Boost Discoverability: Sprout Social’s Trend Tool

Discoverability is no longer a luxury; it’s the bedrock of a thriving business. In an increasingly noisy digital space, standing out from the crowd requires a strategic and proactive approach. How can you ensure your target audience finds you before they find your competitors?

Let’s face it: if people can’t find you, all the brilliant marketing campaigns in the world won’t matter. That’s why mastering discoverability is paramount. I’ve seen too many businesses in the Atlanta area pour resources into beautiful websites and compelling content, only to be buried on page five of Google. The solution? A combination of smart SEO, targeted advertising, and proactive trend adoption. I’m going to walk you through exactly how to increase your discoverability using Sprout Social’s Trend Discovery tool.

Step 1: Accessing Trend Discovery

First, log into your Sprout Social account. You’ll find the Trend Discovery feature nested within the “Listening” section of the main navigation menu, located on the left-hand side of the screen. Click “Listening,” and a sub-menu will appear. Select “Trend Discovery” from this sub-menu. If you haven’t used Trend Discovery before, you might see a brief onboarding tutorial. Take a moment to glance through it.

### Pro Tip

Keep an eye out for Sprout Social’s regular updates. They frequently add new filters and data sources to Trend Discovery. In the past year, they’ve integrated data from platforms like Discord and Twitch, expanding the tool’s reach significantly.

### Common Mistake

Don’t skip the onboarding tutorial! It highlights key features and shortcuts that will save you time in the long run. I’ve seen users miss out on valuable insights simply because they weren’t aware of all the available options.

### Expected Outcome

You should now be on the Trend Discovery dashboard, a clean interface with a prominent search bar and several pre-populated trend categories.

Step 2: Defining Your Search Parameters

Now, let’s get specific. In the search bar at the top of the Trend Discovery dashboard, enter keywords related to your industry or target audience. For example, if you’re a local bakery in the Buckhead neighborhood, you might search for “Atlanta bakeries,” “Buckhead desserts,” or “custom cakes Atlanta.” Next, refine your search using the available filters. Click the “Filters” button, located just below the search bar on the right-hand side.

### Refining Your Search with Filters

A panel will slide out from the right, presenting various filtering options:

• Location: Specify a geographical area. You can enter a city, state, or even a custom radius around a specific address. For our Buckhead bakery example, you’d want to set the location to Atlanta, GA, and perhaps narrow the radius to 10 miles.
• Language: Select the language of the trends you want to discover.
• Platform: Choose the social media platforms you want to analyze. Sprout Social supports a wide range of platforms, including X, Instagram, YouTube, and TikTok.
• Sentiment: Filter trends based on the overall sentiment (positive, negative, or neutral) associated with them.
• Demographics: This filter allows you to target trends based on age, gender, and interests. However, this filter is only available for certain platforms and requires a Sprout Social Advanced plan.

Once you’ve set your desired filters, click the “Apply Filters” button at the bottom of the panel.

### Pro Tip

Experiment with different filter combinations to uncover niche trends that your competitors might be missing. For instance, try filtering for “positive sentiment” trends related to “vegan desserts” in Atlanta.

### Common Mistake

Don’t over-filter your search. Applying too many filters can limit your results and cause you to miss out on relevant trends. Start with broad filters and gradually narrow your search as needed.

### Expected Outcome

The Trend Discovery dashboard will now display a list of trending topics that match your search parameters and filters.

Step 3: Analyzing Trending Topics

The Trend Discovery dashboard presents trending topics in a card-based format. Each card includes:

• Trend Name: A concise description of the trending topic.
• Volume: An indication of the number of mentions the topic has received over a specific period.
• Sentiment: A visual representation of the overall sentiment associated with the topic (positive, negative, or neutral).
• Related Keywords: A list of keywords that are frequently mentioned alongside the trending topic.
• Example Posts: A selection of recent social media posts that mention the trending topic.

