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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

How did we ever live without hashtags? The Australian hashtag love affair started in the early days of Twitter. Since then, it has infiltrated social media platforms from LinkedIn to Instagram to TikTok and even Pinterest. We’re so enamoured with their mini-megaphone capabilities, it’s rare to see a post go out on social media without one or more of them dangling off the end.

We wanted to do a deep dive into the most popular hashtags to give marketing teams insight into what drives interest in Aussie content. We’ve pulled the list from our Meltwater Explore tool for a better understanding of hashtag success in 2022. It includes Twitter hashtags, Instagram hashtags, and TikTok hashtags. 

If you want to pick the right Instagram hashtag, boost your tweets, improve your social media management, or are generally curious about trending hashtags in Australia, read on for tips and hints on using hashtags to amplify your brand.

Tip: Check out the most trending hashtags in South Africa. We also have a generic hashtag guide that tells you how to hashtag on Facebook, Instagram and Twitter as well as a blog explaining what TikTok is and how businesses can make use of TikTok. We've also got you covered in case you're looking for the top Australian TikTokers or the top Australian YouTube influencers.

Most trending hashtags in Australia for politics

Most trending hashtags in Australia for crypto

Most trending hashtags in Australia for news and current events

Most trending hashtags in Australia for arts and entertainment

Using the right hashtags is a great way to tap into the top Twitter trends and reach a wider audience with your tweets. They can also boost your Instagram Stories and improve your follower count in real time. Engagement is a common topic for marketing, so it’s worth taking a closer look at Australian hashtags for clues on how to improve every post.

Tip for more engagement: Not only hashtags but also the right timing has a great impact on your posts' performance. Check out the best times to post on Instagram in Australia to get that extra boost.

Let’s start with the ultimate list of the top 30 Australian trending hashtags for 2022. Keep reading because next we’ll categorise this list to show the top themes emerging.

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

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Hashtag</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Total Post Count</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">#auspol</td>
<td style="text-align: center;">3,765,537</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">#ausvotes</td>
<td style="text-align: center;">496,171</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">#nft</td>
<td style="text-align: center;">478,611</td>
</tr>

<tr>
<td style="text-align: center;">4</td>
<td style="text-align: center;">#covid19</td>
<td style="text-align: center;">337,759</td>
</tr>

<tr>
<td style="text-align: center;">5</td>
<td style="text-align: center;">#nftcommunity</td>
<td style="text-align: center;">328,377</td>
</tr>

<tr>
<td style="text-align: center;">6</td>
<td style="text-align: center;">#nfts</td>
<td style="text-align: center;">299,710</td>
</tr>

<tr>
<td style="text-align: center;">7</td>
<td style="text-align: center;">#insiders</td>
<td style="text-align: center;">282,137</td>
</tr>

<tr>
<td style="text-align: center;">8</td>
<td style="text-align: center;">#australia</td>
<td style="text-align: center;">262,280</td>
</tr>

<tr>
<td style="text-align: center;">9</td>
<td style="text-align: center;">#alboforpm</td>
<td style="text-align: center;">216,528</td>
</tr>

<tr>
<td style="text-align: center;">10</td>
<td style="text-align: center;">#crypto</td>
<td style="text-align: center;">199,096</td>
</tr>

<tr>
<td style="text-align: center;">11</td>
<td style="text-align: center;">#nftgiveaway</td>
<td style="text-align: center;">177,372</td>
</tr>

<tr>
<td style="text-align: center;">12</td>
<td style="text-align: center;">#ukraine</td>
<td style="text-align: center;">174,595</td>
</tr>

<tr>
<td style="text-align: center;">13</td>
<td style="text-align: center;">#abc730</td>
<td style="text-align: center;">174,445</td>
</tr>

<tr>
<td style="text-align: center;">14</td>
<td style="text-align: center;">#ausvotes2022</td>
<td style="text-align: center;">160,168</td>
</tr>

<tr>
<td style="text-align: center;">15</td>
<td style="text-align: center;">#9news</td>
<td style="text-align: center;">152,305</td>
</tr>

<tr>
<td style="text-align: center;">16</td>
<td style="text-align: center;">#nswpol</td>
<td style="text-align: center;">148,383</td>
</tr>

