How to Spot Trends with Google and TikTok

Staying ahead of the curve is essential for content creators and marketers. Identifying emerging trends allows you to create relevant content that captures audience attention, drives engagement, and boosts visibility. But how do you actually find these trends before they become yesterday’s news?

Two of the most powerful tools available for trend spotting are Google Trends and TikTok. Google offers a window into what the world is searching for, revealing patterns in user interest over time. TikTok, on the other hand, provides a real-time look at the cultural conversations, sounds, and challenges that are capturing the public’s imagination. By learning how to use these platforms effectively, you can gain a significant advantage in your content strategy. This guide will walk you through how to use both Google Trends and TikTok to uncover insights and generate ideas for your next big piece of content.

Understanding Google Trends

Google Trends is a free tool that analyses the popularity of top search queries in Google Search across various regions and languages. It presents this data in graphs, allowing you to see how interest in a topic has waxed and waned over time. For marketers and creators, this is an invaluable resource for gauging public interest and making data-driven decisions.

How to Use Google Trends

Getting started with Google Trends is straightforward.

1. Enter a Search Term: Go to the Google Trends homepage and type a keyword or topic into the search bar. For example, if you’re in the fashion industry, you might search for “quiet luxury.”
2. Analyse the Interest Over Time Graph: The primary graph shows you the search interest for your term over a selected period. You can adjust the time frame from the past hour to as far back as 2004. This helps you identify if a topic is a fleeting fad, a seasonal trend (like “pumpkin spice latte” every fall), or has steady, long-term interest.
3. Refine by Region and Time: You can filter data by country, state, or even metropolitan area. This is particularly useful for local businesses or campaigns targeting specific geographic locations.
4. Explore Related Topics and Queries: Scroll down to find the “Related topics” and “Related queries” boxes. These sections are goldmines for content ideas.
   • Rising Queries: These are terms that have had the most significant growth in search frequency recently. Jumping on a “breakout” term can position you as a thought leader.
   • Top Queries: These are the most popular related search terms, indicating sustained interest.
5. Compare Multiple Terms: You can compare up to five different search terms at once. This is great for weighing the popularity of different content ideas. For instance, you could compare “capsule wardrobe” vs. “dopamine dressing” to see which style concept is currently more popular with search users.

By regularly checking Google Trends, you can get a clear picture of what your audience is curious about, helping you create content that directly answers their questions.

Tapping into TikTok Trends

While Google Trends shows what people are searching for, TikTok shows what people are creating and engaging with. As a hub of cultural currency, spotting trends on TikTok can give your content an immediate boost in relevance and shareability. TikTok trends can be anything from a specific dance, a popular audio clip, a video format, or a recurring theme.

How to Find TikTok Trends

Unlike the structured data of Google Trends, finding trends on TikTok requires a more observational approach.

1. Use the “For You” Page (FYP): Your FYP is algorithmically tailored to your interests, but it’s also a great place to spot what’s going viral. Spend time scrolling and look for recurring sounds, video formats, or jokes. If you see the same audio clip or theme multiple times within a short period, you’ve likely found a trend.
2. Check the Discover Page: The Discover page (often found by tapping the search icon) showcases trending hashtags, sounds, and effects. This is TikTok’s own curated list of what’s popular on the platform right now.
3. Explore Trending Sounds: Audio is the backbone of many TikTok trends. When you see a video with a sound you think might be trending, tap on the sound name at the bottom of the screen. This will take you to a page showing all the videos that have used that audio. If there are thousands of videos and many have been posted recently, it’s a hot trend.
4. Follow Trend-Spotting Creators: Many creators specialise in identifying and explaining new trends. Following accounts like @trendalerty or simply searching for “TikTok trends” can give you a curated look at what’s new and how you can participate.
5. Visit the TikTok Creative Centre: For a more data-backed approach, the TikTok Creative Centre is an excellent resource. It provides insights into trending hashtags, songs, creators, and videos, filterable by region and industry. This is especially useful for businesses looking to align their marketing with what’s popular on the platform.

Strategies for Spotting and Using Trends

Now that you know where to look, how do you effectively combine these insights into a cohesive content strategy?

Look for Patterns and Crossovers

The most powerful trends are often those that appear on both platforms. If you see a topic gaining traction on Google Trends and also notice related content popping up on your TikTok FYP, that’s a strong signal that the topic has broad appeal. For example, if “AI headshots” is a rising query on Google and you see TikTok creators sharing their own AI-generated photos, you have a multi-platform trend on your hands.

Utilise Relevant and Related Keywords

Both Google and TikTok provide valuable keyword insights.

• On Google Trends, the “Related Queries” section can be used directly for SEO. If you see “how to build a capsule wardrobe” is a rising query, that’s a perfect title for a blog post or YouTube video.
• On TikTok, trending hashtags are your keywords. Including relevant trending hashtags in your video captions can significantly increase your content’s visibility and help it reach a wider audience.

Adapt Trends to Your Niche

The key to successful trend-spotting is not just copying what’s popular but adapting it to your unique brand voice and niche. Ask yourself: “How can I put my own spin on this trend?” For example, if there’s a trending audio clip, a law firm could use it to create a funny video about common legal myths, while a bakery could use it to showcase its cake decorating process. This authenticity helps you connect with your audience while still benefiting from the trend’s momentum.

Build Your Content on Timely Insights

Trend spotting is both an art and a science. It requires a curious mind, an observant eye, and the ability to act quickly. By integrating Google Trends and TikTok into your regular workflow, you can move from reacting to trends to anticipating them. These platforms provide the data and cultural context needed to create content that is not only relevant but also resonates deeply with your audience. Start exploring, look for patterns, and get ready to create content that truly captures the moment.