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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

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

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

Earth Day is deeply rooted in environmentalism; it’s become a corporate social responsibility movement regarding concerns for environmental protection. If there is one thing influencer marketing is especially important for, it is the ability to align brands with social movements.

A value-based influencer marketing strategy is when brands collaborate with influencers who align with and support brand values in order to connect with like-minded customers in a meaningful and authentic dialogue.

So, in honor of Earth Day, we are featuring 10 awesome sustainability influencers who support the values of sustainability and environmentalism and the brands that collaborate with them, along with campaign examples and tips to run an effective eco-friendly campaign.

Tip: Also take a look at these sustainable fashion influencers, and learn about corporate sustainability trends.

Leveraging influencers to improve your image as a sustainable brand starts with making the right connections. Let’s meet the top eco-friendly influencers and learn what they’re passionate about.

Side Note: The following influencers have sizable audiences that can help you reap the benefits of brand exposure. However, you can also find micro-influencers who have smaller followings but highly engaged audiences.

Aditi Mayer is one of the top sustainable fashion influencers and an advocate for labor rights and social justice. Her journey began in 2014 after she learned of the Rana Plaza factory collapse that killed over 1100 people and injured countless others. For Mayer, this tragedy served as an awakening to the poor labor conditions and dirty secrets of the fashion industry. She is now a sustainable development influencer who has become a leading voice on sustainability, thanks to her services on the councils of Intersectional Environmentalist and State of Fashion.

Bea Johnson is the author of the bestselling book Zero Waste Home, having turned her ideas from a blog into a movement. She has brought awareness to hundreds of thousands of homes on how they can reduce consumption and waste. She has boldly stated that her family’s annual household trash amounts to a single jar. Bea offers tons of resources to inspire and lead others, including a tool to find places to make bulk purchases, tips for getting started with waste-free living, and sustainably purchased items that naturally result in less waste.

Vegan influencer Immy Lucas is a UK-based YouTuber and environmental influencer. As a full-time content creator, Immy started the Low Impact Movement to share how she approaches a low-waste and low-impact lifestyle. Her channel, Sustainably Vegan, also shares insights on veganism and how it’s helping to combat climate change.

Also known as the Trash Man, Rob Greenfield proves that one man’s junk truly is another man’s treasure. He’s gone to the extreme in living a sustainable, waste-free life, including scrounging in the trash for food and clothing and cycling across the United States on a bamboo bicycle.

A staunch advocate for plastic-free living, Kathryn Kellogg is among the top environmental influencers on Instagram with a following of more than 379K. She runs the website Going Zero Waste and serves as the Chief Sustainability Officer of One Movement. Her content focuses on helping others go plastic-free and find more sustainable alternatives to traditional products.

Isaias Hernandez has built his platform on veganism and environmental justice. With more than 112K followers on Instagram, he is heavily invested on creating a sustainable future. Combating climate change, improving the food chain with veganism, and fostering a safe community for environmentalists are among his core values.

With 379K Instagram followers, Lauren Singer is a firm advocate for the zero-waste lifestyle. She’s been living her sustainable lifestyle since 2012, when she first started collecting all of the waste she created in a single mason jar. She now shares tips for others to do the same on her blog, Trash is for Tossers.

Owner of the website Impact for Good, Jessica Clifton is one of the top sustainable living influencers. She shares product reviews, tips on living a waste-free lifestyle, and other advice on her channel. She started her venture by going plastic-free, which grew into choosing more eco-friendly products and eventually sharing her ventures through social media.

Founder of the Zero Waste Collective, Tara McKenna is a Canadian influencer with one of the largest sustainability influencer followings on Instagram. She recognized a need for change at the global level after having traveled to various countries to witness the significant trash problem firsthand. She now offers coaching on living sustainably as well as tips and advice on social media.

With an Instagram following of over 86K and more than 13K followers on YouTube, Andrew Burgess has become a go-to source for sustainable DIY projects and upcycling ideas. His mission is to inspire others to see the potential in what they already have, showcasing how sustainability can be both fun and fashionable. He criticizes fast fashion's reliance on environmentally damaging practices and encourages consumers to support brands that prioritize sustainability and ethical production.

Let's take an additional look into three examples of sustainability influencer collaborations for your inspiration:

1. Jessica Clifton and Grove Collaborative

Jessica Clifton is a sustainability influencer with a wide following of over 200K followers across Instagram and TikTok. She provides useful tips to her followers on sustainable living by partnering with brands that support her values. With an average of 32K engagements per post, Jessica is an ideal partner for brands looking to promote their products and values to a highly engaged and passionate network.

Grove Collaborative is an eco-friendly household and beauty brand that provides conscious consumers with ethical alternatives to everyday products. Currently, the brand’s social media following is 90% females with an average age of 30, which means they are connecting more with millennials than Gen Z. Perhaps in a bid to engage a younger demographic, the brand is running creative life-hack ads on TikTok, as seen with Jessica Clifton.

