Trending is an algorithm-driven method of monitoring hot topics on social media in real-time. Topics can be hashtags, keywords or phrases that are preceded by a pound (#) sign such as #NBAFinals or #USElections, or they may be specific to an event, such as a concert or TV show. Trends are displayed in the ‘Trending’ section of platforms such as Twitter, Instagram, Facebook and TikTok. They can also be searched for using the platform’s search function. Trends are determined by what people are tweeting about, retweeting and searching for. Trending can be a powerful tool for businesses and brands to leverage. Using the right strategies, businesses can get their content in front of an audience that would otherwise be difficult to reach. However, businesses should be aware of potential pitfalls such as over-promoting and spamming trends. Abusing trends can draw the attention of the platform, and in extreme cases can result in account suspension.

Several factors influence whether something becomes a trending topic, such as the volume of searches and the time it takes to build momentum. For example, Twitter’s algorithms look for sharp spikes in trends rather than gradual, sustained growth. In addition, the algorithms favor topics that have a single-day spike in popularity over those that take 30 days to gain traction, according to data scientist Gilad Lotan.

Twitter also personalizes the trends it displays for each user, based on who they follow and their location. This means that a business or brand in one city will not see the same trends as another person in another city, which can make it difficult to measure the impact of a trending campaign on a local basis.

Aside from the personalization factor, Twitter also prioritizes hashtags and keywords over other types of search terms. This makes it challenging for some terms to become a trending topic, especially when competing with other keywords that have been used more frequently in search results.

Google’s free search analytics tool, Google Trends, is a popular way for marketers to understand the interests and concerns of their target audiences in real-time. The tool normalizes data by dividing the number of searches for a term by the overall search volume across all areas and time frames, so that interest in a topic is not artificially boosted or diminished by the use of special characters or multiple searches by the same person.

Social media platforms such as YouTube and Instagram often serve as the birthplace of many trends, as creators can easily post videos about new products or events. They can then share those videos on their own or through the platform’s ‘Trending’ sections, which display the most popular topics in a given area and time frame. These sections are designed to encourage engagement and help creators find their most interested audiences.