<tr>
<td style="text-align: center;">17</td>
<td style="text-align: center;">#bitcoin</td>
<td style="text-align: center;">146,860</td>
</tr>

<tr>
<td style="text-align: center;">18</td>
<td style="text-align: center;">#nftart</td>
<td style="text-align: center;">134,242</td>
</tr>

<tr>
<td style="text-align: center;">19</td>
<td style="text-align: center;">#breaking</td>
<td style="text-align: center;">126,076</td>
</tr>

<tr>
<td style="text-align: center;">20</td>
<td style="text-align: center;">#7news</td>
<td style="text-align: center;">124,626</td>
</tr>

<tr>
<td style="text-align: center;">21</td>
<td style="text-align: center;">#eth</td>
<td style="text-align: center;">123,633</td>
</tr>

<tr>
<td style="text-align: center;">22</td>
<td style="text-align: center;">#photography</td>
<td style="text-align: center;">121,024</td>
</tr>

<tr>
<td style="text-align: center;">23</td>
<td style="text-align: center;">#auspol2022</td>
<td style="text-align: center;">108,095</td>
</tr>

<tr>
<td style="text-align: center;">24</td>
<td style="text-align: center;">#bts</td>
<td style="text-align: center;">105,166</td>
</tr>

<tr>
<td style="text-align: center;">25</td>
<td style="text-align: center;">#qanda</td>
<td style="text-align: center;">102,851</td>
</tr>

<tr>
<td style="text-align: center;">26</td>
<td style="text-align: center;">#springst</td>
<td style="text-align: center;">99,036</td>
</tr>

<tr>
<td style="text-align: center;">27</td>
<td style="text-align: center;">#art</td>
<td style="text-align: center;">94,860</td>
</tr>

<tr>
<td style="text-align: center;">28</td>
<td style="text-align: center;">#melbourne</td>
<td style="text-align: center;">87,450</td>
</tr>

<tr>
<td style="text-align: center;">29</td>
<td style="text-align: center;">#russia</td>
<td style="text-align: center;">85,901</td>
</tr>

<tr>
<td style="text-align: center;">30</td>
<td style="text-align: center;">#sydney</td>
<td style="text-align: center;">84,446</td>
</tr>

</tbody>
</table>

Here’s the first big surprise. Sports do not factor into content using the top 30 trending hashtags in Australia. If you came here to compare the popularity of Ben Hunt, Dane Gagai, Billy Slater, and Andrew Johns, you’ll be disappointed.

What does capture the attention of fans of the hashtag? It turns out politics and crypto are what keep us busy in our tweets and ’grams.

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

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Category Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Overall Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Hashtag</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Total Post Count</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">1</td>
<td style="text-align: center;">#auspol</td>
<td style="text-align: center;">3,765,537</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">2</td>
<td style="text-align: center;">#ausvotes</td>
<td style="text-align: center;">496,171</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">9</td>
<td style="text-align: center;">#alboforpm</td>
<td style="text-align: center;">216,528</td>
</tr>

<tr>
<td style="text-align: center;">4</td>
<td style="text-align: center;">14</td>
<td style="text-align: center;">#ausvotes2022</td>
<td style="text-align: center;">160,168</td>
</tr>

<tr>
<td style="text-align: center;">5</td>
<td style="text-align: center;">16</td>
<td style="text-align: center;">#nswpol</td>
<td style="text-align: center;">148,383</td>
</tr>

<tr>
<td style="text-align: center;">6</td>
<td style="text-align: center;">23</td>
<td style="text-align: center;">#auspol2022</td>
<td style="text-align: center;">108,095</td>
</tr>

<tr>
<td style="text-align: center;">7</td>
<td style="text-align: center;">26</td>
<td style="text-align: center;">#springst</td>
<td style="text-align: center;">99,036</td>
</tr>

</tbody>
</table>

Maybe it was because 2022 was an election year, but post for post more hashtags were dedicated to politics than anything else. Let’s decode each one. 

#auspol is short for Australian politics. If you want an update on the pollies, follow this tag to find all the political tweets.

#ausvotes is used for tweets or any social media post about an election.

#alboforpm worked as a mini slogan for Anthony Albanese, who was elected Prime Minister of Australia.

