How to Trend on Twitter

Getting a topic to trend on Twitter can feel like trying to catch lightning in a bottle, but it's far more science than magic. It requires a smart combination of timing, content, engagement, and a deep understanding of how the platform actually works. This guide breaks down the exact strategies you need to give your hashtag or topic the best possible chance of hitting that coveted Trending Topics list.

What 'Trending on Twitter' Actually Means

Before we get into the "how," let's quickly cover the "what." A topic is "trending" when Twitter’s algorithm identifies it as a popular subject of conversation right now. These topics appear in the "What's happening?" section, tailored to each user based on their interests, location, and who they follow.

The algorithm doesn’t just count sheer volume. It prioritizes what’s new and surging in popularity. A hashtag getting 1,000 tweets per hour is more likely to trend than one getting 10,000 tweets spread evenly over 24 hours. The key is velocity - a rapid increase in mentions over a short period.

The algorithm looks for:

• Spike in Tweet Volume: The number of tweets using a specific keyword or hashtag in a short time.
• Engagement: Retweets, replies, likes, and quote tweets all matter. A topic with high engagement signals a rich conversation.
• Authoritative Accounts: When accounts with a large, engaged following start tweeting about a topic, it gains credibility.
• Diversity of Accounts: The conversation can't just come from a small group of spamming accounts. It needs to look like a genuine, widespread discussion.

1. Build Your Foundation Before You Aim to Trend

You can't manufacture a trend from a brand-new account with zero followers. The accounts that successfully launch trending topics have done the groundwork. You need a dedicated community, however small, that is ready to engage with your content.

Grow an Engaged Audience

Focus on creating consistently valuable content for your niche. This builds trust and gives people a reason to follow you. Don't just broadcast, have conversations. Reply to comments, participate in Twitter Chats, and engage with other people's content. When you launch a campaign, you'll be calling on an audience that already knows and interacts with you, not just a list of passive followers.

Define Your Goal

Why do you want to trend? The goal can't just be "to trend." It has to be tied to a business objective. Are you trying to:

• Promote a new product launch?
• Raise awareness for a cause?
• Drive traffic to a live event or webinar?
• Get feedback on a new idea?

Having a clear goal will shape your messaging and help you measure success beyond vanity metrics. For example, if your goal is traffic, you'll need to make sure your tweets include a clear call-to-action with a link.

2. Choose a Powerful and Unique Hashtag

Your hashtag is your rally cry. It’s the central point around which the conversation will build. A bad hashtag can kill a campaign before it starts.

Keep It Short, Simple, and Memorable

Think short phrases that are easy to remember and type. Use capitalization to improve readability (e.g., #SmartMarketing vs. #smartmarketing). Avoid brand slogans that are long or generic. A great hashtag feels natural and inviting.

Example: For a webinar promoting a new design tool, #FutureOfDesign is better than #UseSmithsNewDesignSoftwarePromo.

Make Sure It's Unique

Do your research! Before you go all-in on a hashtag, search for it on Twitter. One of the fastest ways to fail is to choose a hashtag that's already associated with something else, especially if that "something else" is negative or controversial. You don't want your brand message getting lost in an unrelated conversation.

Give People a Reason to Use It

Your hashtag shouldn’t just describe your campaign, it should invite participation. Posing a question or a challenge can work wonders.

Example: A coffee brand could use #MyMorningMantra to encourage users to share their coffee rituals, rather than just using something stiff like #BrandXCoffeePromotion.

3. Strategically Time Your Launch

Timing your campaign is about more than just finding the time when the most users are online. It’s about creating an "event" and tapping into moments when people are actively looking for conversation.

Find Your Audience's Peak Hours

Use Twitter Analytics or a third-party tool to understand when your followers are most active. Scheduling the first wave of your campaign tweets for these peak hours gives you an immediate burst of initial engagement. This is the spark you need to start the fire.

Piggyback on Live Events

It’s often easier to join a flowing river than to create one. Is there an industry conference, a popular TV show premiere, a sporting event, or a cultural moment relevant to your niche? Structuring your campaign around these live events means you’re communicating with an audience that is already tuned in and ready to talk. Tie your hashtag and content into the larger event to tap into that existing energy.

For example, during a major marketing conference, a software company could trend with a relevant hashtag like #MarketingLessonsFromINBOUND and share live insights.

4. Craft High-Engagement Content

A trending topic requires more than just your hashtag. The content of the tweets needs to be compelling enough for people to not just read, but to interact with and share.

Go Beyond Text-Only Tweets

Tweets with visuals get significantly more engagement. Mix up your content types:

• Videos: Short, informative, or entertaining videos work wonders.
• GIFs and Memes: Memes are the language of the internet. A relevant and funny meme can go viral instantly. Use them to make your brand relatable.
• Images & Infographics: Share valuable data or a powerful quote in a visually appealing image format.
• Polls: Twitter Polls are an easy, low-friction way to get people to engage. Ask a fun or thought-provoking question related to your campaign.

Ask Questions and Prompt Action

Invite people directly into the conversation. Frame your tweets as questions or fill-in-the-blanks. Tell people exactly what you want them to do.

Good examples:

• "RT if you think remote work is the future. #FutureOfWork"
• "What's the one piece of advice you’d give a brand new founder? Use #StartupWisdom to share."
• "We're debating our new t-shirt design. Which one is your favorite: Left or Right? #BrandChoice"

5. Fuel the Fire Through Mobilization and Engagement

Posting once isn't a campaign. Trending requires a coordinated effort and active participation once the conversation starts.

Coordinate with Partners and Advocates

Before launch day, reach out to friendly brands, influencers in your niche, employees, and superfans. Let them know what you’re planning and when it’s happening. Ask if they’d be willing to participate by sharing a tweet using the hashtag at a specific time. This coordinated first push creates that critical initial velocity that the algorithm is looking for.

Engage With Every Single Reply

As soon as people start using your hashtag, your job is to fan the flames. Be present and active in the conversation.

• Like and reply to every relevant tweet using the hashtag.
• Retweet and Quote Tweet the best contributions from your community. This showcases user-generated content and encourages more people to participate.
• Don't be a robot. Add value, be funny, and show personality. You are hosting a conversation, not just monitoring a keyword.

Cross-Promote on Other Channels

Don't limit your campaign to Twitter alone. A few hours before your campaign begins, announce it on your Instagram Stories, LinkedIn page, and in your email newsletter. Tell your followers on other platforms what hashtag you're trying to trend and invite them to join the conversation on Twitter.

Final Thoughts

Getting a topic to trend on Twitter is a major accomplishment, but it's the result of a deliberate, well-executed strategy, not luck. It comes down to understanding the algorithm, building a community beforehand, choosing a great hashtag, creating shareable content, timing your launch perfectly, and actively driving the conversation forward.

Successfully executing a timed launch like this requires precise planning and scheduling across your team and partners. At Postbase, we built our visual content calendar specifically for moments like these. Seeing your entire campaign laid out, including the posts from influencers and employees, helps you create that critical initial spike in velocity. With our rock-solid scheduler, you can set an entire wave of tweets to go live at the perfect moment and trust they’ll publish exactly when they're supposed to, giving your hashtag the push it needs to start climbing the trending list. Check out Postbase when you're ready to make your plan a reality.