Reactive vs. Proactive Content – How to Spot Trends Before Your Competitors
How do you find trending topics before your competitors?
Content creators ask this question because they struggle to see the difference between two main types of trend spotting:
The tricky part is that there is some grey area in between them. This often leads to creators trying to do both at the same time in their content strategy.
❌ This is a mistake.
To maximise impact, each content piece should lean more heavily into one type of trend spotting.
➤ This means using tools like Google Trends and TikTok Creative Center.
➤ This means leveraging tools like Instagram Insights and Twitter Trends.
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See these examples of how you would use different tools for each purpose:
- Reactive Content (Google Trends):
Insight: Increased searches for “solo travel”.
Action: Create a curated list of top solo travel destinations with detailed itineraries and safety tips.- Reactive Content (TikTok Creative Center):
Insight: Rising popularity of “glamping”.
Action: Produce short-form videos showcasing luxurious and unique glamping experiences offered by your tour company.- Proactive Content (Instagram Insights):
Insight: Growing engagement on posts about wellness retreats.
Action: Develop a comprehensive guide on top wellness destinations for the upcoming year.
By clearly distinguishing between reactive and proactive content strategies, you can better position yourself ahead of the competition and engage your audience more effectively.
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