8 Ways to Track Trends on Social Media

How to track social media trends

To keep up with social media trends on a daily, weekly and monthly basis, we recommend following the expert-backed tips below.

1. Be terminally online.

There’s no way around it. The best way of knowing what’s hot on social media is to be on social media. That means spending time using the platforms your target audience uses. Engaging with users on those sites, especially relevant influencers and your strongest supporters, can help you build a brand community and keep you in the loop about what’s popular with your customer base.

You should also spend time checking out the trending topics section of each platform. You’ll get a good sense of what type of content is making an impact at that point in time and spot ways your company can enter the conversation.

“Trends emerge and die before there is time for them to be reported about off-platform,” said Lucy Rees, founder of The Comms Studio, a social media management agency. “If you want to know what’s trending on TikTok, you need to actually get on TikTok!”

2. Pay attention to niche content.

There are billions of people on social media. As trends come and go, you don’t want to waste your time and resources on broad ones that don’t resonate with your customer base.

“Businesses need to stop chasing trends like a golden retriever with a tennis ball,” said Justin Belmont, CEO of Prose, a digital marketing and staffing agency. “Watch the niche creators. They’re the trend whispers.”

Invest time in discovering the corners online where your target audience gathers. Pay attention to the influencers and thought leaders in those spaces and see which posts of theirs are making waves.

3. Develop relationships with influencers.

It’s no secret that influencers help brands grow, but they offer a lot more than just being spokespeople for a particular product. Influencers know social media better than most, so they can let you in on emerging trends long before they show up on your marketing department’s radar.

Prioritize making influencers feel like they’re a part of your team and invite them to help shape your social strategy. Micro-influencers who may not have millions of followers but hold clout in your brand’s sphere are especially valuable for spotting the trends that your business should get in on.

4. Draw on your Gen Z employees.

One of the most time- and cost-effective ways to find out about social media trends is to simply ask your team, especially Gen Z employees. Gen Z is a demographic that typically spends several hours connected to social media every day.

“This generation has an unparalleled grasp of what’s trending on social, often picking up on emerging trends long before they become mainstream or are reflected in the data,” Courtney Rieker, director of influencer brand management at Acceleration Partners, told us. “Encourage your Gen-Z employees to share insights and identify relevant hashtags that could tie into your business.”

5. Keep an eye on the competition.

You don’t want to fall behind competitors, which is why you should always keep tabs on what other players in your industry are doing on their social feeds. Any patterns may be worth pursuing. Of course, jumping on a social media bandwagon too late is never a good idea. But knowing what other brands are up to can keep your business competitive and help shape your strategy.

“Watching what other brands and marketers are doing can spark ideas and ensure you’re not missing a major shift,” said Rachael Amato, content manager at Synaptic.

6. Follow relevant blogs and podcasts.

Sometimes when something starts blowing up on social media, it originates from or is discussed in another source, such as an article or podcast. Following blogs and podcasts related to your brand or industry can alert you to soon-to-be hot topics and up-and-coming trends your business can capitalize on. But even general interest media can point you in the right direction.

“Over the last few years, pop culture podcasts have evolved from covering celebrity gossip to diving deep into social media phenomena — like the latest TikTok stars or viral moments,” said Rieker. “These podcasts can provide insights into what’s capturing attention and becoming popular on social platforms, all in a format that’s way more engaging than sifting through raw data.”

You may also want to follow blogs and podcasts that specifically cover the inner workings of social media platforms. They’ll have information you can leverage to get the most out of your social media campaigns.

“Social media algorithms are always evolving, and keeping up with changes is critical,” said Amato. “Businesses should subscribe to platform blogs and trusted sources like Social Media Examiner and HubSpot to stay ahead of updates and emerging best practices.”

7. Use social listening and analytics tools.

Trying to stay on top of viral trends, especially across multiple platforms, can be daunting for many small business owners. Fortunately, there are a ton of excellent resources available to help you stay plugged in.

Analytics tools like Hootsuite and Google Trends can automate much of the process of analyzing social media platforms and campaigns, making it easier and quicker to understand your target audience’s changing behaviors and preferences.

“Another essential practice is social listening,” said Amato. “Tools like Sprinklr, Brandwatch and Mention allow brands to monitor real-time conversations about their industry, competitors and — most importantly — their own business. This is where the most valuable insights come from.”

