1. A method comprising: receiving a first content request, the first content request comprising one or more search terms received within a social networking application; determining a first level of popularity of the first content request, the first level of popularity based, at least in part, on a frequency with which the first content request has been previously submitted within the social networking application within a predetermined period of time; comparing the first level of popularity to a second level of popularity, the second level of popularity based, at least in part, on a frequency with which a second content request has been previously submitted within the predetermined period of time; determining, on one or more processing devices, that the second level of popularity exceeds the first level of popularity; determining a plurality of search results that are responsive to the second content request; determining, on one or more processing devices, respective levels of popularity for the plurality of search results; and providing at least one of the plurality of search results comprising: providing at least a plurality of search results based on the respective levels of popularity of the plurality of search results; and providing one or more alternate search terms that have higher respective levels of popularity than the one or more search terms.