Elena Tarasova

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Articles

What the Data Says About Consumer Interest

2 weeks ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

AI is quickly reshaping the marketing world and the influencer sector is no exception. For example, the technology is streamlining operations on the back end with AI-powered discovery and vetting tools. And on the consumer-facing side, AI-generated influencers are changing how brands connect with their target audiences. A type of virtual influencer, AI-generated influencers are created, and sometimes operated, using data and algorithms.
How Social Media Reacted to the ChatGPT Final Exams Promotion

3 weeks ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

AI is completely transforming education as we know it, from how students learn to how teachers teach to how schools operate. One global survey found that 86% of students use AI tools to do their work, while about 25% said they do so daily. It’s safe to say that society has reached a turning point when it comes to the presence of AI tools and creations in our daily lives, but users are still working to understand how best to implement it, especially when it comes to learning.
Streaming UX Key Trends and Social Buzz in 2025

4 weeks ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

In our latest consumer insights report, we analyzed what streaming viewers around the world have to say about their favorite programs, platforms, and features. Our analysis found that the topic of watch experience was mentioned and engaged with far more than others like pricing, ads, account sharing, and content. Across a wide range of communities and interests, technical qualities are now a crucial consideration for streaming subscribers and viewers.
What Marketers Can Learn from the Labubu Craze

1 month ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

Wondering what that ugly-cute creature is dangling from the handbags of stylish passersby? Intrigued by the lines forming outside of Pop Mart stores all over the world? Those mischievous-looking plush toys-turned-fashion accessories are Labubus! And they are a global phenomenon — think Beanie Babies for the smartphone generations. We used our social listening and analytics solution to understand just how big the Labubu trend is, where it’s headed, and what marketers can learn from the craze.
How Big Is the Online Buzz in 2025?

1 month ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

It’s no secret that buy now, pay later (BNPL) services are transforming how consumers around the world shop online. While consumers may have once reserved pay-over-time options for large, occasional purchases, they are now using BNPL for everything from travel, electronics, and home goods to everyday expenses like groceries. According to our Digital 2025: April Global Statshot Report, 15.8% of internet users aged 16+ use BNPL services each week, up from 15.3% in January.
Which Insurance Mascot Has the Most Digital Buzz?

1 month ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

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.
How Early Should You Get to the Airport?

2 months ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

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.
How Brands Are Responding to Dating App Fatigue

2 months ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

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.
How Are Brands Using Substack?

2 months ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

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.
Are Dumbphones Making a Comeback?

2 months ago | meltwater.com | Ann-Derrick Gaillot |Elena Tarasova

Reevaluating your relationship with your devices? Looking to cut down on screen time? You’re not alone. According to ConsumerAffairs, 57% of people in the United States consider themselves addicted to their mobile phones. Concerns about smartphone use are especially acute when it comes to young people. According to Pew Research, about two-thirds of parents who think it’s harder to be a teenager today than 20 years ago attribute that to social media and other technology that has risen in that time.