Trending is an algorithm used by social media platforms to identify topics, hashtags, and keywords that are generating discussion among the public at a given moment. These trends can originate from a wide range of sources, including current events, popular culture and viral content, holidays and special occasions, online campaigns and challenges, and more. Trending is a tool that can provide visibility, engagement, and awareness for a brand, small business, or influencer if the right topic and strategy are utilized.
Social media platforms, such as Facebook, Twitter, and TikTok, use algorithms to analyze the popularity of keywords, hashtags, and topics. When a particular subject or keyword reaches a certain threshold of activity, it is deemed to be ‘trending’ and will be displayed prominently in the news feed or on the platform’s homepage (for example, TikTok’s FYP). Trends are often determined by geographic location, as well as past searches that have been made on the site.
While some people try to game the system by creating content on a topic that is likely to gain momentum and rise to the top of the list, this can backfire. If a trend isn’t vetted properly and is based on controversial or offensive information, it can have a negative impact. YouTube, for instance, has had its fair share of controversy over the way it curates videos in the Trending tab. The company’s CEO, Susan Wojcicki, recently wrote a letter to creators explaining that the platform is “especially careful about the safety of Trending videos” and is aiming for 50 percent of the tab to consist of YouTuber content in the future.
Despite the fact that some people may try to manipulate the Trends section, there are also a number of ways for brands and small businesses to take advantage of the feature to promote their products or services. One of the best ways to do this is by targeting specific trends that are relevant to your industry, such as a popular holiday or event. By doing this, you can reach a targeted audience that will be more likely to engage with your content.
Another method to target trends is by using a keyword that is specific to your industry in a post title or description. This will make it easier for potential customers to find your content and can help boost engagement. It’s important to note, however, that not every trend is applicable to all industries. For example, it’s not helpful to try and capitalize on a trend related to fashion or entertainment if your small business is in the mortgage loan industry.
The good news is that trends tend to move quickly, so if you see an opportunity, act fast. Ultimately, the goal is to produce trend-worthy content that provides value to your audience and generates engagement. Once you do, there’s a good chance that it will stick around and continue to be visible for months to come.