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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

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

15 Must-Have PR KPIs and How to Track Them

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

The Meltwater Blog

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

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

Facebook Blog | Meltwater

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

Instagram Blog | Meltwater

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

LinkedIn Blog | Meltwater

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

TikTok Blog | Meltwater

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

X / Twitter Blog | Meltwater

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

YouTube Blog | Meltwater

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

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

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

What Is Data Analytics? [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

They say time moves faster in our online lives. Countless pieces of content are competing for our collective attention at the same time. Meanwhile, trending topics rise and fall so quickly that each digital day can feel like a month in analog times. 

2022 was no different, with an abundance of topics that seemed to be everywhere all of a sudden and gone the next. What were the most popular topics on social media? Let's recap: The meteoric rise of Wordle. The cultural sensation that is Corn Kid. The 2022 Winter Olympics. The LA Rams’ Super Bowl win. The popularization of the phrase “goblin mode.” The hype around new seasons of shows like Euphoria, Stranger Things, House of the Dragon, and The Crown. And, of course, the Philadelphia man who ate 40 chickens in 40 days. Yes, all of these events happened this year. 

But despite how short our digital attention spans may be, some of this year’s most published, Tweeted, and posted-about moments on social media caught our attention for longer than some might assume. We used our social media intelligence platform to analyze mentions of five of the biggest events that happened this year on social media platforms Twitter, Reddit, YouTube, Pinterest, Twitch, Facebook, Instagram, and LinkedIn. The data reveals that a social media minute may not be so short after all.

5 of the Most Mentioned Topics on Social Media in 2022

In 2022, some of the topics that had the biggest impacts on our social media feeds included (in order from the largest share of voice to the smallest):

From pop culture moments to heavy world events, digital mentions of these topics demonstrated how social media platforms are venues for sustained discussion and awareness-raising. So while social posts may be short, they can add up to wider conversations that are quite long. Here’s a closer look at the common threads in these top social media topics of 2022. 

Most Mentioned: Russian Invasion of Ukraine

One world event that unquestionably captured social media’s attention this year was also one of this year’s gravest. Mentions of keywords related to the war in Ukraine spiked on February 24, 2022, the day Russia launched a full-scale military invasion of the nation. From there, social media users didn’t turn away. The escalation of the Russo-Ukrainian War remained a much-discussed topic across nearly all global platforms we analyzed. 

Social media conversations about the war and humanitarian crisis generated nearly as many total mentions as all of the other topics we compared combined, as shown in the share of voice chart below.

Multiple Spikes: The 94th Academy Awards, Queen Elizabeth II, and the 2022 FIFA World Cup 

As the above chart showing mentions over time illustrates, the 94th Academy Awards, the death and funeral of Elizabeth II, and the 2022 FIFA World Cup all were highly-discussed topics on social media that saw more than one spike in conversation.

Mentions of the Academy Awards, aka the Oscars, first spiked on February 8 when award nominations were announced. They spiked again the night of the awards thanks to the event Wikipedia calls the “Will Smith–Chris Rock slapping incident.” Finally, the conversation, now dominated by talk about the incident, caused a final blip in the social media collective consciousness in early April. On the 1st, Will Smith resigned from the Academy of Motion Picture Arts and Sciences, which, a week later, decided to ban him from attending the awards ceremony for the next decade. 

Mentions of Queen Elizabeth II also spiked multiple times in 2022. The first occurred in early June during the Platinum Jubilee celebration of her 70th year on the throne. The next and significantly larger spikes took place on September 8, the day she died, and the 19th, the day of her state funeral. Between those two dates, Queen Elizabeth was perhaps the most-discussed person in the world. 

Finally, the 2022 FIFA World Cup in Qatar was the topic that captured social media attention to close out the year. However, the first spikes in social conversations about the tournament occurred in late March and early April, as the qualifying teams were determined, opening opponents were drawn, the official soundtrack was released, and the official mascot was revealed. Spikes corresponding with the opening match on November 20 and final match on December 18 bookended the massive number of total social media mentions about the Cup.

Sustained Discussion: Monkeypox Outbreak 

The ongoing monkeypox outbreak generated much social media discussion in 2022. But unlike the other topics on our list, social conversations about it were not marked by dramatic spikes in mentions. Instead, social media users generated millions of mentions about the monkeypox outbreak in the many months since it began in early May. 

