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

Your Best Context is Already in the Room

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

15 Must-Have PR KPIs and How to Track Them

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

The Meltwater Blog

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

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

Facebook Blog | Meltwater

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

Instagram Blog | Meltwater

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

LinkedIn Blog | Meltwater

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

TikTok Blog | Meltwater

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

X / Twitter Blog | Meltwater

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

YouTube Blog | Meltwater

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

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

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

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

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

AI & Data Analytics Blogs | Category

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

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

Public Relations (PR) Blogs | Category

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

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

Internal Communications Blogs | Category

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

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

Content Marketing Blogs | Category

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

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

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

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

Marketing Blogs | Category

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

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

Social Media Management Blogs | Category

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

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

Social Media Marketing Blogs | Category

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

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

Digital Marketing & PR Tools Blogs | Category

Content is still king in social media management. It provides the foundation for your social media strategy beyond coupons, ad videos, and sales pitches. Content is what makes your brand look and sound real and positions you as a leader in your field.

That said, we’re well past the days when a brand could create content for the sake of content and expect it to “work.” It’s not really about the content itself, but rather the personality and intentions behind it.

Today, effective content is all about purpose and strategy. Your content should not be self-serving. but rather able to leave your audience a little better than you found them.

What does it take to create innovative social media content in 2025? Here are our top insights, suggestions, and favorite examples.

4 Ways to Build Your Social Media Content Strategy

Innovative Ideas for Social Media Content to Try Today

Let’s start with a definition. Social media content is any content (e.g. blogs, images, videos, quizzes, infographics, etc.) created specifically for social media. Content can take a wide range of forms and be used for various purposes.

For example, a brand might create a meme to form an emotional connection with its audience. Or, you might share a behind-the-scenes video of how you create a fan-favorite product.

While social media content can be repurposed for other channels, the primary characteristic is that it’s designed to target social audiences.

Social media content marketing can be described as the intersection where social media and content marketing meet. Brands can optimize their content created for content marketing and share it on their social media channels.

This is a great way to get even more mileage out of every content idea you create. Your target audience has a greater chance of seeing your content, which in turn can drive higher social media engagement.

Though social media content and content marketing have a lot of overlap, the two aren’t quite synonymous.

At its heart, content marketing is all about providing value to the target audience. This usually takes the form of blogs, white papers, infographics, and how-to guides and videos, for example.

Your social media content can be these things, too. But they can also be user-generated content, memes, GIFs, creative videos and images, and many other types of digital marketing content that only make sense for social media marketing.

Every social media marketing strategy depends on content, whether it’s interactive media, user-generated content, your take on industry news, or repurposed content from other digital marketing campaigns.

Without content, your target audience has less reason to engage with you on social media. They have nothing to share on their newsfeeds with their own audience. There’s very little for them to remember you by as they’re scrolling through their friends’ pictures, funny videos, and even advertisements.

But when you have social media content, your brand starts to develop a presence beyond status updates.

Content plays an important role in achieving your digital marketing objectives. It helps to position you as a thought leader. It boosts brand recognition and audience engagement.

Eventually, you can start to build long-term relationships with your audience by constantly engaging with them. This can translate into greater brand equity, higher revenue, and an edge over your competition.

Creating content for social media can take many forms: immersive experiences, content series, contests, Q&As, and more. These content formats usually follow a social-first approach, but can often be repurposed for other channels.

A popular format is Ask Me Anything (AMA), where brands schedule real-time Q&As from the audience. This gives brands a chance to show off a personal side, plus you can raise awareness about your brand without coming off as salesy. In addition, this is a great opportunity to flex your expertise in your field.

If you’re aiming for high value, turn your customers’ most frequently asked questions into social media post ideas or even social media campaign ideas. You’ll have content ideas for weeks, plus you’ll be telling your audience things they actually want to know.

Social media takeovers are fun for brands and audiences alike. A brand can hand over access to its social media account to one of its marketers or an influencer or fan. That person controls the account for 24 hours and documents fun experiences, kind of like a Day in the Life of that person.

If there’s a holiday coming up, you might create holiday social media content to capitalize on current audience sentiments.

And sometimes, creating on-brand content for social media means letting your audience do all the work for you. This is called user-generated content, where your audience creates their own images, videos, and other content specifically for your brand. UGC might be part of a planned brand campaign, or it could happen organically.