#ausvotes2022 had a strong showing and helped people in their search for current election news.

#nswpol showed people from New South Wales each post and all the tweets about local politics.

#auspol2022 was another hashtag helping people search for national political news for 2022.

#springst refers to Victorian politics and the Andrews government. The Victorian Parliament is located on Spring Street in Melbourne. 

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

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Category Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Overall Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Hashtag</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Total Post Count</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">3</td>
<td style="text-align: center;">#nft</td>
<td style="text-align: center;">478,611</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">5</td>
<td style="text-align: center;">#nftcommunity</td>
<td style="text-align: center;">328,377</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">6</td>
<td style="text-align: center;">#nfts</td>
<td style="text-align: center;">299,710</td>
</tr>

<tr>
<td style="text-align: center;">4</td>
<td style="text-align: center;">10</td>
<td style="text-align: center;">#crypto</td>
<td style="text-align: center;">199,096</td>
</tr>

<tr>
<td style="text-align: center;">5</td>
<td style="text-align: center;">11</td>
<td style="text-align: center;">#nftgiveaway</td>
<td style="text-align: center;">177,372</td>
</tr>

<tr>
<td style="text-align: center;">6</td>
<td style="text-align: center;">17</td>
<td style="text-align: center;">#bitcoin</td>
<td style="text-align: center;">146,860</td>
</tr>

<tr>
<td style="text-align: center;">7</td>
<td style="text-align: center;">18</td>
<td style="text-align: center;">#nftart</td>
<td style="text-align: center;">134,242</td>
</tr>

<tr>
<td style="text-align: center;">8</td>
<td style="text-align: center;">21</td>
<td style="text-align: center;">#eth</td>
<td style="text-align: center;">123,633</td>
</tr>

</tbody>
</table>

Once Oz social media fans were done discussing their political fortunes, the chat quickly turned to all things crypto. We had a LOT to say about new ways to find wealth.

Here’s a breakdown of the most popular crypto tweets and social posts in Australia.

#nft stands for non-fungible token, the most popular topic in the category.

#nftcommunity is the crowd of people participating in the creator economy and investing in NFTs.

#crypto is all about cryptocurrency or digital currencies like Bitcoin.

#nftgiveaway signals a content creator is running a contest for their NFTs.

#bitcoin is the world’s first successful cryptocurrency.

#nftart is used when discussing the drawings, music, or artwork asset used to make an NFT.

#eth is short for Ethereum, which is commonly known for its native cryptocurrency called ether. 

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

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Category Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Overall Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Hashtag</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Total Post Count</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">2</td>
<td style="text-align: center;">#ausvotes</td>
<td style="text-align: center;">496,171</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">4</td>
<td style="text-align: center;">#covid19</td>
<td style="text-align: center;">337,759</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">7</td>
<td style="text-align: center;">#insiders</td>
<td style="text-align: center;">282,137</td>
</tr>

<tr>
<td style="text-align: center;">4</td>
<td style="text-align: center;">12</td>
<td style="text-align: center;">#ukraine</td>
<td style="text-align: center;">174,595</td>
</tr>

<tr>
<td style="text-align: center;">5</td>
<td style="text-align: center;">13</td>
<td style="text-align: center;">#abc730</td>
<td style="text-align: center;">174,445</td>
</tr>

<tr>
<td style="text-align: center;">6</td>
<td style="text-align: center;">15</td>
<td style="text-align: center;">#9news</td>
<td style="text-align: center;">152,305</td>
</tr>

<tr>
<td style="text-align: center;">7</td>
<td style="text-align: center;">19</td>
<td style="text-align: center;">#breaking</td>
<td style="text-align: center;">126,076</td>
</tr>

<tr>
<td style="text-align: center;">8</td>
<td style="text-align: center;">20</td>
<td style="text-align: center;">#7news</td>
<td style="text-align: center;">124,626</td>
</tr>

<tr>
<td style="text-align: center;">9</td>
<td style="text-align: center;">25</td>
<td style="text-align: center;">#qanda</td>
<td style="text-align: center;">102,851</td>
</tr>

<tr>
<td style="text-align: center;">10</td>
<td style="text-align: center;">29</td>
<td style="text-align: center;">#russia</td>
<td style="text-align: center;">85,901</td>
</tr>

</tbody>
</table> 

Spend any time on Twitter and you’ll quickly discover news bleeds into politics. You’re as likely to see Jo Dyer taking on Christian Porter as you are to hear about Harvey Norman founder Gerry Harvey espouse on the topic of how to fix Australia.

