Trending is the term used to describe topics, hashtags or keywords that are gaining popularity on social media platforms like Twitter, Facebook and Instagram. This popularity is determined by algorithms that analyze the content being shared and discussed on these sites. When a topic or keyword achieves a certain level of engagement, it is labeled as a trend and appears in a “Trending” list on the platform’s homepage and/or in the Explore tab.
The popularity of a trend can be influenced by several factors including relevance, virality and timing. Topics that are timely and relevant to current events, news stories or popular culture are more likely to generate engagement and become a trend. This is especially true if the topic sparks a conversation or debate that gains momentum. Trends can also be influenced by viral content or campaigns that are being shared across social media.
It is important for brands, influencers and content creators to understand what makes a topic trend in order to take advantage of this opportunity. When a piece of content is trending, it receives increased visibility and can reach audiences beyond the brand’s or influencer’s immediate followers. This increased visibility can lead to higher engagement rates, more followers and/or conversion opportunities. Trending can also establish a sense of relevancy and timeliness, positioning the brand or influencer as a key player in current discussions or cultural moments.
Often times, trends will remain the same for a while or even become predictable (e.g. #motivationmonday or recurring hashtag holidays). This can make it easy for businesses and influencers to plan out their content calendars in advance with the knowledge that they will be able to capitalize on these trends. Trends can also be a great tool for determining when to ramp up marketing efforts in response to seasonal events or spikes in search volume on Google.
A variety of tools are available to identify and track trends, such as Google Search Trends, the X for iOS app or X on x.com. These tools can be utilized to identify the most popular searches and topics, as well as determine which keywords or phrases are driving traffic to a website or online store. Google Search Trends can also be incorporated into paid advertising campaigns to target specific audiences or demographics with more relevant and cost-effective ads.
YouTube also provides a way for users to find trending videos through its “Trending” feature. Similar to the ways that Twitter determines what is currently trending, YouTube uses an algorithm to identify videos that are generating a significant amount of views and engagement on the platform. The view count is one of the most influential factors in determining whether a video will appear on the trending list, but there are other influences as well including the number of unique viewers that watch the video and how quickly it reaches a high view count. For this reason, many channels that have a large following but have not yet reached a “trending” status can still see their videos climb up the list if they can generate a lot of views in a short period of time.