Start by exploring the content possibilities for each platform. For example, LinkedIn has its own tool to create a blog post, while Instagram offers Instagram Stories, Reels, and videos as well as still images. Also, think about your social media followers on each channel and what they might be interested to see. 

No matter which social media platforms you’re using, make sure you check out our guide on what not to share on social media.

Now that you know more about the nuts and bolts of social media content, it’s time to use them to build a full-blown social media content strategy.

Your strategy is a game plan that gives you a map to follow. And like any map, you need to know where you’re going with your strategy so you can achieve your goals and get the most click-throughs from your efforts.

Let’s look at some ways you can build a social media content strategy:

One content marketing strategy is to put all your digital eggs in one social media basket. You can focus your efforts on creating the best content for just one channel instead of spreading your resources thinner across multiple channels.

There are big benefits to this: for starters, you can get to know that social platform’s audience better and more deeply. In turn, this helps you create more content that caters to them.

The downside, of course, is that you’re only reaching people on that channel unless they cross-promote or re-share your content on other platforms (e.g. sharing a TikTok video to Facebook). And if that platform changes its algorithm, well, then you might have a hard time reaching your audience in the same way that you are used to. 

The opposite strategy is to create a content strategy for multiple social media platforms. For example, instead of sticking with just Facebook, you can also include Pinterest, Snapchat, and Twitter. You can expand your reach and don’t necessarily have to start from scratch with all of your content. 

However, more platforms mean more work. You still need enough social media ideas to fill up all of your channels. Decide if your marketing resources will allow you to create high-quality content for multiple channels and multiple social media campaigns.

Let your goals guide your content development

Social media content marketing doesn’t start with content. You first need to figure out what you want your content to accomplish, then work backward from there.

For example, do you want to raise brand awareness? If so, then you might want to try your hand at creating viral content. If you want to grow your email list, then you’ll need some top-of-the-funnel content to encourage sign-ups and followers. Figure out your goals, then create content to support those goals.

Planning ahead isn’t always an option for social media content marketers, especially when they want to capitalize on something new or trendy. But what you can plan for is the type of content in your social content mix.

Explore the different content options and formats for each channel (e.g. interviews, behind-the-scenes, Q&As, social media takeovers, live video, etc.) and create guidelines on how to use each of them. When opportunities arise to share something timely on social media, you can jump right into action.

Using tools like a social media planner can make the life of a content marketer more organized and less time-consuming. Social media planners analyze your metrics, streamline the process of social media publishing, and can even post on your behalf.

This way, you have more time to spend on content creation to generate a product that's shareable, relevant, well-rounded, and lives up to your high brand standards.

If you’re looking for a more basic social media content tool, Hootsuite has you covered with an easy-to-use interface and low monthly pricing. You can schedule posts ahead of time and combine all of your social channels into a single tool. Hootsuite also includes an image asset library for easier asset management so you can visualize your content strategy at a glance.

If you like the idea of done-for-you social content, MeetEdgar is an indispensable social scheduling tool. Connect it to your blog to automatically scrape new posts and write social media captions on your behalf. You can also override the automation features to tweak your own copy or make your own posts from scratch.

Tip: For more inspiration check out the best content marketing tools & services for your company.

Ready to start standing out on social? Remember, it’s not just about creating content for the sake of content. You want to make sure that what you’re posting is something your target customer needs, wants, or likes. Be valuable to them, and do it in a way that also lets your brand’s personality shine through.

Try these fun social media content ideas to start growing (and impressing!) your audience.

Help people get to know your products and things related to your industry. Bite-sized pieces of information tend to stay with users longer and ensures they take something away from your post. 23andMe has mastered this with its genetics-related snippets on IG.

Who knows your brand better than fellow employees? Put willing employees in the spotlight, especially those who usually work behind the scenes and don’t often get a chance to connect directly with customers. HubSpot’s “Day in the Life” series on Instagram is all too relatable and shows off the struggles of the job in a humorous way.

Partnering with a high-profile client? Busting sales record after sales record? Launching a new product? Don’t be afraid to celebrate your wins with your audience. This helps establish credibility and social proof, and can show people why you’re the real deal.

