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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

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

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

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

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

We’d all love a clear-cut answer to the modern-age social media question: When is the best time to post your Instagram content? 

The answer might not be as simple as an X on a calendar - but it doesn’t need to be impossible to find out, either. The absolute perfect time to post depends on the audience you have, the audience you want to reach, and their online habits.

Getting that information requires some deep-diving into the numbers and analytics of a UK-based audience. But even before that happens, having a general idea of the best times is helpful to know how to optimise your Instagram strategy.

Looking at Habits of Your UK Audience on Instagram

Identifying the Best Time to Post to Your Specific UK Audience

If you’re running an account in the UK, and you’re posting to UK-based followers, these best practice statistics will help you get optimal reach and results from your content:

The best time to post on Instagram in the UK

As a general rule, the best times to post are in the morning, either before or during lunchtime. However, the ideal time to post for each day is slightly different:

Posting late at night (any time after 23h00) generates the least traffic and engagement. This is especially true over the weekend. People are either sleeping or socialising, and are not engaging attentively online.

Instagram users in the UK are most active on Tuesday and Thursday.


Instagram engagement is at its lowest over the weekend - Sunday is statistically the worst day for posting. 

2. The Best Time to Post on a Monday in the UK

In the UK, most users start the week by waking up, browsing their social platforms, and then getting ready to begin their work week. With this in mind, Instagram content performs best early in the morning, around 06h00, and then again between 11h00 and 12h00. Online engagement peaks around the lunch break. Posts scheduled for the night, even as late as 21h00, will perform better than other weekdays as users tend to work later on a Monday.

3. The Best Time to Post on a Tuesday in the UK

Tuesday engagement is highest around 09h00 and throughout the morning. After 18h00 is also a good time for content, as users are winding down after their work day.

 4. The Best Time to Post on a Wednesday in the UK

Instagram content performs similarly on Wednesdays as it does on Mondays, as people work through their tasks for the week. Posting around 11h00 and noon gets the most traffic.

5. The Best Time to Post on a Thursday in the UK

Statistically, the best time for Thursday content is late morning, closely followed by early morning. Posts published after 19h00 also perform well.

6. The Best Time to Post on a Friday in the UK

Friday is unusual, with engagement highest in the afternoon. The prime time to post is at 16h00 as people are either getting home or are commuting back from work. Early and late evening posts don’t tend to perform well.

7. The Best Time to Post on a Saturday in the UK

Many users sleep in on a Saturday or wake up for a specific activity, so early morning posts don’t generate significant engagement. Around 11h00 on a Saturday is the perfect time to schedule posts.

8. The Best Time to Post on a Sunday in the UK

Sunday evening used to be the best time overall to post on social media, not only in the UK but across the world. However, online behaviour has changed, and posts scheduled for the late morning generate afternoon traffic and engagement as people gear up for the week ahead.

9. Looking at Habits of Your UK Audience on Instagram

While it’s essential to know the overall best times to post for your scheduling and strategy, it’s equally important to pay attention to your audience and their online behaviours. 

For example, if you’re looking to target an audience that typically commutes to work, look to capitalise on peak bus and train times so that they see your content while travelling to and from work. If your audience is more likely to get around by car, it’s better to avoid posting while they are likely driving and won’t be engaging online.

But remember: for every rule, you’ll find the exception. While Sundays are generally the lowest performing day for engagement, if the content is relevant (such as an account run by a church or an event) then the audience will be looking out to engage on Sundays. Don’t be afraid to break from the norm where it will work better for you!

The more knowledge you have of your UK Instagram audience, the easier it will be to identify the very best time for you to post.

10. Identifying the Best Time to Post to Your Specific UK Audience

The best way to increase reach and fully maximise Instagram potential: use social media management tools to help analyse and identify the browsing habits of your target audience.

Meltwater’s social media management suite will help you increase engagement and get the most out of your content to enhance your digital content strategy.

Get in touch with us for a free platform demo.


When Is The Best Time To Post on Instagram in The UK?

In the jumble of Twitter marketing metrics, words like Impressions and Reach can seem to overlap. These two terms appear often in social media marketing, so surely they mean something important. But what, exactly?

Here’s what you need to know about Twitter Impressions vs Twitter Reach and why these metrics matter to your social media marketing.

How to Increase Your Twitter Reach & Impressions

Improving Your Twitter Organic Reach with Meltwater

We define an impression as an appearance on a user’s screen. It’s the number of times someone put eyeballs on your content.

