Trending: Definition, Importance, and Tips for Brands & Creators
Trending refers to topics, hashtags, or content rapidly gaining popularity on social media or search engines. It highlights what audiences are engaging with right now, helping brands and creators boost visibility, stay relevant, and connect with current interests.
What Does Trending Mean?
Trending describes the moment when a topic, hashtag, or piece of content sees a sudden spike in attention and engagement. Whether it’s a viral TikTok dance, a hot hashtag on Instagram, or a popular search term on Google, "trending" signals what people are talking about right now.
Trending in Social Media and Influencer Marketing
• TikTok sounds and challenges: When a song or dance goes viral, creators jump on it to ride the wave. For example, the #SavageChallenge boosted countless influencers’ followings.
• Instagram hashtags: #OOTD or #Foodie trends quickly surface on the Explore page. Brands like a small bakery might use #Foodstagram to get featured and attract new customers.
• Twitter hashtags: Breaking news or pop culture moments explode with #hashtags. Influencers and brands can join the conversation to show personality and relevance.
• Google Trends: Outside social platforms, brands check Google Trends to see which keywords are hot. A DTC beauty brand might spot a spike in searches for "cruelty-free lipstick" and promote related products.
Why Trending Matters
1. Increased Visibility: Trending content shows up in dedicated feeds, Explore pages, or trending tabs. Riding a trend gives you prime real estate without extra ad spend.
2. Audience Engagement: People love being part of the moment. Using a trending format or hashtag invites comments, shares, and saves.
3. Brand Relevance: Aligning with what’s hot keeps your brand or profile feeling fresh. It shows you’re tuned into your audience’s interests, not stuck in old-school marketing.
4. Growth Potential: Early adopters of a trend often see follower spikes. Even small businesses can break through if they create timely, on-brand content.
Common Misconceptions and Variations
• "You must follow every trend": Not true. Chasing irrelevant trends can dilute your brand voice. Always ask: Does this fit our style and message?
• Trending equals guaranteed success: No—poorly executed trend content can flop or feel spammy. Quality and authenticity still matter.
• Trends last forever: Trends are fleeting. Plan to strike quickly, then move on to the next wave rather than clinging to an expired hashtag.
Practical Tips to Leverage Trending Topics
1. Monitor Platforms Daily: Use native tools (Explore, Trends tab) and third-party apps (Google Trends, TrendTok) to spot rising topics.
2. Act Fast and Adapt: Brainstorm how a trending sound or hashtag fits your niche. A fitness coach might use a dance challenge to showcase a new workout move.
3. Keep Your Brand Voice: Inject your personality or brand tone into trend-based posts. A small jewelry line could share #DIYjewelry tutorials using a popular audio clip.
4. Measure and Iterate: Track engagement metrics—likes, comments, shares—to see which trends resonate. Double down on formats that drive results.
5. Balance Trending with Evergreen: Mix trend-driven content with timeless posts that highlight your core products or services.
Trending isn’t just about jumping on the latest viral sensation. It’s about strategically weaving hot topics into your content mix to boost visibility, engagement, and growth—without losing what makes your brand unique.
