A trend is an idea, topic or hashtag that experiences a surge in popularity on one or more social media platforms for a limited time. This is often due to current events, celebrity announcements, TV premiers or social concerns. Trends can also be caused by viral content, though this type of topic typically has a shorter lifespan. Ecommerce businesses can check the trends on their social channels to see what’s holding consumer interest and capitalise on the conversation.

Aside from gaining visibility, creating trend-inspired content can also help brands or influencers build brand awareness and credibility by connecting with audiences in a relevant way. However, it is important to approach trends with sensitivity and ensure that any content created aligns with the topic’s underlying message. Otherwise, it could come across as insensitive or ill-considered and may cause unintended consequences.

There are a variety of factors that contribute to the popularity of a trend, including:

What is the Difference Between Trending and Viral?

While both trends and viral content grab attention online, they’re different in terms of how they achieve popularity. Trends are highlighted on a platform’s “Trending” section (on Twitter, this is the left sidebar of the homepage or within the Explore tab), while viral content can spread across multiple platforms and stay popular for weeks.

Some things are more likely to be trending than others, depending on how many people mention them or share them. This is why it’s best to create content that reflects your audience’s interests and preferences, rather than trying to force something into a trending category. Trending topics are also influenced by algorithms that determine the most popular content on each site, taking into account user locations and past searches or likes. For example, if you’ve searched for a certain type of product, you’ll see similar trends when you go to a website that sells that type of product.

It is possible to abuse trending topics, and some sites even monitor user activity to detect patterns of trend abuse and take action. For instance, if you post about a topic just to garner attention or increase your visibility, it could be considered a form of spam and result in an account suspension. It’s also a good idea to avoid posting about topics that are related to sensitive issues or events, as this can also backfire and make your brand look insensitive.

If you want to increase your chances of creating trend-inspired content, consider leveraging some of the tips below. For instance, by using tools and features on your social media accounts that can encourage conversations with your followers – such as polls, Instagram Stories or Twitter polls – you’ll be more likely to spark engagement and possibly get noticed by a platform’s algorithm. Also, try to join an ongoing conversation rather than starting your own, as this can boost the likelihood that your content will be considered trending. And of course, don’t forget to post content that’s timely and relevant!