Marketing in 2024: How to Locate Trends on Social Media

But how do you keep your finger on the pulse of the ever-evolving social media platforms? Whether you’re creating campaigns for Facebook, scoping trends on TikTok, or cultivating connections on LinkedIn, we’ve got the ultimate guide to help you spot the hottest trends on each platform.

So, grab your Starbucks, buckle up, and let’s dive into how you can unlock the secrets of marketing trends in 2024, across your favourite platforms.

LinkedIn is the go-to platform for professionals, but it’s far from just a place to drop your resume. As of 2024, LinkedIn has over 950 million users globally, and it’s increasingly becoming a hotspot for B2B marketers to engage with trend-worthy content. In fact, 79% of marketers say LinkedIn is an effective source for generating leads.

To track trends on LinkedIn, pay close attention to:

• LinkedIn News: LinkedIn has its own editorial team that curates daily updates on trending topics within various industries.
• Hashtags: Yes, LinkedIn uses hashtags! Monitor popular ones like #Leadership, #AI, or #FutureOfWork to stay in the loop.
• LinkedIn Pulse: This feature highlights trending articles in real-time, offering a quick snapshot of what’s being discussed.
• Influencers and Thought Leaders: Thought leadership thrives on LinkedIn, so follow major voices in your industry. Figures like Simon Sinek or Sheryl Sandberg often post content that shapes broader industry trends.

Pro Tip: LinkedIn’s analytics can give you a clearer understanding of what’s resonating with your audience. Pay attention to metrics like engagement rates and follower growth to gauge which trends are worth getting involved in!

Facebook might not have the shiny newness of TikTok, but it’s still an undeniable marketing giant. In 2024, with nearly 3 billion monthly active users, Facebook is still the most widely used platform globally, you might think it’s filled with Karen’s, but it’s one of the top platforms for marketing insights!

Facebook offers several ways to spot the latest trends:

• Facebook IQ: Facebook’s research team publishes insights about user behaviour, marketing trends, and emerging patterns on its platform. Their annual reports are gold for marketers.
• Facebook Groups: Groups have become micro-communities of like-minded individuals. The most active groups in your industry often mirror trending topics.
• Facebook Watch: This video-on-demand service offers trending content based on user engagement. Videos and live streams that garner lots of reactions and shares can indicate what’s hot.
• Page Insights: Analyse your competitors’ pages using Facebook’s built-in analytics tools. A page’s growth or a spike in engagement can often point to a broader trend.

Pro Tip: Don’t just watch what your audience is engaging with. Take note of new ad formats and creative techniques. Facebook continuously rolls out updates to its ad system, so staying ahead of the curve here is crucial for marketing success.

Instagram is the undisputed king of visual storytelling, with over 2.35 billion users in 2024. If your brand thrives on aesthetic appeal and engaging visuals, Instagram is where you need to be!

On Instagram, trends are often tied to visual elements and cultural movements. Here’s how to spot them:

• Explore Page: Instagram’s Explore Page curates content based on user preferences and popular topics. It’s a great way to see what’s trending in real time.
• Reels: Instagram’s answer to TikTok, Reels has exploded in popularity. Keep an eye on the trending audio clips, challenges, and filters as they often dictate broader platform trends.
• Hashtags & Trending Keywords: Instagram still heavily relies on hashtags. Use tools like Hashtagify or displaypurposes.com to find popular hashtags relevant to your industry.
• Influencers and Brands: Influencers often set the trends on Instagram. Pay attention to what the top influencers in your niche are promoting, from products to challenges to styles.

Pro Tip: Keep your eyes peeled for Instagram Stories. With 500 million daily users, Stories allow you to quickly test trends and gauge audience reactions without committing to a permanent post. Win win!

TikTok is a force to be reckoned with. With over 1.1 billion monthly active users in 2024, TikTok is the birthplace of many social media trends, from viral dances to sound bites that become memes overnight. If you want to follow the funniest, most on trend and hilarious account, follow us 

Because TikTok’s algorithm is laser-focused on showing users what they’re likely to enjoy, trends here spread faster than anywhere else:

• For You Page (FYP): This is the holy grail of TikTok trends. The FYP serves content that’s tailored to individual users, and if something is viral, you’ll see it here.
• Trending Sounds and Hashtags: Sounds are a huge driver of trends on TikTok. Watch what audio clips are paired with viral content, and don’t forget to monitor trending hashtags like #FYP or #Viral.
• TikTok Trends Page: TikTok has a dedicated tab showing trending content, hashtags, and challenges, which gives you a glimpse into what’s hot right now.
• Influencers and Creators: On TikTok, creators often spark trends that brands later adopt. Following top creators in your industry can keep you on the cutting edge!

Pro Tip: Trends on TikTok move at lightning speed. It’s important to jump on them quickly. Keep your content nimble and your team ready to pivot if something gains momentum fast! Or just have a super speedy social media marketing expert like our Mollie to jump on the trends for you!

X (formerly Twitter) is the go-to platform for real-time conversations and thought leadership. With 450 million monthly active users in 2024, it’s the place where global trends emerge and gain traction within hours.

To keep track of trends on X, here’s what you should be doing:

• Trending Topics: X literally shows you what’s trending! The platform offers a ‘Trending’ section tailored to your location and interests, making it easy to spot emerging topics.
• Hashtags: Like Instagram, X uses hashtags to organise and amplify content. Keep an eye on the top hashtags and join conversations when relevant.
• Lists: Create Twitter lists to monitor industry leaders, competitors, or journalists who are often at the forefront of trending discussions.
• X Spaces: Live audio rooms, Spaces, have taken off on the platform. These real-time conversations often reveal emerging trends and insights.

Pro Tip: Keep an eye on what’s trending globally vs. regionally. A topic that’s blowing up in one part of the world could quickly catch fire elsewhere!

YouTube is not just a video-sharing platform; it’s the second largest search engine in the world. With over 2.6 billion monthly users in 2024, YouTube remains a massive player in trend creation and amplification.

YouTube offers multiple ways to track trends:

• Trending Tab: This section is dedicated to the top videos across various categories. It’s a great place to see what’s gaining traction.
• YouTube Shorts: Much like TikTok’s short-form video content, Shorts are driving new trends, especially among younger audiences.
• Comments Section: Sometimes, the next big trend is buried in the comment section of a viral video. Keep an eye out for patterns in what people are discussing.
• Analytics: YouTube provides robust analytics tools, showing you which types of content are performing well. Watch out for spikes in engagement around specific topics.

Pro Tip: Collaborate with YouTubers who specialise in trending topics. Their audience insights can help you ride the wave of emerging trends faster!

Pinterest has grown into a marketing powerhouse for brands in fashion, home décor, and DIY. With 465 million active users in 2024, Pinterest is ideal for spotting trends that have staying power in the world of aesthetics and creative projects.

Here’s where to look for trends on Pinterest:

• Pinterest Trends Tool: This built-in tool allows you to track the popularity of specific keywords and topics over time.
• Boards and Pins: Follow popular boards in your industry to see what’s catching on. Pins with high re-pin rates usually indicate trending ideas.
• Seasonal Trends: Pinterest is highly seasonal, with trends like holiday decor or summer fashion spiking at specific times of the year.
• Pinterest Predicts: Each year, Pinterest releases its “Pinterest Predicts” report, offering forecasts on emerging trends based on user behaviour.

Pro Tip: Create pins that align with upcoming trends to drive traffic to your website. Timing is everything on Pinterest—so get ahead of the curve by preparing seasonal content early!