A trend is a specific topic, hashtag, or keyword that becomes popular and receives more visibility and engagement than usual on a social media platform (such as Twitter, TikTok, or Instagram). Trending happens when people discuss the subject in real time. Trends are often a result of current events, holidays, viral content, or online campaigns and challenges.
For brands and marketers, trends are a goldmine of opportunity to reach a large audience. But jumping into the conversation without strategy and context can make you look inauthentic or overdone, especially if it’s around a sensitive topic. In the best cases, trends can help you participate in the conversation and show that your brand cares about what’s going on in the world.
But it’s important to remember that a trend is just a snapshot of the social media community’s collective interests, discussions, and attention at any given moment. Trending topics can change in the blink of an eye, and the popularity of a trend depends on a number of factors, including user search history, geographic location, and what other people are searching for or following.
Google Trends allows you to see what topics people are talking about — and not talking about — practically in real time. You can find keywords and see their popularity over the past few years, and you can also create a chart to visualize the data. This information is useful for journalists and anyone else who wants to write about a topic that is gaining momentum in the public consciousness.
Other platforms, such as Twitter’s X or Facebook’s Explore and Trending pages, curate the topics they highlight based on your location, previous likes and searches, and who you follow. For example, if you follow a mug collectors group on Facebook, the platform will show you trending videos that are relevant to your interest in ceramics. These platforms aren’t as accurate as Google in predicting what people will search for, but they still provide some valuable insights.
The algorithms that determine the trends on these platforms prioritize sharp spikes in volume over gradual, sustained growth, which can explain why a trend might be popular one day but not the next. The platforms also try to avoid trending a single topic for too long.
For these reasons, it’s essential to approach trends with sensitivity and in line with your company’s voice, principles, and target demographics. For instance, during the immediate aftermath of a tragedy, it’s important to approach posts with care and keep branding to a minimum. A recent example is how several American brands missed the mark on their social media posts for Sept. 11, according to AdWeek.