A trend is a topic, hashtag, or keyword that generates more visibility and engagement than normal on a social media platform. Trending is based on algorithms created by each individual site, and the topics displayed are typically tailored to the user through their location and personal interests. Trends appear on the homepage of a social media site, as well as within its Explore or Trending areas (Trending on TikTok and Instagram’s Explore page).

The emergence of trends is a result of the popularity of a certain subject or concept generating buzz and interest across a variety of channels. As a result, the popularity of a trend is often a combination of organic and paid activity.

Social media platforms use algorithms to identify trends, determining which keywords and topics are most popular. Once a topic reaches a certain threshold of activity on the platform, it is considered a “trend” and appears in a prominent location on the homepage or within a platform’s Explore or Trending area (Trending on TikTok, Instagram’s Explore page, Twitter’s X).

For brands, the ability to get your content to trend can lead to a massive increase in reach and visibility. If you can successfully jump on a trend, you can reach thousands of people who may otherwise have never seen or engaged with your content. Getting your brand, product, or campaign on a trend also signals that people care about it and can boost your credibility.

However, hopping on a trend can be tricky. Using a trending hashtag can be beneficial to your campaign, but it’s important to use the right one and keep in mind that trends have an expiration date. Also, be careful not to jump on a trend that’s already been used for a previous campaign or event. Using an old hashtag will water down your chance of getting on the trending list as tweets for the existing campaign will be counted among the new ones.

The best way to ensure your content is a part of the trending conversation is to create original content that is relevant and meaningful to your audience. This includes leveraging current events, current and past conversations, and incorporating your expertise on related topics. In addition, you can help your content rise to the top of a trend by collaborating with influencers or organizations that are involved in it.

For example, if you’re running a viral campaign to get your new video trending on YouTube, partnering with a large channel like PewDiePie or Logan Paul could be a great strategy. This way, the video is already gaining traction and can be elevated by an additional channel with the same audience and following. If you’re collaborating with another channel, be sure to communicate the goals of the video and what type of collaboration you’re looking for. Also, be sure to include any specific hashtags or calls to action in your communication.