Understanding the Trends Happening Across a Specific Set of Social Media Accounts

Here is a quick video to watch to identify trends that brands and influencers are talking about as well as the accounts on social media that consumers are responding positively to.

With BrandPulse’s Social Stream of collective posts across a Custom Set of brands and influencers, you can see the top posts and most recent posts of your curated list. 

Identify Popular Trends

Using Social Stream can help you identify which posts—and ultimately which brands or influencers—are generating the most engagement.

By comparing posts across platforms, you can see not only which account in your selected set is generating the most engagement, but also which platform that engagement is coming from. This helps you understand which trends brands and influencers are focusing on and how those trends are being interpreted.

TL Tip: Start by reviewing Social Stream across all social media platforms in the Social Overview tab, then drill into individual platforms to conduct a deeper analysis.

To dive deeper, use the search bar in Social Stream across one or all platforms to narrow in on specific themes such as a print, silhouette, or other attribute. For example, if you want to explore the animal print trend, search terms like “cheetah,” “leopard,” or “animal” to pull in posts that reference those variations. This can help you understand whether—and how—the accounts in your set are talking about a given trend.

Identify Popular Brands/Influencers

Most brand and influencer activity tends to center on Instagram and TikTok—but which platform is performing better for a given brand or influencer?

To dive deeper into a brand’s presence across social media platforms, click into a specific platform tab, such as TikTok, and then select the Fan Count tab. From there, review the Growth Rate column to identify which brands or influencers have seen the strongest comparative growth over the last month or year, and ultimately which accounts are gaining the most traction with users. You can also use the time range selector in the top-right corner to adjust the period shown for follower count.

Comparing an account’s growth on TikTok versus Instagram can help you understand how its performance differs by platform. This can be especially useful for evaluating how strongly a brand is resonating with younger consumers, based on stronger growth and higher post engagement on TikTok.

In addition, use the 🔍 Search tab to see which brands are generating higher Google search volume recently and how that compares to last year.

Note: When using the Search tab for influencers, search volume may appear lower because people are more likely to search for influencers directly on social media platforms than on Google.

Overall, by evaluating how an account is performing across social media platforms and search, you can identify the brands and influencers that are most relevant to your consumer. Use this combined data to determine which brands to highlight, especially if you are a multi-brand retailer. You can also use these insights from an aspirational or creative perspective by understanding which brands are resonating most strongly with consumers right now. In addition, this analysis can help surface emerging brands within your selected set.

For assistance, reach out to your Customer Success Manager with any questions!