Trending is a social media tool that displays popular topics and terms, often in the form of hashtags, on Facebook, Twitter, Instagram, YouTube, Snapchat and TikTok. It’s a valuable way for brands, marketers and social media managers to identify relevant conversations to join authentically. Participating in trends can have a significant impact on reach, helping to elevate content and gain visibility among followers. It can also increase engagement rates, which signals to algorithms that a topic is of relevance to the audience.
Social media users can discover and view trends by visiting dedicated sections of their favorite platforms. For example, on Facebook, trends appear in the ’Trending’ section of the homepage and are tailored to individual interests, location and the people they follow. On Instagram, trends manifest primarily through trending hashtags and Reels challenges on the Discover page. Similarly, on TikTok, the platform displays trends in a ‘Trending’ section and customizes content to individuals based on their location and interests.
The most effective strategy for gaining trending status is to begin with a unique hashtag that isn’t already in wide use. This will increase the likelihood that the trend will gain traction. It’s important to choose a time of day when you can be confident that the hashtag will be in use and that you’ll have the opportunity to garner attention for your post. If your goal is to have a video featured on the YouTube Trending page, a high viewing count in a short period of time is critical. Videos that receive significant engagement in the form of likes, comments, and shares are also a big factor.
It’s important to understand that trends are based on volume and not necessarily relevance, making it possible for an event or campaign to have a brief spike in popularity without being featured as trending. It’s also essential to avoid “trend abuse,” which is a practice that tries to manipulate the Trending section by adding keywords or phrases that aren’t related to the actual trend. This can result in a suspension of the account.
Despite the risks, participating in trends can be a powerful way to amplify posts and attract new followers. However, it’s important to approach each trend with sensitivity and alignment to the brand voice, principles and target demographics. This helps to ensure that the content doesn’t come across as inauthentic or contrived. The worst thing that can happen to a brand is being criticized for posting something inappropriate during a sensitive time. For example, insensitive posts following the 9/11 attacks in 2001 were widely condemned by consumers.