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Generative Engine Optimization (GEO) Guide

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

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

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

The key to success is branding & brand management!

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

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

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

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

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

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

Internal Communications Blogs | Category

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

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

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

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

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

Influencer Marketing Blogs | Category

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

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

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

Marketing Blogs | Category

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

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

Social Media Marketing Blogs | Category

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

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

Digital Marketing & PR Tools Blogs | Category

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

Your Best Context is Already in the Room

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

15 Must-Have PR KPIs and How to Track Them

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

The Meltwater Blog

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

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

Facebook Blog | Meltwater

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

Instagram Blog | Meltwater

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

LinkedIn Blog | Meltwater

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

TikTok Blog | Meltwater

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

X / Twitter Blog | Meltwater

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

YouTube Blog | Meltwater

Video content marketing and advertising have quickly become a mainstay for social media managers, and it’s easy to figure out why — video drives more engagement than any other content type across social platforms such as Twitter, LinkedIn, Facebook and Instagram. In fact, social media platforms dedicated to video, such as YouTube and TikTok, are thriving. Across the globe, YouTube has over 2 billion monthly active users, while TikTok has 800 million monthly active users. With the odds in their favor, more and more social media marketers are looking towards video as the next frontier.

In this article, we introduce how marketers should use social media video marketing for their business:

Understanding Social Platforms for Video Marketing

5 Tips for Posting Videos on Social Media

Social media video marketing allows brands to include a rich bed of information in a relatively short period of time, with eye-catching visuals to boot. It’s no wonder that social media users are attracted to video content above anything else. 

They don't have to be lengthy either — videos on Instagram Stories have to be under 15 seconds in length, while videos posted on TikTok are kept under a minute long. Marketers can tailor their content based on the requirements and restrictions of the social platforms they’re active on. Generally, three types of video formats exist:

Short-form content (<1 minute long): This includes any type of video content short enough to grab your audience’s attention, but long enough to get your point across. Think Instagram Reels and Facebook Stories, TikTok videos, teasers, YouTube Shorts, or bumper advertisements.

Long-form content: These include videos that are slightly longer in length — think explainers, animated infographics, product demos, or reviews. 

Live: Think live event coverage or special kickoffs to announce new products and promotions. Live videos allow audiences to interact directly with the host and brand and is a great way for brands to humanize their content.

Top tip: don’t restrict yourself to videos of a certain length! The same explainer can easily be cut into 15-second snippets for Instagram Stories, a 6-second bumper ad on YouTube, and a one-minute video for your social feed. 

Get familiar with the different social media video sizes to make the most out of your social video strategy.

It's important for marketers to have a basic understanding of how to use these social platforms for video marketing:

YouTube, an incumbent in the social video sphere, has a foothold in over 100 countries. In addition, it’s also the second largest search engine on the Internet. This makes YouTube marketing a no-brainer for brands looking to create regular video content. Here are a few key features marketers should take note of:

For regular videos, 15 minutes is the maximum, thought verified accounts can upload videos longer than 15 minutes. For YouTube Shorts, a video can be 60 seconds or less.

YouTube Cards: Polls, donation cards, and more encourage interaction and point your audience back to your channel, other videos, or your website. 

Personalization functions: Create channel trailers for new viewers, featured videos, and even set videos within playlists to play automatically. This helps you to attract new viewers and target regular viewers with new content.

Video creation tools: Apart from being able to upload videos, YouTube also allows creators to add watermarks and end cards to their videos, and offers a free simple editing tool and music library for users. 

Community Posts: While not a video feature, community posts on YouTube are a great way to engage your audience, keep them updated on upcoming content, and learn more about what they're interested in seeing through polls.

LinkedIn is the second most used social media platform by B2B and B2C marketers worldwide. The social platform has its own video marketing offerings, namely native videos and video ads. 

Here are a few key features marketers should take note of:

3 seconds – 10 mins in length (autoplayed without sound) for native videos

3 seconds – 30 mins in length for video ads

Text and stickers — just like Facebook or Instagram!: Through LinkedIn on mobile, users can record videos, add text, filters, and stickers, then post the video in-app. 

Closed captioning: LinkedIn’s new closed captioning feature allows users to add captions to their videos, optimizing the ‘no-sound’ experience. 

Video metrics: LinkedIn video ads are analyzed for metrics such as their estimated cost-per-view, views at 25, 50 and 70% completion, and full-screen plays. These metrics are accessible from LinkedIn’s campaign manager.

