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Generative Engine Optimization (GEO) Guide

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

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

Generative Engine Optimization (GEO) Blog Collection | Meltwater

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

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

Media Monitoring: Guides, Best Practices & Industry Insights

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

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

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

Social Listening Blogs | Category

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

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

Reputation Management Blogs | Category

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

The key to success is branding & brand management!

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

Brand Management Blogs | Category

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

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

Competitive Intelligence Blogs | Category

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

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

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

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

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

AI & Data Analytics Blogs | Category

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

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

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

Public Relations (PR) Blogs | Category

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

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

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

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

Internal Communications Blogs | Category

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

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

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

Content Marketing Blogs | Category

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

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

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

Influencer Marketing Blogs | Category

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

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

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

Marketing Blogs | Category

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

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

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

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.

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!

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!

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.

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?

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.

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.

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!

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?

It was an electrifying two days at Summit, jam-packed with stellar speakers, thought-provoking talks, and game-changing announcements.

So as we look forward to the coming months, what does all this mean for marketing and PR pros? We’ve distilled some of the top recurring themes and trends we heard repeated at Summit into an actionable framework for you to continue the momentum with your teams and leaders.

Trend 1: AI is Not Taking Your Job (But it Can’t Be Ignored)

Trend 3: Embrace Authenticity & Human Connection

Trend 4: Influencers Are Essential for Growing Market Share

Trend 5: Misinformation Drivers are Growing in Sophistication

43% of marketers don’t know how to get value out of AI. (Forbes)

Given this, we saw a strong desire among Summit attendees to get a practical view for how AI can be used to have more impact for their organizations, and make teams more efficient. 

Our speakers were more than ready to oblige, with a variety of sessions offering fresh ways to approach AI.

In particular, the audience was captivated by Stephanie Cohen Glass, Senior Director, Communications Strategy & Insights at Microsoft, who gave an in-depth look at using Microsoft Copilot for improving efficiency. She noted that, for those intimidated by AI’s prevalence or not sure where to start, “AI increases how positively today’s professionals feel about their roles, making them more informed and productive. Encouraging a feeling of happiness and confidence intensifies as they use AI tools more and more.” It might seem fluffy, but finding ways to up satisfaction at work is not just for the feels. 

In fact, Microsoft has conducted a Work Trends Index annually since 2020. They’ve found that:

80% of global workforce lacks the time or energy to do their jobs

53% of leaders say productivity must increase

82% of leaders are expected to use AI agents to meet demand for workforce capacity

Leaning into AI is the way to stem the tide of burnout and stress that marketing and comms professionals are feeling on the daily. As one of our other speakers put it: “AI isn’t coming for your job, it’s coming for your busy work.”

Of course, one of the biggest stories out of Summit was the launch of Mira AI from Meltwater.

Mira is more than just another dime-a-dozen generative AI tool. It’s designed to be a true extension of your team, built to answer your questions, write your recaps, summarize coverage, and help you understand what’s happening now. 

This latest innovation, integrated into the Meltwater Suite, learns from Meltwater’s 20+ years of data and expertise in the PR and marketing space, fitting seamlessly inside your current workflows, elevating your insights and reducing strain on your team's time.

New enhancements powered by Mira include:

Mira Studio: This chat-based interface within our social listening solution does everything from uncovering consumer insights to compiling media lists, all with a quick prompt.

Mira Companion: Integrated throughout the Meltwater Suite, these context-specific, pop-out companions streamline and accelerate existing workflows.

Meltwater Copilot: Available for Microsoft-enabled organizations, this chat-based AI assistant within Teams brings Meltwater insights to broader internal audiences.

TIP: Want to learn more about Mira? Check out our Mid-Year Release 2025 blog for more information about Mira and the other innovations we've added to the Meltwater Suite!

The AI discussion is a natural lead-in to our next key trend. Even with AI helping ease burdens on time, teams are still being asked to do more with less. Agility is going to be a key asset for companies looking to grow, expand, and remain competitive.

Orgs are not starting from square one in this regard, however. Marketing and PR teams are getting more and more savvy with using social media and social listening for leveraging powerful insights and we’re seeing much more sophisticated and complex use cases. With that, teams will need to continue upleveling and taking advantage of the insights available. 

