A trending topic is one that is popular at a moment in time and is receiving more visibility or engagement on a given social media platform like Twitter, TikTok, or Instagram. These topics can range from breaking news stories to viral memes and are influenced by a variety of factors, such as timeliness, relevance, and velocity.

Trending is a great way for brands to increase their visibility and engage with audiences on social media. However, it is important for businesses to understand the nuances of what makes a trend and how to use trends appropriately. Trends are based on an algorithm and can change rapidly as new events or discussions take place. The goal is to create content that is relevant and engaging and will spread organically through social media.

In order to be considered a trending topic, your content must be popular enough to reach the top of the list of the topic’s page on the platform where you are posting. If you are using hashtags, they must also be popular in order to be ranked as a trend. It is also important to be respectful and sensitive of the subject matter at hand. Posting insensitive or inappropriate content can cause your post to become a trending topic for the wrong reasons. For example, an insensitive post about the 9/11 attacks would quickly turn from being an appropriate show of empathy to becoming a trend for the wrong reasons.

Trends are determined by an algorithm that takes into account a number of different factors, including how often a keyword or phrase is searched for, the geographic location of users, and the popularity of related content on a given platform. They are displayed on the sidebar of the Facebook homepage and within the Explore tab on Twitter. On TikTok, they are displayed on the “For You” and “Trending” pages and can be filtered by personalization and location.

YouTube’s controversial Trending section has faced scrutiny in the past for allowing insensitive videos to be promoted. The sheer volume of videos uploaded to the site, 400 hours worth per minute, makes it impossible for the company to moderate every video that is posted. YouTube’s FAQ on the Trending section establishes that they try to promote videos that don’t mislead viewers.

When it comes to business, it’s important for companies to keep in mind that they can easily abuse the trending system by posting irrelevant content or by adding keywords and hashtags that don’t relate to the subject matter at hand. Doing so can draw ire from social media platforms and, in extreme cases, lead to account suspension. It is also important for businesses to approach tragedies and current events with care. Insensitive posts can quickly shift from being compassionate to disrespectful and should be avoided at all costs. If you are unsure of how to properly utilize trending, it’s best to consult a social media or marketing agency. They can help you create and execute a strategy that is in line with best practices and your company’s values.