Definition: A trending topic is a word, phrase, hashtag or subject that X, formerly Twitter, identifies as a trend because it is receiving notable attention at a particular time.
A trend is not necessarily the subject with the highest number of mentions in absolute terms. The platform may consider signals such as post volume, the speed at which a conversation is growing, its novelty and the user’s context. The exact selection depends on algorithmic systems that can change.
Trending topics may emerge spontaneously because of news, an event or a collective conversation. They may also result from coordinated activity by communities, organisations or campaigns. Their appearance does not by itself show that a subject represents general opinion or has the same relevance for everyone.
Visualization of trends
X displays trends in the Explore section and in other areas of its interface. The selection may be adapted to each user’s location, interests, followed accounts and settings. Trends associated with particular regions can also be viewed.
The list reflects conversations gaining attention at that time, but it is not a complete measure of current affairs or public opinion. A trend may be driven by a very active group, critical reactions or posts using the same term with different meanings.
Coordinated activity and attempts at manipulation can affect these conversations. X applies rules and systems to detect spam and inauthentic behaviour, although the presence of a term in trends does not by itself reveal how it originated.
How to get a Trending Topic
There is no formula that guarantees making a term an organic trending topic. A conversation may gain momentum when it coincides with a relevant event, encourages a community to participate and concentrates posts within a particular period. A clear message and an easily identifiable conversation may also support participation, but they do not ensure that the algorithm will select it.
X has offered advertising formats associated with visibility in trends and the Explore section. Their availability, name, targeting and placement may vary by market and over time. A paid placement should be shown as promoted content and should not be confused with an organic trend.
Tips for being a TT
- Choose a clear name: A short, recognisable and easy-to-type hashtag or phrase helps bring related posts together.
- Connect the conversation to a genuine reason: An event, news story, launch or community action provides context and a reason to participate.
- Coordinate without generating spam: Communicating the timing and objective may help participation, but artificially repeating messages or encouraging deceptive behaviour may violate the platform’s rules.
- Explain and monitor the activity: A campaign should state how to participate, follow the conversation as it develops and respond to unexpected uses, criticism or brand risks.