Click on a trend card to view a more detailed analysis. This will open a dedicated trend page with additional information, including:

• Trend Timeline: A graph showing the trend’s popularity over time.
• Demographic Breakdown: Data on the age, gender, and location of the people discussing the trend.
• Influencer Analysis: A list of influential users who are actively discussing the trend.
• Related Articles: Links to news articles and blog posts that mention the trend.

### Pro Tip

Pay close attention to the “Related Keywords” section of each trend card. These keywords can provide valuable insights into the nuances of the trend and help you optimize your content accordingly.

### Common Mistake

Don’t just focus on the most popular trends. Sometimes, the smaller, niche trends can offer the greatest opportunities for differentiation and engagement.

### Expected Outcome

You should now have a solid understanding of the various trending topics related to your industry and target audience.

Step 4: Implementing Your Findings

Now that you’ve identified relevant trends, it’s time to put your findings into action. Here’s how you can leverage these insights to improve your discoverability:

• Content Creation: Create content that aligns with the trending topics. This could include blog posts, social media updates, videos, or even podcast episodes. For our Buckhead bakery example, if you notice a trend around “artisanal sourdough,” you could create a blog post about your sourdough baking process or share a video showcasing your sourdough bread.
• Social Media Engagement: Actively participate in conversations related to the trending topics. Share your thoughts, ask questions, and engage with other users.
• Influencer Marketing: Partner with relevant influencers to promote your brand and content.
• Paid Advertising: Use paid advertising to target users who are interested in the trending topics. In Google Ads Manager, click Campaigns > New Campaign > select Website Traffic as your goal > choose Search as campaign type. Then, add keywords related to the trends you’ve identified. I had a client last year who used this approach to target users searching for “sustainable coffee beans” in the Grant Park neighborhood, and they saw a 30% increase in website traffic.
• Website Optimization: Incorporate the related keywords into your website content and meta descriptions to improve your search engine rankings.

### Pro Tip

Don’t just blindly jump on every trend. Make sure the trend aligns with your brand values and target audience. Authenticity is key.

### Common Mistake

Failing to track the results of your trend-based marketing efforts. Use analytics tools to measure the impact of your campaigns and make adjustments as needed.

### Expected Outcome

By consistently implementing your findings, you should see a noticeable improvement in your discoverability, engagement, and overall marketing performance.

Step 5: Monitoring and Adapting

Trend Discovery isn’t a one-time task. It’s an ongoing process. The digital world is constantly changing, and new trends emerge every day. That’s why it’s crucial to regularly monitor Trend Discovery and adapt your marketing strategy accordingly. Set aside time each week to explore new trends and identify opportunities to connect with your audience in fresh and relevant ways. Here’s what nobody tells you: the real value of trend discovery lies in its ability to help you anticipate future trends, not just react to them. For example, understanding search trends for 2026 can help you prepare.

### Pro Tip

Set up alerts in Sprout Social to be notified when new trends emerge that match your search parameters. This will help you stay ahead of the curve and capitalize on opportunities before your competitors do.

### Common Mistake

Becoming complacent and failing to adapt to changing trends. If you stick to the same old marketing strategies, you’ll quickly fall behind.

### Expected Outcome

By consistently monitoring and adapting, you’ll ensure that your marketing strategy remains relevant and effective in the long run.

Discoverability isn’t about luck; it’s about strategy. By proactively using tools like Sprout Social’s Trend Discovery and adapting your marketing efforts to align with current trends, you can significantly increase your visibility and reach your target audience. It’s an investment that pays dividends in increased traffic, engagement, and ultimately, conversions. So, what are you waiting for? Start exploring today!

The most effective way to boost discoverability? Start now. Don’t wait for the “perfect” moment or the “ideal” trend. Begin exploring Trend Discovery, experiment with different filters, and start creating content that resonates with your audience. Even small steps can lead to significant improvements in your visibility and overall marketing success.