The trends feature isn’t anything new on Twitter, but it has an application secondary to just keeping up with trends in your area:
Where else do you market? Most of us today are working in a global market, so it could pay off to pay attention to what is trending in different areas of the world that you’re active in. It could save you from a faux pas of posting something disruptive and commercial during a local crisis, or help you come up with content you can relate to timely news or pop culture items happening in an area. Anything that helps you learn about your customers and relate to them is a good thing.