Trending is the term used to describe keywords, hashtags or topics that are gaining a lot of attention on social media platforms such as Twitter and TikTok. This occurs because of algorithms which analyze and identify content and topics that are currently generating the most likes, shares and searches on these sites. Trending then displays these subjects prominently for users on the platform, often in the main feed.

Trend analysis is an important tool for businesses to use as it allows you to see what topics your audience is talking about. This can be a great way to understand what is of interest to your customers and then tailor your products or services accordingly. Using trend analysis can also help you to determine whether an opportunity exists to create your own bespoke hashtag that could gain momentum and become a trending topic itself.

You can find out what is currently trending by going to your preferred social media platform and searching for ‘trending’. For example, on Twitter you can view trends by visiting the “What’s Trending” section of the home page or via the Explore tab on desktop. Twitter trends are usually catered to your location but you can change this on the site by visiting your settings and selecting a different country.

Twitter’s algorithm decides what is trending and it favours sharp spikes in popularity over gradual, sustained growth. The number of times the term is searched for also plays a role, and it filters out duplicate searches made by the same person as well as searches including special characters such as apostrophes.

There are a few rules that you need to follow when engaging with trending in order not to be accused of ‘trend abuse’ which can lead to account suspension. For example, you should only post content that is relevant to the current discussion and avoid posting content that is off-topic or irrelevant. You should also be careful not to overuse hashtags in order to try and get your own content trending.

Generally speaking, when something is a trend it means that there is a large amount of public interest in that topic and that there is potential for it to go viral. However, if your business gets involved with a trend without being fully aware of its potential for success it can backfire very quickly.

One of the key reasons for this is that Twitter’s trending topics are limited to just a few hours, meaning that they can disappear from the list quite quickly. For this reason, it’s essential that you take a deep breath before engaging with a trend and to think carefully about what the outcome of your action may be before taking it.

In the world of social media, it is increasingly important for companies to be reactive rather than proactive when it comes to creating content. By following trending topics you can show your customers that you are in touch with what is happening right now, and that you care about the conversations taking place. This will strengthen the relationship between you and your customers.