Trending is when a hashtag, keyword, or topic becomes popular on social media and displays in a list on the home page of a website (like Twitter’s FYP). Trending is determined by algorithms created by each social network. These algorithms analyze activity on each site – what people like, share, comment on, search for, and more – and determines the topics most interesting to its users. Trending can also appear in search results, and on the Explore pages of Tumblr, Facebook, Instagram, and TikTok.

Businesses can use trends to connect with their audience in a relevant way. For example, a clothing store might monitor trends related to specific events or holidays and create timely content that appeals to their customers. A technology company can use trends to stay informed about industry movements and adjust their product development strategies accordingly. Trending is also a valuable tool to monitor brand mentions and competition.

The algorithms used to determine what’s trending on each social network vary slightly, but most take into account the user’s location and their past likes, searches, and who they follow. For example, a person in New York who follows the Twitter account of a fashion designer would see different trends than someone in Sydney. Facebook’s X and Instagram’s “Explore” pages use these factors to show the user trending topics that are relevant to them.

While it’s possible to abuse trends – in extreme cases, breaking the rules could result in an account suspension – most companies try to be responsible and make sure they only promote products or services that are appropriate for the current discussion. For instance, it would be inappropriate for a company to promote its products in the aftermath of an active shooting spree or other tragic event.

A trend can also be manipulated by using tools that generate fake engagement, such as bots or automated accounts. These tools can cause a spike in the number of shares or comments on a post, creating a false impression that it’s more popular than it really is. This can affect the credibility of a company and the authenticity of its message.

Many marketers strive to get their content in the Trending page, but it can be tricky. As with any social media tactic, the key is to create engaging and relevant content that resonates with your audience. The best way to do that is by understanding your audience and what they’re interested in.

It’s important to note that a topic or search term needs to reach a certain threshold of popularity before it becomes trending. A new, concentrated spike in activity is required – for example, a new campaign hashtag might need to be used for a few days before it gets noticed by the algorithm. YouTube’s Trending page also excludes clickbait or sensationalist videos, as well as any content that violates their community guidelines.