Trending is a feature that allows people to see what’s popular on social media in real time. It works by highlighting topics and keywords that are generating a lot of visibility and engagement on Twitter, TikTok, and Instagram. Trending can be a powerful tool for businesses to leverage in their marketing campaigns. Understanding how trends work and how to personalize them can help brands capitalize on the popularity of certain keywords or topics.
Trends can be categorized by topic, search term, or hashtag. Each of these categories can be displayed in different ways on the trending pages of each platform. Trends are determined by algorithms that use machine learning to analyze user data. This data can include user searches, video views, and engagement metrics such as likes and comments. Trends can also be influenced by events, news stories, and other content that is generating a lot of engagement.
Each platform has its own specific algorithm that determines what shows up in the trending section. TikTok’s algorithm tends to prioritize videos that are popular among viewers. It rewards videos that have a high number of views and engage users by featuring them on the trending page. YouTube doesn’t reveal how its trending list is curated, but it relies on a combination of factors to determine what appears, including views, engagement, and a number of other metrics.
The algorithms used by each platform can differ, but all have one thing in common: They favor sharp spikes over gradual growth. In fact, data scientist Gilad Lotan explains that the more quickly a keyword or hashtag spikes, the more likely it is to trend. This is why it’s often better to create your own hashtags for campaigns rather than using already-popular ones.
Using your own hashtags will make it easier to get them to trend because you’re creating a new surge in activity around a particular topic. You can also encourage a trend by starting a conversation or giving a call to action that requires the use of your hashtag. For example, a brand can encourage customers to post photos of their products with the hashtag #ShowUsYourLove and then share them on social media.
To personalize the trends you see on Twitter, log in to your account and click on “Settings” or “Trending.” You can then select the topics, regions, and days that you’d like to appear in the trending feed. You can also change the color of the trending list.
While you can’t control whether your business shows up on the trending list, you can take steps to improve your chances of being featured. For example, you should avoid posting irrelevant content on your Twitter feed. It’s against Twitter’s rules and could lead to a temporary suspension of your account. Moreover, it confuses viewers and damages your credibility.