Trending is a social media term for a topic, hashtag, or content that is popular for a short period of time. A post can be trending if it receives a high number of mentions or shares in a short amount of time, which results in it getting more visibility on a platform like Twitter, TikTok, or Instagram. Trending topics are usually influenced by current events, pop culture, or viral videos. The platforms themselves determine what is trending by using their algorithms to track what people are talking about most at a given moment. They then display this information on their ‘Trending’ pages, which can be found by clicking the top of any page or by going to the ‘Explore’ or ‘Trending’ section on that platform.
Trends are usually displayed by platforms with a list of ‘Top Searches’ or ‘Trending’ categories, often with a visual representation of their popularity. The trends that are shown to each person can vary, based on their location and other factors.
Many brands and influencers use trending to their advantage by creating content that is inspired by the topics of interest at a particular time. This helps to gain more visibility and engagement on their posts and can lead to a boost in traffic for their website or online store. It can also help them establish a sense of relevance and timeliness, positioning them as a key player in current discussions or cultural moments.
It is important to approach trends with caution, however, as a business or brand posting irrelevant content to capitalize on one can quickly get them in hot water with the platform. This is known as ‘trend abuse’ and in extreme cases can result in account suspension. It is also important to remember that trends can be extremely volatile and may disappear just as fast as they grew.
The reason why something becomes a trend is largely dependent on its relevance and timeliness, with other factors such as virality and sentiment also playing a role. A buzzer-beater shot in a sporting event or a controversial political election result, for example, could become a trend due to their timeliness and excitement, while a viral video might start out as a trend but lose traction as it gains more popularity.
Google Trends allows users to see the topics that are generating the most interest on their platform of choice in real time. It is often used by journalists to explore potential story ideas or feature the data within their articles, and it can provide a useful indication of what is currently relevant to a large audience.