Google shares brand news all the time, like its recent donation of $1.25M to the National Congress of American Indians to support Native American-owned small businesses. In their post, they also highlighted one of the recipients of some of the funding.

The most engaging content is the kind that moves people to do something with what they’ve just seen or heard. Try highlighting your product in a different way to show off its potential. Oreo does an excellent job of this on IG with its collection of inspiring recipes and even videos on where you can hide your cookie stash!

The Most Innovative Social Media Content Ideas 2025

One of the most effective ways to gain credibility for your brand is through social media influencers.

A single endorsement from a trusted third party – someone who has influence with your target audience – can accomplish what may take you weeks or months to accomplish with traditional marketing methods.

Finding the right social media influencer for your brand isn’t as easy as it might seem. Australian influencers are achieving big things for brands who have aligned themselves with the right people.

Tip: We also have a global list of the top Instagram influencers, as well as local lists of the top Instagram influencers in Singapore, the Top Indonesian Instagram Influencers, the Top South African Instagram Influencers, the Top Instagram Influencers in Malaysia, and the best Instagram Influencers in Hong Kong for you if you'd like to broaden your influencer marketing strategy.

Let’s look at the top Aussie influencers to see examples of what can be achieved.

How to determine top Australian influencers

Top 10 Australian influencers based on engagement rate for sponsored content

Finding Australian influencers to work with your brand

We’ve pulled information from the Meltwater social influencer marketing platform to demonstrate how you can assess whether it’s the right personality for your influencer marketing. Knowing how to use an influencer marketing hub like this can help you avoid getting caught in a fake followers trap.

So how do you decide which creatives to approach? There are so many questions you can ask:

Is the highest paid person the way to go?

Will the most followed person deliver the best return on your investment?

Should Instagram followers be considered more important than fans of a popular YouTube channel? 

Is an Australian YouTuber as effective as the international vlogger stars?

Does a blogger need an Instagram account to be influential?

It doesn't take long to get confused about the best strategy to take.

Our best tip is to assess these influential creators on their sponsored posts, to see who is driving ROI through brand partnerships. We’re looking at engagement rates to do that. In other words, if an Aussie influencer has been paid for a sponsored post, we want to see who is attracting the most notice and, potentially, driving the most business for their sponsors.

Tip: Consider briefing your influencer with the right timing as well to reach the biggest possible audience. These are the best times to post on Instagram in Australia.

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<ol>
<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">LEVI NEUFELD</h4></li>
<ul>
<li>Engagement rate: 18.3%</li>
<li>Followers: 335.3K</li>
<li>Posts: 6</li>
<li>Top Category: Fashion</li>
<li>Brands: PayPal, Magnum Ice Cream</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Nalopia</h4></li>
<ul>
<li>Engagement rate: 10.65%</li>
<li>Followers: 2.8M</li>
<li>Posts: 22</li>
<li>Top Category: Xbox</li>
<li>Brands: ASUS, ASUS Australia & New Zealand</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">aj clementine</h4></li>
<ul>
<li>Engagement rate: 8.31%</li>
<li>Followers: 2.3M</li>
<li>Posts: 3</li>
<li>Top Category: Business</li>
<li>Brands: SWAROVSKI, T2 Tea, SKAGEN</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">leah halton</h4></li>
<ul>
<li>Engagement rate: 8.23%</li>
<li>Followers: 1.9M</li>
<li>Posts: 4</li>
<li>Top Category: Lifestyle</li>
<li>Brands: Nasty Gal, Samsung Australia</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">L I V &#57422;</h4></li>
<ul>
<li>Engagement rate: 7.89%</li>
<li>Followers: 378.6K</li>
<li>Posts: 9</li>
<li>Top Category: Lifestyle</li>
<li>Brands: Nasty Gal, Official IG Converse Australia, Gymshark</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">mishti rahman</h4></li>
<ul>
<li>Engagement rate: 7.54%</li>
<li>Followers: 593K</li>
<li>Posts: 8</li>
<li>Top Category: Business</li>
<li>Brands: Afterpay, Dior Beauty Lovers</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Chloe Ting</h4></li>
<ul>
<li>Engagement rate: 7.15%</li>
<li>Followers: 4.1M</li>
<li>Posts: 7</li>
<li>Top Category: Lifestyle</li>
<li>Brands: ALPHA-H, Sitting Pretty</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">𝐉 𝐀 𝐊 𝐄 𝐁 𝐅 𝐈 𝐒 𝐇 𝐄 𝐑</h4></li>
<ul>
<li>Engagement rate: 6.89%</li>
<li>Followers: 433.6K</li>
<li>Posts: 11</li>
<li>Top Category: Australian</li>
<li>Brands: Disaronno</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Joshua Paine</h4></li>
<ul>
<li>Engagement rate: 6.37%</li>
<li>Followers: 684K</li>
<li>Posts: 32</li>
<li>Top Category: Business</li>
<li>Brands: Universal Store, L’Oreal</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Harry &#129535;</h4></li>
<ul>
<li>Engagement rate: 5.48%</li>
<li>Followers: 9.2M</li>
<li>Posts: 18</li>
<li>Top Category: Business</li>
<li>Brands: boohooMAN</li>
</ul>