In a time of continually shifting news cycles and narratives, organizations can remain agile by compiling more useful reports that are easily adaptable. Additionally, we heard that teams and individuals have to be able to say no. And they have to understand the potential impact of both saying no, and be able to present their case for why another direction will have more impact, sooner. 

Do what’s going to drive business forward and rely on data to inform your use of the word “no”. If you can only do a few things, use data to guide you toward what’s really meaningful as a next step for your brand or business.

TIP: Don't miss our on-the-ground coverage of Meltwater Summit 2025! Check out our Day 1 and Day 2 recap blogs for even more insights and takeaways.

Authenticity and human connection in marketing were major themes at Summit this year, and we expect these to continue gaining momentum as we move closer toward integrating AI into our everyday lives.

Brands are under continued scrutiny by consumers, particularly younger consumers, to interact authentically, especially when jumping on trends. 

And, perhaps ironically, technology can help organizations improve how they connect with broader markets and find new audiences. Using consumer insights to augment surveys and other ways of gathering information, expands your understanding of who your customers and potential customers are on a deeper level. These insights can serve to help you craft more relevant campaigns.  

Emphasizing human connection was paramount to astronaut Dr. Jonny Kim’s approach to leadership — he returned to it often during our live Downlink with him from the ISS. He noted that the ability to work as a team, to be vulnerable, and to act with integrity are precious skills that we will need to continue to develop, especially with the proliferation of AI. 

David Oksman, Vice President of Marketing and Direct-to-Consumer at Samsonite also offered a powerful case for how marketing campaigns that appreciate the value of human connection have longevity, even if (or perhaps because) they don’t focus on product-first. Instead having a perspective on “what’s really important” can go a long way toward inspiring powerful brand loyalty.

Speaking of brand loyalty, building it through influencers is another extremely useful channel. This is especially true if your audience spans multiple age ranges or other demographics, or if your brand struggles with finding ways to expand your social presence due to strict guidelines for your corporate account.

Influencers have a unique ability to help these brands and organizations tap into new audiences, easing the burden on brands to stretch their content thin, trying to appeal to different groups — thus allowing them to maintain a much stronger identity. A great example of this came from Gareth Crew, Social Media and Digital Communications Lead at Canon, who noted that an initial challenge the company faced when trying to grow their social media presence — and drive new purchases — was the wide range of skill levels interested in Canon products.

Canon serves everyone from complete amateurs new to photography to professionals, but their social media pages skew toward pros and serious hobbyists rather than beginners. So they decided to tap into an influencer network to bring more newbie practitioners into the fold.

Influencers know their own audiences better than brands, full stop. And it’s important that brands understand this if they want their influencer partnerships to be successful. Insisting on a particular style or format that the influencer knows won’t appeal to the following they’ve cultivated means engagement will be low as will conversions. 

And brands should be thinking long-term when approaching potential influencers — as Wendy Nguyen on our Content Creator Panel noted, organic posts almost always perform better than sponsored, so if brands want to extend their ROI, they need to consider the ripple effect that comes from more organic posts around their products or services. This kind of longevity can inspire more purchases, followers, and other important success metrics.

The threat of misinformation has unfortunately remained a fierce one, and it’s only growing in sophistication. Thanks to AI, narrative attacks are becoming more complex, going after the very fabric of human perception, creating fissures in trusted sources, and taking on lives of their own. These attacks result in real-world consequences for businesses and their stakeholders, such as sudden drops in stock prices or threats against individuals. There now exists tradecraft and a framework behind the manipulation of emotion, said Wasim Khaled of Blackbird.AI on our  Future of MarTech Panel. 

There are a few key strategies that large organizations need to consider to combat these bad actors and prevent future attacks. Increasing user trust in data is a big one. With more unstructured conversations becoming structured, more advanced technology use-cases are emerging, reducing complexities in automation — and AI solutions are getting better at understanding sarcasm and slang. But no matter how accurate data insights become, organizations need to remain vigilant and proactive with a range of strategies, from fostering employee advocates to mapping out crisis plans.  

From a technology standpoint, it’s important to have a framework that looks specifically at risk. Use investigative tools and models to show which actors or agendas are the drivers behind groups who are propping up that narrative. And be aware that sometimes it's knowing when not to react at all. Having these frameworks in place can assist you in identifying these times  — maintaining trust with your stakeholders.