Regardless, Australians love to tweet in real time when they’re getting their news fix.

#ausvotes refers broadly to elections and the federal election was one of the biggest Australian news stories in 2022.

#covid19 is the hashtag for anything to do with the pandemic, which seemed like just about everything on Twitter.

#insiders is arguably Australia's most popular political affairs show.

#ukraine is used to discuss the Russian invasion and the war on Ukraine.

#abc730 is Australia's premier daily current affairs program shown at 7:30pm on ABC TV.

#9news refers to news programming on channel 9.

#breaking is for newly received information, usually news, happening anywhere at any time.

#7news refers to news programming on channel 7.

#qanda is now called Q+A, but was formerly known as Q&A. It’s an Australian television panel-discussion program broadcast on ABC Television on Monday nights. Australia Twitter is out in force to debate, support, disagree and throw shade at what the expert panel is saying.

#russia is almost always, but not always, related to the Russian war on Ukraine. 

It’s the smallest category in the top 30, with notable omissions – no sports, no travel hashtags, and no shopping.

It’s also the category where your Instagram followers can learn about all your branded hashtags because you can stuff more of them into every post than on tweets, which have a tight character count.

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

<thead>
<tr>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Category Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Overall Rank</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Hashtag</th>
<th style="min-width: 135px;text-align: center;background-color: #28bbbb;color: #ffffff;font-size: medium;font-weight: bolder;">Total Post Count</th>
</tr>
</thead>

<tbody>

<tr>
<td style="text-align: center;">1</td>
<td style="text-align: center;">22</td>
<td style="text-align: center;">#photography</td>
<td style="text-align: center;">121,024</td>
</tr>

<tr>
<td style="text-align: center;">2</td>
<td style="text-align: center;">24</td>
<td style="text-align: center;">#bts</td>
<td style="text-align: center;">105,166</td>
</tr>

<tr>
<td style="text-align: center;">3</td>
<td style="text-align: center;">27</td>
<td style="text-align: center;">#art</td>
<td style="text-align: center;">94,860</td>
</tr>

</tbody>
</table>

For location-based hashtags, there’s no mention of Perth, Hobart, Darwin, Brisbane, Adelaide, or perhaps most surprising, Canberra. #sydney and #melbourne make showings in the top 30 list but Aussie social media champs aren’t too worried about tying their tweets to a place.

#photography is a testament to how well photographers use trending hashtags. Australian Instagram is a great place to find some of the best work of influencers.

#bts pays homage to BTS, a South Korean boy band also known as the Bangtan Boys.

#art is a generic, catch-all hashtag for anything to do with art and culture. 

Keeping on top of Australian trending hashtags

For more information on how to use the relevant hashtags for your brand, get Meltwater’s Hashtag guide for Facebook, Instagram and Twitter. You’ll learn everything from how many hashtags to use to knowing how their use differs for each social media platform.

If you’re a marketer who wants to stay on top of your social listening and increase the effectiveness of your brand engagement, get in touch with Meltwater Australia by filling out the form below.

List of the Most Trending Hashtags in Australia

Earlier this year, everyone at Meltwater got the same email in their inbox. 

The email promoted a new post on mLife, our internal blog, announcing the company was in the process of establishing a Global Green Council. 

This invitation to join the company’s new environmental policy group caught my attention. I thought, Hey, I’m passionate about this. If I can do something to make Meltwater a better custodian for the planet, then I definitely should.

Admittedly, it was something I've never thought about doing for the company because it's far removed from my role as the Director of Content Partnerships at Meltwater EMEA. But that same day, I recorded the application video explaining why I’m passionate about the environment and how I think I could add value to the Council. 

A few weeks after I submitted my application video, our CEO John Box invited me to co-head the Council with Pooja Farkade, Vice President of Information Technologies for Meltwater Americas.

Hear Pooja's advice for women in leadership roles in our blog from International Women’s Day 2022.