The most significant activity was a long bump in mentions from late July to mid-August. Still, like the other topics on this list, social conversations about the monkeypox outbreak have petered out by the end of the year. However, its trend of steady mentions throughout the months is the one that most resembles those of COVID-19. Though not a new topic this year, mentions of the pandemic — whether constructive or harmful — dwarfed new topics of 2022. By December’s end, the conversation was a fifth of its volume at the beginning of 2022 but still was larger than all of the other topics we looked at combined. 

From the extraordinarily consequential to less so, the top social topics of the year caught our attention for longer than a social media minute. Arguably, the one quality each of these conversations had in common was that they were driven by uncertainty. Questions about how each one would play out, reverberate, or end kept social media users logged into platforms looking for community as much as they were for answers. 

Social media networks may always be where we go to get a word in on flash-in-the-pan trends, but it’s also an essential site of conversation for more pressing, long-term topics. While that’s good news for community-building, it also makes the threats and consequences of misinformation that much more acute. 

There are big, likely unpredictable, changes ahead for social media users in 2023, but social media’s ubiquity isn’t going anywhere. If there’s one lesson to take away from these top topics of 2022, it’s this: Not every topic drops off our collective, global radar so soon. With each spike in conversation made up of millions of short dispatches, it’s worth asking, What does all of my social media outputs build up to and why?

What Topics Were Trending on Social Media in 2022?

Instagram is one of the most popular social media platforms in Australia.

As of 01 December 2022, 57.7% of all the internet users in Australia actively use Instagram. Brands who know the best time to post on Instagram Australia are one step closer to reaching the 13.62 million Australians who actively use Insta (Source: "Australia Social Media Statistics" & Our blog about Australian social media statistics).

As the second most popular social platform for posting in Australia, Instagram is second only to Facebook. Meta owns both companies, further proving its dominance in the social media industry. To put context on its pervasiveness, it’s useful to know Instagram has the same audience size in Australia as LinkedIn and TikTok combined.
Instagram has the fourth most popular app in Oz. With so many active users, it’s critical for brands to know the best time to schedule their Instagram Reels and posts so they can:

Perhaps the most interesting insight into Instagram audience behaviour comes directly from Instagram itself.
Internal data supplied by the social network in October 2019 reveals 90% of people on Instagram follow a business. That converts to a lot of opportunity for brands, especially when you consider that as of October 2022, there are currently 2 billion monthly active users on Instagram.
By comparison, LinkedIn reached 822 million registered users in the first quarter of 2022 (16 million in Australia) but doesn't report how many of them are active.

With the Instagram algorithm changing without notice, savvy brand marketers can improve their follower count by regularly reviewing their analytics. Using trending Australian hashtags is a well-known tactic for Instagram accounts, but posting at times when your audience is active on the social media platform is just as important.

Tip: These are the best times to post on TikTok. If you are posting from South Africa, take a look at the best time to post on Instagram in South Africa.

Best times to post on Instagram Australia

Driving Instagram engagement in Australia

The time frame with the highest follower volume of active users on Instagram in Australia, by day:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Weekday</th>
<th>Time</th>
<th>Active Australian Users</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align: center;">Monday</td>
<td>9 p.m.</td>
<td>13,491</td>
</tr>
<tr>
<td style="text-align: center;">Tuesday</td>
<td>9 p.m.</td>
<td>13,271</td>
</tr>
<tr>
<td style="text-align: center;">Wednesday</td>
<td>9 p.m.</td>
<td>13,223</td>
</tr>
<tr>
<td style="text-align: center;">Thursday</td>
<td>10 p.m.</td>
<td>13,123</td>
</tr>
<tr>
<td style="text-align: center;">Friday</td>
<td>10 p.m.</td>
<td>12,656</td>
</tr>
<tr>
<td style="text-align: center;">Saturday</td>
<td>10 p.m.</td>
<td>12,325</td>
</tr>
<tr>
<td style="text-align: center;">Sunday</td>
<td>8 p.m.</td>
<td>13,090</td>
</tr>
</tbody>
</table>


We’ve pulled analytics to determine when Aussies are most likely to be active on the channel. Brands can use this information to drive ROI and create a schedule for the best time to post Instagram Australia content.

This information helps you better understand the right time, the right day of the week, and even the right posting schedule for your influencer strategy. A social media scheduler helps you automate your posting process to improve your social media management efforts.

Let's look into what this data is based on:

Mini case study for Australian Instagram user activity

Here’s a typical example of what engagement looks like when you analyse hour-by-hour activity throughout a week.

The following graph shows analysis of a national Australian brand with multiple Instagram accounts. They use Instagram to promote their products, drive Instagrammers to a strategic blog post on their corporate website, or tap into their target market using Instagram influencers.

