Twitter's trending searches and topics change quite frequently and marketers should be cognizant of this when targeting certain topics.

Companies looking to leverage Twitter as part of their social media marketing strategy often look to leverage trending topic and search queries by creating and sharing related content. While this is a strong practice to ensure content is seen by a target audience, Twitter’s Engineering blog reported that marketers need to monitor trends carefully to see if trends have changed.

According to Twitter, 20 percent of top searches based on trends change approximately every hour. So content created to hit certain trends may not maintain their popularity for a particularly long time period.

Twitter’s engineers pointed to a random date in the 12 months and found that 17 percent of the top 1,000 search queries had lost all traction by the next day. Moreover, 13 percent of the best popular searches from one day generated little activity the next. Essentially, Twitter becomes more dynamic every day, and companies must adjust their content strategy accordingly.

For the most part, content marketing campaigns that include an element of social sharing are created without much intent on social trends. However, anticipating topics most likely to be more popular on certain days can help companies drive traffic and expand the visibility of their content.

One such event coming up is Father’s Day, which businesses in both the B2B and B2C sectors can use to showcase an interesting take on their company.

In the past, Brafton has highlighted other trends that marketers have leveraged to make content more visible. For example, the Super Bowl and Groundhog Day both helped organizations boost site traffic and bring a different look to their content.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.