</ol>
</div>

These content creators are working across all social media channels including Instagram, Instagram Stories, Twitter, YouTube, and TikTok. Let’s look at the most popular platforms and see how the Australian IG influencers stack up.

Tip: Take a look at the top Australian TikTok influencers and check out the best Australian YouTubers.

There’s no doubt the Australian Instagrammer can be valuable to your marketing initiative.

Looking at this same list again, we’ve ranked them exclusively for their Instagram influencer Australia credentials. This shows why it’s critical for marketing teams to do their homework. Even the most effective Aussie influencer won’t have the same pull on every social channel. You can’t rely on the size of the network or the number of posts to drive engagement rates. 

The Instagram influencers Australia list shakes out like this for engagement rate:

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<li><h4 style="margin: 1.5rem 0 1rem 0;
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<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/nalopia/" target="blank">@nalopia</a></li>
<li>Instagram Engagement rate: 23.28%</li>
<li>Instagram Followers: 127K</li>
<li>Instagram Posts: 85</li>
<li>Instagram Likes: 28.8K</li>
<li>Instagram Comments: 584</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
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<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/ajclementine_/" target="blank">@ajclementine</a></li>
<li>Instagram Engagement rate: 18.79%</li>
<li>Instagram Followers: 428K</li>
<li>Instagram Posts: 526</li>
<li>Instagram Likes: 80.1K</li>
<li>Instagram Comments: 405</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: Joshua Paine</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/joshuapaine/" target="blank">@joshuapaine</a></li>
<li>Instagram Engagement rate: 18.1%</li>
<li>Instagram Followers: 104K</li>
<li>Instagram Posts: 300</li>
<li>Instagram Likes: 18.9K</li>
<li>Instagram Comments: 77</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: leah halton</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/leahhalton_/" target="blank">@leahhalton</a></li>
<li>Instagram Engagement rate: 15.21%</li>
<li>Instagram Followers: 593K</li>
<li>Instagram Posts: 395</li>
<li>Instagram Likes: 90.1K</li>
<li>Instagram Comments: 170</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
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 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: 𝐉 𝐀 𝐊 𝐄 𝐁 𝐅 𝐈 𝐒 𝐇 𝐄 𝐑</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/jakebfisher/" target="blank">@jakebfisher</a></li>
<li>Instagram Engagement rate: 15.21%</li>
<li>Instagram Followers: 11.8K</li>
<li>Instagram Posts: 60</li>
<li>Instagram Likes: 920K</li>
<li>Instagram Comments: 26</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: mishti rahman</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/mishti.rahman/" target="blank">@mishtimakeup</a></li>
<li>Instagram Engagement rate: 5.76%</li>
<li>Instagram Followers: 530K</li>
<li>Instagram Posts: 234</li>
<li>Instagram Likes: 30.5K</li>
<li>Instagram Comments: 92</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: L I V &#57422;</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/oliviamescia/" target="blank">@oliviamescia</a></li>
<li>Instagram Engagement rate: 3.13%</li>
<li>Instagram Followers: 271K</li>
<li>Instagram Posts: 517</li>
<li>Instagram Likes: 8.5K</li>
<li>Instagram Comments: 33</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: Harry &#129535;</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/harryjowsey/" target="blank">@harryjowsey</a></li>
<li>Instagram Engagement rate: 3.12%</li>
<li>Instagram Followers: 4.3M</li>
<li>Instagram Posts: 460</li>
<li>Instagram Likes: 134.5K</li>
<li>Instagram Comments: 1K</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: LEVI NEUFELD</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/leviticus/" target="blank">@leviticus</a></li>
<li>Instagram Engagement rate: 2.93%</li>
<li>Instagram Followers: 124K</li>
<li>Instagram Posts: 859</li>
<li>Instagram Likes: 3.6K</li>
<li>Instagram Comments: 53</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Instagram Stats: Chloe Ting</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/chloe_t/" target="blank">@chloe_t</a></li>
<li>Instagram Engagement rate: 0.48%</li>
<li>Instagram Followers: 3.1M</li>
<li>Instagram Posts: 443</li>
<li>Instagram Likes: 14.8K</li>
<li>Instagram Comments: 141</li>
</ul>

