Meltwater Summit 2024: Praytell's Takeaways

Live from the desk of Kristle Navarro, it’s…. A Summit Summary! Of all the elements of PR and marketing that we need to stay briefed on—social media is the quickest to evolve. That’s why I took the opportunity to attend Meltwater’s NYC Summit and get the download on digital trends and best practices. Over 2 days, I got to listen to inspiring talks and dive deep into what’s going on in the world of social media. 

From Ryan Reynolds discussing his investment in the Wrexham Soccer team to hearing about how agencies market specifically to Gen Z,  I left with a ton of new ideas and strategies that are already changing the way I work.

So, let’s dive in! Here are some key highlights I picked up from the Meltwater Summit:

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Authentic and impactful storytelling is the best way to reach Gen Z.

As Gen Z ages and becomes increasingly influential, brands are striving to understand the best ways to engage with this audience of trend makers and game changers. Jess Xu, Edelman's Gen Z representative, shared tips of how to reach this generation effectively:

• Long-Form Content: Surprisingly, Gen Z engages more with long-form content (like those 30-part tea-spilling TikToks) compared to other groups. Brands should get creative with their storytelling.
• Personal Connections: Despite being the most tech-savvy generation, Gen Z is also the "loneliest," seeking personal connections even with brands.
• Trust and Values: Gen Z’s trust in government and media has severely declined compared to previous generations. This audience needs to trust the brands they support and trust must be earned—making authentic brand values crucial.
• Intellectual Curiosity: Gen Z is looking to learn something new, broaden their horizons, and fact-check the content they consume.

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Social media strategies should be informed and agile.

Gremesha Session, Director of Digital Marketing & Social at the National Civil Rights Museum, emphasized key strategies for dynamic and relevant content. 

The museum’s storytelling connects today’s visitors to history by putting an emphasis on emotion and accessibility. But in order to land their point, they have to be flexible. Being able to adapt to platform changes with agile strategies—such as leveraging LinkedIn for thought leadership—means that audience attention can ebb and flow, but they’ll still be able to communicate clearly. A combination of flexible strategy and clearly-defined business goals allows the museum to prioritize authentic content creation and stand out amidst competition.

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Social listening helps brands understand their audience.

Lisa Diaz, Director of Digital Insights at Lionsgate, believes “every insight should have a purpose.”

She discussed how Lionsgate lets social listening and data inform their approach to digital marketing. It’s not enough to share owned content. Social listening contextualizes your audience—who are they and what are they talking about?—but the insight bridges the final gap to tell us why it matters. 

With AI helping Lionsgate streamline social searches and clear KPIs guiding their way, the digital team is able to stay true to the insight behind an idea.

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There’s a formula for TikTok.

Finally, Neil Cameron, Head of Canadian Agency Partnerships at TikTok, gave one of my favorite talks of the Summit. Here are four simple takeaways that help him “hack” TikTok’s infamous algorithm:

• People are spending more time on TikTok First Ads: Creative made for TikTok can be used off-platform without negatively affecting performance. Data from TikTok shows that 52% of viewers said seeing TikTok ads on other platforms drives their likelihood of purchasing a product from snack brands in the next three months or tech brands in the next six months.

• Low-fi video does not mean low quality – avoid glossiness: There’s no need for content to have high production values to be successful on the platform. When executed effectively, this approach allows your content to serve not as disruptive ads, but as valuable content that blends in with organic content and resonates better with the audience.

• Leverage sound and use editing techniques to help stay in people’s minds: Music and sound are essential to the TikTok experience, driving creativity and cultural moments. 88% of users consider sound crucial, and 68% remember brands better when they use popular songs.

• Feature people (creators, employees, customers): Featuring individuals in creative enhances audience engagement and generates greater interest compared to content without human elements.

As you use these insights as your guide, Neil encouraged “creative bravery” with TikTok content. After all, it’s the best playground to test new formats and learn instantly.

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Connect with audiences!

The main theme running through all of the Meltwater Summit’s social media and digital sessions was connection. The most successful content from brands is significant to the audience in some way. It’s emotional, it’s relatable, it’s thought-provoking. That’s why storytelling and authentic narratives are more important than ever. As long-form content becomes more popular and effective on platforms like TikTok, brands must continue to find creative ways of capturing attention in an interesting and authentic way.

Interested in learning more about navigating the challenges of the current social media landscape? Drop us a line at hello@praytellagency.com.

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