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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

The couple that influences together stays together! Today there are many influencer couples on Instagram. For brands, this means double the staying power, and double the cross-promotion opportunities!

Couple influencers on Instagram cover a wide range of niches. Some of the most popular topics for couples influencers include parenting & relationships, and travel.

We’ve compiled a list of the top Instagram couple influencers to help you find the perfect fit!

We used Klear, a Meltwater offering, to rank the top couple influencers on Instagram by followers and other key engagement metrics.

Rather than looking just at the follower number, considering "true reach" helps you see a more contextual and accurate representation of an influencer's effectiveness. It takes the engagement rate into account, which is an important measurement if you want your influencer posts to make an impression, encourage conversions, and help you reach your influencer marketing goals.

Let's look at the top Instagram couples that you can partner with:

4. Daniel Rueda & Anna Devis, @anniset + @drcuerda

6. Sohee & Ben Carpenter, @soheefit + @bdccarpenter

7. Travelling Husbands, @travelling.husbands

8. Globetrotter Guys, @theglobetrotterguys

Tip: Learn How to Find Influencers to Partner with Your Brand, take a look at the top global Instagram influencers, and check out the top Facebook influencers. We also have local Instagram influencer lists: The top Australian Instagram influencers, the top Instagram Influencers in Malaysia, the top Instagram Influencers in Hong Kong, top Instagram influencers in Singapore, and the biggest Swedish influencers.

Instagram engagement rate on sponsored content: 5.3%

Cost n’ Mayor is a dancing duo powerhouse, sharing delightful, silly, and nostalgic bite-size dances in their Instagram Reels and videos.

Known for matching outfits, perfect synchronization, and unique sources for “music” (such as the “laundry’s done” jingle on Samsung washing machines), they’ve cultivated a fun community who now frequently make requests.

One of their popular series involved creating a dance move for every single iPhone notification sound. They frequently work with a wide range of brands and have their own line of lounge wear.

Instagram engagement rate on sponsored content: 1.9

Portuguese influencer couple, Raquel & Miguel are known for their lavish travel lifestyle, and sometimes controversial tactics to capture that perfect Instagram moment.

But they have amassed a following 1.3 million Instagram followers and regularly work with various luxury brands.

Instagram engagement rate on sponsored content: 2.2%

Christina & Robert are an Instagram couple living their best life in the desert heat of Arizona.

They share fun slices of everyday life, accomplishments, and milestones as homeowners and parents. As interior decorators, their influencer content centers around various retail and decorating partnerships and tips for making your space feel equally as homey.

Instagram handles: @anniset + @drcuerda

Sponsored content engagement rate on Instagram: 3.9%

This unique couple on Instagram doesn’t have a joint account, but each of their individual handles showcase an almost identical feed (which isn’t necessarily recommended practice, but seems to work for them).

Spanish couple Daniel Rueda and Anna Devis are photographers and artists who post unique color-matching and illusion photos. They collaborate with many different brands, sharing with their 540+ Instagram followers.

Sponsored Instagram content engagement rate: 1.74%

Allie and Sam are a lesbian Instagram couple who share their couple and parenting journey, as brand new moms, with their followers.

Their feed is full of pure joy and love, and definitely worth a follow if you ever need a pick-me-up.

Instagram handles: @soheefit + @bdccarpenter

Sohee Fit and Ben Carpenter Instagram followers (combined): 990.8K

Sohee Fit Instagram engagement rate: 1.91%

Ben Carpenter Instagram engagement rate: 3.1%

Sohee and Ben Carpenter are a married fitness influencer couple who focus on nutrition and encouraging healthy approaches to body image, gym culture, and weight loss.

They do not have a joint couples account on Instagram, but regularly boost each other's posts and accounts in Stories. They also frequently film collaborations, often with a humorous twist.

Engagement rate for sponsored content: 19.9%

The Travelling Husbands are Australian couple Luke & Craig.

Based in the UK, their travels take them all around the world. They post beautiful photos, and bring their 13K+ followers on Instagram on their personal journeys as well as their travels, offering tips for the LGBTQ+ community along the way.

Tip: Take a look at the Top Australian (Instagram) Influencers [2023], The Best Australian TikTokers, and The Biggest Australian YouTubers

Engagement rate for sponsored content: 3.7%

The Globetrotter Guys are another traveling couple, also based in the UK.

Their feed, like Travelling Husbands, centers around LGBTQ+ acceptance and travel advice for the gay community. 