Facebook is the top social platform used by both B2B and B2C marketers. Its popularity also means that the company is constantly adapting how it pushes out content to users. Accompanying its consistent brand updates are changes to its video distribution algorithm that affect videos in the News Feed, Facebook Watch and ‘More Videos’ tab. These factors include:

Loyalty and intent: Repeat viewership is valued when surfacing videos to users in the News Feed

Video and viewing duration: Marketers looking to use Facebook for video content should ensure that videos are at least a minute long 

Originality: Facebook will continue to limit distribution for repurposed content and demote video content involved in sharing schemes (sensationalist, superficial, and engagement-driven content). 

Up to 240 minutes for native video content

Individual ad length restrictions vary. 

Video ads (carousel, in-stream, Facebook Stories)

Instant Experience videos (moving elements on a product page)

Interactive video: Facebook supports various interactive video formats such as 360 videos and Facebook Live. 360 videos create a unique viewing experience for mobile-first audiences, while Facebook Live encourages engagement and interaction between fans and brands.

New video bulk features: Facebook has begun to offer more advanced playlist features such as ‘Series’, which allows episodic content to be better grouped. The platform has also introduced a Videos tab on all pages to enable audiences to upgrade their video notifications and browse through playlists. These features support Facebook’s repeat viewership algorithm and help push new content to loyal audiences.  

Gamification: Facebook allows for polling and gamification features that can be used to create live trivia shows. This introduces a competitive element to the interactions between users or between users and brands.

Instagram, too, has expanded its video content capabilities over the years. The platform now includes feed video content, Reels, Instagram Stories with a lifespan of 24 hours, and longer-form video content, formally known as IGTV. Instagram sunsetted the IGTV app and rebranded it as simply Instagram Video in 2022. 

The Instagram algorithm prioritizes the types of content a user engages with the most — meaning that if you spend more time watching videos, you get more video content on your feed. In addition, Instagram Stories prioritizes your relationships with other users when deciding their ranking on your feed. 

Up to 15 seconds for Instagram Stories (NEW UPDATE: Instagram stories of 60 seconds or less will now be uploaded as an uninteruppted clip, rather than split into 15 second chunks)

Up to 15 minutes (upload from mobile) or 60 minutes (upload from web) for videos

Instagram Stories: Arguably Instagram’s most popular video offering, Instagram Stories allows brands and users to post vlog-style content complete with text, gifs, stickers, and other interactive elements. Users can also save and group their previous Stories in a highlight on their profile page. 

Instagram Video: Formerly IGTV (though the separate tab on your profile still exists) Instagram Video refers to any video that is uploaded to your channel that is not a Reel, Live, or Story. It supports longer-form, episodic content that can also be promoted on a brand’s feed. 

Internal sharing and posting capabilities: Instagram allows users to share posts, videos, and stories from other accounts on their own Stories, provided that these users have enabled the corresponding privacy settings. This encourages interaction between users and brands, especially when it comes to showcasing user-generated content (UGC). 

Posts need not only be text-based. X supports live videos, and video ads as well. Here are a few key Twitter video features marketers should take note of:

5 Quick Tips for Social Video Content

After looking at some general social media statistics and statistics about social media usage in the Philippines, we thought it was time to go more narrow.

The Philippines is still home to magnificent white-sand beaches, a thriving agricultural sector, abundant natural resources, and a wide variety of delicious, one-of-a-kind treats that have earned it the nickname "The Pearl of the Orient". Nowadays, it seems to fit the description for different reasons.

In 2024, that pearl has been transformed into a digital hub, complete with a socket that can be used as a lamp, complete with a high-quality 5G wireless internet connection. With a rapidly growing tech-savvy populace, the Philippines has become one of Southeast Asia's most promising new digital markets.

Filipinos are typically attached to their phones, whether commuting home from work, waiting in line to pay for groceries, or just relaxing with a meal and a drink.

Users spend 10.5 hours a day browsing their favourite social media platforms.

Not only does it help people keep tabs on what's going on in the nation, but it's also becoming more ingrained in day-to-day life as a means to order food, make deliveries, communicate, and so much more. It's become part and parcel of the very lifeblood of the Filipino people.

This begs the question, what is the most used social media platform in the Philippines in 2024?

*Clicking each leads to the respective fact lists below

Facebook is the top social media platform in the Philippines

96.2% of Philippine internet users aged 16 to 64 are using it monthly.

48.7% said that Facebook is their favourite social media platform among the most popular social media platforms in the Philippines.

Facebook has an 85.44% share of web traffic, coming through clicks or taps from other sources.

83.85 million users can be reached via Facebook ads. 