I’ve always been passionate about the environment, but my relocation from Amsterdam to South Africa with Meltwater in 2018 opened my eyes anew to the everyday impacts of climate change. When I first arrived, we were in the midst of a massive drought and were ticking down to “Day Zero”, the day when Cape Town wouldn’t have any more water out of the taps. Luckily it started raining just in time, the rain, however, did not wash away the water crisis. Being constantly confronted with the impact of climate change — as we all are in different ways — is a daily reminder that makes me extra conscious. 

In general, I think that it is everybody's responsibility to act to combat climate change. A few years ago, when my missus and I bought a house here in Cape Town — a run-down old place — we tried to do our part by redoing it completely to be as off-grid and self-sustaining as possible. We insulated the entire house and have a big battery pack hooked up to solar panels and a solar-heated geyser. This means that we consume very little energy from the grid. And when we get load shedding, South African power outages, which is a common occurrence, the lights stay on. 

Responsibility to the environment looks different for every individual, but companies have an even greater responsibility and can have a greater impact. In my eyes, companies are responsible for the environmental impact of their entire value chain. Put simply, companies should be responsible for all of the effects they have on the environment, from how they source their raw materials all the way to how their product is ultimately disposed of or recycled.

The Global Green Council started meeting just before the summer period, so we're very much still in the ideation phase. But everybody on the Council's excited to start doing rather than iterating.

We started off figuring out who we are and what Meltwater’s current environmental impact is, as well as looking at what other companies are doing right now. In the end, we’ve come up with a framework that looks at long-term and short-term goals and internal and external focuses. To guide our actions and solidify our purpose, we’ve come up with a vision and mission for the Council.

As an example for Meltwater, our most apparent environmental impact is the energy consumption of the servers we need to run our product. A lot of that energy is produced by sources that aren't always great for the environment. Partnering with environmental as well as technological leaders in the data storage field is, therefore, one of the focusses of the Global Green Council.

I think the people on the Council feel passionate about creating environmental strategies that are impactful, tangible, and measurable. There is a lot of window dressing in this field, which we want to avoid by being transparent and honest about the steps we take and humble about the impact we have. 

Ultimately, I hope that we are able to accelerate Meltwater’s sustainability efforts.

The most inspiring thing about being on the Council so far has been working with people from across Meltwater's diverse universe. There is enthusiasm and passion for this topic wherever you look in the company, across the world, and in different departments. I'm also learning something completely new, outside of the expertise that I've been building over the last seven years. For me, coming up with an environmental sustainability strategy for a SaaS company, truly contributing to our general ESG, is really exciting.

It is important to everybody on the Council that the entire company feels included in this project. That's why we recently launched a survey to get everybody’s opinion at Meltwater, and we got a great response. Many people at the company are passionate about what we're doing. Our colleagues gave us great input on topics they would like to see addressed. 

Having the Council now, and knowing through the survey that our employees care about these issues, I think there could be a cultural shift at Meltwater without having to change our values: moro (fun), enere (number one), and respekt (respect). In my eyes, having respect for the environment, and striving to be number one as far as mitigating our environmental impact as well as having fun whilst we do it fits the mold perfectly.

Staying within Meltwater values while shifting the conversation towards how we as a company think about the environment — that’s what the Green Global Council is working toward. Looking forward, if people consider the environment more in their business and personal decisions because of the culture that we instill at Meltwater, I think we will have been successful. 

Joining Meltwater’s Global Green Council

We are living in a digital-first world. So if your company wants to reach consumers today, it's important to have a solid digital marketing strategy using a variety of digital marketing channels, from email to social media. This blog will outline the advantages of different digital marketing approaches and showcase examples that you can use to inspire your own marketing strategy.  

How to Craft a Digital Marketing Strategy

What's the Difference Between Digital Marketing & Social Media Marketing?

Because digital marketing spans many different responsibilities, channels, and teams, it's difficult to define succinctly. The best way to think of it is as a broad umbrella term for how your business achieves its marketing goals using digital technologies. It informs all points of the customer journey, from discovery to purchase to retention.

Digital marketing includes elements like brand messaging and any form of online advertising you do. Goals for digital marketing could include conversions like purchases or downloads, or more top of funnel objectives like social followers, website visits, and email subscribes.

