Trending is a term that describes topics that are popular or gaining attention on social media platforms and online conversations. They often mirror the interests and discussions of a community at a particular time and can range from current events to cultural memes, viral content, and even online campaigns or challenges. They are also typically localized to a specific geographic area or context and may be based on a single hashtag or keyword.
Trends can be found on any number of social media platforms, including Twitter, TikTok, Facebook, and Instagram. Each platform has its own way of determining what topics are trending and how the trends are displayed on their site. For example, Twitter’s “trending” section uses algorithms to determine what topics are most popular at any given moment, and it factors in location as well as previous searches and likes on the platform. Instagram also uses similar algorithms to display its trending topics on its “Explore” page.
For brands, trends are a goldmine for visibility and engagement. However, getting a brand to trend can be challenging. The best way to do this is to create a hashtag or campaign for an event or topic that is timely and relevant, and then push it out to your followers in real time to encourage them to participate. You should also make sure to use a creative image and clear call-to-action, so that your audience knows what you want them to do.
YouTube’s algorithm for trending uses a similar process to its search engine, relying on data from users on the platform and what other viewers are engaging with to determine which videos end up in the “Trending” section. YouTube executives have said that they are particularly careful about the content that appears on the Trending page, ensuring that videos don’t contain profanity or otherwise inappropriate material.
In terms of Facebook, its algorithm considers a variety of factors to determine which topics are most popular at any given time, including likes and shares. It also takes into account the time of day, which can influence which stories appear on the Trending page. It can also factor in which people are visiting the website, as this can influence what topics are being discussed.
On Twitter, its algorithm looks at both the volume of the hashtag and its sudden growth to determine what’s trending. It favors sharp spikes over gradual sustained increases, explains data scientist Gilad Lotan. This is one reason why #FreddieGray never made it to Twitter’s trending list, despite the fact that it was widely used by users during its brief peak popularity. As a result, trends can be finicky and unpredictable. They can also change quickly, so that what’s trending today might be out of date tomorrow. This makes it even more important for businesses to stay tuned into the trends of their target audiences.