10 Top Couple Influencers on Instagram

Pride month is right around the corner. Every year, the month of June is a time for the LGBTQ+ community to both celebrate and raise awareness around important issues. June was chosen as Pride Month to commemorate the Stonewall Riots of June 28, 1969, which was seen as one of the most significant turning points in the Gay Liberation Movement.

Over 50 years later, it is still an important social issue with more brands and public figures getting involved.

How To Collaborate With LGBTQ+ Influencers

More brands use social, and especially influencers, to promote their stance on important social issues in order to elicit meaningful interactions with existing and current consumers. Now, more than ever, many consumers are driven by brand values and corporate culture when making purchases. Influencer collaborations are an authentic way to show your brand values, as it aligns your brand with someone who is viewed as a thought leader in their category.

Running a Pride campaign explicitly asserts your brand’s ethics, and inserts you in an extremely relevant conversation. Previously, pride campaigns were more visual, with companies incorporating the pride flag into a logo or a social media post. Now, pride campaigns have evolved to cross-channel campaigns, often involving influencers to drive the most authentic impact.

The first step of running any campaign, be it Pride or any other initiative, is determining the desired outcome of the campaign. 

To show support as an ally of the LGBTQ+ community

Highlight corporate culture of LGBTQ+ inclusivity

Support an LGBTQ+ organization or initiative

Determining the goal of your campaign will help you understand which influencers you should collaborate with. For example, if your objective is to promote a corporate culture of inclusivity, your influencers might actually be your employees.

Example: #ExtraShotOfPride with Starbucks

Starbucks’s 2019 pride campaign, #extrashotofpride, celebrated the diversity of the Starbucks community. The company created Pride-themed beverages for the month and asked employees to share what it meant to be a member of the LGBTQ+ community and a Starbucks employee.

There are no shortages of coffee houses around the world, but the #extrashotofpride campaign lets customers know that not only does Starbucks serve good coffee they offer an incomparable corporate culture.

An influencer is a user who is able to drive meaningful impact with their audience, and an LGBTQ influencer is just the same. They are seen as “thought leaders” of their space, and their audience connects with their ideology and content. If your brand is looking to promote brand acceptance and inclusivity, these influencers are the perfect bridge for connecting with users who care most about these social issues.

Who are some of the biggest names in the LGBTQ+ space? These influencers mesh their celebrity personas with their affiliation to the LGBTQ+ community.

Lavern Cox is a trans activist and actress, famously known for starring in the Netflix series Orange Is the New Black. She has over 4M followers on Instagram, alone, and has collaborated with brands including; Smirnoff, Ivy Park, Verizon, Olay, and more.

Megah Rapineo is an American soccer player and official team member of the US National Women’s Soccer team.  She is openly gay, and with 2.3M Instagram followers, has used her public persona as a platform for LGBTQ+ activism. Past collaborations have included; Smirnoff, Casper, Vitamin Water, Charmin, and more.

Billy Porter is an out actor, singer, director, and writer. He is a cast member of Pose and a main fixture on Broadway. With 1.5M Instagram followers, Billy’s had some major collaborations including; Kettle One, Tiffany & Co, Saks, and more.

Are you looking for more influencers? Take a look at these top LGBTQ+ influencers.

34% of LGBTQ+ influencers are micro-influencers

The majority of LGBTQ+ influencers are micro-influencers, and this is really no surprise. micro-influencers are a unique type of influencer. Though they do not have a high follower-count, they have an extremely focused and niche audience. Often driving higher engagement and the most impactful interactions.

Collaborating with an influencer is really about interacting with their audience. Working with an influencer in a niche field offers the ability to engage with a loyal following. LGBTQ+ influencers’ audience tends to subscribe to their values, which offers a great opportunity to introduce your brand values.

So, what demographics are typically found in an LGBTQ+ influencer’s network?

👩61% of users who follow LGBTQ+ influencers are Female

🍰The average age of a follower is 28-years

✈ The top interest shared between LGBTQ+ influencers and their audience is Travel

Tip: Learn how to make sure influencers align with your brand values.

Once you’ve identified the objective of your campaign and selected the influencers you would like to collaborate with, you must next figure out how to insert your brand into a relevant conversation with the influencer’s audience. Remember, Pride is a sensitive topic, and people are wary of brands using Pride to promote an agenda rather than showing real solidarity.

Collaborations should seem authentic. Discover how your brand fits into your influencer’s life or how your brand can show support.

