When a hashtag, keyword, or topic becomes popular and receives more visibility and engagement on a social media platform than usual, it’s said to be “trending.” Twitter’s trending list is the first thing many people see in the morning, making it an important part of the daily news cycle. Keeping up with trends helps your business stay relevant, and can help you find new content ideas.
The most important thing to keep in mind when interpreting trends is that the topics aren’t permanent; they’re fads that come and go. Trends are determined by algorithms, which analyze a percentage of keyword or topic searches on the site in real time. The results are displayed on a social media platform’s “Trending” page, or its search and explore sections (e.g., TikTok’s FYP or Instagram’s Explore).
Twittertrends are usually based on the user’s current location and other factors like their past searches and recent likes. Twitter users can change this location on their mobile app or through their website’s settings, adjusting what trends they see to match their interests. Facebook trends are also tailored based on the user’s profile, showing topics that align with their personal interests and those of their friends. Instagram’s trends are similar, taking into account the locations of the people who like or follow your posts, as well as the accounts you’re following.
Trends aren’t just for the big names, though; any account can become a trending topic if they get enough attention and engagement. It’s a great way for smaller communities to share their interests with others. This is especially true for topics like sports or television shows that are highly viewed and followed, but that may not reach a large audience unless the topic becomes a trending issue.
Some trends are recurrent, such as #motivationmonday or #transformationtuesday, and can be incorporated into a brand’s calendar of content. Other trends are predictable, such as seasonal events or holiday hashtags. Trends that are predictable make it easier to plan ahead.
For example, small business owners can create content around the Taylor Swift tour if it’s trending; or take advantage of the “Grimace shake” TikTok trend to showcase their products. Similarly, brands can use the “Point of View” trend to post videos that present a certain character or situation. Whether it’s a strict parent, a nervous backseat driver, or a frantic customer service call, the point of view trend allows you to share content that humanizes your brand and appeals to a particular audience.