75% of the Philippines' total population can potentially be engaged.

46.7% of users are male, as opposed to 53.3% female.

Of the Philippines' Facebook users, 98.7% access the social media platform via mobile phone. 

The average user aged 18+ "likes" 2 pages in their lifetime.

The same demographic "likes" 10 posts, types a comment 11 times, shares 2 posts, and clicks on 10 ads in 30 days.

Tip: Read these 5 Facebook Marketing Tips To Make Your Brand Successful, Learn How To Sell on Facebook Marketplace, Learn how to create a Facebook Business Page, and How to Get The Best Facebook Page Analytics using Facebook Monitoring.

Facebook Messenger is the second most used among the top social media apps in the Philippines, with 94.4% of internet users aged 16-64 utilizing it each month.

20.2% of users said it was their favourite social media platform.

55.15 million users can be reached via Facebook Messenger ads.

49.3% of the Philippines' total population can be engaged through advertising.

Tip: Check out these 10 Facebook Messenger Marketing Ideas, learn how to use WhatsApp and Messenger Apps as Marketing Tools, learn How To Use WhatsApp for Business in 2022, and get more information on WhatsApp Broadcast.

Instagram rounds out the top 3 leading social media platforms among internet users in the Philippines

7.6% of social media users from the same demographic said it's their favourite platform.

18.65 million users can be reached via Instagram ads. 

Ad reach increases by 24.3% yearly, with an additional 3.7 million users engaged.

35.8% are male, as opposed to 64.2% female.

22.3% of ads published on the social media platform Instagram reach users aged 13+.

Tip: Download Ultimate Guide to Instagram Marketing for free, learn How To Be Successful With Instagram Marketing, How to Use Instagram Ads, check out these current Instagram Trends, and learn How to Use Instagram for Business.

67.9% of Filipinos aged 16-64 consider TikTok their most-used social media platform.

TikTok is the Philippines' third most popular social media platform, with 9.7% saying it's their favourite.

35.96 million Filipinos aged 18+ get engaged through TikTok ads on the app.

It's one of the fastest-growing social media platforms, with a quarterly 8.8% increase in ad reach.

TikTok ads reach 34.7% of total male users in the Philippines, while 65.3% of female Filipino users are hit. 

Almost half of all Filipino internet users aged 18+ get exposed to the ads on Tiktok, with 49.4% of the population reached.

Tip: See this list of the top 5 TikTok Influencers in the Philippines if you'd like to start a partnership. We also recommend you learn how to use TikTok for business, check out the best TikTok Scheduling Tools, and learn more about other TikTok statistics.

Twitter is the 5th most-used social media platform in the Philippines, with 59.2% of internet users aged 16-64 using it.

4.7% of the same age group say Twitter is their favourite platform.

Twitter reports that 10.50 million users can be reached through ads on the social media platform.

9.4% of the entire population of the Philippines can be engaged through digital marketing on Twitter.

12.6% of the population aged 13+ can be reached by advertising.

The quarter-on-quarter increase in potential advertising reach on the platform is at 2.9% or 300-thousand new users.

Tip: Learn how to create a Twitter Marketing Strategy, check all Twitter Stats Marketers Need To Know, learn Twitter Management for Beginners, and How to Use Twitter Analytics.

Final Thoughts on the most used social media platforms in the Philippines 2024

Filipinos can't get enough of checking for breaking news on Facebook, connecting with family and friends on Messenger, checking out what their friends are up to on Instagram, watching short videos on Tiktok, and keeping up with current events on Twitter. They consume content as routinely as waking up to a cup of coffee in the morning because it influences every aspect of their being.

With the internet infrastructure in the country only improving and citizens being forced to adapt to the digitalization of the media landscape in the Philippines, it's clear that this paradigm shift is here to stay.

Would you like to always stay on top of what is happening on social media? Our Meltwater Social Listening Tool can help you with that. If you're interested in getting a free tour, simply fill out the form below and we will be in touch.

What Are the Most Used Social Media Platforms in the Philippines 2025?

Emojis as we know them were invented in 1998, and since then they’ve evolved to have a significant place in modern digital communication. According to online emoji dictionary Emojipedia, there are 3,782 Unicode Standard emojis, as of September 2023. Still, each of us uses only a small selection of those emojis regularly. We used our Meltwater social listening and analytics solution to see which ones are the most popular. 