Summit is where the best and brightest in PR, comms, and marketing gather for important insights on the big ideas impacting our industry, perspectives on new technology shaping our workday, and to network with peers. We got some wonderful feedback from our attendees! 

Don’t miss out on 2026 — early bird tickets will be announced soon!

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">My question for <a href="https://twitter.com/ReeseW?ref_src=twsrc%5Etfw">@ReeseW</a> at <a href="https://twitter.com/Meltwater?ref_src=twsrc%5Etfw">@Meltwater</a> SUMMIT was one of 2 audience questions selected! Forgive the video quality, I was a little star struck!<a href="https://twitter.com/hashtag/MeltwaterSUMMIT?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSUMMIT</a> <a href="https://twitter.com/hashtag/Meltwater?src=hash&amp;ref_src=twsrc%5Etfw">#Meltwater</a> <a href="https://twitter.com/hashtag/WalkWithPurpose?src=hash&amp;ref_src=twsrc%5Etfw">#WalkWithPurpose</a> <a href="https://twitter.com/hashtag/NYC?src=hash&amp;ref_src=twsrc%5Etfw">#NYC</a> <a href="https://t.co/PgC0KHdwG8">pic.twitter.com/PgC0KHdwG8</a></p>&mdash; David Clarke (@WriterClarke) <a href="https://twitter.com/WriterClarke/status/1919777467654357328?ref_src=twsrc%5Etfw">May 6, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/POV?src=hash&amp;ref_src=twsrc%5Etfw">#POV</a>: You’re walking alongside our Director of Communications, <a href="https://twitter.com/kris_wiese?ref_src=twsrc%5Etfw">@kris_wiese</a>, to the <a href="https://twitter.com/Meltwater?ref_src=twsrc%5Etfw">@Meltwater</a> Summit event in NYC. 🗽 Big conversations, bold ideas, and meaningful connections start right here. Let’s make an impact, together. <a href="https://twitter.com/hashtag/MeltwaterSummit?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSummit</a> <a href="https://t.co/C16d0ef5U3">pic.twitter.com/C16d0ef5U3</a></p>&mdash; United Way of Greater Nashville (@UWNashville) <a href="https://twitter.com/UWNashville/status/1922300554832969775?ref_src=twsrc%5Etfw">May 13, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

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<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Loved seeing <a href="https://twitter.com/ReeseW?ref_src=twsrc%5Etfw">@ReeseW</a> at the <a href="https://twitter.com/hashtag/meltwatersummit?src=hash&amp;ref_src=twsrc%5Etfw">#meltwatersummit</a>! Her enthusiasm and drive are truly inspirational! 🩷 <a href="https://t.co/WNKeCigHka">pic.twitter.com/WNKeCigHka</a></p>&mdash; Amy Earl (@amylearl) <a href="https://twitter.com/amylearl/status/1920074726791073870?ref_src=twsrc%5Etfw">May 7, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">...I am a simple man, &quot;floating microphone&quot; will impress me every time. <a href="https://twitter.com/hashtag/MeltwaterSummit?src=hash&amp;ref_src=twsrc%5Etfw">#MeltwaterSummit</a> <a href="https://t.co/rPbrSmLD30">pic.twitter.com/rPbrSmLD30</a></p>&mdash; Michael Andersen (@mjandersen) <a href="https://twitter.com/mjandersen/status/1920104448640114872?ref_src=twsrc%5Etfw">May 7, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Our biggest-ever Meltwater Summit would not have been possible without the support of our many valuable sponsors. Please join us in thanking our Premier Sponsors, Cyabra and Snap Inc., as well as the following sponsor organizations:

Meltwater Summit is more than another conference. It’s a highly catered event for those leaders and rising stars in PR and marketing who know that success and longevity means staying in-the-know and ahead of the constantly evolving trends affecting our industry.  

We’ll soon be releasing the first ever Summit Playbook — a detailed overview of the top sessions and takeaways from our most impactful speakers. 

We’re also looking ahead to Summit 2026! Stay tuned for more information including early bird tickets, keynote announcements, and more. See you next year!

