencers, and more. There are different methods for identifying who is influential, in the Meltwater Influencer Marketing tool, we use our own influencer Score to provide an accurate measure of influence.

Tip: Learn more about influencers in our ultimate influencer marketing guide.

This implies someone creates content and is often used as a self-descriptor. Think of influencer as the action and creator as the job title.

Often you will see the word Creator in someone’s bio, as it strategically distinguishes what is it that they do on social media. And, more than an influencer, the term creator implies all the work that goes into it; content, editing, project management, and more.

Reading Tips: How to Become a Successful Content Creator and Influencer, The TikTok Creator Fund: Is It Worth Your Time?

Often people think Influencers and brand ambassadors are the same, and while the way we interact with them online is similar they are quite different. Ambassadors typically begin as customers, and due to their passion for your product turn into brand advocates. Many brands have clients with social media influence right at their fingertips, but it requires a methodological approach to find them and implement them into your influencer strategy.

Collaborating with your clients is great because you already know they love your product. You can have them speak authentically about their experience, and in return reward them with your product. It’s a win-win for everyone.

A Recruit Page is an embedded page on your website, or even a landing page, that allows you to collect your client's social credentials. The goal of your Recruit Page is to incentivize your clients to participate in your ambassador program. 

A description of your ambassador program and why it is of value to your customers 

An example image or content piece you would expect

A form that allows clients to fill out the details you need in order to vet them

With Meltwater Influencer Marketing Recruit you can create branded recruit forms that are integrated into the customer journey.  

Once you have collected your customer details it’s important to have a data-driven approach for vetting potential collaborations. We suggest first establishing the goal of your influencer loyalty program, making it easier to identify ideal partners. 

For example, if the goal of your campaign is Sales, identifying influencers with a highly engaged audience would be optimal as you hope to generate conversions.

Collaborating with clients requires transparent communication and an efficient way to share the relevant detail they need to support your campaign.

After you’ve identified your ideal brand ambassadors, it’s time to activate them to join your campaign. Consider this the “onboarding” process of a new client. You need it to be efficient and clearly communicated, so all parties are aligned and enter the collaboration on the same page.

When activating your influencer it is important to send them a detailed campaign brief, which clearly explains the goals of the campaign, what deliverables are expected, and often how you expect to collaborate. For example, Meltwater Influencer Marketing clients will ask influencers to create an account with Meltwater, so all campaign collaboration can be handled directly from the tool. This includes; messaging, influencer contract signing, processing influencer payments, approving content, and more.

Content Tips: How to Create a Marketing Campaign Brief Template, How to Write an Influencer Brief That Works, Elements Influencer Marketing Agreements Contain

Step 2: Send Coupon Codes and Tracking Links

Once your ambassadors have been activated, content is approved, and the campaign is ready to go live, share coupon codes and tracking links with your influencers. This will enable you to measure the conversions of your campaigns and have your ambassadors act as affiliates.

Additionally, such an influencer marketing tool makes it easier to break down the granular impact of each content piece, allowing tangible influencer KPIs to be used when establishing influencer rates.

Meltwater Influencer Marketing automatically aggregates all campaign content, as well as affiliated coupon codes and tracking links. We then analyze content performance and present digestible metrics so you and your team can measure influencer campaign impact. This includes coupon codes and tracking links, allowing you to see the sales performance of your ambassador programs.

Meltwater makes running an ambassador program easy and seamless, with an integrated tool that lets you create an embedded sign-up form for vetting potential candidates. 

nd, our end-to-end platform, supports you at every stage of the campaign from activation to measurement. Schedule a call with one of our influencer marketing experts, and learn how Meltwater Influencer Marketing can support your brand goals:

How To Find and Collaborate with Influential Clients

Each year, fashion lovers from around the world descend on France’s capital city for a week of runway shows, celebrity sightings, and impeccably designed clothes. For consumers, it’s a time to preview the looks set to take over the rest of the year, but for retail brands, it’s a chance to build visibility and hype.

As Paris Fashion Week comes to a close, we’re using our consumer intelligence solution to analyze how some of the top brands connected with online audiences during the event. Here’s how one of the biggest weeks in fashion looked by the numbers.

This analysis is based on a Meltwater dashboard: Get free access to our Paris Fashion Week Insights Dashboard.

What Is Paris Fashion Week, And Why Does It Matter to Brands?