The floor cleaner is my favorite :’) #GrovePartner @grovecollaborative  #eco #sustainable #lowwaste #ecofriendly *ad

Recently, Andrew Burgess teamed up with Puma for their Voices of a Re:Generation campaign. The campaign is all about promoting sustainable fashion and reducing waste. Burgess is a perfect fit for this message, as he is known for his creative upcycling projects.

For the Re:Generation campaign, Burgess created a series of upcycled Puma sneakers. He used old Puma sneakers, as well as other materials like discarded fabrics and plastic bags. The result is a collection of unique and stylish shoes that are also good for the planet. A portion of the proceeds from the sale of the sneakers will be donated to environmental organizations.

Rob Greenfield is an extremely unique influencer because his activism is at the heart of all that he does. It might be more accurate to call him an influactivist or an actifluencer. For example, a recent post presented a three-course gourmet meal made entirely of wasted food. His content is powerful and mission-oriented, something his 173K followers will certainly subscribe to. 

Rob had a very interesting collaboration with VIVOBAREFOOT, a shoe brand that vows to reclaim and resell all worn shoes rather than tossing them in landfills. Why is this partnership so important? As part of Rob’s environmental activism, he has largely gone barefoot for 10 years as a boycott of the industrial fashion and clothing industry. 

However, when he learned about Vivo’s mission to reclaim old shoes and stop the cycle of fast fashion, he realized that he finally found a shoe brand he could support. This collaboration produced an extremely strong and effective value-based campaign, presenting VIVOBAREFOOT as the only alternative to boycotting fast fashion. 

10 Sustainability Influencers + Eco-Friendly Campaign Tips

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

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

Let’s get right to it. We love a good influencer campaign. No matter the product or the industry, we’re always interested to see how brands are optimizing this exciting channel. Recently we looked at bed-in-a-box brand Tuft&Needle’s multi-persona campaign that emphasized the lifestyle values mattresses, and Diet Coke’s campaign which ignited a social conversation on social labels.

Next up ThredUp, an online consignment store revolutionizing the fashion industry.

ThredUp’s #secondhandfirst campaign is an amazing example of what we love most about influencer marketing. Not only did the brand work with fashion influencers, but they also partnered with environmental activists who help promote the positive impact of shopping second hand.

ThredUp’s unique campaign helps to convey a larger message about the ethical dilemma in the fashion industry, and the role fashion production plays in climate change. As more customers choose products based on brand accountability,  TredUp’s campaign is a sophisticated way to share brand values on a complex issue.

Mixing Activism With Influencer Marketing

ThredUp’s unique approach to influencer marketing echos the brand’s visionary platform (figuratively and literally). ThredUp is more than a market place, it is a digital consignment store promoting a sustainable fashion future. And, as fashion is the second most polluting industry, ThredUp’s mission has a global impact.

On ThredUp’s Business Instagram page they have 2 hashtags: #secondhandfirst and #chooseused. We decided to look at influencers who were leveraging the first hashtag… and there were many! So we selected 35. From sustainability, simply living, vegans, environmental activists, fashionistas, parents, and even travel bloggers, it’s clear that ThredUp’s appeal runneth over.

We are transforming the way people think about secondhand, and we have the capacity and the energy and the vision to make that a part of people’s lives for 20, 30, 50 years

Tip: We have compiled lists of global fashion influencers, sustainable fashion influencers, top sustainability influencers, top fashion influencers in Singapore, and South African fashion influencers to partner with.

Influencer: @lauren.engleke, the sustainable fashionista

10 years ago it would seem like an oxymoron to include vegan and fashion in the same sentence. Many brands had yet to embrace cruelty-free or sustainable materials, so the options were… let’s be honest, not that chic. Now, vegan is the new norm (thanks Ellen DeGeneres), and due to the undeniable environmental impact of fast-fashion, sustainability is en-vogue.

Enter Lauren Engelke, a fashion influencer and podcast host who shares her sustainable looks with her 14K followers on Instagram. Lauren has a 4,142 True Reach, which is extremely high for her following, meaning her audience is extremely interested in her content. Previous collaborations have included Zara, Nike, Lululemon, and Stichfix, giving her serious fashion influencer cred.

Influencer: @tayloridso, the second-hand advocate

Taylor is a US-based recycled clothing advocate who runs her own fashion repository and blog ThredsOfTay where she resells her clothing in an attempt to minimize her closet and live more sustainably. Taylor has 4.5K Instagram followers with 4,420 True Reach, and an average of 650 engagements per post, both extremely high metrics compared to other influencers with a similar audience.

Taylor mainly shares fashion-focused content with her audience, 96% of whom are women. In early 2019, she took a vow to only show second-hand, and to cut off all fast-fashion brands, making her the perfect advocate for ThredUp.

Sustainability and fashion. As mentioned early, we randomly selected 35 influencers who have leveraged the #secondhandfirst hashtag to see how the brand has benefited from the influencers promoting their values.

As of September 29, 2019, these 35 influencers shared 328 posts with the hashtag #secondhandfirst or tagging @ThredUp generating 680K engagements, and an EMV of $2.5M. The EMV is extremely impressive as this is only 35 influencers. The ROI of all influencers leveraging both of the brand’s hashtags should be substantially larger.