The Top 5 Trends from Meltwater Summit 2025

Mascots are nothing new in the advertising world, used by brands (particularly in the food and beverage sectors) to be more memorable with audiences. In today’s Internet age, however, mascot relatability is entering “unhinged” territory as brainrot aesthetics have taken over the digital realm. From the Duolingo owl to McDonald’s’ Grimace, modern mascots are helping brands develop youthful identities and engage new audiences by embracing irreverence and risk. However, there is at least one mascot-heavy sector where absurdism (and character murder) could be considered a step too far: the insurance industry.

For decades, US insurance companies have used mascots to bring humor to their brand identities and ads. The Geico Gecko arguably kicked off the funny insurance mascot trend after it was introduced in 1999, but today he has many peers. Fellow animal mascots like the Aflac Duck and the Liberty Mutual Emu lend their respective ads an air of zaniness. Meanwhile, human mascots like Progressive’s Flo and Dr. Rick, Allstate’s Mayhem, and Jake from State Farm seem geared to relate to Millennials. But as other sectors lean into irreverence and wackiness, what is working for companies selling decidedly serious services and products? We used our Meltwater social listening solution to learn more about which insurance mascot is winning the online popularity contest and why.

Which insurance mascot was mentioned most on TV?

Broadcast television and radio mentions of insurance company mascots from May 1, 2024 to April 30, 2025.

Assuming that US audiences primarily meet insurance company mascots via broadcast channels like television, Jake from State Farm is likely the one they hear about most often. From May 1, 2024 to April 30, 2025, there were about 144,000 broadcast mentions of the fictional Millennial spokesperson. These included State Farm commercials as well as organic mentions in the course of conversation on local news programs and radio shows, not to mention a joke on the Late Show With Stephen Colbert.

Broadcast television and radio mentions of insurance company mascots over time from May 1, 2024 to April 30, 2025.

Jake’s TV mentions were particularly high during the 2024 NCAA college football championships as State Farm ads aired during the games. The spiked highest on November 16 when multiple teams faced off in the playoffs, including the highly-watched rivals from Tennessee and Georgia. The furthest reaching ad aired that night on ESPN, reaching an estimated 2.04 million viewers. 

However, Jake wasn’t solely just speaking to football fans in November and December 2024, he was also making appearances between popular holiday programming. On his second-biggest day for mentions, a week later on November 23, an ad starring Jake that aired during the Hallmark Channel’s Three Wiser Men and a Boy movie reached an estimated 3.36 million viewers. So did TV visibility translate into social media conversation?

Which insurance mascot is most popular on social media?

Mentions of insurance company mascots from May 1, 2024 to April 30, 2025 across 17 social media sources, including X, Reddit, Bluesky, and YouTube.

Our analysis found that Jake from State Farm is overwhelmingly social media’s favorite insurance company mascot to discuss. From May 1, 2024 to April 30, 2025, he was mentioned more than 33,700 times across social media. The second most popular mascot, Flo from Progressive, generated about a quarter of the mentions that Jake did.

 Mentions of insurance company mascots over time from May 1, 2024 to April 30, 2025 across 17 social media sources, including X, Reddit, Bluesky, and YouTube.

Social mentions of the State Farm character played by actor Kevin Miles have spiked multiple times since the beginning of 2025. These occurred due to everything from viral memes on X (including a resurfaced clip of actor Michael B. Jordan parodying Jake in a 2023 Saturday Night Live skit) to State Farm’s recent campaign with mega-influencer Kai Cenat. However, those mention surges lack in comparison to Flo from Progressive’s viral moment on September 18, 2024. This was thanks in large part to a viral post on X that mentioned Flo in the course of making fun of another post on X from then-presidential candidate Donald Trump. 

Still, even though Flo saw the biggest spike in discussion, it wasn’t enough to unseat Jake as the leading US insurance mascot on social media. Overall, the data shows that Jake has achieved what most company mascots aspire to — becoming a well-liked part of pop culture.