One of the Big Four fashion weeks — along with those in Milan, London, and New York — Paris Fashion Week (PFW) has been a must-attend industry event for the world’s top designers and fashion houses since 1973. Occurring twice a year, it consists of dozens of runway shows where brands debut their collections for the coming seasons. And off the runway, it’s an occasion for fashionistas, both famous and not, to go all out with their street style looks.

This year’s PFW ran from February 26 through March 5, and featured womenswear collections for the autumn/winter 2024-2025 season from top luxury brands, including Christian Dior, Off-White, Loewe, Yves Saint Laurent, Hermés, and Miu Miu. As usual, several high-profile attendees were showing off their cutting-edge looks in the front rows, like Jennifer Lawrence, Natalie Portman, and Kim Kardashian.

Though PFW is most geared toward luxury brands, buyers, and retailers, it’s also where the rest of the world gets a first peek at new styles, trends, and ways of telling brand stories. Marketers looking to connect with fashion-forward consumers stand to learn a lot about growing brand awareness from this much-talked-about event.

So with that, let’s dig into the numbers.

Our analysis found that from February 26 through March 5, there were more than 882,000 online posts about PFW. Those posts reached a potential audience of more than 3.2 billion people and generated more than 35.2 million engagement actions.

PFW posts on Instagram racked up 18.6 million engagement actions, compared to 13.5 million engagement actions with PFW posts on X.

Instagram was the top platform in terms of engagement actions, and it’s not hard to see why. The visuals of PFW are what draws audiences in, both by documenting the event and letting fashion enthusiasts at home take part via their favorite celebrities and influencers. When we break those posts and engagement actions down by day, the importance of fashion-adjacent influencers becomes especially apparent.

February 28 saw the highest number of engagement actions. March 3 saw the highest volume of posts.

Wednesday, February 28, and Thursday, February 29, were peak days for engagement, which was largely driven by content from off the runway. Filipino model and former Miss Universe Pia Wurtzbach was the top author driving PFW content engagement — the second-most engaged post for all of PFW was her Instagram shots showing off a Balmain look. 

This Instagram post by model and influencer Pia Wurtzbach generated more than 291,000 engagement actions, including 720 comments.

Though she didn’t walk in the runway shows, her posts were valuable assets for the designers featured as well as PFW in general. Her success in driving engagement and impressions (more than 14.8 million) shows just how important mega-influencers and brand ambassadors have become for luxury retail events and activations.

Through her content showing luxury fashion in action, she was able to tap into the aspirational appeal of PFW in a way that runway show photos can’t.

Influencer and K-Pop content dominates this collection of the most engaging pictures and videos from PFW.

That may be why, of the 32 most engaging pictures and videos from PFW, only four show images from the runways themselves. The rest feature influencers and celebrities, particularly K-Pop stars with huge fan followings.

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

As the chart above shows, March 3 saw the highest volume of posts. This was largely due to the mobilization of K-pop fans on X (formerly Twitter), as revealed by our emerging mentions and hashtags clouds.

Stray Kids, Alexander McQueen, and Louis Vuitton were the most mentioned social handles during PFW.

For all of PFW, @Stray_Kids, the official X handle for the K-Pop group by the same name was mentioned most, followed by the handles for fashion houses Alexander McQueen and Louis Vuitton. Meanwhile, handles and hashtags related to individual Stray Kids members I.N. and Felix were also among the most popular.

Hashtags mentioning Stray Kids member I.N. were among the most used during PFW.

Plus, when we look at engagement by platform for each day, March 3 was the first day Twitter engagement actions outnumbered those on Instagram.

Instagram was the top source of PFW engagement online until March 3, when X took the lead.

So what happened on X on Sunday, March 3? K-pop fans, that’s what. Accounts dedicated to the genre, and the group Stray Kids in particular, posted high volumes of content about I.N. and Felix’s attendance at PFW, as well as the designer looks they wore.

This X post featuring I.N. at the Alexander McQueen show garnered nearly 8,000 engagement actions, including more than 5,630 likes. 

While K-pop fans may have flocked to X to see pictures of their favorite group members, they were exposed to luxury fashion content at the same time.

This X post and video about Felix’s arrival in Paris ahead of the Louis Vuitton show garnered more than 28,000 engagement actions, including more than 21,300 likes.

