Facebook’s approach to trending topics and hashtags has undergone significant changes over the years, leaving many users and marketers wondering about the current state of trend discovery on the platform. As social media continues to evolve, understanding how to identify and leverage trending content on Facebook remains crucial for effective digital marketing strategies. This exploration delves into the historical context, current methods, and alternative platforms for tracking trending hashtags, as well as the impact these changes have had on digital marketing practices.
Facebook’s algorithm and trending hashtag visibility
Facebook’s algorithm plays a pivotal role in determining what content users see in their news feeds. Unlike platforms such as Twitter, which prominently display trending topics, Facebook has taken a more nuanced approach to surfacing popular content. The algorithm considers factors such as user engagement, relevance, and timeliness when deciding which posts to show. This complexity makes it challenging for users to identify trending hashtags at a glance.
The platform’s focus on personalized content means that what’s trending for one user may not be trending for another. This individualized approach aims to enhance user experience by showing content that’s most relevant to each person’s interests and network. However, it also creates a fragmented landscape where global or widespread trends are less visible.
Despite these challenges, hashtags still play a role in content discovery on Facebook. When used strategically, they can help categorize content and make it more discoverable to users interested in specific topics. However, their effectiveness is often more limited compared to other social media platforms.
Historical evolution of facebook’s trending feature
2014 launch: trending topics sidebar
In January 2014, Facebook introduced the Trending Topics feature, prominently displayed as a sidebar on desktop versions of the site. This feature aimed to showcase popular topics and hashtags that were generating significant discussion across the platform. Users could click on these trending topics to see related posts and join the conversation.
The initial implementation of Trending Topics relied on a combination of algorithmic selection and human curation. This approach was designed to ensure that trending content was both relevant and newsworthy. However, it also sparked debates about potential bias in topic selection.
2016 algorithmic shift: personalized trends
In response to criticism and to improve user experience, Facebook made significant changes to its Trending Topics feature in 2016. The platform shifted towards a more algorithmically driven approach, reducing reliance on human curators. This change aimed to personalize trending content based on individual user interests and engagement patterns.
The algorithmic shift also introduced a more regional focus, showing users trends that were popular in their geographic area. This localization was intended to make trending topics more relevant and engaging for users around the world.
2018 discontinuation: removal of trending section
In a surprising move, Facebook announced the discontinuation of its Trending section in June 2018. This decision was driven by several factors, including the feature’s limited use, concerns about its effectiveness in combating misinformation, and a desire to focus on other news and information products.
The removal of the Trending section marked a significant shift in Facebook’s approach to surfacing popular content. It signaled a move away from centralized trend identification and towards more distributed methods of content discovery.
2020 COVID-19 response: limited trend reintroduction
In response to the global COVID-19 pandemic, Facebook temporarily reintroduced a limited form of trending topics in 2020. This feature, called COVID-19 Information Center , aimed to provide users with accurate and up-to-date information about the pandemic from authoritative sources.
While not a full return to the previous Trending Topics feature, this move demonstrated Facebook’s ability to adapt its platform to meet urgent informational needs during a global crisis. It also highlighted the ongoing challenge of balancing algorithmic content distribution with the need for reliable, trending information.
Current methods to discover trending topics on facebook
Facebook search function for hashtag exploration
While Facebook no longer offers a dedicated trending section, users can still explore popular topics and hashtags using the platform’s search function. By entering a hashtag or keyword into the search bar, users can discover recent and popular posts related to that topic.
This method requires a more proactive approach from users, as they need to have a specific topic or hashtag in mind to search for. However, it can be an effective way to gauge the popularity and recent activity around particular subjects or events.
Crowdtangle: Third-Party tool for content analysis
For more in-depth analysis of trending content on Facebook, many marketers and researchers turn to third-party tools like CrowdTangle. Owned by Meta (Facebook’s parent company), CrowdTangle provides insights into the performance of public content across social media platforms, including Facebook.
CrowdTangle allows users to track the spread of content, identify trending posts, and analyze engagement patterns. While primarily designed for publishers and researchers, it offers valuable insights into content trends that can inform marketing strategies and content creation.
Facebook insights for page administrators
Page administrators have access to Facebook Insights, a native analytics tool that provides data on page performance and audience engagement. While not specifically designed for trend tracking, Insights can offer valuable information about which types of content and hashtags are resonating with a page’s audience.