Jake from State Farm’s prominence on social media is linked to his prominence in key broadcast moments, but more importantly his proximity to celebrity. Unlike most of its competitors, State Farm has spent years positioning Jake alongside celebrity influencers like Jimmy Fallon, Caitlin Clark, and most recently Kai Cenat, Jason Bateman, and SZA. Plus, the character’s IRL appearances alongside celebrities at high-profile sporting events feeds into the illusion that Jake is a real guy. This has allowed the company to not only take part in pop culture conversations but insert itself into them with trusted co-signers. Jake from State Farm alone may not be able to convince Gen Z that he is cool, but his on-camera friend Kai Cenat surely can. In an industry where trust is paramount, State Farm has found a way to remain relevant and drive social media visibility and engagement via a mascot that seems more like an influencer than an insurance agent. 

Social Media’s Favorite Insurance Mascot

How early do you get to the airport for a flight? Would you get there 15 minutes before takeoff or does the thought of doing so make you start to panic? The recently viral “airport theory” trend tests popular conventions, challenging people to show up just 15 minutes before their flight. 

Posited as a time-saving hack meant to limit how long one has to be in the airport itself, the trend is a byproduct of consumer dissatisfaction with air travel in general (at least in the US where complaints to the Transportation Department are rising). 

For many major airlines, 15 minutes before liftoff is right when boarding ends. And yet, slews of influencers and casual social media users have posted videos of themselves testing airport theory and coming out on top. Of course, not everyone does — Wired reported that Google searches for “I missed my flight” surged in the aftermath of the trend going viral. Even after “airport theory” dies down, its central question will still stand: How early should you get to the airport before your flight? There’s no universally accepted rule, but we used our social listening and analytics solution to find the leading answer.

Mentions of different times in discussions of how early to get to the airport across 17 social media channels, including X, Bluesky, YouTube, and Reddit, from April 14, 2024, to April 15, 2025.

According to more than 22,300 social media posts from April 14, 2024, to April 15, 2025, the most popular time to get to the airport before a departing flight is two hours early. This aligns with the standard recommendation for domestic flights from many leading airlines. Three hours, another common official recommendation, especially for international flights, was a distant second. 

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Maturing and traveling makes you realize that America has no problem offering the bare minimum and selling it to you like it’s the best thing out there….this would make me actually want to get to the airport 2 hours early 😂 <a href="https://t.co/gRVPxpdUIj">pic.twitter.com/gRVPxpdUIj</a></p>&mdash; Certified Hoodie Thief 🏁 (@KryssyLaReina) <a href="https://twitter.com/KryssyLaReina/status/1858552107219222571?ref_src=twsrc%5Etfw">November 18, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

A significant amount of conversation about the two-hour standard was generated from November 13 to 14, 2024, when the above post went viral on X. Featuring an influencer’s video of Singapore Changi Airport’s famed indoor forest and waterfall, the post proclaims “this would make me actually want to get to the airport 2 hours early.” The post, gesturing to two hours early being the popularly accepted rule as well as a lacking standard for US airports, inspired thousands of other X users to chime in with their own air travel opinions. However, even without the virality of that X post and the flurry of conversation it sparked, two hours was still mentioned most in discussions of airport arrival times. 

Which airports come up most often in discussions of how early to arrive?

Mentions of different airports in discussions of how early to get to the airport across 17 social media channels, including X, Bluesky, YouTube, and Reddit, from April 14, 2024, to April 15, 2025.

Our analysis found that of the world’s eight busiest airports the least busy of the bunch was mentioned most in social media discussions about arriving pre-flight. Los Angeles International Airport, better known as LAX, generated about 1,000 more mentions than London Heathrow, the next-most mentioned airport. This could be linked to Los Angeles’s cultural prominence as the world’s gateway to Hollywood and a frequent spot for celebrity sightings. However, it could also be linked to LAX’s notoriety for being big and bustling. Either way, the California airport takes the starring role in social media discussions about how early to get to specific airports.

It’s safe to say that airport theory isn’t (ahem) taking off, but the trend is successfully speaking to many people’s dissatisfaction with air travel. For some, an indoor waterfall and rainforest is the only thing that could get them to show up to the airport with a smile. However, for many others, a selection of great restaurants or places to shop is enough to get them out of the house faster. Just look to the many food and beverage publications covering the airport dining renaissance as evidence. 