</ol>
</div>

If you look at these two lists side by side, you can quickly begin to see influencer marketing differs from platform to platform. If an influencer drives engagement on one platform, that doesn’t mean they’ll have the same reach everywhere else. That’s why it helps to have a trusted source of information to help you determine the right social influencer strategy for each channel.

<table style="max-width: 100%; overflow-x: scroll;">

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Ranking</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Top Influencers Australia</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Top Instagram Influencers Australia</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">LEVI NEUFELD</td>
<td style="text-align: center;">Nalopia</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">Nalopia</td>
<td style="text-align: center;">aj clementine</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">aj clementine</td>
<td style="text-align: center;">Joshua Paine</td>
</tr>

<tr>
<td style="text-align: center;">4</td>
<td style="text-align: center;">leah halton</td>
<td style="text-align: center;">leah halton</td>
</tr>

<tr>
<td style="text-align: center;">5</td>
<td style="text-align: center;">L I V &#57422;</td>
<td style="text-align: center;">𝐉 𝐀 𝐊 𝐄 𝐁 𝐅 𝐈 𝐒 𝐇 𝐄 𝐑</td>
</tr>

<tr>
<td style="text-align: center;">6</td>
<td style="text-align: center;">mishti rahman</td>
<td style="text-align: center;">mishti rahman</td>
</tr>

<tr>
<td style="text-align: center;">7</td>
<td style="text-align: center;">Chloe Ting</td>
<td style="text-align: center;">L I V &#57422;</td>
</tr>

<tr>
<td style="text-align: center;">8</td>
<td style="text-align: center;">𝐉 𝐀 𝐊 𝐄 𝐁 𝐅 𝐈 𝐒 𝐇 𝐄 𝐑</td>
<td style="text-align: center;">Harry &#129535;</td>
</tr>

<tr>
<td style="text-align: center;">9</td>
<td style="text-align: center;">Joshua Paine</td>
<td style="text-align: center;">LEVI NEUFELD</td>
</tr>

<tr>
<td style="text-align: center;">10</td>
<td style="text-align: center;">Harry &#129535;</td>
<td style="text-align: center;">chloe ting</td>
</tr>

</table>

For many industries, working with micro influencers provides a good return on investment. Not everyone can afford to work with celebrities like Chris Hemsworth or even Australian YouTuber stars like Troye Silvan. While the top creators have huge networks, micro influencers often have rusted-on fans that hang on their every recommendation.

According to Meltwater's The Rise of the Creator Economy: A New Opportunity for Brands in Asia Pacific, micro influencers are a lucrative alternative. Creators who have 5k-30k followers, are a good choice for two reasons. Rates for their posts are considerably lower, charging on average just $200 per Instagram post. Smaller, focused audiences make for high engagement and the best ROI.

Another advantage for a marketer who wants to stick to a tight budget is you can zero in on your local market. Behind-the-scenes posts from a Melbourne fitness influencer won't deliver the same kind of value to a Sydney gym owner as a local hero. You may not be able to engage Kayla Itsines or Calum Von Moger but you can work with the people in your community who have built loyal followings.

