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

Your Best Context is Already in the Room

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

15 Must-Have PR KPIs and How to Track Them

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

The Meltwater Blog

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

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

Facebook Blog | Meltwater

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

Instagram Blog | Meltwater

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

LinkedIn Blog | Meltwater

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

TikTok Blog | Meltwater

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

X / Twitter Blog | Meltwater

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

YouTube Blog | Meltwater

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

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

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Media Monitoring: Guides, Best Practices & Industry Insights

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

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

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

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

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

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

Internal Communications Blogs | Category

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

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

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

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

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

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

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

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

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

Social Media Marketing Blogs | Category

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

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

Digital Marketing & PR Tools Blogs | Category

If you’re not already acquainted with Gen Z, where have you been? After millennials, they’re the demographic cohort born between the mid 90s to mid 2000s. In 2019, that means anyone between the ages of 7 and 22. The majority of this generation is still well below voting age and considered pretty uninteresting in terms of societal influence, but it appears that Gen Z is being wrongly overlooked for many reasons.

There's a new kind of shopper in town and despite their young demeanor, they’re disrupting brand and business strategies across the globe. This influential group is growing in number and spends more time than ever online, providing a clear indication of what's hot and what's not. 

Similar, but far more extreme than Millennials, Gen Z is over traditional advertising. Instead when it comes down to consumer choice, they’re placing trust in their peers and tribes to find the best products. This is where influencer marketing comes in, how should you approach this new cohort?

Who are Gen Z and what makes them important?

2. Have your influencers produce raw, honest, visual content

3. Select influencers based on your target tribes

4. Experimental marketing, turn your audience into advocates

We want to explore the right way to engage this group through influencer marketing, so you can engage the consumers of tomorrow. But before we begin, let's take a look at Gen Z and what they stand for.

Tip: Learn more about millennial cringe: What it is, who's talking about it, and what it tells marketers.

Having crawled straight into the 21st century, Gen Zers are the first generation to grow up with no distinction between online and offline reality.

Since birth they’ve had access to social media, digital entertainment and smart technologies, while growing up alongside major modern innovations. So despite their young age, this is actually the generation with unprecedented influence.

IBM calls them self-reliant ‘digital natives’, and rightly so. In 2017, their global survey of 15,600 Gen Zers, aged 13 to 21 produced impactful results on their true economic influence.

Source: Uniquely Generation Z. What brands should know about today’s youngest consumers, IBM report.

Gen Zers are found to influence in all areas of family spending on both small and large consumer decisions. 

Alongside their individual influence, this generation is also taking lead in numbers. By 2019, Bloomberg predicted Gen Zers to surpass Millennials for the first time, accounting for 2.47 billion of the world’s 7.7 billion inhabitants - a whopping 32% of the global population. Thanks to these statistics, brands and businesses in recent years have hailed Gen Zers as the 'next crop' of consumer.  

One of the best ways to tap into this generation is via their own peers and communities. This generation is all about relationships and now more than ever, it's important to relate with tribes and influencers, before they align with you.

Let's explore 4 potential keys to successful Gen Z influencer marketing.

The key to any successful marketing campaign is using the right platforms. Looking at the top mainstream video platforms, Gen Z have increased their usage of all three compared to Millennials in 2018. Naturally, they've evolved into a mobile-dominated generation and this rise in usage is guiding future digital trends in terms of marketing, branding and advertising.

Source: VidMob report. State of Social Video. 2018

Aside from these mainstream channels, Gen Zers are increasingly adopting non-mainstream platforms.

If you haven’t already turned to TikTok for influencer marketing among a younger audience...now is the time. With its simple UX, TikTok is predicted as the next big hit and because it’s still under the radar, brands can leverage its under-priced potential.

Tip: Learn about why TikTok has become so successful, understand how to find the best times to post on TikTok, how you can use TikTok for your business, check out the most followed accounts on TikTok, see more TikTok statistics, and check out some TikTok scheduling tools.