For marketers, airport theory highlights just how much modern air travel has become an exercise in minimizing the time spent on the most annoying parts of the process: the packing, the waiting, and the discomfort. Staying on top of relevant consumer conversations can reveal new opportunities to meet travelers needs as they get from point a to point b

How Early You Should Get to the Airport, According to Social Media

These days, a couple meeting IRL feels a little bit retro. That’s because, over the past decade, online dating has evolved from a novelty to a mainstay of modern, digital culture. In the U.S., for example, about half of people looking for serious relationships are doing so on dating apps. Those numbers are lower elsewhere, like in the U.K., but even there, about a third of Gen Z and Millennials are swiping. 

Chatter about the decline of dating apps is everywhere, yet Tinder and Bumble still rank in the top 10 mobile apps globally by consumer spending. So is dating app burnout actually widespread or not? We used our social listening and analytics solution to crunch the numbers on millions of social media data points to see how the digital conversation is trending and how brands are responding. 

How much are people talking about dating apps?

Social media mentions of online dating and dating apps from April 15, 2024, to April 14, 2025

Over the past year (April 15, 2024 to April 14, 2025), social media users have mentioned online dating and dating apps more than 4.64 million times, averaging at about 12,700 mentions per day. The overall volume has held mostly steady, with a slight 8% uptick from October 15, 2024 to April 14, 2025 compared to the six months prior. Meanwhile, the biggest spike in conversation was generated by a post on X associating app-less dating with the effortless cool exuded by Turkish Olympic sharpshooter Yusuf Dikeç.

Sentiment of social media mentions of online dating and dating apps from April 15, 2024 to April 14, 2025

The dating app discussion isn’t all lovey dovey. About 27% of the 4.64 million social media mentions from mid-April 2024 to mid-April 2025 were negative compared to just 16% positive. This imbalance aligns with the growing narrative in media coverage about widespread souring regarding dating apps. 

How are dating apps responding to online dating fatigue?

Dating app brands have clearly been taking notice of the narrative online and evolving their messaging in response. Here's how.

Seats | It Starts With A Swipe™

Tinder’s “It Starts With A Swipe™” campaign proclaims, “It’s great to be wrong about Tinder,” speaking directly to the skeptics in its target audience. By portraying the romance of small, awkward shared moments on dates — like ordering too spicy food at a restaurant or getting seated behind a pillar at a concert — Tinder positions itself as the starting point for authentic, meaningful experiences.

It's Funny We Met on Hinge

Hinge has long subverted expectations with its tagline, “The dating app designed to be deleted,” so its latest ad campaign, “It’s Funny We Met on Hinge” fits perfectly into its brand. In the collection of videos, real-life couples discuss meeting their now-partners on Hinge after having earlier encountered them in real life. Along with real people voicing their (seemingly) unscripted doubts about the app, the ads position Hinge as a tool for connection with people in your existing communities and social circles, preserving the element of romantic serendipity.

On social media, Plenty of Fish, or POF, is leveraging UGC and content creators to strengthen its positioning as “the dating app where you can truly be yourself.” Forgoing professional lighting and sets for authentic content filmed from smartphones (along with real-life snapshots of real-life couples) the brand gives users license to come to the app exactly as they are.

Despite visible skepticism and disappointment, dating apps are still an important and deeply embedded part of modern dating in many parts of the world. Dating app brands are openly acknowledging this cultural evolution, as well as the resulting shifts in what their audiences expect, prefer, and need. From linking apps with organic connection to highlighting real stories from real users, current dating app marketing trends are examples for marketers across segments of how to address consumer frustrations head-on.

How Brands Are Responding to Dating App Fatigue

Are we at the beginning of a branded Substack boom? Some strong signs point to yes. Not only does the newsletter platform boast five million paid subscribers, but Google searches for “Substack” recently outnumbered those for “newsletter” for the first time ever since it launched in 2017. Everyone from discerning fashion enthusiasts to broadcast TV news anchors are flocking to the platform in search of some fresh air, and a growing number of brands are following suit. If your brand is considering doing the same, read on for some inspiration from the forefront of the Substack wave. But first, let’s check out how big this buzz really is.

There have been over 3 million mentions of Substack from April 1, 2024, to March 31, 2025, in broadcast, news, blogs, product reviews, and more than a dozen social media channels including X, Bluesky, Reddit, and Pinterest.

