Trending is the term used to describe topics, hashtags, or content that are popular on a social media platform at a given moment. Social media algorithms use a variety of data and factors to decide what trends are displayed in real time and for how long. Trends can be related to current news, cultural and other events, viral content, holidays, or online campaigns and challenges. Social media platforms like Twitter, Facebook, X, and TikTok display trends to help users stay up-to-date on what’s happening right now.
The trends algorithm is complex, and its failures can be costly for brands and users alike. A few examples of the problems with the algorithm include people gaming the system by uploading videos and photos containing a trending topic, as well as people tweeting to influence the results of trending topics. These issues can lead to a loss of trust in the algorithm, and in turn, influence how and when a topic rises to the top of a list.
While it’s possible for a business to get involved in the conversation about a trending topic, it’s important to keep in mind that there are rules when using social media trends for marketing purposes. Adding an unrelated hashtag to a post can be seen as spam, and in extreme cases, can even lead to account suspension. It’s also important to consider the audience that will see the trending topics and what relevance it has to them. It’s also a good idea to keep in mind the lifespan of a trend, as it may not be relevant to your audience in a few days or weeks.
In addition to the pitfalls mentioned above, there are also certain strategies that businesses can employ when trying to utilize trends for their brand. For example, if you have an existing audience that you know will be interested in a particular topic, you can create a Promoted Trend to target them. This will ensure that your message is seen by your target audience and increases the likelihood of engagement.
Another tactic involves identifying less-broad subtopics within a trend to find unique ways of engaging with it. YouTube trending videos, for instance, often include a wide range of content and perspectives. However, one video in particular – a controversial one from popular creator Logan Paul – recently caused outrage and called into question YouTube’s lack of curation and moderation.
In addition, Twitter’s algorithms are based on data from users’ locations and who they follow, so what trends for you might not necessarily be true for everyone else. For this reason, it’s important to check your trends often. You can change your trending preferences by clicking “change” next to the trending section. You can also switch between cities and the United States to see what’s trending nationwide.