Trending is a term used to describe the topics, hashtags, or keywords that are popular on social media platforms such as Twitter, Instagram, and TikTok. These trends are determined by algorithms that analyze user activity, such as likes, comments, and shares, to identify the most popular content and topics at a given time. Social media platforms then highlight these trends to encourage discussion and engagement among users. The popularity of a trending topic or hashtag can lead to increased visibility for brands that use the terms in their marketing campaigns.

The algorithm that determines trends on social media is proprietary to each platform, but most follow a similar model. A trend is identified when a keyword or topic suddenly gains more attention than normal, often due to breaking news events, political controversy, or celebrity news. The algorithm takes into account a wide variety of factors, including the number of people searching for a particular word or phrase, how recently the search was made, and the geographical location of the person making the query.

Once a trend is identified, it is highlighted on the platform’s homepage or in a dedicated section for trending content. The list of trends can be filtered by topic, location, or even specific users. Twitter has modified its algorithms in the past to try and prevent manipulation of its trending topics, but this has had limited success.

Creating a viral video is one way for a brand to generate interest and become a trending topic. However, it is important to remember that not all videos are created equal and just because a video is trending does not necessarily mean that it is valuable or relevant to your audience. Some videos have a negative impact, while others are simply short-lived fads that do not hold long-term value.

A social media post can also become a trending topic when it sparks an intense reaction from the audience, such as an outraged response to an inappropriate joke or an emotional response to a current event. This type of trend can be difficult to manage, and brands should be careful to avoid using any controversial content that could backfire and cause a negative reputation.

It is not uncommon for brands to use their social media accounts to address controversial events or issues. This can be a great way to show that your company cares about the public opinion and is willing to take a stand on sensitive topics. Using this strategy can help you gain a loyal following, but it is crucial to remain mindful of the context in which you are posting, so that your message is not misinterpreted or perceived as insensitive. For example, posting about a tragedy in the immediate aftermath of an event can show empathy and concern for human beings, but adding too much branding can turn the sentiment into a commercial advertisement. Some American brands were accused of this insensitive messaging during the September 11 attacks, according to AdWeek.