Trending is the algorithmic system that identifies topics of interest in real-time. On Twitter (now rebranded as X) and its mobile apps, trending topics are displayed on the home timeline, in notifications, and in the Explore tab when signed in on desktop computers. The algorithms that drive trending can be very broad, such as the current popularity of a celebrity or a national event, or they can be personalized to your account by showing topics you’re following, who in your network is tweeting about them, and what else is being posted around them.
Trends are a great way to discover new content, and they can also help identify opportunities for marketing campaigns. However, the process of understanding how trends are determined can be difficult for brands to understand, which can lead to misguided decisions in terms of how to use them to their advantage.
A basic example of a trend can be seen when someone uses a search engine to look for the latest viral videos. In order for a video to be included in the search results, it has to be widely popular and have enough searches to be listed at all. The more popular a video is, the higher the ranking it will get in the search results. If a video becomes so popular that it is mentioned in the media, its rank will increase. In addition, if the topic is trending on Facebook or Instagram, the rank will increase even further.
When a new trend is identified, it’s very easy for people to jump on the bandwagon and start using that hashtag. This is called “trendjacking,” and it’s not always a good idea. It can cause a short-lived surge in attention that might not last long enough to benefit your business or organization. Moreover, it can give the impression that your brand is promoting a controversial or off-color issue.
It’s also important to note that the algorithm that determines Trending topics is complex and constantly changing. A few years ago, the popular prank channel FuckJacking was deemed offensive and banned from the site. In order for a channel to make it into the Trending section, it must have a large audience and show consistency in uploading quality content.
YouTube creator Felix Kjellberg, also known by his online alias PewDiePie, recently posted a video that took issue with the fact that only four of his videos have appeared on the Trending section in the past 18 months. He points out that ESPN, a well-known sports broadcaster, has trended more than 45 times during the same time period. The difference is that ESPN has much more clout in the industry and can afford to invest more resources into creating ad-friendly content. YouTube CEO Susan Wojcicki acknowledged that the company needs to do more to promote content from smaller creators on its platform. She promised that 50 percent of Trending will be made up of creator content in the future.