A trend is a topic or hashtag that gains more visibility and engagement on a social media platform than usual. This increased attention typically stems from current events, holidays, popular culture, and other societal discussions.

In terms of a digital marketing strategy, trends are goldmines for brands that can capitalize on them. The key to using trends is understanding the audience and creating content that fits with their interests. This is the best way to increase engagement and awareness.

The term ‘trending’ is usually used in the context of social media platforms like Twitter, TikTok, and Instagram. In these cases, the trends displayed on a platform’s homepage or in the sidebar are based on what its users are discussing and interested in at that moment. Trends can vary from one platform to another, as each has its own set of algorithms for identifying and displaying topics.

A trend’s popularity depends on a variety of factors, including the volume of mentions and shares, engagement levels, and the velocity at which discussion around a topic takes place. This information is collected by a social network’s algorithms, which then determine which topics will receive more visibility and engagement than others in real-time. Some platforms also display trending topics in the form of keywords, which can be searched for via a search bar or within a given platform’s interface.

Influencers can have a huge impact on what becomes trending, as their followers can quickly jump on board with a trend and spread it across their own networks. This can help a new hashtag or viral video gain momentum and go on to become a major conversation among social media users.

Many social media platforms tailor the trends they display to individual users, based on their location, previous searches or likes, and who they follow. This allows people to see only the most relevant topics and avoid seeing things that are irrelevant or uninteresting to them.

Social media marketers, influencers, and brands can use trends to amplify their posts and videos. However, it’s important to approach them with sensitivity, as inappropriate or insensitive social media posts can hurt a brand’s reputation and lead to negative backlash from users. In addition, it’s important to stay true to the company voice and values when using trends, as this will help ensure that any posts are in line with the audience’s views and sentiments.

YouTube has been under fire for its Trending section recently, after a video claiming that Marjory Stoneman Douglas High School shooting victim Brendan “Bobby” McManus was a crisis actor made it to the top of the list. It’s important for YouTube to keep its content balanced and to make sure that the trending videos it shows reflect the platform’s ethos and core beliefs.