You can learn more about these tools below.

8. Leverage platforms’ built-in tools.

Beyond third-party solutions, take advantage of the analytics tools provided by social media platforms themselves. These let you access useful data about what content users are engaging with and which topics are surging in conversation — though such features aren’t always available for free.

“Platforms like TikTok Creative Center and Pinterest Trends offer incredible insights into emerging topics before they go mainstream,” said Natalie Dolphin, co-founder of HLTH Communications.

Dolphin added, “And don’t forget to analyze your own content performance using built-in tools like Instagram Insights and LinkedIn Analytics. These will help you fine-tune your strategy based on what actually resonates with your audience.”

Best tools and sites to track social media trends

There’s no shortage of online tools for tracking trending topics on social media and harnessing their power to engage your audience. From analytics software and social listening programs to the online spaces where many trends emerge, the 14 tools and sites highlighted below represent only a sampling of the available options, but they’re among the most reputable.

1. Google Trends

Google Trends is the best way to monitor trending topics across the internet. Because it uses search data, Google Trends offers a much broader picture of what’s trending online than what you’d see when analyzing data on a single social network. This information can help you make more informed decisions about what you promote, engage with and follow. You can also set up a Google Alert for any keyword you want to monitor so you’ll always know what’s happening.

“We really like Google Trends,” said Tyler Reed, senior content strategist at Bizwrite. “Number one is that it’s free and it’s also really user-friendly. You don’t need to be a social media expert to derive benefits. It shows search interest right now, what’s trending, regional interest — great for local SEO — and related topics and queries.”

2. X Pro

X Pro is a monitoring tool for X (formerly Twitter) that allows you to track specific hashtags on X and keep tabs on their popularity. You can create columns to organize important information, including all your mentions, various hashtags and search items or trends. You can even filter out certain hashtags and keywords so you’re only seeing the most relevant posts.

X Pro also provides an overall management dashboard that displays your X timeline, messages and notifications in one place so you don’t miss anything. However, it requires a paid subscription and you can’t use X Pro to monitor other social media platforms. We also found that it’s not as versatile as other analytics and management services, such as Cyfe and Hootsuite.

3. Hootsuite

With a wide selection of social media tools and an excellent method for searching across several social media platforms, Hootsuite allows you to monitor trends every day, whether you want to track one trending hashtag or a variety of social media trending topics.

We like that Hootsuite combines social listening and analytics tools with functions like AI content creation, posting recommendations and audience engagement features so your business can do everything from one place.

4. Cyfe

Cyfe is an all-in-one social trend dashboard that allows you to build the tools you want. It offers widgets that can monitor anything you need for social media, business, marketing or research. Cyfe is a great way to clear the clutter while tracking many trending hashtags and keywords within one dashboard.

You can create a single dashboard for all your social media accounts or multiple dashboards for each specific account, allowing you to get as granular as you want when analyzing data and tracking trends.

5. TikTok Creative Center

TikTok is increasingly popular and the place where many viral trends take off. The platform offers a free tool, the TikTok Creative Center, that businesses can leverage to make the most of their social media marketing campaigns on the platform.

You can see what’s currently hot on TikTok, including hashtags, songs and creators. Plus, you can filter by region or industry. With analytics on the best-performing videos and creative guidance, you have everything you need to help shape your TikTok marketing efforts.

6. Brandwatch

Brandwatch provides powerful analytics and wide-ranging social listening across multiple platforms and online sources. From one central location, you can track trends, monitor your performance on various platforms and manage your accounts. We appreciate that Brandwatch also boasts features for marketing analytics in general and a unique solution for working with influencers.

7. Mention

It’s all in the name. Mention is a tool that lets you track your brand’s mentions across various places. It’s easy to use and provides metrics for understanding customer emotions, which can help you craft content that resonates with your audience. You can even track mentions and trends in the news and on popular review sites and forums, but the ability to monitor some top platforms, like TikTok and YouTube, is restricted to expensive custom plans.

8. Tumblr

When you come across a meme or other trending content on Facebook, it may have already been circulating on Tumblr for weeks or months. Though not as popular as it once was, Tumblr is still an excellent source for discovering internet content ― especially in the pop culture realm ― right when it’s been posted. You’ll see it first if you keep your dashboard filled with a good selection of active blogs.

