Several months after tests began, Facebook's (FB +0.3%) "Trending" feature has gone live. Much like Twitter's (TWTR +0.9%) popular "Trends" feature, Facebook's offering allows users to scan publicly-shared content related to topics being widely discussed at a given point in time. One notable difference: Facebook also provides contextual info explaining why a topic is trending.
"Trending" is the latest in a string of new features aimed at getting Facebook users to share more content publicly; others include hashtags and embedded posts. It could also enable an ad product similar to Twitter's Promoted Trends.
Though Facebook has had plenty of success getting businesses and celebrities to post public content, getting its broader user base to share content publicly the way that Twitter users frequently do is proving an uphill battle.