A trend is a topic, hashtag, or piece of content that has become popular on social media at a given moment. It is determined by algorithms that watch how people interact with content and then highlight topics that are currently gaining momentum. The popularity of a trend is determined by relevance, virality, and timing. It’s important for businesses to stay up-to-date on trends so they can create and share relevant content that will grab attention and engagement. Trending also provides an opportunity for brands to showcase their creativity and personality. For example, when the Barbie trailer was trending on Twitter, Buffer’s social media team decided to create a funny meme and post it on their Instagram account. This helped them to stand out from the rest of their followers and gain visibility amongst a new audience.

Trending can take many forms, from viral videos to political issues. However, it’s important to understand the difference between trends and fads. Fads are short-lived and tend to fade out quickly, while true trends have staying power and can last for months or even years.

Many social media platforms display trending topics on their homepages or within the Explore tab. Facebook displays a variety of trends on their site, including those related to news, sports, and entertainment. Instagram uses a similar page to show a selection of popular and featured tags, as well as trending hashtags. Twitter includes a list of trending topics at the top of the site and in the ’Trending’ section of the Explore tab.

These trending lists are curated by each platform’s algorithms. They often factor in a user’s location and previous likes or searches when determining what shows up. For instance, a user who follows a fashion brand on Twitter will likely see different trends than a user who follows a mug collectors group. Facebook and Instagram also use artificial intelligence to identify trends based on users’ behavior on the platform.

Creating relevant content around a trend can increase your social media reach and help you to rank higher in search engine results. However, it’s important to keep in mind that trends can change quickly and to be careful not to create content that’s too overtly promotional. This could cause a backlash from your audience and can result in your posts being hidden or removed from the platform entirely.

The most effective way to utilize a trend is to join the conversation that’s already taking place. For example, during the viral phenomenon known as ‘The Dress,’ brands took advantage of the confusion surrounding whether a wedding dress was white and gold or blue and black by creating their own cheeky comments and images.

If you are able to create your own trend, that’s even better! Doing so can help you to stand out from your competitors and demonstrate your expertise on a subject. The key is to be authentic and creative, while still staying within your brand’s voice and values.