Mawave vs Meltwater

Mawave News & Press: Ralf Schumacher wird Markenbotschafter für HDI

New press releases added: Ralf Schumacher becomes brand ambassador for HDI; Mawave hires Niklas Falkenstein as Head of Social & Creative; E.ON launches YouTube reality format 'House of Power'; Mister Spex selects Mawave; and more.

AI is not the problem, mediocre agencies are

In a guest article for Horizont, Jason Modemann, CEO of the social lead agency Mawave, argues that artificial intelligence is not the end of agencies, but rather exposes mediocre agency work. He suggests that AI radically changes the agency industry, but not in the way many believe. The article is opinion-based, providing practical insights on how AI tools can be integrated into workflows and how agencies need to adapt to stay relevant. It emphasizes the importance of quality and differentiation in the face of AI-driven efficiency.

• Jason Modemann is the CEO of Mawave, a social lead agency.
• Mawave is a social lead agency.
• The article discusses the impact of AI on the agency industry.

Mawave announces DMEXCO Dine & Discuss event – apply now

A new event 'Social Insider DMEXCO Dine & Discuss' has been published, inviting applications. The event is dated 20 Aug 2026.

LLMs Increasingly Cite YouTube in AI Search Results

YouTube has emerged as a leading citation source across major AI platforms, surpassing Reddit. Meltwater data shows YouTube was the most-cited platform by eight AI systems in August 2026. Tinuiti's Q2 2026 report indicates YouTube's citation share in Google AI Mode quadrupled and more than doubled in AI Overviews from January to April 2026. Long-form videos, particularly those lasting 10–20 minutes, dominate citations, while Shorts lag. However, Scrunch found that citations fade by 43% within a month, indicating short-lived visibility. This trend underscores YouTube's growing role in AI-driven discovery, prompting brands to structure content with clear markers for AI visibility.

• YouTube was the most-cited platform by eight AI platforms (Claude, ChatGPT, Copilot, Google AI Mode, AI Overviews, Gemini, Perplexity, Grok) in August 2026.
• YouTube's share of citations in Google AI Mode quadrupled between January and April 2026, and more than doubled in AI Overviews.
• 94% of YouTube citations go to long-form videos, with 10–20 minute videos accounting for 32.1%.

Which B2B Brand 'Won' the World Cup?

The Drum asked social listening firm Meltwater to analyse seven B2B World Cup partners across three social metrics: mentions (loud), engagement (liked) and estimated reach (seen). Results diverged: Lenovo led in mentions (~8,700), Aramco led in engagement (~13.2m) and reach (driven largely by FIFA channels), while Verizon captured moment-driven attention. The piece highlights owned vs earned media, the dominance of LinkedIn (over 90% of B2B engagement), one-off spikes driven by celebrity posts or single assets for smaller partners, and limitations of social listening (e.g., aggregated sentiment masking negative Reddit threads). The conclusion: no single social-metric winner — each metric crowns a different brand and social listening alone cannot prove business outcomes.

• Social listening firm Meltwater analysed seven B2B World Cup partner brands across mentions, engagement and estimated reach.
• By mentions, Lenovo led with roughly 8,700 mentions versus about 2,750 for Aramco and 1,800 for Verizon.
• Aramco drew about 13.2 million engagements and Verizon about 8.8 million, while Lenovo had roughly 1.3 million engagements.

Marketbridge and Meltwater partner on B2B narrative GEO

Marketbridge and Meltwater have formed a partnership to integrate narrative intelligence and generative engine optimization (GEO) into B2B go-to-market planning. Meltwater will provide narrative and GEO intelligence while Marketbridge will fold those insights into its go-to-market intelligence, strategy, content workflows and consulting. Some joint capabilities are already live for clients, with a fuller integrated solution expected in Q4 2026. Executives say the collaboration aims to help marketers understand how large language models (LLMs) and live conversations are reshaping buying journeys, measure machine impact on pipeline, and adapt creative and messaging to what models and communities surface about brands.

• Marketbridge and Meltwater announced a partnership to bring narrative and GEO intelligence into B2B go-to-market planning.
• Meltwater supplies the narrative and generative engine optimization intelligence under the deal.
• Marketbridge integrates Meltwater's intelligence into its go-to-market intelligence, strategy, content workflow, and adds consulting and custom builds.