Trending is a way for social media platforms to present content and topics that are popular at a given time. These trends may be in a specific location, or based on a combination of interests and events. They can also be general and cover a wide range of subjects, from pop culture and entertainment to the market or politics. Trends can last for a short or an indefinite amount of time and are constantly changing, reflecting the mood and interests of users.

Trends are determined by the algorithms of each platform. They often take into account the user’s location, previous likes or searches, and who they follow. For example, Instagram displays trends tailored to the user’s current city, while Twitter shows topics based on a person’s country and gender.

Businesses can use trending to help their posts and content gain visibility on their respective social networks. This is because when a post or hashtag related to a trend becomes popular, it can help boost the post’s engagement metrics. In turn, higher engagement rates indicate to algorithms that a post is relevant to a user, which can result in the post appearing more frequently on a user’s feed or discovery sections.

A business can monitor trending by using a number of tools, such as Google Trends, Buzzsumo, and Exploding Topics. Buzzsumo, for instance, has a ‘Trends’ feature that allows you to create customized feeds based on topics of interest. You can also use a search function to look for specific terms, as well as track the growth of a particular trend over time. However, it is important to note that not all trends are equal, and you should only be participating in a trend if it aligns with your brand’s values, voice, and audience interests. Moreover, it is best to monitor trends early on, before they peak, so that you can respond in a timely manner.

Similarly, YouTube’s ‘Trending’ tab updates every 15 minutes and shows videos that are popular at a given moment. These can include reaction videos to major award shows, breakdowns of important news stories, or vlogs from popular YouTubers. Typically, trending videos are ones that are popular with a broad audience and generate a quick spike in views or engagement metrics.

A business that uses a marketing automation tool can track trends by creating a keyword list and searching for them in the platform’s search bar. Using this method, it is easy to see which keywords are popular and which are growing rapidly in popularity. This can be helpful for developing a targeted advertising campaign. It is also a good idea to develop templates and response frameworks that allow for quick adaptation when suitable trends appear. This will allow a business to capitalize on trends when appropriate and avoid wasting time trying to participate in irrelevant conversations.