Because the company is headquartered in Sydney, the time zone for this example is AEST (Australian Eastern Standard Time).

We’re able to show when your audience is online:

You can see in the graph the drop-off is much more gradual on the weekend, showing people are online at different times than on weekdays.

The number of followers online at each hour throughout the day illustrates that people are least likely to be using Instagram during the weekends. (It’s safe to assume they’re spending time on the weekend to create Instagram content for posting during the week.)

The ideal time for brands to make Instagram posts is when Instagram users are out in force.

The time frame with the highest follower volume of active users, by day:

Friday:            10 p.m. - 12,656

What are important Instagram posting insights for Australia?

The least favourable times to post in Australia are mid-mornings.

The worst time to post on Instagram in Australia is at 10:00 a.m. It’s a dead zone every day of the week.

The peak time to reach your active follower audience is Monday evening, followed by mid-week evenings on Tuesday, Wednesday and Thursday.

Audience engagement is more likely to occur during off-work times because many people use Instagram when they’re relaxing.

The most consistent engagement occurs in the evenings, for all seven days of the week.

Engagement begins to pick up while people are on their lunchbreak and climbs steadily throughout the afternoon and evening.

Peak times for Instagram posts are between 8:00 p.m. and 9:00 p.m.

Engagement levels peak earliest on Sunday evening, possibly because people swap Instagram Reels and Instagram Stories for bedtime stories ahead of a new working week.

If you look at optimal times to post on Instagram in the global market, 5 a.m., 11 a.m., and 2–3 p.m. time slots come out on top. Thursdays are the best day of the week to post.

If you narrow it down to B2C companies, good times to post are Saturdays at 11 a.m. and 1 p.m. which are prime time slots for shopping. If you’re a retail business owner, it’s worth posting an eye-catching photo of your best-performing products to appeal to your target audience.

Media companies have the most success posting to Instagram on Friday at 9 a.m. Users are planning their sports viewing and entertainment for the weekend.

Non-profit companies have entirely different times to drive Instagram engagement with their audience. Wednesday between 9 a.m. and 3 p.m., and Sunday at 9 a.m. are best times for posting.

Healthcare companies have the most success posting on Tuesday at 1 p.m.

The right time to post for Higher Education is Monday at 8 p.m.

Tech companies should schedule Instagram posts on Wednesday at 10 a.m.

One way to improve engagement and increase the number of Instagram followers interested in your brand is to work with Australian (Instagram) influencers and Instagram content creators as part of your social media marketing strategy.

Each influencer can provide keen insight on when they get the most engagement with the social network. Many of these power users of Instagram have great ideas about how to best use Instagram Stories and Reels to meet your marketing goals.
They should be able to back up their recommendations with proof using Instagram analytics from their Instagram Insights account.

Tip: Check out the Top Australian Instagram Influencers to start your search for the ideal partner for your brand.

Why the Instagram algorithm is important for engagement

Instagram says their goal is to make the user experience relevant and inspiring. They use the ever-changing algorithm to make the experience better by analysing what you’re posting and determining who gets to see it.

The algorithm influences what your followers see by:

Making original content a priority by recommending it in places like the Reels tab and Feed. Original content is something you filmed or created yourself, or content that has not been previously posted on Instagram.

User signals from posts they have engaged with before, other people they follow, and their activity and engagement rate in the app. Every Instagram user can provide feedback on content they enjoy by tapping the “...” on recommended Posts.

The best time to post on Instagram Australia is going to be slightly different for each brand. It’s important to understand where your click-throughs are coming from and what posting time returns the best results.

As Twitter becomes mired in controversy and TikTok is coming under threat of government bans, Australian brands can turn to Instagram for a hassle-free social media platform.

When is the best time to post on Instagram in Australia?

The current state of mental health in Hong Kong

World Suicide Prevention Day in Hong Kong amid the COVID-19 pandemic

Why are children in Hong Kong suffering from mental health issues?

Mental Health Monitoring: How CSRP prevents suicide in Hong Kong

Data is more than just a number - it’s a life

Asking this question nowadays carries a different weight than it did in the past. Until recently, a certain stigma has come with talking about how we feel. Admitting one's difficulties is traditionally considered a sign of weakness, resulting in the haunting fears of helplessness from an imagined audience.

All too often, even small events particularly impact our emotional well-being. Social media heavily influences our worldview daily and is relevant to the point that it can dictate certain life choices.