Impressions count the number of appearances, not the number of individual people who see your content. For example, if one person sees your content one time, that’s one impression. But if that same person sees your content five times, that’s five impressions.

Note: Impressions do not measure the number of times your Tweet may have been screenshotted and embedded in other content. It also doesn’t count if someone views a text preview of your Tweet or if they see your Tweet on a third-party platform.

Tracking Twitter impressions gives you an idea as to how often users see you on X, formerly known as Twitter. It’s a great way to measure your brand’s presence (Share of Voice and brand awareness). The more impressions you have, the more people are seeing your content.

Impressions can also offer clues into your content’s effectiveness. For example, if you have a high number of impressions but no clicks, it could mean that you’re not reaching the right people on X, formerly known as Twitter. Or your content might not be compelling enough.

If you have a low number of impressions, you might want to rethink your Twitter hashtags, increase your ad spend, or get new followers.

Tip: Take a look at our guides on how to create a Twitter marketing strategy and on how to do Twitter management for beginners to help your brand become more relevant on X, formerly known as Twitter.

It’s important to track more than impressions. 

Your Twitter analytics dashboard does this for you, but you need to pay attention to other social media metrics and social analytics, as well, to make sense of your impressions. Combining impressions with other metrics, such as click-throughs, can help you gauge whether your content is working.

On X, formerly known as Twitter, Reach refers to the number of unique individuals who have seen your Tweet. In other words, Reach indicates how far your Tweet has traveled.

You might only have 100 followers on X, formerly known as Twitter, but if your Tweet has been Retweeted by an account with 1,000 followers, you’ve significantly improved your Reach.

Similar to impressions, Reach does not measure how many people may have seen your Tweet screenshotted or embedded in other content. It also doesn’t take into account whether your Tweet is shown as a text preview or on other social channels, such as LinkedIn. What’s more, it doesn’t measure how many people engaged with your Tweet.

The combination of Twitter reach and impressions gives you insight into whether your content is being seen. 

You spend time and effort creating the perfect Tweet — maybe you're even creating and posting videos to Twitter. Naturally, you want people to see it! Twitter reach gives you an idea of how many people will potentially see your content so you can make informed decisions on how to promote it.

Your Twitter reach can also help you figure out if something is wrong with your ad. Similar to impressions, if you have a high reach but zero click-throughs or conversions, you might want to take a second look at your ad creative.

Combined with impressions, you can see how many times people are viewing your ad before you start seeing conversions. 

Studies tell us it takes an average of seven impressions before a person will recall a brand or make a purchase. If your reach and impressions are nearly the same, it makes sense that you wouldn’t see many conversions. This indicates that most of your audience has only seen your ad one time.

On the other hand, if you have 500 impressions and have reached 100 people, each person has seen your content an average of five times. This increases the likelihood of generating clicks and conversions. You can compare data on reach and impressions to see how many times you should plan to show future ads before getting results from your campaign.

Lastly, Twitter reach can indicate whether you have a quality audience on X, formerly known as Twitter. Having a lot of followers but low impressions and reach could mean that many of your followers aren’t active. If this is the case, you may want to focus on increasing your followers so your Tweets will get more exposure.

Your Twitter analytics dashboard automatically measures impressions for you. To access your impressions, you can log into your X / Twitter account, click the graph icon on each Tweet, and view the data for that Tweet.

You can also see your impressions via the Twitter analytics dashboard for a bird’s eye view of all of your Tweets. Track performance over time to determine benchmarks for your campaigns.

Important Update: As of late 2023, X now requires a Premium Subscription to access analytics 

Fun fact: Reach isn’t an official Twitter metric. You won’t find it in your Twitter analytics. So, do you really need to measure it?

There’s plenty of value in measuring Twitter reach, and you can do so pretty easily without the help of Twitter analytics.

One way to do this is to divide the number of impressions by the number of followers, then multiply by 100. For example, if you have 5,000 followers and have earned 500 impressions of your post, then your reach percentage is 10%.

500 impressions / 5,000 followers = 0.1 x 100 = 10%

This is just an estimation because one person could have seen your content more than once.

Now let’s say that someone Retweeted your post to their audience of 500 followers. You can add the number of your own followers and their followers to get a potential reach of 5,500 people. Your analytics will continue tracking impressions for you so you can plug in those numbers into the calculation above.