Our analysis looked at the usage of the top 10 emojis of 2023 according to Emojipedia’s mid-year rankings in English-language social media posts across 12 platforms, including Instagram, Twitter, and Reddit. Here is how they rank from least- to most-mentioned from January 1 through November 30, 2023:

<ol class=”medium”>
  <li value="10">😊, or Smiling Face with Smiling Eyes</li>
  <li value="9">✨, or Sparkles</li>
  <li value="8">🥰, or Smiling Face with Hearts</li>
  <li value="7">😍, or Smiling Face with Heart-Eyes</li>
  <li value="6">🙏, or Folded Hands</li>
  <li value="5">🔥, or Fire</li>
  <li value="4">❤️, or Red Heart</li>
  <li value="3">🤣, or Rolling on the Floor Laughing</li>
  <li value="2">😭, or Loudly Crying Face</li>
  <li value="1">😂, or Face with Tears of Joy</li>
</ol>

Let’s dive deeper into some high-level trends.

Schedule a demo to get an up-close look at the social listening solution we used to create this blog.

Which emoji was mentioned the most in 2023?

This share of voice chart from our Meltwater social listening and analytics solution shows that the 😂 emoji had 46 million more mentions than the 😭 emoji.

With 254 million mentions, face with tears of joy, or 😂, was used significantly more than the nine other emojis we analyzed. It was followed by loudly crying face, 😭, and rolling on the floor laughing, 🤣. These three emojis topping the chart can be used to express similar emotions like laughing, delight, and extreme amusement — all cases where a simple LOL just won’t suffice. (Though it’s important to note that the loudly crying face can also be used to express opposite emotions, like sadness, exhaustion, embarrassment, and more.)

Learn more about the meaning of emojis and how Gen Z and Millennials use emojis differently in our social listening analysis of "Millennial cringe".

Rounding out our top five are the red heart emoji, ❤️, and the fire emoji, 🔥, both of which people use to show that they like or absolutely love something. Together, these top five highlight how people often use emojis to express strong emotions related to love, amusement, and admiration. Word clouds for each emoji, analyzing the most common keywords mentioned with them, show the differences and commonalities in usage between the 10. For example:

“Life” is the top keyword for 😂, 😭, 🤣, ✨, and 🙏

“Love” is the top keyword for ❤️, 😍, and 🥰

Notably, the ranking of the most-mentioned emojis fluctuates throughout the year, with some interesting occurrences. 

This line chart from our Meltwater social listening and analytics solution shows how the volumes of emoji mentions remain relatively consistent over time except for some notable spikes.

Mentions of both 😍 and 🥰 spiked on February 14, but those of  ❤️ surged highest, making it the most popular Valentine’s Day emoji. 

Another significant shake-up in the rankings occurred on October 26 when 🔥 had the third-highest mentions, having had the sixth-highest a month earlier. That spike in mentions was due to a Bitcoin spam tweet that was copied and pasted across Twitter, likely by bots.

Bots aren’t all bad! Read our social listening analysis of why 2023 was the year of AI chatbots.

Which emojis were most popular on each social platform in 2023?

This share of voice chart from our Meltwater social listening and analytics solution shows that the ❤️ emoji is one of the top five used across social platforms.

Emoji use varies between social media platforms, as well, thanks to their distinct contexts. The top overall emojis are generally consistent when filtered down to Twitter, Reddit, and Facebook, but sparkles, ✨, get significantly more usage on Instagram, Pinterest, and Twitch, where they are used to make post and stream titles stand out.

On Pinterest, where people go to find inspiration, ❤️, ✨, 😍, and 🔥 are the most-used emojis. This is likely because those emojis lend themselves well to saying, “You’re gonna love this” or “I love this idea!” 

Access our Global Digital Reports for more stats on social media platform usage.

Which emojis were most popular in different countries in 2023?

These ring charts from our Meltwater social listening and analytics solution shows that the most-used emojis are not universal.

Top emojis also vary by country, as the above share of voice chart shows. The most popular emoji in the United States, United Kingdom, and Nigeria was 😂, but it was 😭in South Africa and ❤️ in India. 

The second-most popular emoji by country was even less consistent: 

These differences in mention volumes point to how the utility of emojis changes across regional and cultural contexts.

So there you have it: The top emojis of 2023 according to our Meltwater social listening and analytics solution. However, there is much more to the story of what digital communication looked like this year and where it is headed. Get that story tailored to your brand’s business needs and goals for 2024 with the Meltwater Suite. Fill out the form below to schedule a free demo. 😊

The Meltwater Blog

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What Are the Most Used Social Media Platforms in the Philippines 2025?

The Top Emojis of 2023

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The 8 Top Chinese Social Media Apps, Sites & Platforms 2025

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