<div style="font-size: 18px;
 line-height: 31px;
 font-weight: 200;">
<ol>
<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Kuthakiana</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/kuthakiana/" target="blank">@kuthakiana</a></li>
<li>Engagement rate: 20.55%</li>
<li>Followers: 2K</li>
<li>Posts: 29</li>
<li>Likes: 342</li>
<li>Comments: 63</li>
<li>Top Category: Fashion</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Tim Bowrey</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/timbowrey26/" target="blank">@timbowrey26</a></li>
<li>Engagement rate: 14.67%</li>
<li>Followers: 13.4K</li>
<li>Posts: 1,148</li>
<li>Likes: 2K</li>
<li>Comments: 17</li>
<li>Top Category: Pilots</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Erin Scott</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/erin_scott22/" target="blank">@erin_scott22</a></li>
<li>Engagement rate: 11.14%</li>
<li>Followers: 3.8K</li>
<li>Posts: 477</li>
<li>Likes: 408</li>
<li>Comments: 12</li>
<li>Top Category: Fashion</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">MELBOURNE MAKE UP ARTIST</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/hanabellabeauty/" target="blank">@hanabellabeauty</a></li>
<li>Engagement rate: 10.86%</li>
<li>Followers: 28.2K</li>
<li>Posts: 258</li>
<li>Likes: 356</li>
<li>Comments: 50</li>
<li>Top Category: Beauty</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Geethanjali</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/touchofgs/" target="blank">@touchofgs</a></li>
<li>Engagement rate: 10.22%</li>
<li>Followers: 4.2K</li>
<li>Posts: 269</li>
<li>Likes: 409</li>
<li>Comments: 15</li>
<li>Top Category: Lifestyle</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Melbourne Monochrome</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/melbourne.monochrome/" target="blank">@melbourne.monochrome</a></li>
<li>Engagement rate: 9.14%</li>
<li>Followers: 4.6K</li>
<li>Posts: 162</li>
<li>Likes: 411</li>
<li>Comments: 12</li>
<li>Top Category: Travel</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">ELISE</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/veggie_leese/" target="blank">@veggie_leese</a></li>
<li>Engagement rate: 8.92%</li>
<li>Followers: 4.7K</li>
<li>Posts: 294</li>
<li>Likes: 402</li>
<li>Comments: 20</li>
<li>Top Category: Food</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">catzin :~~~p</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/catherinezin/" target="blank">@catherinezin</a></li>
<li>Engagement rate: 8.56%</li>
<li>Followers: 4.9K</li>
<li>Posts: 34</li>
<li>Likes: 409</li>
<li>Comments: 14</li>
<li>Top Category: Business</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Caroline Stubbs</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/caroline_stubbs/" target="blank">@caroline_stubbs</a></li>
<li>Engagement rate: 6.86%</li>
<li>Followers: 6.1K</li>
<li>Posts: 528</li>
<li>Likes: 415</li>
<li>Comments: 4</li>
<li>Top Category: Business</li>
</ul>

<li><h4 style="margin: 1.5rem 0 1rem 0;
 color: #202020;
 font-size: 20px;
 line-height: 26px; !important">Natalie Zelez</h4></li>
<ul>
<li>Instagram Handle: <a href="https://www.instagram.com/nataliezelez/" target="blank">@cnataliezelez</a></li>
<li>Engagement rate: 6.6%</li>
<li>Followers: 6.3K</li>
<li>Posts: 260</li>
<li>Likes: 374</li>
<li>Comments: 39</li>
<li>Top Category: Lifestyle</li>
</ul>

</ol>
</div>

Working with content creators can supercharge your marketing and expose your company to large networks of people who discover you on social channels. Sponsoring content and social postings with people who have influence with your target audience is a good way to attract and engage consumers who might not know about you or don’t respond to industry advertising.

Developing partnerships with the right social influencers can continue to deliver returns for your marketing initiatives for years to come.

Looking for the right hashtags? Then our List of the Most Trending Hashtags in Australia will help you.

Get in touch with Meltwater Australia by filling out the form below to learn more about how the Meltwater Social Influencer Marketing Platform can find the best Australian social influencers to drive engagement and deliver a great ROI.

Top Australian (Instagram) Influencers [2025]

It often feels like the working day isn’t long enough. Writing, whether it’s a press release or case study, can sometimes feel like a monumental task. We have so many tasks to complete, and often tasks crop up outside working hours too. 