9. Reddit

Reddit is another great place to see rising topics early on. But unlike Tumblr, which is more meme-based, Reddit also shows text- and video-based trends in different categories. A trending story about technology sometimes drops there first, and Reddit’s “Ask Me Anything” discussions are a great way to see what kind of experts customers want to hear from. You can also look at Trending Reddit to see what’s hot on the platform at any given time.

According to Rees, one of the biggest benefits of using Reddit is its authenticity. The discussions and trends are genuine and, therefore, more likely to resonate with people.

“(It has the) highest trust rating of any social media platform when it comes to learning about new products,” she said. “In an age where consumers are starting to trust social media platforms less because everyone is being paid to post about products and services, Reddit stands out because it operates on organic conversation through its forum structure.”

10. Social Mention

Social Mention allows trend tracking across multiple social platforms. Search for a keyword or phrase, and Social Mention will tell you the networks where that search term is the most popular, along with other metrics, such as whether the sentiment associated with the trend or term is positive, negative or neutral.

11. Top Hashtags

Top Hashtags monitors the hashtags trending on Instagram and TikTok, and you can search to see how popular specific hashtags are even if they aren’t on the top lists. We found the tool to be easy to use and informative. It even gives advice on how to best use trending hashtags and suggestions for additional hashtags to boost visibility.

12. TubeBuddy

It can be easy to forget that YouTube isn’t just a video site but also a social media platform. TubeBuddy is a tool to help you build and grow a YouTube channel for your business, with features to explore tags and keywords that will get your content seen. Premium plans include personalized recommendations to help your brand capitalize on trends.

13. Feedly

While Feedly may be best known as a news reader, your business can also harness its power to identify social media trending topics. Feedly points to which blog topics result in the most conversation, and you can use this data to inform your company’s next blog post or social media post. As with any content, part of your small business blogging strategy should be to share every post on social media. Conversely, a message on social media could be the jumping-off point for a blog post.

14. Sprinklr

Sprinklr is an all-in-one AI-powered social media management platform that provides powerful social listening insights to help you track and analyze trends. We love that Sprinklr lets you monitor over 30 digital channels and goes beyond tracking text. Namely, you can see what kind of images are most popular with visual data tracking.

You can also use the platform to manage your social media accounts. Sprinklr even has a customer service solution that can be combined with a social media management plan.

Social media marketing trends to watch

Just as trending topics are constantly in flux, social media marketing trends continue to evolve. Here are some social media trends the experts we spoke with expect to impact social media marketing strategies over the next few years.

1. Video remains king.

It should come as no surprise that video is the most preferred way to view social media content. Short-form videos on platforms like TikTok and YouTube Shorts are all the rage, so effectively using video can enhance your marketing strategy.

“These formats are perfect for storytelling, showcasing products and engaging with audiences in an easily digestible way,” said Rieker. “Video consumption is projected to keep growing, so investing in video content now will set businesses up for success in the years to come.”

Short videos aren’t valuable for only the biggest and most popular brands. Every business can benefit from a compelling video clip. Business niches like financial technology companies are even finding ways to educate their customers by producing entertaining yet informative videos that are share-worthy.

2. Immediacy rules the day.

The world of social media moves fast and consumers expect businesses to keep up. From comments to complaints, people don’t want to wait around for a response to their message. They increasingly demand active engagement and timely, efficient customer service on social media sites.

Rieker explained that people have come to expect real-time interactions with a brand’s social media team.

“Social media is no longer a one-way broadcast; it’s a conversation,” she said. “Consumers want quick responses, instant updates and a sense of involvement. Businesses that provide timely content and participate in trending conversations will be more successful in maintaining customer loyalty.”

>> Learn More: Using X as a Customer Support Channel

3. Ephemeral content is here to stay.

According to Willie Roberson, a digital strategy director at FGS Global, another trend businesses should be aware of is the rise of content that isn’t meant to stick around forever on your timeline or grid.

“Ephemeral content, like influencer Instagram Stories and Lives, creates a sense of urgency and exclusivity, driving higher engagement rates,” said Roberson.

Stories and other forms of disappearing content are great ways to offer temporary deals and promotions that customers have to catch at the right time. If they miss it, they miss out. Businesses can also harness the power of these one-time-only sessions to get users to engage with long-form content, such as product demonstrations, Q&A sessions and behind-the-scenes livestreaming.