@smirnoffus sent personalized vodka bottles to LGBTQ+ influencers for Pride month. The bottles fit seamlessly into the occasions of the influencer’s life. Influencer @kiyomivalentine is seen holding her personalized bottle with her wife at their wedding.

The true value of an influencer campaign is found in the audience of the influencer. LGBTQ+ influencers have an extremely focused, and loyal audience. If an influencer promotes your brand to their dedicated followers, they are giving you an automatic stamp of approval. Though Pride Month is in June, some brands have begun running their Pride campaigns in May, perhaps hinting at a new trend.

Pride Campaign Example: #ProudInMyCalvins

Calvin Klein’s 2020 Pride campaign, #proudinmycalvins, is a collaboration with a diverse spectrum of LGBTQ+ influencers to discuss what it means to be proud and live authentically.

Influencer: @iamjarijones, 25.7k followers

Jari Jones is a Trans model, actress, and activist. Her followers are 67% female, 51% between 25-34, and 56% are based in New York.

Reece is a London-based model. 57% of his audience is female, and though he is based in the UK, 43% of his audience is actually from the US.

Your next collaboration is right around the corner! It’s time to start planning for your Pride campaign. Schedule a time to speak with one of our influencer marketing experts and we’d be happy to guide you in the right direction!

How to Plan Your Pride Influencer Campaign

Influencer marketing isn’t just about cute outfits or hair and makeup tutorials. Business influencers have become a hot topic in recent years, lending their powerful voices to specific industries. They have an innate ability to sway their followers' opinions and buying decisions, not to mention a sizable audience who trusts their opinions. Leveraging business influencers gives companies an effective way to expand their reach and gain access to new audiences.

The process of working with business influencers is similar to that of traditional social media influencers. You can collaborate on sponsored posts, product reviews, tutorials, affiliate marketing, and even newsletter sponsorship. In turn, they can provide valuable exposure and authenticity to businesses as they increase their online presence.

The first step is knowing which business influencers to partner with. We’ve rounded up the data on the top business influencers around the world and compiled it into a neat and tidy package.

Check out the must-follow business influencers below:

US-based coach, motivational speaker, author, and business influencer, Tony Robbins has become widely known for his self-help seminars. He promotes the idea that people can change their lives if they can change their behaviors and that small steps can lead to larger goals (in lieu of expecting overnight success).

Tony has an active Instagram presence with more than 7 million followers. He’s also on Twitter, where he shares daily tips with more than 3.1 million followers.

Tim Ferriss rose to fame with the release of his book, The 4-Hour Work Week. A radical idea at the time, his book has inspired entrepreneurs to live more and work less. His name has now become synonymous with entrepreneurship and professional development. 

You can find Tim Ferriss on Instagram (1.2 million followers), Twitter (1.9 million followers), YouTube (1.24 million subscribers), and LinkedIn (2 million followers).

Average reach per post: over 2.6 million people

Gary Vaynerchuk (also called Gary Vee) is a Belarusian-American business influencer, entrepreneur, author, and investor. His company, VaynerMedia, specializes in social media marketing and has helped position him as a leading authority in digital marketing. 

Vaynerchuk has attracted more than 4 million YouTube subscribers, 3.1 million Twitter followers, and over 10 million followers on his Gary Vay-Ner-Chuk Instagram profile. He’s also among the top business influencers on TikTok, with over 34.7 million followers and an average reach of over 2.6 million people per post.

Facebook followers: Nearly 5 million (4.9)

A name synonymous with money and credit know-how, Dave Ramsey has helped millions of Americans achieve financial independence. His methodologies help his fans do more with their money regardless of income, allowing them to get out of debt and live within their means.

Dave shares his decades of experience in his books and on Twitter, Instagram, Facebook, and YouTube.

Marketing consultant and business-savvy speaker

Marketing consultant and business-savvy speaker Simon Sinek rose to fame after his TED talk, “How Great Leaders Inspire Action.” He’s the author of Start with Why and Find Your Why and teaches leaders and entrepreneurs how to inspire others.

Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?"  His examples include Apple, Martin Luther King Jr. and the Wright brothers ...

Simon Sinek: How great leaders inspire action

Sinek maintains an active presence on Twitter, LinkedIn, YouTube, TikTok, and Instagram, all featuring business-related content.

TikTok, IG, LinkedIn, Twitter, and YouTube.

Entrepreneur, motivational speaker, coach, and author Marie Forleo ditched the New York Stock Exchange in favor of marching to her own drum. She created video courses to teach others how to do the same, which led to her growth as an entrepreneur and public figure. 