What can we do about it when the world is as connected as ever? As much as social media has been helping us feel connected, it has sometimes also made us feel incredibly alone.

Tip: Learn more about social media statistics in Hong Kong, andake a look at the top Instagram Influencers in Hong Kong to find the right influencers to partner with.

Unfortunately, the painful reason mental health has been pushed to the spotlight is the COVID-19 pandemic's disastrous effects. The World Suicide Prevention day press conference held by The Hong Kong Jockey Club Centre for Suicide Research and Prevention (CSRP) of the University of Hong Kong (HKU) could not have come at a better time, drawing attention to the growing chatter on mental health concerns. There was an effort to raise people's consciousness about the issue by sharing insightful social analysis of the factors contributing to the rise in reported incidents of self-harm.

A worrisome statistic from Coroners Court (2000 - 2021) presented during the conference was how suicide rates among those aged 15 and younger had grown dramatically in recent years, demonstrating the seriousness of this generation's worsening mental health. Many of today's youth are fearful, furious, and worried about the future due to the disturbance to their routines. Academic stress, irregular leisure, and family conflict have all been heavy sets of baggage they need to carry along with the struggles of growing up.

Field trips, peaceful walks around campus, proms, festivals, spontaneous evenings out, and other in-person activities where students may catch up with friends and enjoy the routine and beauty of school life have been cancelled. A bright future full of dreams has been put in shambles due to the uncertainty of a "lost" year. Children who were once bright-eyed and full of hope now wear sunglasses to shield their eyes from the unrelenting light of the virus.

Family issues have also been a fundamental cause of the mental health struggles faced by this demographic. Whether it be feelings of unreasonable educational expectations, disagreements and disputes on small things such as gadget use, or even second-hand effects on previous family suicide attempts, the problems have often begun within one's household.

Disconcertingly, some youth have been led to believe that their birth was a "mistake". Aside from this, a hostile connection with one's mother has been a common theme among fundamental attitudes relating to family concerns.

The importance of family in adolescent suicide prevention

Ironically, the role of the family is incredibly crucial during these trying times, as parents are an adolescent's first line of defence and an easily accessible suicide hotline against mental health issues. Data from the World Suicide Prevention Day press conference has shown that parents immensely contribute to the fight against suicide by providing social support and guiding their children on stress management. 

Nourishing an environment where it’s more acceptable to discuss worries is a first-aid measure for their child's mental health. Awareness of a change in behaviour on the outside, even if it's only a slight shift in daily routines or mood, is a cue to start a dialogue. Career planning is also a meaningful way to decrease anxiety, allowing the youth to discern and know what to expect as they grow up through these turbulent times.

Mental health has been continually driven into the public’s attention in Hong Kong - and rightfully so - with influential role models such as athletes and celebrities coming out and admitting such struggles on social media. On top of this, research facilities and other institutions have been aiming to increase public awareness of these issues and the need to take action, providing services such as mental health counselling.

One such institution is the Hong Kong Jockey Club Centre for Suicide Research and Prevention, also known as CSRP. As a client of ours, they've been dedicated to identifying at-risk youth to prevent suicide. Using the tools Meltwater provides, they've been able to track mentions and sentiments of suicide around Hong Kong and spread awareness as soon as early warning signs are detected.

A Meltwater case study: Hong Kong social intelligence 

From 2021 to 2022, Meltwater's social listening tool has shown that the number of mentions of World Mental Health Day in Hong Kong has increased significantly, from 174,000 to 365,000, with over 47% positive sentiments. The country’s media has gradually caught up to the worldwide buzz on mental health awareness. However, NGOs, rather than businesses, have been making the most of the effort.

Furthermore, Meltwater's social intelligence data shows workers' concerns about their work-life balance have increased in recent months, especially compared to their British counterparts.

97% of Hong Kong employees felt overworked, 87% felt stressed, 40% felt apprehensive about the future, and many considered leaving their jobs. Social media analysis reveals an alarmingly high level of resonance with workers' chatter about their jobs - they are weary and irritated. In some extreme cases, many end up taking their own lives.

Tip: Read the full Meltwater x CSRP case study

How CSRP utilizes Meltwater to boost mental health in Hong Kong

The vast majority of CSRP's time is devoted to information collection related to the chatter of suicide. They efficiently gather real-time data using Meltwater's social listening and media monitoring solutions, ensuring maximum exposure of their information. Publishing this knowledge, thereby effectively disseminating it to their target audiences, such as educators, public officials, and social workers, helps them reach their primary goal of spreading mental health awareness and preventing suicide.