ThredUp #secondhandfirst Campaign Success (as of Oct. 2, 2019)

Are your campaigns feeling a little outdated? Meltwater's Influencer Marketing platform helps you discover the best influencers for your brand and manage all stages of your campaign.

Get a free influencer marketing product tour or book a personal meeting:

Influencer Marketing Goes Green: #SecondHandFirst With ThredUp

While cold emails get the glory, cold tweets are somewhat underestimated. It should be the other way around. Cold tweets are much easier to craft and they have a higher chance to get noticed and answered.

How to Cold Tweet and Actually Get a Response

Looking for Influencers to Master your Cold Tweeting Techniques?

A cold tweet is like a cold email with benefits. Basically, it is tweeting someone for the first time when you haven’t yet met them.

It’s “cold” because the other side doesn’t expect a tweet from you. When done properly, they won’t expect it but will be well familiar with you, the sender.

Cold tweets are extremely powerful. They can generate B2B and B2C leads, start long-term relationships with influencers, and even land you your next job interview.

Take Blake Robbins for example. His cold tweets ended up with job opportunities at Lyft, Nest, and General Assembly! When cold tweeting is done right, it can be that foot in the door you need. It doesn’t mean you’ll surely reach your goal, but at least, you’re playing a better hand.

It’s super easy to blow it with a cold tweet. The eagerness and anxiety to get a response shine from every character of your tweet.

I was thinking, who’s the master of cold outreach, with 100% success rate?

So here they are, 5 cold-tweeting techniques from the hustling master of How I Met Your Mother. Give it a try, you’ll be surprised by the results:

What it is: An intro to a prospective influencer by someone friendly or authoritative.

How to do it wrong: Ask just anyone from the influencer’s tweeps for an intro.

How to do it right: Take a look at the inner circle of the influencer. Who does he speak the most with? Do you know any of them? Great, ask one of them to be your wingman and get a polite intro.

With Meltwater's influencer marketing solution, you can search for people and save them in lists, so you can easily stay organized.

What it is: Barney tricks all his friends into advocating for him in front of the chosen one (while wearing a scuba diver suit). You don’t need that last part for cold-tweeting.
In cold tweets, The Scuba Diver technique is connecting with the influencer’s best friends. They will later advocate you to the influencer. By connecting with the influencer’s inner circle, you weave an invisible net in front of the influencers, making it inevitable for them to bump into it.

How to do it wrong: This one is the hardest to pull off. It requires time and attention. To make it work, you need to study the inner circle of the influencer and make sure they’ll mention you. The thing is, you should verify they all mention you in a positive way. So play it cool, slow, and easy. Get to know those influencer’s friends and keep good relationships with them.

How to do it right: The Scuba Diver is a method of reaching influencers that you presume will be the hardest to get a response from. Just like with the Wingman, communicate with the people the influence talk with the most. Your name will pop up in their conversations. Be assured that hearing about you from several close friends will arouse their curiosity.

Pro-Tip: Creating this volume of connections takes a lot of time. You can take a shortcut by advertising to the people the influencer engages with regularly. If you’re not sure how we can help you accomplish that.

What it is: Get immediate sympathy, like when telling someone that you were left at the altar.

How to do it wrong: Desperately ask for help. It usually looks like this:
@saviour Hi! I need your help! Can you share this link with your audience? Would mean much to me! Check it out: https://spam.com
Don’t throw yourself at the influencer. This way the first time they hear from you is in your desperate mode. Not your best side.

How to do it right: WIIFT. Instead of thinking about What’s In It For Me, focus on What’s In It For Them.
Finding what’s in it for them is easy when you listen. Pay attention to the influencer you’re reaching out to. What’s their “being left at the altar” story? Do they need something you can help with? Start with that.

What is it: Barney just says he is a fireman and it works like a charm.

How to do it wrong: Put too much weight on your role and company, while it’s a brand new company or a non-impressive job title. You’ve probably seen it on Twitter with this format:

@MyInfluencer Hi! I’m Paul, VP Cold Tweets at 2PeopleAtOneMonthOldStartUp! Can we talk?

How to do it right: Only use it when it’s most definitely means something to the influencer. When choosing to make it the main focus of the tweet, make sure they’re familiar with your brand.

@MyInfluencer Hi! I’m Betsy, marketer at Nike. Would be happy to have a word with you!

What is it: Hey, that’s from a different story! I know, I know. But Friends’ Joey is so much like Barney!

The Joey Tribbiani may seem simple but actually requires a preliminary work.

Remember Joey’s “How you doin?” catchphrase? So there’s an equivalent cold tweet. Meet:

We learned this basic yet smart line from Hillel Fuld, CMO at Zula. All you have to do is tweet the influencer the simple line of “hey, got a sec?”. And it works.

How to do it wrong: Don’t be a one-trick pony. Some influencers will dig into your tweets. They won’t find it charming to see that you’ve sent the same tweet to 10 other influencers.

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