Gone are the days of old school marketing where print ads or billboards were the most effective means of promoting your brand. Today, these methods need to be heavily augmented by digital marketing efforts to stay competitive and build and maintain brand recognition. The good news is that with all the options afforded by digital marketing, brands can be creative and experiment with activities on many different channels, even within tough budget constraints.

And unlike traditional marketing tactics, you can measure and prove your ROI in real-time. Here are some examples: 

How to Craft a Digital Marketing Strategy 

Your digital marketing strategy breaks down and defines how you plan to achieve your digital marketing goals. It should clearly identify which channels you'll use, and why. This will also include which teams and individuals are responsible for which areas and the metrics and KPIs that will be used to measure digital campaign success.

Here are some steps to take when creating a digital marketing strategy:

Your strategy will be stronger if you have a solid understanding of the sales funnel as it applies to your business. The funnel describes the buyer’s journey — the different steps buyers go through to get to the point of purchase. Digital marketing plays an essential role in targeting and moving potential customers through each stage of the marketing funnel. Then, once they complete a purchase, your digital marketing strategy works to strengthen customer retention — keeping them engaged and ideally primed to make many repeat purchases.

Mastering and understanding how to reach your audience at each step will help you implement a tactical strategy. The steps of the funnel include:

Discovery: Top of funnel. This stage determines where or how consumers hear about your brand. 

Consideration: Middle of funnel. After brand recognition has been established, the consumer begins vetting you. 

Purchase: Bottom of funnel. The moment when potential buyers become paying customers.

Loyalty: Middle and bottom of funnel. You need to continue nurturing customers to encourage repeat purchases and inspire people to become brand advocates.

Who is your audience? What are their demographics? Where do they shop? What motivates them? What brands do they trust? Answer these questions by creating buyer personas that will help you determine what marketing channels you need to be active on and what type of content or brand messaging they may be more receptive to. 

Tip: Make sure the details of your personas are specific. Here is a good example, “A female between the age of 18-25, who is most active online on Wednesdays from a desktop device, who is social and is interested in business topics.” 

To gain these insights, you can use a solution like Meltwater for a full audience audit. 

Once you've identified the specific parameters to each funnel stage for your business, you can apply specific digital marketing goals and KPIs to each one. Once you have your goals mapped out you can start prioritizing them, determining deliverables, and developing timelines. Whatever your goals are, make sure they are specific and measurable.

For example at the top of funnel stage you may want to focus on building up community and brand awareness through social media. You could set specific follower and engagement goals to track success, and also work on encouraging your growing audience to enter the middle of the funnel by sharing content pieces and gated assets that help you capture emails. 

Once you have a robust enough email list, then your digital marketing strategy needs to incorporate the work of an email marketer who can create nurture streams and keep people interested in your brand. 

In tandem with this growing potential customer base, you could start on bottom of funnel efforts like paid ads or setting up an e-commerce or social-commerce flow.  

Working with social media influencers to promote your products 

Sharing user-generated content to build a relationship with your followers

Digital marketing covers multiple touch-points such as paid ads and email, while social media focuses specifically on marketing to followers and potential followers through social media platforms. Social media is a form of marketing under the digital marketing umbrella.

With social media marketing you can communicate with your consumer base in a more casual, conversational, and immediate way than say through an email or blog post (depending on your brands tone of voice of course). It also encompasses its own wide range of skills and strategies, from community building to engagement-driving copy (perhaps even creating a viral Tweet or two!). 

AI in digital marketing and social media

The lines definitely blur even more when you throw Artificial Intelligence (AI) into the mix. AI technology isn't exactly new anymore, but it is gaining steam — much less of a fringe gimmick than it used to be, especially when it comes to marketing.   It's being used on social media channels such as Snapchat, allowing users to "try on" apparel, such as sunglasses, before purchasing. AI can also help segment audience behavior, providing automation wherever possible, and generating leads. 

Marketers can leverage a variety of marketing channels and marketing tactics to push their message, but they need to make sure the message fits the channel.  

There are dozens of different types of digital marketing channels, so it can be helpful to group them under the buckets of paid, earned, and owned media. Here's an overview of the different types of digital marketing channels that you can use to connect with your audiences:

With owned media, you’re in control here—this refers to any property that you control or create. The great part about this channel is that you are in direct control of the messaging, promoting the content you want your customers to see. 