By analyzing metrics such as reach, engagement, and shares, page administrators can identify trending topics within their specific audience. This data can inform content strategies and help pages align with emerging trends relevant to their followers.
Facebook groups as trend indicators
Facebook Groups have become increasingly important as hubs of community engagement and discussion. Active groups focused on specific topics or interests can serve as indicators of trending subjects within those communities.
Marketers and researchers can join relevant groups to monitor discussions, track frequently used hashtags, and identify emerging trends. This approach provides a more granular, community-specific view of trending topics compared to platform-wide trend analysis.
Alternative platforms for trending hashtag tracking
Twitter’s trending topics feature
Twitter remains one of the most prominent platforms for real-time trend tracking. Its Trending Topics feature provides users with a constantly updated list of popular hashtags and subjects, both globally and regionally. This feature makes Twitter an invaluable resource for identifying emerging trends and hot topics across various industries and interests.
Many marketers use Twitter’s trends as a barometer for broader social media trends, often applying insights gained from Twitter to inform their strategies on other platforms, including Facebook. The real-time nature of Twitter’s trend identification can provide early signals of topics that may soon gain traction across other social networks.
Instagram’s explore page algorithm
Instagram, another platform owned by Meta, offers trend insights through its Explore page. This algorithmically curated feed presents users with content tailored to their interests, including popular posts and trending hashtags. While not as explicitly trend-focused as Twitter, Instagram’s Explore page can provide valuable insights into visual and lifestyle trends that often cross over to Facebook.
Marketers can leverage Instagram’s trending content to inform their Facebook strategies, particularly for visually-driven campaigns or when targeting younger demographics. The cross-platform nature of many trends means that what’s popular on Instagram often finds traction on Facebook as well.
Tiktok’s for you page and trending sounds
TikTok has emerged as a powerful trendsetter in social media, with its For You Page algorithm and Trending Sounds feature driving rapid content virality. While TikTok’s format differs significantly from Facebook, many trends that originate on TikTok quickly spread to other platforms, including Facebook.
Monitoring TikTok trends, especially those related to music, challenges, and viral content formats, can provide marketers with early insights into emerging social media trends. These insights can be adapted and applied to Facebook content strategies, helping brands stay ahead of the curve in trend adoption.
Impact of facebook’s trend removal on digital marketing
Shift towards organic content discovery
The removal of Facebook’s Trending section has led to a greater emphasis on organic content discovery. Marketers now focus more on creating engaging, shareable content that can naturally gain traction within user networks. This shift has placed increased importance on understanding audience preferences and crafting content that resonates on a more personal level.
Strategies for organic discovery often involve leveraging Facebook’s algorithm by encouraging user interactions, fostering community engagement, and creating content that sparks conversations. The use of relevant hashtags, while less prominent than on other platforms, still plays a role in categorizing content and making it discoverable to interested users.
Increased reliance on paid advertising
With the decreased visibility of organic trends, many marketers have turned to paid advertising to ensure their content reaches target audiences. Facebook’s sophisticated advertising platform allows for precise targeting based on demographics, interests, and behaviors, providing a way to put content in front of relevant users even without the benefit of trending topics.
This shift has led to more strategic and data-driven approaches to content promotion, with marketers carefully analyzing performance metrics to optimize their advertising spend and content strategy. The challenge lies in balancing paid promotion with organic engagement to create a sustainable and effective social media presence.
Rise of influencer marketing on facebook
The absence of a centralized trending feature has contributed to the growing importance of influencer marketing on Facebook. Influencers, with their established audiences and high engagement rates, serve as conduits for trend creation and dissemination. Brands increasingly partner with influencers to tap into their follower bases and leverage their ability to generate buzz around specific topics or hashtags.
This approach allows marketers to create micro-trends within specific communities or interest groups, potentially leading to broader trend adoption. Influencer collaborations can help brands navigate the complexities of Facebook’s algorithm by leveraging the influencers’ established connections and engagement patterns.
As the landscape of trend discovery on Facebook continues to evolve, marketers must adapt their strategies to leverage available tools and platforms effectively. While the days of a centralized trending section may be over, opportunities for trend identification and engagement remain abundant for those willing to explore alternative methods and embrace a more nuanced approach to content strategy on the platform.