One other way to measure reach is to review your hashtag analytics. Hashtags are shareable. If you attach the right hashtag to your content, it has the potential to reach lots of people beyond your own follower count.

Tracking hashtags using a social media monitoring tool like Meltwater's before you launch a Twitter campaign is important. Because you're limited on space in each Tweet, you want to choose the best hashtag or hashtags to accompany each post. If you want to increase reach, you can choose the hashtag that has the greatest potential to travel.

Your Twitter impressions and reach are no substitutes for engagement. Just because someone sees your content doesn’t mean they will care about it. But at the same time, you also need people to see it before they can decide whether to engage. That’s why many marketers want their impressions and reach to be as high as possible.

The more eyes your content attracts, the more opportunities you have of being Retweeted, getting clicks, and reaching your goals. There are a few ways to increase your Twitter impressions and reach:

Engage with accounts with large audiences

Increasing your X / Twitter organic reach can help you get your content in front of more people without having to pay for Twitter ads. One way to do this is to engage with celebrities, influencers, and other accounts that already have large followings.

You can follow them, comment on their posts, and Retweet their content in hopes they’ll return the favor. Or you can proactively form partnerships with influencers and collaborate on content that will benefit both of you.

One place to start is with your own account. See if you have any followers who are super engaged with your brand. These are the people who will be most open to sharing your content with their own audience. You can find these fans via your Twitter analytics or with third-party tools like Meltwater's social listening platform and Meltwater's social influencer database.

Once you find influencers or engaged followers, ask them what type of content they’d like to see from you. They will be more likely to share posts that genuinely interest them.

Need input regarding how to best engage with your Twitter audience? Our Twitter management guide will help.

Another way to get more eyes on your content is to keep producing content. Give people something to engage with.

— or all of the above. The more variety, the better you can learn what your audience likes and responds to.

The more content you produce, the more opportunities others have to get to know your brand. Content can help you build trust and foster good relationships, both of which can help your content travel farther.

Because X, formerly known as Twitter, is a place where you can be “old news” in a matter of hours, consistency is key.

The less often you post, the more likely people are to forget about you. Experiment with posting times and frequencies to find your sweet spot, then stick to a regular posting schedule. Tools like Meltwater's social publishing software can help you skip the trial and error by calculating when your audience is most active and what they’re most likely to engage with. Get your free tour today!

Tip: Learn more about the best times to post on Twitter to understand when and how often you should tweet.

Our Twitter stats blog states that Tweets with images and videos tend to get more engagement than plain text Tweets. For example, if you are including a blog post link in your Tweet, chances are a visual will be automatically generated. This may or may not be the most compelling picture, so take matters into your own hands by choosing media to accompany your content.

For Twitter images, stick with a 2:1 ratio. Most X / Twitter usage happens via mobile devices, so your images should be optimized for a vertical screen.

Here you find more information on all Twitter image sizes and Twitter video sizes.

Also, make sure your images align with your brand's corporate identity. The brain processes images 60,000 times faster than text. If your images are well branded or at least make sense for your brand, your audience will better make the connections between you and your content.

Ready to maximize your Twitter marketing strategy? Meltwater makes it easy to create, schedule, and analyze your Tweets from a single dashboard. AI-driven social listening and consumer intelligence shows you what content your target audience is engaging with, the times they’re most active, and what they’re talking about online so you can meet them where they are.

Meltwater supports your Twitter analytics tools by providing context behind the numbers. Whether you want to increase your follower count, launch your first Twitter campaign, or improve your engagement rate, Meltwater helps you do it with data.

Schedule a demo and see how Meltwater makes you a better Tweeter!

X: What Are Twitter Impressions & Reach?

If you don't have a PR agency, learning the basics of public and media relations helps you beat the competition when it comes to getting attention for your brand. Knowing the best places to distribute your release is essential.

In this blog, we will explore the top press release distribution services in the UK and how you can best maximise your time and resources.

List of the top UK press release distribution companies

What is the best way to distribute press releases in the UK?

To kick off, here’s a short list of the top UK press release distribution companies every marketing team should know:

1. Meltwater UK Press Release Distribution

Tip: Learn how to pitch successfully to journalists.

Struggling to create awareness around important announcements in the UK? You're not alone. Creating engaging content is one thing, but getting it in front of audiences that care is another.