Examples of owned digital marketing channels include:

Other written content (such as gated assets)

Earned media could also be referred to as word-of-mouth marketing. It’s the coverage your brand receives as a result of your various digital interactions, which you have little to no control over.

There are good and bad things about growing brand awareness through earned channels. In both senses, it offers you free placement in front of a new audience (i.e., someone else says something about you for “free”), and this can generate a powerful impact. The biggest caveat is that you don’t have control over the messaging. 

Examples of earned digital marketing channels include: 

Paid media is any placements in which you pay to be in front of an audience. It allows you to get in front of curated look-alike audiences — a great way to quickly target new customers. Paid channels can only stretch as far as your budget allows, so they need to be approached very strategically and take conversion rates into high consideration. 

Examples of paid digital marketing channels include: 

All three of these areas help you understand your audience, financial efficiency, and how you stack up against your competition. Present insights and learnings in your digital marketing reporting to stakeholders.

Tip: Take a look at the findings of the biggest Global Digital Report 2023, and download the whole Global Digital Report 2023 here.

Now that you have a complete understanding of the who, what, why, and how of digital marketing, let’s take a look at some examples for inspiration. 

Search Engine Optimization is the process of helping your website to rank higher in search engine result pages. SEO allows you to appear at the top of search results, which inherently increases the amount of organic traffic to your website. 

For example, when Googling “plant burgers”, you can see from the image below the top three results based on the keywords you were looking for. In a search engine, like Google, these top-ranking search results will always appear underneath the paid results.

Optimizing your webpages and writing content designed to show for specific keywords, are essential digital marketing skills to help boost your SEO. 

Pay-per-click (PPC) falls under paid media and is meant to quickly boost leads and drive traffic to your website. How it works: you choose the keywords or phrases you want to trigger your ads and then set a bid. If your bid is among the highest, you will appear at the top of the organic listings. One of the best parts of PPC? You only pay when people click your ads, making it a great strategy for connecting with the most qualified leads. 

Here are the types of channels you can use PPC:

Let’s take a look at the phrase “airline tickets” into Google search results. As you can see from the image below, the top four results are paid Google ads, with CheapOair winning at the highest bid.

Today, over 4.5 billion people use social media, and this is predicted to rise to 5.8 billion by 2027. It's the perfect place to connect with your audience, generate leads, and drive traffic. 

There are multiple platforms you can use for social media marketing. Among the most popular are: 

TikTok (Tip: Take a look at these TikTok scheduling tools)

In addition to using these channels for free, posting organically, you can also invest in paid social ads to take it a step further. A good way to manage all of your social accounts is with a suite for marketing professionals like Meltwater where you can create, plan, and schedule all your content in one place.

You can also use social listening to research and monitor billions of social conversations to gain insights related to consumer sentiment, brand health, and your competition.

What Is Digital Marketing? A Beginners Guide.

Using Google Lens to find those stylish chairs you just saw in a cafe, unlocking the phone with your face, self-driving cars stopping at a red light, tagging your friends online—none of this would be possible without image recognition.

Since image recognition is increasingly important in daily life, we want to shed some light on the topic.

Image recognition is a type of artificial intelligence (AI) that refers to a software‘s ability to recognize places, objects, people, actions, animals, or text from an image or video.

Image recognition consists of four main techniques:

Classification: The goal of classification is to identify the category into which a specific image fits.

Tagging/labeling: This is a type of classification, but with a higher level of accuracy. For example, several objects can be tagged and labeled within one image.

The Meltwater Blog

List of the Most Trending Hashtags in Australia

Joining Meltwater’s Global Green Council

What Is Digital Marketing? A Beginners Guide.

Image Recognition: What Is It & How Does It Work?

The Secrets of Successful Video Marketing

Augmented Reality: The Ultimate Guide for Beginners

How to Use Twitter Analytics: Hashtags, Followers, Demographics

Philippine Media Today: History, Definition, Types & Roles

What is Data Management? The Ultimate Guide

What Is Industry 4.0? The Fourth Industrial Revolution

4 Rules of Engagement for Influencer Marketing

What 2022 Back-to-School Trends Say about the Year Ahead