That’s why looking at trends in your industry or via a social listening platform can surface stories and data that you wouldn’t otherwise be able to detect and help you automate this process. By equipping yourself with the right public relations tools (such as phone apps that can be used on the go) we can ensure we’re working efficiently, that we’re not forgetting any important tasks and that we’re aware of any possible threats to our brand.

Having a few extra apps on your phone can help you prepare for whatever situation presents itself, wherever you are. In this blog, we’ll be outlining PR tools that every PR Pro should have downloaded on their phone. Some of them will help prevent a crisis whereas others will help you structure your day.

Keep up to date with the latest news with either Apple’s News App or the Google App. Both customise news content shown based on interests and preferences, and both are easy to use. 

Being aware of the latest developments in public interest stories can help us to:

Look for PR opportunities. 
If we notice a trending topic, we may tailor our PR pitch to fit with this to help us be more timely and relevant. For example, if there’s lots of news coverage around the environmental impact of certain packaging, it’s the perfect time to highlight any environmentally friendly practices you have.


Prevent a crisis. 
Stay on top of breaking news stories to ensure brand messaging is sensitive to any major disasters or crises. We’ve seen lots of examples of brands unintentionally causing offence with their choice of words. For example, Entenmann’s found themselves in a spot of bother, the day that Casey Anthony was found not guilty of murder and manslaughter. The hashtag #NotGuilty was used so people could discuss the verdict. Entenmann unwisely trendjacked the hashtag without researching the context of it.

Whether you’re on your way to work or on a tradeshow floor, the Meltwater iPhone & Android apps with our Meltwater Media Monitoring capabilities keep you up to date on breaking news stories around your brand and industry.

Unfortunately, stories often break outside of office hours. Stay on top of important news and social media posts with instant notifications. If you deem the news important, easily share it with the appropriate colleagues via text, email or WhatsApp. 

Unlike a general news app, a media monitoring app will 

Alert you to both news and social media stories that are relevant to your brand

Annabel O’Keeffe, Strategic Marketing & Channel Development Manager at Focus Ireland tells us:

“Meltwater’s mobile app is my favourite feature of the platform – in fact, it’s my favourite app that I have on my phone. I get alerts straight to my phone, on-the-go. I can then tap into the app in one click and determine whether press hits are worth looking into further”.

PR Tool #3: Join.me or Skype for virtual meetings

A good meetings app is another important addition to our online PR toolkit. Many of us have meetings on a daily basis – and we’re not always at our desks. Join.me and Skype are both good options. One benefit of Join.me is you’re able to ‘dial in’ meaning users can call from their mobile (if they’re lacking WIFI). In addition, you can view and present content within the app.

PR Tool #4: Rebtel – for international calls

Alternatively, if you’re making lots of international calls or travelling a lot, ‘Rebtel’ is a great choice. Call international numbers using 4G, Wifi or your network either for free or at a low cost. I spent 2 months in China and found it invaluable for staying in touch with my family and friends back home! 

PR Tool #5: Meltwater Engage – for social media

Having access to all of your social media feeds and being able to respond to posts is becoming essential for PR pros. As the public becomes more demanding, the need to quickly respond to questions and queries is essential. Additionally, having access to social feeds on-the-go means we can post at any opportunity, which is handy considering PR is so timely!

For an all-in-one social media management tool, download the Meltwater Engage app. The benefit of using the app, is that all your social media feeds are in one place, making it easy to discover messages and respond to them, plus you can automate the process of reviewing unread messages and share your dashboard as a team. 

Unfortunately, not all of us (including myself) have the best memory! To make it even more challenging, many of us have so many tasks on our to-do list, that it can be hard to stay on top of it all. Whilst there’s something satisfying about handwritten to-do lists, they’re easy to lose. And if you’re anything like me, you’ll probably require more than just one! Trello is the solution to this problem.

You can create a specific project to-do list or just have one giant to-do list. Create tasks and then add checklists and details within the tasks. Another benefit to Trello, is the mobile app. You can update lists on the go. Additionally, you can invite your team or manager to view the list, helping you to stay aligned. A lot of agencies and clients are familiar with this platform, which also helps take the frustration out of introducing it to the team. 

The image above provides a bit of inspiration to how Trello can become an invaluable PR tool!