The same age as Snapchat, is live streaming and chatting platform Twitch, built predominantly for gamers but also other recordable activities. Statistics around Gen Zers on the platform aren’t very accurate but when you look at eSports in general, 44% of consumers are aged between 14 and 21, giving a good indication of Twitch’s popularity. 

What sets Twitch apart is an 80% male user base, in contrast to Instagram’s heavily female-oriented users. But unlike Instagram, Twitch is made up of many groups of tight-knit communities that stick to a strict code. They reinforce Gen Zer needs around trust and authenticity and won't advocate any old brand that comes their way. 

If brands can bring value to, and align with Twitch tribes, it could give them a great advantage over mainstream influencer channels. In the video below, Doritos sponsored four Twitch streamers in a competition showcasing Call of Duty: Black Ops 4’s new Blackout mode. Thanks to Doritos further cross-platform marketing, the Doritos bowl gathered over 16,000 viewers for the event, and probably a few more Dorito sales along the way: Doritos Bowl. TwitchCon Esports Stage

Since we're discussing platforms, there's one in particular that revolutionized storytelling features on social - Snapchat. It introduced the concept of disappearing photos and videos, which was highly popular among young audiences.

It's a generation born to swipe so quick snapshot storytelling works better on Gen Zers when its raw and simple. They're a cynical bunch moving away from flashy professional campaigns, wanting real people to tell it how it is.

One teen influencer doing it right is Emma Chamberlain. The 18-year-old keeps it real and scored some 8 million YouTube subscribers and 7.7 million Instagram followers in less than two years. Her persona is just the right mixture of Instagram and reality, portraying fashionista style, without the airbrushed, overproduced deception. You’ll find her lounging with her friends, kicked back with no makeup on, or at home snacking on a pizza slice. She's relatable with all the style of a teen icon, unafraid to show her flaws.

We can talk about authenticity all day. The time of mass marketing is over and micro-influencing is in. Gen Zers, more than their predecessors, are embracing individual differences in their various tribes, collectively breaking one-size-fits all marketing. They expect brands to prove their credibility through transparent communication and are more likely to buy from brands promoting a cause. If you can align with their cause, interests and tribes, you’ll find insider advocates willing to work with you, and more importantly bring you customers.

Tip: The Meltwater social influencer tool is perfect to help you find the right influencer for your brand.

One of the most effective ways to promote meaningful messaging is the use of micro-influencers and peers in targeted tribes. Gen Zers are a generation seeking new creative opportunities that they can share online. An IBM study found 22% of Gen Zers make extra money online and a further 16% work for themselves. They want to shape their own experiences and are keen to advocate brands on their terms. 

Florence Given is a 20-year-old artist and champion of gender equality. With a humble but impressive organic following of 192K on Instagram, using the world of social to promote her illustrations and views on feminism.

https://www.instagram.com/p/B53QTgUAoWE/?utm_source=ig_embed&ig_rid=91f1b091-7e41-46a6-b56f-5bee43d26d74

Being an outspoken writer, activist and bisexual, she scored publications in the likes of Cosmopolitan. And thanks to her powerful, uncompromising views she appeals to multiple tribes across social media that ultimately caught the eye of global brands. She appeals to singles, lgbt+, feminists, young females, entrepreneurs, retro fashionistas and more. The umbrella of interests around an influencer is an indication of the types of tribes you're trying to align with. In 2019 alone, shes already fronted campaigns with Tinder, Converse and Revlon.

https://www.instagram.com/p/Byx-At8gwN9/?utm_source=ig_embed&ig_rid=0e663f03-ed7f-4c4e-b6a2-fecd35302b11

Here is an example of experimental marketing. Brands are increasingly turning to live events to create unique immersive experiences with their customers. A great example is the Royal National Institute of Blind People (RNIB) Karaoke Eye Test at Glastonbury festival. Their aim was to highlight the importance of regular eye tests through a fun-filled karaoke-themed activation.

RNIB at Glastonbury 2017 - Eye Test Karaoke

Desigual partnered with Sónar festival and produced a creative interactive space for festival goers.