Like Pia Wurtzbach, neither I.N. nor Felix walked in PFW, but their attendance at the McQueen show and planned attendance at the Louis Vuitton show were integral to driving visibility for both brands. Their association with the pop stars could help drive brand loyalty among fans.

Though influencers and celebrities off the runways are of huge importance to brands, they aren’t the end all be all of brand performance. Our analysis of posts about the brands themselves shows that Dior came out on top in terms of engagement and reach, even though Louis Vuitton generated the highest volume of content.

Content about Dior outshone all other brands in terms of engagement actions and estimated reach.

Meanwhile, Loewe potentially reached the widest audience of all on the last day of PFW, despite only having the sixth-highest volume of content. On March 5, model Emily Ratajkowski posted a "get ready with me" Instagram video about getting dressed to attend the Loewe show that happened on March 1.

Emily Ratajkowski's Instagram post showing viewers how she got ready for the Loewe runway show generated more than 106,000 engagement actions and 670 million impressions, and potentially reached more than 100 million people.

Loewe was also a big winner in terms of passive awareness.

Content featuring the Dior and Loewe logos had the highest number of engagement actions.

As our logo recognition analysis found, content featuring the Loewe logo had the second-highest number of engagement. It also scored higher than Dior and Louis Vuitton in terms of positive sentiment.

Tip: Learn more about image recognition and take a look at image recognition software.

Loewe content had more positive sentiment than Dior or Louis Vuitton.

All in all, though Loewe didn’t dominate the conversation to the extent that Dior and Louis Vuitton did, the attention it garner boosted its visibility in the right direction.

Here are some lessons marketers in retail and other segments can take from PFW ‘24:

Harness the power of influencers: They have the power to let audiences experience luxury events and products that audiences otherwise wouldn’t be able to access. Look to them to make your unique brand story and identity come to life.

Examine fan communities: Brand ambassadors and influencers come with their own unique audiences. Analyze them to learn which partnerships and collaborations can boost your brand’s exposure.

Get your logo out there: Sometimes, a well-placed logo can do more for brand awareness than a tag in an Instagram caption. Consider passive brand awareness and the many ways you can wield it to build goodwill for your brand.

There are many more insights to explore! Fill out the form below to see how you can get data-driven insights like these tailored to your particular business needs with a demo of our consumer intelligence solution:

What Marketers Can Learn from Paris Fashion Week 2024

The TikTok Creator Fund gives TikTokers the chance to be paid for their content. Use this guide to decide if it’s worthwhile and learn how to join.

How Much Does the Fund Pay Content Creators?

Am I Eligible for the TikTok Creator Fund?

Other Ways to Make Money as a TikTok Content Creator

How to be Discovered By Brands as Influencer

Content apps like TikTok turn average people into internet-famous celebrities almost overnight. Over a billion people are publishing their product finds, deep thoughts, and quirky dances on the platform, but only a select few are getting paid for it — and you could be one of them if you’re part of the TikTok Creator Fund.

The TikTok Creator Fund is a revenue-sharing feature that makes it easy for users to monetize their content. It’s also a huge incentive to keep creating content for the platform, giving you a chance to grow your audience, go viral, and be an internet superstar.

Here’s what you should know about the TikTok Creator Fund, how to qualify, and whether it’s worth your time.

The TikTok Creator Fund acts as a bank account with funds earmarked for TikTok content creators. Eligible creators will receive money from the fund as a way for TikTok to say “Thanks!” for their content.

The funds come directly from TikTok’s own pockets. Since creators are the main driver of the TikTok app's success, it makes sense that TikTok gives back a little to the creator community that’s driving its growth.

The Meltwater Blog

Top 20 Instagram Influencers for Coachella 2023

How To Find and Collaborate with Influential Clients

What Marketers Can Learn from Paris Fashion Week 2024

The TikTok Creator Fund: Is It Worth Your Time?

Influencer Marketing Goes Green: #SecondHandFirst With ThredUp

The Barney Stinson’s Playbook for Cold Tweeting Influencers

Value-Based Marketing With Influencers

The Top 10 South African Instagram Influencers

The Best Influencer Marketing Courses: Teach Yourself Influencer Marketing In a Day

Influencer Inspiration: Dove raises the bar with its #ArmsUp campaign

The 10 Top TikTok Influencers in Malaysia

YouTube Shorts: Everything You Need To Know