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Do you know what a TT or trending topic is? If you use Twitter frequently, surely you already know the term very well, as they allow you to keep up of the latest trends on the internet.
But that’s not all, its use can also help to create better social media strategies, which make it easier for you to viralize your content, get better engagement, and quickly understand a better way and how it behaves in the market in which you operate.
So, if you are looking to know the definition of trending topic, how it works and how to include it in your marketing strategy , then this article is for you.
First we have to start with the basics,
A trending topic —short only as TT—, is a word in English that literally means trending topic, and refers to the keywords that Twitter users use the most at any given time of day
To do this, the Twitter algorithm not only analyzes the use of keywords in tweets, but also searches for frequent hashtags, retweets, likes, among other things.
Although this term was born on Twitter, little by little it was used to refer to all the trends that emerge on the internet, whether in forums – such as Reddit -, Facebook, YouTube, Tik Tok, LinkedIn, etc. Similarly, only the word “trend” can be used in the same context.
TTs can be written in a normal way, but the most common is that they are used with so-called hashtags,
And where on Twitter can you find them? How do you use them?
These are found in a section called “Explore”, which in turn is divided into subsections with each of the specific issues of the moment, both globally and locally, and which are also placed in positions – from 1 to 30 – depending on the level of popularity.
Among these sections are:
Trending topics fulfill a basic function, of keeping Twitter users aware of the topics that are most talked about at the moment, but in addition to that, they have a series of very interesting utilities if you are working on a marketing strategy , or if you want to become an influencer.
Here is a list:
With all of the above, you may realize that it is not advisable to have a Twitter strategy that does not include the use of trending topics, since otherwise, you would not have good communication with your audience, so you would not get good engagement either .
What we recommend is that you analyze if your buyer personas are active Twitter users, and if so, that you concentrate all your social media efforts to generate a good strategy around it.
But how does Twitter decide what is trending and what is not?
Social networks work through algorithms, which are rules and instructions that tell the platform what results it should produce , in this case in the “Explore” section and on the timeline.
Before, the Twitter algorithm was based on displaying tweets in chronological order, with the idea that content was consumed at the moment, regardless of whether it was interesting for the user or not.
However, in the last updates that was changed, and now preference is given to tweets — and users — that talk about topics with which you have the most interaction, similar to how the Instagram algorithm works .
To do this, take into account aspects such as:
Taking the above into account, how can you implement a marketing strategy using trending topics?
We recommend taking the following into account:
This includes reviewing the hashtags that your competition uses , those that are used by users that fit your buyer profile, the most recurrent in the industry in which you operate, etc.
You can use SEO tools to find the keywords that work the most on Google, and give you a general idea of how these topics are addressed on Twitter and other social networks.
Based on the research you conducted, it is valid to try some of the hashtags to see how your followers react .
If you usually talk about specific topics on a recurring basis, the ideal would be that you create a hashtag to use every time you post something about it, and thus maintain a category-like structure in your account. So you can see which ones have the best chance of becoming a trend in the future.
Remember that in marketing everything must be measured, so try to calculate the engagement of your post with hashtags, to see which ones work the most and make the necessary adjustments.
This means that it is best to publish at the perfect time, taking into account the external issues that arise , and that are not part of your content planning as is.
For example, if one day a new update of a tool in your sector is announced, it can be very useful to talk about it that same day, or if there is a social event that has to do with your work, it is also valid to take advantage and show interest .
The important thing is that the posts are informative, that they really contribute to the conversation, that they maintain the quality of always, and that they do not feel forced. That is, they really look natural with the personality and branding of your brand.
Something that is very important in social media marketing – and that many companies tend to forget – is that everything should be a conversation.
This means that it is not about just publishing content and leaving, but you must encourage the interaction of your followers with your brand, that they see you as a human account, and not as a brand that only seeks advertising.
Dynamics are a simple but very effective way to achieve this , and it also increases the popularity of any hashtag that you are interested in positioning.
For example: if you are a company that is dedicated to selling digital products, you can create a dynamic in which you give away the download code for any of these products —such as programs, video games, movies, ebooks, etc.— by complying with the contest rules and use the hashtag you want to rank for.
Do you remember that the twitter trending topics algorithm favors the hashtags that are used the most and retweeted in the first hours of their appearance? This is where the help of influencers comes in.
One of the best ways to get reach, traffic and interaction in your publications is with the help of an influencer in your field , to talk about your business and your services on their social networks, or to appear in one of the sections of your content.
In this way you can increase the popularity of your campaign’s hashtags, increasing the chances that it will appear in trends at the national level, and even internationally
Being aware of the latest trends related to your sector is very important , and it is even more important to analyze and understand how they work, and how these topics are related to your users.
As we have discussed throughout this article, it is clear that – to have a good social media strategy – it is a key point to have well-structured buyer personas, defining their tastes and customs both in their daily life and in digital life. This will make it easier to study the trends you follow the most.
In this way, you will not only be able to create your own trending topics, but you will also have a broader vision of how to create your content, using only the topics that really interest your audience, giving it a format that works and publishing at the right time. so that they will fall in love with your publications.
The best of all is that you improve the image of your brand, at the same time that you gain more customers and increase your sales.