Twitter has always been effective at letting its audience know what is so hot right now.
Through trending hashtags, viral topics gather even more engagement as the Twitterati seek more information on the latest trends.
Recently, Facebook has crashed the party with its own trending topics, giving social media users a user-friendly guide on what the latest news and gossip is.
Naturally, these trending topics attract enormous reach. So when creating content for your website and social media, it can be a handy ploy to tap into these trends - as long as it is done right.
Choose your poison carefully
Using trending topics can be very effective, but you want to ensure it doesn't feel tacked on or non-relevant.
For example, you don't want to inject a well crafted, philosophical piece with mentions of Kourtney Kardashian's love life, nor would the Australian cricket team's struggles in England slot into a financial article.
But there are ways to leverage trending topics to great effect, take the case of real estate mogul Tim Gurner for example.
Recently, the millionaire preached to millennials that they could easily purchase property if they flicked the coffee and smashed avocado on toast.
Unsurprisingly, the pitchforks and pyres came out from every corner of the internet to let him know his views were skewed and non-reflective of the real estate reality in Australia.
This presented a golden opportunity to gloss up any story on finance, real estate, millennials, the Australian economy, Australian culture and a host of other topics.
And by dropping the words 'smashed avocado' and 'Tim Gurner' into the copy, hits would flow organically through social media.
Tips to success
Social media expert Johah Berger has outlined a simple blueprint to correctly using trending topics in your own business's content.
The trends you select should be highly relevant to your business, be based on news (best to avoid gossip) and it has to be fresh. Trends usually have a shelf life of less than three days.
He used the example of Snickers leveraging the football World Cup as a good example, with simple posts tying into events in matches gaining enormous volumes of shares online.
Berger also recommends avoiding generic posts, like simple 'Happy Mother's Day' and the like.
He says to use your brand to your advantage, like Nintendo did with their clever post for National Siblings Day.