The raw volume trap
Most trend analysis tools simply count. How many mentions, how many articles, how many shares. It's reassuring because it's easy to visualise, but it's misleading: a topic can accumulate millions of occurrences while remaining editorially irrelevant to you, and conversely, a relevant signal can drown under the mass.
Three dimensions to balance
To decide whether a topic deserves your attention, we look at three complementary dimensions.
1. Volume
The most intuitive measure. How often the topic appears, on which surfaces, at what rhythm. High volume catches the eye but is only a starting point.
2. Velocity
The derivative of volume. A topic stable at a million mentions per day has nothing to do with a topic that goes from a hundred to ten thousand mentions in six hours. Velocity distinguishes the new from the recurring, and it's what signals windows of opportunity.
3. Diversity
The least watched dimension and often the most decisive. A topic that appears across ten different sources, in several languages, on several platforms, signals a phenomenon that goes beyond a bubble. Conversely, a topic that only surfaces from a single platform is likely to be artificially amplified.
Combining the three
A topic with high volume but no velocity is a recurring topic: interesting for evergreen content, not for breaking news. A topic with high velocity but low diversity is probably a local buzz. A topic that combines velocity AND diversity is a strong editorial signal.
This is the combination we aim to make readable at a glance in our trend dashboards.
The final decision stays human
Measuring does not decide. A relevance score helps filter, prioritise, avoid missing things. But the decision to publish — or not to publish — belongs to the editorial team, who knows its audience, line and constraints.
We see metrics as an assistant that presents options, not as an oracle that dictates choices.
Key takeaways
- Volume alone says nothing editorial.
- Velocity signals windows of opportunity.
- Diversity distinguishes real signals from isolated buzzes.
- The combination of the three provides a solid decision base.
- The final decision stays editorial.
In short, measuring better doesn't exempt you from thinking. But it lets you think about the right topics, at the right time.