Trending refers to a topic, hashtag, or piece of content that’s popular on social media at a particular moment. It typically mirrors a community’s discussions and collective attention at that exact moment, and can be about anything from current events to gossip, celebrities, or viral videos. Social platforms like Twitter, X (now X), Instagram, and TikTok often show what’s trending so users can stay in the know about what people are talking about or sharing right now.
While trends can be powerful, they’re also volatile. It’s important to be able to recognize what’s trending in your market so you can take advantage of opportunities that could benefit your brand. But it’s equally important to not lose your own voice when incorporating trends into your content, as most trends have an expiration date.
When it comes to understanding what’s trending on YouTube, you can go to the Explore tab and select “Trending Videos.” This will show you a list of videos that are most popular with viewers right now. You can click on each video to see a full description of why it’s trending. The trending algorithm takes into account a variety of factors, including total views, location, and engagement.
YouTube’s trending algorithms also consider whether the content is newsworthy, culturally relevant, or if it fits with their overall mission to provide entertainment and education to users. Additionally, they look at the broader context and history of a topic or search term to determine if it’s a new or ongoing discussion. This is why some popular, long-running topics never appear in the trending list.
The algorithm also favors sharp increases in volume versus gradual sustained growth, which is why it’s more likely to find a topic that’s a one-day phenomenon rather than an ongoing discussion. A recent example of this is the #FreddieGray hashtag that popped up on Twitter to honor a beloved actor who died. Although the hashtag gained traction, it didn’t reach the “trending” status because Twitter users didn’t use the hashtag consistently enough over a period of time to qualify.
Another useful tool for finding trending videos is the Trends section on Reddit, which highlights a curated collection of popular videos from up-and-coming creators. These videos are often inspirational or uplifting and are a great source of creative ideas for your own marketing content.
Trending is an important feature on all social platforms because it’s a glimpse into what people are interested in at a given moment. Keeping an eye on the trends will help you create and share content that aligns with your audience’s interests, which can lead to higher engagement on your posts. As you work on your own strategy, be sure to keep an eye out for recurring trends, such as weekly hashtags, which can make it easier to plan ahead. You can also use predictive tools, such as Google Search, to find out what’s being searched for, and then use this information to shape your content strategy.