A trend is a topic, hashtag or piece of content that has gained popularity at a particular moment. Trends are determined by social media algorithms that monitor the interests of users, determining what’s popular in real time. These trends can be based on current news, cultural or other events, viral content, holidays or online campaigns and challenges.
Trend analysis can help companies stay abreast of consumer sentiment and market fluctuations. However, implementing these insights into business strategy and operations requires careful consideration. This includes ensuring that the data used for trend analysis is reliable and accurate. This is especially important in the case of market forecasting, where inaccurate interpretations can lead to misguided investments and costly mistakes.
For example, a trend that shows a growing preference for eco-friendly products could inspire a company to launch a line of greener goods. The business should also implement a process for tracking KPIs related to this new initiative, so it can quickly identify whether the strategy is working and adjust course as needed.
Another use of trending is to identify opportunities for marketing or advertising. For instance, a celebrity’s Instagram post might generate a lot of attention when they announce a new project or partnership. This can create an opportunity for brands to promote their own product or service to the celebrity’s audience.
Likewise, trend analysis can help businesses identify potential market opportunities by identifying a specific demographic’s interests or concerns. For example, a trend that shows interest in self-care might be an indicator that a wellness education program would be of benefit to a healthcare organization.
Aside from social media, trending can be seen on websites and apps that have features like search or discovery. For example, TikTok has a ‘Trending’ section that highlights popular content at any given moment. X’s trends are personalized for each user, taking into account their location and the people they follow or interact with on the platform.
TikTok’s trending list recently included #delulu, a Gen Z term for delusion. It’s a perfect example of the viral challenges that make their way onto the app. These challenge videos usually begin with one person completing a task and then encouraging the rest of their audience to do the same, creating a chain reaction that spreads across the platform.
When a trending topic becomes a popular conversation on a site, its popularity can influence the ranking of other topics. For example, the popularity of a trend can push a less popular topic below it in search results. This can be an issue for marketers who are trying to rank their content in the best possible position in search results. For this reason, it’s important to approach trend analysis with a clear methodology and review all data carefully to ensure that interpretations aren’t influenced by personal beliefs or expectations. This may require a system of checks and balances where team members review each other’s work to ensure that conclusions are based on data and not implicit assumptions.