After a PR professional writes a press release, they need a way to distribute it. This is where a press release distribution service becomes handy. We understand different needs require different solutions, that's why we offer a number of ways to help get your press release seen.

Meltwater partners with journalists to develop online profiles. This assures they are only getting quality pitches while helping brands ensure their press releases are going to journalists who have been fully vetted. It’s a win-win situation and a great way to build your distribution network.

Meltwater UK's press release distribution service also includes:

Integration in to over 100 services for local, national and global audiences and a strong presence in Europe. 

 Meltwater Wire Distribution via GlobeNewswire

Hyper-Targeted PR Outreach with Keyword Search

Comprehensive reporting with easy-to-share dashboards with key insights

Learn more about the Meltwater Media Database and Meltwater Press Release Distribution Service for the UK!

Launched in 2010, Pressat newswire reaches targeted journalists, editors, influencers & news-desks and has an in-house editorial team to send releases to the most relevant medias to ensure it's effective and seen where it matters most. They also offer UK media contacts.

Pressat also serves more than 33,000 opt-in subscribers with customised news alerts, ranging from journalists and editors right through to analysts and bloggers.

PR Fire is one of the UK’s leading press release distribution platforms with guaranteed global reach.

They help businesses grow get published, syndicated and featured on high-authority news media.

PR Fire also offers a Distribute only or Write & Distribute option if you need support crafting your press release.

PR Newswire has been a trusted provider in this space for some time.

They deliver to editorial systems and newsrooms of major media organisations and connect brand messages with influential journalists — from their active community of more than 36,000 members — who have specifically requested to see news in specific industries.

Tip: Get to know other Cision alternatives on the market.

Journalists are inundated with hundreds of press releases every day. To cut through, you’ll need a good pitch and help finding the right person to tell your story.

To find the best press release distribution service in the UK, look for those companies that have a local presence and have made a commitment to both journalists and brands to produce great results.

What press release distribution services provide the best value?

There are a few things to consider before you choose a press release service.

Not all press release services are the same.
Some are nothing more than online portals that rely on you to make decisions about what UK news outlets are mostly likely to distribute your news.

Make sure the service you use maintains the most current UK media contacts list.
Journalists change jobs frequently and outdated contact details mean your release is dead in the water. Companies like Meltwater partner with journalists to develop online profiles. This assures they are only getting quality pitches while helping brands ensure their press releases are going to journalists who have been fully vetted. It’s a win-win situation and a great way to build your distribution network.

A highly targeted list of UK journalists is going to be more valuable than a scattergun approach.
When it comes to achieving your PR goals, the narrower you can make your list, the better.

Choose a company with offices in the UK.
They will have local knowledge of the UK media landscape and will be able to offer support to ensure your news lands where you want it.

If your marketing team doesn’t have direct connections with journalists in the UK, don’t worry. We have some tips for you:

Social media has made it much easier for marketing, corporate affairs and advertising teams to develop their own distribution networks.

How do you do that? Nearly every reporter in print, television, and radio is active on social media, especially Twitter and LinkedIn. They are always on the lookout for good stories and are especially receptive to people who know how to pitch a good story.

You can also find UK media outlets on social media.

Start making contacts by following press accounts on social platforms like Twitter. It's often easier to make digital connections with key players by finding them online. Make sure the account has a blue tick showing it’s been authenticated by Twitter and it's not being run as a digital spoof.

List of the top verified UK newspaper Twitter accounts

Another way to decide where you want to pitch a story is to make your own media lists. The UK's media landscape is constantly evolving, but the global pandemic put everything on fast forward.

It’s important to know how to stay on top of the UK's media trends.

Make sure your media list contains journalists who cover your beat. If you’re working in the healthcare industry, find those who cover health. If you work in manufacturing, find the people writing industrial stories.

The more relevant your pitch is to the person receiving it, the greater the likelihood you’ll be successful in getting your story featured (Try personalised PR). 

Keep in mind the biggest names in UK journalism get so many pitches they can’t possibly read them all. Finding a young reporter and developing a relationship with them can return PR dividends to your marketing team for years to come.

Get in touch with Meltwater by filling out the form below to learn more about how the Meltwater press release distribution product can get your important stories in front of UK journalists who want to hear them and will share them with their audiences.

The Meltwater Blog

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X: What Are Twitter Impressions & Reach?

The Best Press Release Distribution Services in the UK

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