PR Tool #7: Google Drive or Dropbox for Cloud Storage

Another app to add to your list of PR tools is Dropbox or Google Drive. Having backups of our files is really important in case our laptop breaks or is stolen. In addition, having our files in the cloud means we (or our team) can access our documents wherever. In the event of a catastrophe, you'll have easy access to your files, and cloud storage also means simple sharing when the need arises. 

PR Tool #8: Focus Keeper for Productivity

HIIT training has become increasingly popular over the last year or so. This is the concept of doing intense bursts of exercise, with short rests. Why not apply the HIIT method to productivity too? I’m easily distracted, and I find that doing short bursts of intense concentration followed by a short break increases my productivity. There’s an app called Focus Keeper, which allows you to set focus periods (usually around 15-30 minutes), followed by a break. Think of it as HIIT for the mind!

There are few elements that are as important to your press release as spelling and grammar. Such careless mistakes appear unprofessional — and could mean the bitter end for your release.

This tool makes it easy by giving you helpful suggestions for spelling and grammar — and keeping a running tally of mistakes so that you always know where you stand. It also integrates with most writing programs and apps.

PR Tool #10: Hemingway Editor for Writing

Looking for another editing tool? This one might be more to your taste — especially if you’re more visual and want more detailed correction.

The Hemingway Editor color codes each grammar and spelling mistake as you go so you can see exactly what’s wrong and how to fix it. From run-on sentences to adverbs that could weaken your sentences, it has helpful suggestions to improve your writing.

It’s easy to fall into a word rut — using the same word over and over again. This can be dangerous when it comes to press releases. if you do it too much, your audience will likely notice and lose interest.

This tool goes beyond a simple thesaurus — it can look up words based on their definition. For example, if you enter the phrase “speak softly,” it gives you such options as a murmur, whisper, coo, etc. This allows you to avoid redundancy and spice up your press release with new words that engage your audience.

Cliches can add a whimsical touch to your writing. But when you write press releases, cliches can get in the way and muddle your main message. After all, you want to differentiate your company or yourself in a release.

Just enter your press release into Cliche Finder’s editor and it will conveniently list all of your cliches. This helps you to improve your writing and avoid the cliche pitfall.

Buzzwords: The bane of every industry. And for journalists, who have to comb through press releases every day, these buzzwords can be like nails on a chalkboard.

I appreciate the description that PR BuzzSaw uses to describe its product: “This free tool automatically hacks PR buzzwords out of press releases to make life more bearable for Britain’s hard-working journalists.”

Use this tool to clean up your press release of the most annoying buzzwords, and present a final copy that journalists will happily devour.

StayFocusd is a digital tool that allows you to do just that.

On this platform, you can choose the exact apps or websites that you know distract you the most, and block them from whichever device you’re working from, or all of your devices, for a set period of time. Many people say they feel their freshest and most productive first thing in the morning. We challenge you to block all distracting apps from 8 a.m – 12 p.m. Try it for a week and realise – firstly, how addicted we are to social media, checking notifications and messages – but also, how pleasant it is to work without distractions.

Word count is an important part of your press release. You want to make sure it is a reasonable length without being long-winded. While most writing programs come with a word count feature, they can be buried in the drop down menu; besides it’s a hassle to constantly stop writing to check your progress.

Wordcounter is an easy solution that enables you to keep track of your word count with a mere glance at the top of your screen. Write your press release in its editor, with a big, bold word and character counter at the top so you never have to leave your work to check on it.

It won’t matter how much work you put into your press release if no one reads it. People will read your story only if it interests them and touches their lives. So what can you do to make your news more appealing, short of reading minds?

This free tool will tell you what is on people’s minds by telling you the most common things that they’ve searched for on Google. This can be a great way to make your press release more relevant to your target audience.

For instance, if your press release is about a new launch of your accounting software, you might enter the term “accounting software” into this tool, and see what people are asking or searching for on search engines — and incorporate that information into your release.

Download these public relations tools to ensure you’re working smart. These apps will help you reduce the time it takes you to do daily tasks and ensure you’re equipped to deal with anything wherever you are!

Want to learn more about how Meltwater can help your company with measuring PR? Fill out the form below and we'll get in touch!

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