Our social listening analysis found that mentions of Substack have increased by nearly 90% over the past six months (from October 2024 through March 2025) compared to the six months prior. And though mentions of Substack spiked twice in July 2024, they didn’t begin their recent rise until early this year. 

Interestingly, over the past year, some of the furthest-reaching mentions of Substack have come from The New York Times, which has cited newsletters on the platform in multiple pieces like profiles, author interviews, movie roundups, and even political reporting. Meanwhile, a Pinterest post featuring an air fryer S’mores recipe drove the most engagement with its link to a cooking Substack newsletter. With so much attention on the platform, now is the perfect time for brands across industries to look into how to make the most of this growing channel.

Substack isn’t the place for conventional email marketing, per the platform’s content guidelines. Instead, brand and commercial newsletters, which “may be subject to additional verification”, need to deliver original, editorial content that appeals beyond just the fans of a particular service or product. That’s no small task, requiring dedicated time and resources that not every brand can or should prioritize. Still, there are already some notable brands making it work, especially in the beauty and fashion sectors. Here are a few of the brands demonstrating how Substack marketing can be done.

https://littlebookofsleep.substack.com/ 

Smart alarm clock and lamp brand Loftie uses its “Little Book of Sleep” Substack to examine the cultural history and significance of sleep. Launched in February 2025, the blog includes dispatches from multiple writers covering topics like the history of the pillow, depictions of beds in art, and the latest news in sleep. Though it’s new, Loftie’s Substack is an example of how to use newsletters to elevate the lifestyle around a brand.

More than 80,000 people subscribe to “The M Dash”, a Substack by womenswear brand M.M.LaFleur. Geared for career-focused women, the newsletter publishes interviews, work advice, and brand news. However, its style guides incorporating brand pieces and real insights from its stylists are the biggest draw. With so many shoppers looking for examples of how items look on real people, as well as how to style them, “The M Dash” is using Substack to solve that problem for its potential customers.  

Resale platform The RealReal has drawn over 2,000 subscribers to its fashion Substack “The RealGirl.” Instead of showing off multiple voices, the newsletter is written from the perspective of an anonymous, RealReal-obsessed fashionista called The RealGirl. Also launched in February 2025, “The RealGirl” is just getting started. However, it is already a great example of how a brand can use Substack to embody their ideal customer and wield the influencer appeal that brings so many readers to the platform in the first place. 

Fellow resale platform Vestiaire Collective doesn’t operate its own Substack. Instead, it sponsors posts with popular fashion and lifestyle newsletters including Why Not?, Long Live, and Night Shade, by Ghia founder and CEO Melanie Masarin. Other companies like Amigo, Free People, Net-a-Porter, and Goop have also gone for the influencer route on Substack, a great option for brands who don’t want to devote the time and resources required to launch and sustain a full-fledged blog.

Learn more about The RealReal, Vestiaire Collective, and the booming secondhand fashion sector in our exclusive report: Consumer Insights: Luxury Fashion Resale. 

This Substack is a weekly dispatch from the Saie office that gives readers a peek at the people and culture behind the beauty brand. The recurring “Trending at Saie HQ” newsletter highlights the products and experiences currently piquing the team’s interest. Meanwhile, interviews with makeup artists, highlights from recent activations, and product announcements speak more directly to the customer. Notably, Saie also uses its newsletter to emphasize its brand values. For example, on International Women’s Day, it shared recommendations of other women-owned businesses with more than 4,000 subscribers.

The Meltwater Blog

The Top 5 Trends from Meltwater Summit 2025

Social Media’s Favorite Insurance Mascot

How Early You Should Get to the Airport, According to Social Media

How Brands Are Responding to Dating App Fatigue

How Brands Are Leveraging the Substack Boom

Doomscrolling and the Rise of Dumbphones

The White Lotus, Lisa, and the TV Tourism Phenomenon

Three Crucial Luxury Fashion Resale Insights for Marketers

The Most Talked About 2025 Oscar Nominees: Digital Buzz Deep Dive

Return to Cinema: The Social Media Insights on Why People Go to the Movies

Duo Is Dead: The Data on Duolingo’s Viral Campaign

The Top Topics and Brands of Football’s Big Game 2025