4. Politics shakes things up.

The current political climate is anything but harmonious, and that turbulence is having an effect on social media. The implications of major political decisions have the potential to reshape the way consumers spend their time online.

Reed urged businesses to pay close attention to the U.S. government’s potential ban on TikTok. As the platform’s long-term future remains up in the air, it’s a good idea to begin exploring alternatives.

“We haven’t directly told any clients to completely abandon TikTok,” said Reed. “But we have warned them to start becoming familiar with other platforms and considering messaging that points users to their accounts on other platforms now.”

The divided political landscape also drove over two million users away from X and to newcomer Bluesky in only two months, according to The Guardian.

“Twitter’s transformation was rapid, radical and, like a frog dropped into a boiling pot of water, users were quick to react,” Sean Curry, CEO of Enthusiast Media, told us. “Bluesky has emerged a clear winner of the cultural impetus of social media after the transformation of X.”

Businesses would be wise to start investing in creating a presence in niche spaces and on emerging platforms, as users may continue to abandon traditional social media sites for smaller spaces filled with like-minded thinkers.

5. It’s the metaverse or bust.

It’s no surprise that virtual reality in advertising is creating a lot of buzz. Companies are already dipping their toes into the meta water. Why? Investing in metaverse technology can provide customers with augmented reality and virtual reality experiences, such as virtually “trying on” products via social media.

“AR, like Snapchat lenses or Instagram filters, is making interactive and immersive experiences more accessible for brands,” said Amato. “Businesses that experiment now will have a competitive edge when these technologies go mainstream.”

6. AI reshapes content.

Artificial intelligence is increasingly everywhere these days — including on social media.

“The next big thing [is] AI-driven personalization,” said Belmont, “[That is] hyper-tailored content that feels like it’s talking just to you.”

Expect to see businesses use AI more and more to create and share content that isn’t only platform-specific but also customer-specific. From developing unique promotions to targeted ads based on an individual’s habits or preferences, AI will alter how brands engage with their audiences on social media.

AI is also now being used to handle customer service interactions across platforms, but don’t expect it to fully take over your social media marketing efforts.

“AI-driven content is going to continue to evolve and be employed at scale,” said Reed. “Use AI as a tool, not as a finished product. Your audience craves authentic connections, and study after study shows that AI doesn’t deliver the authenticity factor. Use it to create ideas [but avoid] wholesale copying and pasting AI content, as it can do more harm than good in building a community of engaged users.”

>> Read Next: How AI Can Turbocharge Your Small Business Marketing

7. Authenticity is everything.

As Reed alluded to, AI-generated content is almost everywhere you turn nowadays, leading consumers to seek authenticity more than ever. It’s no longer just the polished, over-produced ads that are seen as less trustworthy. Now, social media users are just as wary of content that doesn’t seem like it comes from real people.

“Consumers are increasingly looking for genuine connections with brands,” said Rieker. “They want to see behind-the-scenes content, real customer stories and unfiltered experiences. Brands that embrace transparency and show their human side tend to build stronger relationships with their audience.”

Businesses can capitalize on this trend by featuring user-generated content. It’s a great way to cut content creation costs while increasing consumer trust. Although you may need to solicit a few unboxing videos or honest product reviews at first, a great campaign should inspire users to organically create their own content that you can later share.

What are the most popular social media sites?

To identify and track topics that are trending on social media, you should know which social media sites have the most users. Here are the most popular social networks according to Statista, with approximate active monthly user counts as of 2024:

1. Facebook: 3.1 billion
2. YouTube: 2.5 billion
3. Instagram: 2 billion
4. WhatsApp: 2 billion
5. TikTok: 1.6 billion

It may come as a surprise not to see X ranked in the top five but don’t make the mistake of entirely discounting it. The platform’s 611 million active monthly users are still a powerful crowd, and every social listening expert knows the power of an X trend for marketing.

Of course, a higher user count doesn’t necessarily mean the site is the right one for your brand. For example, LinkedIn is the place for B2B marketing despite not being among the top 15 most popular social media sites. The key is finding the places where your audience tends to spend time online and establishing your presence and monitoring trends there.

Julie Thompson and Max Freedman contributed to this article.