Using Meltwater's platform and social keyword listening tools, CSRP can track and analyse entities and issues related to suicide ideation on social media and forums. Through a database that records cases of suicide, as well as historical information on suicide, they can identify risk factors and strive to reduce them by alerting and educating appropriate authorities and stakeholders. CSRP's suicide now-casting model has improved due to their all-in-one subscription to Meltwater's customised solutions.

Learn how Meltwater can help you with your own customised solution.

The significance of data analytics powered by social chatter cannot be overstated in today's rapidly evolving digital environment. Socially responsible organisations like CSRP have benefited from using these technologies to track social chatters in the same way companies have benefited from using them for their initiatives.

Being able to draw meaningful conclusions from data points further emphasises that there is a bigger picture behind each digit than an addition to the total number of suicide cases.

Learn how you can benefit from our solutions as well by filling out the form below.

Mental Health Monitoring in Hong Kong: How CSRP saves lives by listening

Have you ever dreamed of working with the top Australian YouTubers? This is your chance to find out who they are.

YouTube is one of the most effective channels to focus your influencer marketing efforts on. Brands who partner with the right Australian YouTubers discover it can be a massive accelerator for their marketing activities. 

But there’s also a downside. It can be time-consuming to assess the most popular Australian YouTubers and determine whether they’re right for your business. Having a good strategy for influencer marketing is easier than you might realise. If you’re ready to get started with YouTube marketing, we have you covered.

Tip: If you are also looking to find influencers for your other channels, take a look at these lists: Top Australian (Instagram) Influencers, The Best Australian TikTokers, Top Indonesian YouTube Influencers, and the top Malaysian YouTubers.

Maximising your YouTube influencer marketing efforts in Australia

First, make sure to set up a YouTube channel if you haven’t already done so.

Australian YouTubers, female and male alike, will expect you to have a presence on the channel. If you’re struggling to get your Australian video channel off the ground, Meltwater’s ultimate guide to YouTube marketing is a good starting place to discover:

How to create a YouTube channel for your brand

Tips for filming and editing your brand videos

Simple ideas for creating YouTube video content

How to get started advertising on YouTube

YouTube SEO Tips: How to Optimize Your Videos for Search.

Once you understand the basics, you’ll want to optimise your channel to attract new YouTube subscribers. Lastly, knowing how to optimize your videos for search ensures your organic SEO is doing some of the heavy lifting for you.

Finding the right Australian YouTubers for your brand

It's always hard to find the right influencers to partner with your brand. You can read all the YouTube statistics, scroll through the video playlists of famous Australian YouTubers with a million subscribers or more, and still get confused about which YouTube star you should work with.

Are the most subscribed Australian YouTubers right for your brand?

Does popularity convert to marketing results?

Is the reach of a million subscribers (or more) greater than those YouTubers with thousands of subscribers?

Decisions become more difficult once you’re past general questions about video marketing on an Australian YouTube channel. Diving into the nuances of your audience and trying to match it to a specific video creator can leave marketers with reams of notes and no clear way to determine which channel is going to deliver the best results.

Consider these questions to see how complicated it can be to select the perfect Australian YouTubers

If you’re a health and beauty company, can Australian fitness YouTubers drive the engagement you need?

Do Australian beauty YouTubers need makeup tutorials to garner real influence?

Can a TikTok influencer with a big fan-base cross over to become a YouTube star? 

Can a Melbourne-based Fortnite vlogger like Loserfruit drive influencer ROI for your Adelaide brand?

Can Australian gaming YouTubers introduce new audiences with mentions of your products in their vlogs? 

Is a nine-year-old YouTube influencer going to be a good partner, no matter how many million subscribers they have?

Will a down-to-earth, straight-talking Ozzy Man Review video from Ethan Marrell offend your current audience or drive new interest to your business? Is his true reach worth taking the risk? 

You get the idea. This is why savvy marketers use a social media influencer platform like Meltwater for data-driven insight. Without it, you’re using hunches to select Australian YouTubers for your brand partners.

Who are the 20 Biggest Australian YouTubers?

The right data can make all the difference in your search for the ideal influencer. We’ve used Klear, a Meltwater offering, to help identify the Australian YouTubers with the most subscribers. Check out this list of Australian content creators who use their video channel to wield influence.

#2 LazarBeam - Lannan Neville Eacott (@LazarBeam)

#7 Primitive Technology (@primitivetechnology9550)

#18 How To Cook That - Ann Reardon (@HowToCookThat)

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