Forleo's book, Everything is Figureoutable, has sold more than 12 million copies and became a New York Times Bestseller.

Her highly popular MarieTV show garners millions of viewers each week, where she shares business advice, personal growth tips, and ways to achieve work-life balance.

Welcome To MarieTV

Marie has her own podcast and an active presence on TikTok, IG, LinkedIn, Twitter, and YouTube.

British entrepreneur Sir Richard Branson has a long list of accomplishments to his name: CEO, investor, commercial astronaut, and founder of the Virgin Group brand, for starters.

He’s pioneering commercial travel to outer space and became the first billionaire to reach the outskirts of space — aboard a spacecraft his company designed.

Branson maintains an active social media presence in addition to speaking at conferences, writing books, and changing the world.

Melinda Emerson (also called the SmallBizLady) is an accomplished entrepreneur, author, and speaker known for her expertise in small business. She is also the author of "Become Your Own Boss In 12 Months," a book that serves as a practical guide for aspiring entrepreneurs.

Melinda F. Emerson on Instagram: "What does FAIL stand for?

#bosstips #keepgoing #motivationalquotes #businessquotes #youcandoit #keeptrying #businessowner #entrepreneur #becomeyourownboss"

She operated several small businesses herself before becoming an entrepreneurial powerhouse. Her work focuses on helping others (especially underrepresented groups) succeed in entrepreneurship and has become a leading voice among small business influencers.

Tip: Take a look at our list of the top Facebook influencers if you're looking to work channel-specific.

The 17 Top Business Influencers [Global List]

For major brands, partnerships with celebrity influencers have become an indispensable part of their marketing strategy. As a result, thousands of influencers came forward to cash in on their visibility.

Recently, however, we’re seeing signs that influencers can’t influence anymore; that the world may be done with traditional top-down influencer marketing. In fact, recent studies have found only 3% of consumers are influenced by celebrity influencers to purchase specific products.

So, what’s driving this change? Why are so many people switching off on influencers?

At the heart of this pattern is a huge shift in the way consumers interact with brands. Now, the age of the passive audience is over. Instead, customers are actively engaging with each other (and brands), looking for authentic and meaningful engagement and forming their own communities based on shared interests and values, or what we like to call ‘tribes’.

In this article, we’ll explore the reasons why the age of traditional influencer marketing may be over. We’ll also outline some alternative ways brands can engage their valuable audiences.

This is a long post, so feel free to jump to sections that speak to you the most:

Why are people getting tired of influencers?

Re-engineer your influencer marketing strategy

Rethink what you mean by ‘influencers’

Get the help you need to identify your tribes

Ditch the big names, and go for authenticity

To kick things off, let’s dig a little deeper into what is driving people away from influencers.

Platforms like Instagram, Twitter, and Facebook offer a tantalizing promise for users of all ages around the world: a welcoming place for self-expression, meaningful engagement, and a sense of community.

But increasingly, social media has become a dumping ground for sponsored posts and advertising, and social media users are quick to call influencers and brands out when they see a lack of authenticity.

Tip: How to Find Twitter Influencers to Grow Your Brand

1. A greater demand for authentic engagement - driven by millennials and Gen Z

Of all the reasons for the move away from influencers, the growing demand for authentic and meaningful engagement is the most significant.

People are sick of all the generic cookie-cutter posts showing celebrities posing with teeth-whitening kits, boutique clothing, or even appetite-suppressing lollipops. Instead, social media users are looking for real, unstaged content to engage with.

Kim Kardashian’s controversial appetite-suppressant lollipop promotion. Source: Insider

This is particularly the case for younger users, with millennials and younger users, with millennials and , with millennials and Gen Z demanding real, authentic content from brands and influencers.

This demand for authenticity also helps explain our fascination with stories like that of Instagram travel & lifestyle influencer Caroline Calloway and her ghostwriter Natalie Beach. Now people want to dig behind the online facade to see the real people behind the captions.

Tip: Learn more about influencer marketing to Gen Z

2. Fake influencers with fake followers, engagement, and likes

The Meltwater Blog

10 Top Couple Influencers on Instagram

How to Plan Your Pride Influencer Campaign

The 17 Top Business Influencers [Global List]

Influencer Fatigue: Are We Done with Influencers?

How Influencers Are Changing The Affiliate Marketing Game

Influencer Marketing for Gen Z: 4 Keys to Success

Top Female Influencers From Ukraine