Trending is when a topic, hashtag, or video gains popularity on social media at a specific moment. If you’re an influencer or brand, getting a post or video to trend means it will get a lot of visibility and engagement—and if done right, can lead to increased awareness and sales. But how exactly do platforms like Twitter (now X), Instagram, and TikTok decide what trends to display? And how can brands create trend-inspired content that resonates with their audiences?

Social media platforms use their algorithms to identify topics that are gaining momentum among users. They then display these topics in their “Trending” sections—a popular spot for promoting what’s new and notable. Trends can be based on news, events, or even viral memes. In general, platforms look for posts or videos that have a strong, concentrated spike in user interest that persists over time.

Aside from being a great way to gain visibility and engagement, trending is also a valuable tool for research and inspiration. Trends can reveal what’s being discussed and shared by people in a particular demographic, region, or on a certain platform—and they can help you find new ways to approach your audience.

To create trend-inspired content, you can start by searching for relevant terms on your platform’s search bar or Explore page. Alternatively, you can create a dedicated hashtag that reflects your event or campaign—and encourage users to use it in their own posts. You can also ask your followers to post about a particular topic—but make sure you’re providing them with direction—like the hashtag, the goal, and when you want them to post. This will help you get started, but you should also provide some sample messages to grease the creative engine.

Keep in mind that participating in a trend isn’t always safe for your brand. Insensitive posts—or even a single video—can cause your organization to become a controversial topic, which can damage brand trust and reputation. For example, when tragedy strikes, it’s important to approach the topic with care. A recent study by AdWeek found that several American companies were insensitive in their social media responses to Sept. 11, but those that got it right stayed respectful, kept branding to a minimum, and stayed relevant to the conversation.

YouTube’s Trending section has faced criticism recently for promoting insensitive conspiracy videos about the Marjory Stoneman Douglas High School shooting, including one that alleged student David Hogg was a crisis actor. However, YouTube states that it’s impossible to moderate all trending content—and its algorithm tries to promote videos that are relevant and don’t mislead viewers. The same is true for Instagram’s Trending page, which displays videos based on your location and interests. TikTok’s “For You” page also personalizes the trending videos you see. So, it’s essential to understand how trends work on each platform before leveraging them in your social strategy.