“We wanted to play a meaningful role within Sónar and not just have a stand selling product,” explained Desigual’s CMO Guillem Gallego.

Giant projectors cover the walls, accompanied by a complex camera set up with sensors that illuminate physical movement. They also created active meditation rooms for people to come and relax.

While trends come and go, we believe the relationship between Gen Z and influencers is here to stay. They’re a generation pushing for creative innovations and authenticity that can only be found among trusted members of their own tribes.

These empowered consumers have immense influence on their inner circles and with countless options available, they have the power to say no.

Influencer Marketing for Gen Z: 4 Keys to Success

As the war in Ukraine continues to unfold, social media has become a hub for receiving information, voicing outrage, and coming together in unity. These last two years have been extremely unpredictable, and social media has truly begun to imitate real life with content reflecting our immediate experiences.

On this Women’s Day, we wanted to take a moment to acknowledge some female influencers from Ukraine. Many of whom are now using their platforms for social activism and resource distribution. Our thoughts are with them, and we hope better days are to come.

Alisa is a food influencer who shares beautiful food recipes with her followers. From green bean salads to traditional Ukrainian dishes, her posts are beautiful and her recipes are always easy to follow. Since the Russian invasion of Ukraine, Alisa’s posts have understandably taken a very different direction. She has been sharing her thoughts and asking for help from within her network.

Alisa has also updated the link in her bio to include resources for supporting refugees of the crisis and a link to a telegram chat. If you follow the link to the resource for supporting refugees you will arrive at Refugee Tinder, where those who need help are matched with those looking to help.

Sabina Musina is a fashion influencer and beauty influencer, who owns an international beauty bar, G Bar, with locations in over 10 countries. Following the Russian invasion, Sabina and her partner announced that they will be closing all G Bar branches across the Russian Federation. Additionally, Sabina included a link in bio to her telegram channel where she shares useful information with her followers and individuals can ask for help and usually receive help.

3. @mashaefrosinina: Lifestyle Influencer

Masha Efrosinina is a well-known Ukrainian actress and TV Host, owner of the popular clothing brand Mashsh and the Honorary Ambassador of the United Nations Population Fund. She shares glamorous photoshoots as well as candid moments with her family. Understandably, her content has taken a very different direction as these tragic events persist, but her support for mothers and children remains embedded in all that she does.

On February 18th she launched the Masha Foundation, a non-governmental organization that was established to foster a zero-tolerance attitude towards domestic violence in Ukrainian society. The organization has refocused during the war, now working to raise funds to purchase medicine, food, and humanitarian supplies for women, children, and the elderly.

4. @gudkova_alyona: Lifestyle Influencer

Alyona Gudkova is a Kyiv based content creator and CEO of @kurazh.kyiv (now on hiatus), a charity based flea-market with sunset parties, an inclusive children’s area, exhibitions, lectures, workshops, performances, and live entertainment. Beyond promoting her awesome brands, she and her chef-husband share honest content about their marriage and the joys (and struggles) of parenting.

It can be hard to imagine how parents of young children are dealing with the conflict. Yet, through her content Alyona shares some glimpses of the experience of a young parent in Ukraine. And, while tragic it’s extremely important to remember that the victims of this war are real people, who had real lives, like you and me, two weeks ago.

5. @nadyadorofeeva: Music and Lifestyle Influencer

Nadya Dorofeeva is a Ukrainian singer, known as DOROFEEVA. She was initially in a popular music duo, Vremya i Steklo, but branched out for a solo career which has also included a clothing line, a YouTube Channel, and judging on a popular Ukrainian reality show. Her fame has allowed her to establish a successful career as an influencer.

DOROFEEVA released her new single in mid-February, 2022, and was in the middle of promotion when the war broke out. She has been documenting her experience in Kyiv since the invasion, including a post of her receiving a call from her assistant who went missing for 30 hours, demonstrating the impact of the tragedy across all layers of Ukrainian society.

The Meltwater Blog

Influencer Marketing for Gen Z: 4 Keys to Success

Top Female Influencers From Ukraine