On social media, “trending” means a topic, hashtag, sound or style of post is getting a sudden burst of attention right now, more than it normally would. A trend is about speed, not just size: something that is suddenly being talked about by lots of people at once will trend, while a topic that is always popular often won’t.

A hashtag is a word or phrase with the # symbol in front of it, such as #GuildfordEats, which turns it into a clickable link grouping posts on the same subject. Hashtags are often how trends get labelled and found. Below we explain how trending works on X (formerly Twitter), TikTok and Instagram, how to see what is trending in the UK, and how businesses can join in sensibly.

A hashtag is a label that groups posts together

When you put # in front of a word or phrase with no spaces, the platform turns it into a link. Tap it and you see other public posts using the same tag. That is all a hashtag is: a shared label.

A few basics that trip people up:

• No spaces or punctuation. #SmallBusinessSaturday works. #Small Business Saturday only tags the word “Small”.
• Capitals help reading. Hashtags are not case sensitive, but #ThisIsHowYouReadIt is far clearer than #thisishowyoureadit, and screen readers handle it better.
• Each platform treats them differently. On X they are part of the conversation, on TikTok they help categorise videos, and on Instagram there is now a limit of five per post.
• Specific beats generic. #Portsmouth tells people more than #photooftheday ever will.

Hashtags started on Twitter in 2007 as a way for users to follow conversations, and they spread to almost every platform since. Today, platforms also read your caption text, speech and on-screen words to work out what a post is about, so hashtags are one signal among many rather than the whole story.

Trending on X is about what is popular right now

How X decides what trends

X says its Trends are decided by an algorithm that looks for topics that are popular now, rather than topics that have been popular for a while or every day. That is why a local news story can trend above a huge brand that is mentioned constantly.

Trends can be a hashtag (#GBBO), a name, a phrase or an event. On the X app, you find them by tapping the Explore tab (the magnifying glass). Across the top you will see tabs such as:

• For you: a personalised mix based on your location, interests and who you follow.
• Trending: what is generally popular in your chosen location right now.
• News, Sports and Entertainment: trends filtered by topic.

On desktop, trends also appear in the “What’s happening” box on the right of the Home timeline. X’s own Trends FAQ explains how they are worked out if you want the detail.

How to see what’s trending in the UK on X

If you are in the UK, X will usually show UK trends automatically. If you are seeing the wrong country, or want to check a specific city such as London or Manchester, change your Explore location:

1. Go to Settings and privacy (on the app, open the side menu from your profile picture; on desktop, click More in the left menu).
2. Tap Privacy and safety, then Content you see, then Explore settings.
3. Switch off Show content in this location.
4. Tap Explore locations and choose United Kingdom, or search for a UK city.

On the app you can also tap the settings cog on the Explore tab to reach the same screen. In the same place you can turn personalised trends on or off. With personalisation off, you see a straighter view of what is trending in the location you picked, which is more useful if you are researching for a business.

Trends on TikTok are mostly sounds and formats

On TikTok, a trend is usually a sound, a song, an effect or a video format that lots of people copy and put their own spin on. Hashtags still exist, but the sound is often what ties a trend together. Tap the spinning record icon on any video to see how many others have used that sound.

Related reading: The Power of Hashtags And How To Utilise Them For Business Purposes

Ways to spot TikTok trends:

• Your For You feed. If you see the same sound or joke three times in a scroll, it is probably trending.
• Search. TikTok’s search page shows suggested and popular searches.
• TikTok Creative Center. Its free Trends section, part of TikTok’s advertiser tools, shows popular hashtags, songs, creators and videos, and you can filter by country and time period to see what is rising in the UK.

TikTok trends move fast. Many peak within days, so if you are going to join in, do it while it is still rising.

Instagram trends live in Reels and audio

Instagram does not have a public trending list like X. Trends there mostly show up in Reels, through popular audio, templates and repeated formats.

• Audio in the Reels feed. Trending sounds are often marked with a small upward arrow next to the track name.
• Reel templates. When you create a Reel, tap Templates to see trending and recommended formats you can drop your own clips into.
• Professional dashboard. Business and creator accounts can find inspiration and trending ideas in the professional dashboard tools.
• The @creators account. Instagram’s own account for creators regularly shares tips and updates on what is working.

How businesses can use trends without looking forced

Jumping on trends can get your business in front of people who have never heard of you. Done badly, it makes a brand look desperate or out of touch. These are the rules we follow when we use trends for clients:

1. Ask if it fits. If you have to explain why your accountancy firm is doing a dance, skip it. Pick trends where your product, team or customers fit naturally.
2. Read the room. Always check why something is trending before using it. Plenty of trending hashtags are about tragedies, controversies or politics. Using one to sell something is a quick way to cause offence.
3. Be quick, but not careless. Trends fade fast, so a simple phone video posted today beats a perfect one next week. But a quick check by a second person is worth the ten minutes.
4. Add your own angle. The trends that work for businesses put a twist on the format that is about your world: your shop, your customers, your industry’s in-jokes.
5. Check music rights. Business accounts on TikTok and Instagram often have a more limited, commercially cleared music library. Use the sounds the platform offers your account, and do not upload copyrighted tracks to ads.
6. Do not chase every one. One or two well chosen trends a month alongside your regular content is plenty. Trends are a boost, not a strategy.

Local and seasonal moments often work better for small businesses than viral memes. Small Business Saturday, a local event, the first sunny weekend or the school holidays are all “trends” your customers already care about, and you can plan for them in advance. Building those into a monthly content calendar is a big part of what our social media management team does for clients.

Trending is not the same as useful

It is easy to get distracted by numbers. A post that rides a trend may get far more views than usual, but if those viewers are on the other side of the world and will never buy from you, the views do not help much. Measure trend-based posts the same way as the rest: did they bring in followers who match your customers, profile visits, messages, website clicks or enquiries?

For most local businesses, consistent posts that answer customer questions, show your work and build trust will do more over a year than any single trend. Use trends as the occasional extra that shows you are paying attention.

Frequently asked questions

What does trending mean on Twitter?

It means a topic, hashtag or phrase is being talked about much more than usual on X right now. X lists these in the Trending section of the Explore tab.

What does a hashtag mean?

A hashtag is a word or phrase starting with #, which turns it into a link that groups public posts on the same subject so people can find them.

How do I see UK trends on X?

Go to Settings and privacy, then Privacy and safety, Content you see and Explore settings. Turn off Show content in this location and pick United Kingdom under Explore locations.

Should my business use trending hashtags?

Only when the trend is genuinely relevant to your business and you have checked why it is trending. Adding unrelated trending tags to posts tends to look spammy and rarely brings the right audience.

Want help knowing which trends are worth it?

Spotting trends early, judging which ones suit your brand and turning them round quickly takes time most business owners do not have. Our social media team keeps an eye on trends every day and plans content that fits your business. Get in touch for a chat about your channels.