Trending is when a topic, hashtag, or keyword becomes popular and receives more visibility and engagement than usual on a social media platform (such as Twitter, Instagram, TikTok, or Facebook). In general, trends reflect the collective interests, discussions, or attention of a given community at a particular moment. They can be related to current events, news stories, celebrities, pop culture, or online campaigns and challenges.
Whether or not a topic is considered to be trending often depends on its volume and velocity, as well as its relevance and sharability. Trending topics typically have high levels of popularity or visibility, and a rapid increase in discussion, likes, or shares can propel them into the spotlight. Popularity and velocity are also influenced by the amount of influencer activity around the topic, as social media influencers have the ability to dramatically amplify a trend through their reach and influence.
A quick increase in search volume can also cause a subject to become trending, as Google’s algorithm analyzes searches and determines which terms are most popular. The platform displays these trends on various sections of its website and mobile apps, including the Home, Search, and Explore pages. Trends can also be customized by location and language.
YouTube’s Trending tab showcases videos that are gaining traction across the platform. The list is updated in real time, and videos appear based on their relative popularity and relevance to the current zeitgeist. The platform aims to highlight videos that are relevant, informative, or entertaining to its audience. Clickbait and sensationalist content are generally excluded from the trending list, as are videos that violate community guidelines.
Trending can be a valuable tool for brands, influencers, and businesses. The main benefit of participating in a social media trend is increased visibility and exposure. However, it’s important to participate in a trend strategically so that you don’t get lost in the noise and miss out on opportunities to engage your audience.
Aside from being a great way to gain visibility, social media trends offer an opportunity to connect with your audience. By using trending keywords in your marketing campaigns, you can target specific demographics and create engaging content that speaks to your audience. Keeping up with social media trends also gives you the chance to jump on a popular conversation, which can result in a boost in engagement. As a result, participating in a trend can help you to achieve your marketing goals faster than if you weren’t doing so.