Using Filters
Filters help you take action on trends once you understand their lifecycle stage.
They make it easier to:
- Identify opportunities
- Prioritize trends
- Answer specific business questions
Filters don’t replace the Trend Lifecycle — they help you apply it.
Lifecycle = Strategy
The Trend Lifecycle tells you:
- Where a trend sits in its evolution
- Whether it is emerging, scaling, dominant, or declining
- How much risk or opportunity exists
This is your strategic foundation.
Before using filters, always ask:
What stage is this trend in?
Filters = Execution
Once you understand the lifecycle stage, filters help you:
- Narrow down trends
- Focus on specific signals
- Execute based on your goals
Each filter is designed to answer a clear question, such as:
- What is trending right now?
- What is growing long-term?
- Where is there low competition?
- Which trends are organic vs paid?
How Filters Answer Business Questions
Instead of asking:
“Which filters should I use?”
Start with:
“What am I trying to find?”
Then choose the filter that matches your goal:
- Find emerging signals → Trending This Week (TikTok / Instagram)
- Identify long-term growth → Trending This Year (Google)
- Find whitespace → Whitespace Opportunity (Google/TikTok)
- Validate cultural momentum → Organic Trends (TikTok)
Lifecycle tells you what a trend means.
Filters tell you what to do next.
How to Use Sorting
Sorting helps you prioritize trends based on your objective.
Different sorting methods surface different types of opportunities:
- Sort by Volume
→ Identifies the largest, most established trends
→ Best for understanding market size and mainstream demand - Sort by Absolute Growth (Increase)
→ Highlights trends driving the biggest change in demand
→ Best for identifying impactful shifts at scale - Sort by % Growth
→ Surfaces trends growing the fastest relative to their size
→ Best for identifying emerging or early-stage opportunities
How to Choose the Right Sort
- Looking for category leaders → Sort by Volume
- Looking for what’s driving change → Sort by Increase
- Looking for what’s emerging → Sort by % Growth