Introduction
Now trend jacking isn’t just an attention-getting marketing gimmick anymore — but a way for brands to make culture in real time. You’ve seen it in practice: a brand glomming onto a popular meme, riffing off a viral video, or ingeniously lassoing a cultural moment just as it ramps up. Done right, it seems effortless, while still being funny, and even relatable. But what happens behind every “OMG that brand justnailed it” moment is a team that knows how to listen, think fast, and act with clarity.
Let’s break down what trendjacking actually is, how brands are leaning into it to create greater engagement and why you can too — without feeling like you’re the adult trying to sit at the cool kid’s table on the internet.
What Is Trendjacking, Really?
Trendjacking is when a brand jumps into an already viral moment or trending topic in order to be part of the conversation. It’s a combination of timing, cultural acumen and brand intuition. Yes, it’s sort of like entering the group chat that everyone’s already in — and saying something clever enough to get noticed.
And rather than structured campaigns, which take weeks to organize, trendjacking is about responding in the moment. That could mean spreading a funny meme, riffing on a popular video or even hatching an on-the-fly product spin-off from something that’s blowing up online. The intention is not only to go viral, but also to feel relevant and in touch with the world your audience is in.
Why Trendjacking Works So Well
People like seeing their favorite brands take part in the same internet culture they do. It makes the brand read not like a company, but like a guy — a guy who’s in on the joke, or in on the moment, and just knows when to add his two cents.
Trendjacking is effective because it creates in-the-moment content off the back of shared experiences. Rather than interrupting people with ads, brands are woven into what people are already watching, talking about and laughing at. It’s not like you’re pushing a product —it’s about creating a sense of presence.
When Oreo tweeted “You can still dunk in the dark” during the 2013 Super Bowl blackout, that post wasn’t the product of a months-long campaign. It was a snappy comeback, on the fly, and it got — well, not cookies sold, yet — tons of eyeballs, not because it moved cookies, but because it moved faces. That’s what good trendjacking does.
Spotting the Right Trends for Your Brand
Getting on the wrong trend can backfire, quickly. So before you post anything, ask: Does this trend make sense for us? Is this a topic our audience is already partaking in? Can we find the words that sound true to our tone?
You don’t need fancy tools to sniff out trends — you just need to pay attention. Scroll through X (formerly) Twitter and note what hashtags are trending on Instagram, listen to what your audience is saying. The Discover page on TikTok and Google Trends are also good for spotting rising cultural moments before they peak.
Leverage social listening to hear the buzz words that relate to your space. If you’re in the food sector, consider viral recipes, or dining challenges. If you’re in fitness, look out for trends in health routines or memes. It could be a trend not even related to your product, but something your brand can authentically have a perspective on.
Jump In — But Not Into Everything
Your voice does not need to weigh in on every trend. In fact, attempting to comment on everything can make you brand seem out of touch, or worse, thirsty for attention. The trick is knowing when to play and when to watch.
If the trend feels on-brand with your brand personality, audience and values, knock yourself out. If you’re not sure and the answer feels no, go with your gut. A good litmus test is to ask yourself, “Would we be talking about this even if it wasn’t trending?” If the answer is yes, then it’s probably a fit.
There’s also a timing factor. Some persisted for days, but most had sputtered out within 12 to 96 hours. The sooner you do something, the less irrelevant it is. That being said, posting quickly without considering the tone, context or fallout of your statements can be more harmful than helpful.
Creating Content That Feels Real
When a trend strikes, brands feel a deal of pressure to be quick, clever and funny all at the same time. But the good stuff isn’t the most splashy — it’s the most honest.
Rather than overproduce, think about what would make someone smile, nod, share. A waggish caption, a meme mash-up, a dash of screenshot with a twist — these small things rack up shares easily than high-gloss video edits that can’t hit the tone.
Take Zomato, the food delivery app whose social-media game is known for its razor’s edge. A Bollywood actor launches a trailer, and Zomato has a food spin-off that goes down easy. It’s not yelling — it’s having a say.
Your content should feel like something your audience would say or share. That’s when it spreads — not because it’s branded, because it feels personal.
Real Examples That Stood Out
Here, we look at a few brands that trendjacked successfully — and why some worked, and others didn’t.
Oreo’s Blackout Tweet: When the Super Bowl lost power, Oreo tweeted “You can still dunk in the dark.” It was relevant, easy to do and timely to the event and their product. The tweet received over 15,000 retweets within hours and is still referenced a decade later.
Zomato’s Bollywood Moments: Zomato frequently jumps with snackable content to film releases, cultural moments and even film-related celebrity trends. Exhibit A: the drop of a pop star’s movie trailer, which Zomato deftly turned the tagline for, to suit food pangs — and it just worked. Their voice is informal, snappy, and always on brand.
Heinz Swiftie Sauce: When Taylor Swift was caught on camera eating chicken tenders with ketchup and ranch, Heinz went on to create a limited-edition sauce based on her meal. It was a smart mix of meme culture, pop relevance, and product play — and fans loved it.
Avoiding the “Try-Hard” Trap
The greatest danger with trendjacking is the appearance of effort — as in, you’re trying too hard to be cool. Audiences can spot a fake fast — and when a brand tries to shoehorn itself into a trend to which it’s not suited, it usually ends poorly.
Before going to press or video, consult your own team. Does it sound like you? Would your main audience understand the reference? Is this an attempt at adding to the discussion, or just to ride the wave?
Also avoid sensitive or heavy subjects unless they are directly related to your brand. Many trendjacking fails result from misreading the mood — making a (bad) joke in the midst of a tragedy, or promoting a product amid a crisis. When in doubt, sit it out.
Having a small internal “gut check” team — even two or three people — can be a sounding board that keeps you tethered to reality. Empower somebody on your team to be able to say no.
What Happens After You Post?
Trendjacking isn’t simply a matter of hitting “publish” and signing off. Watch how your audience responds. Are they engaging? Sharing? Commenting positively?
Keep tracking how the post performs — but not just based on likes. Find shares, saves and sentiment on the comments. It’s the signals that tell you how the content actually landed.
You can also milk a good trendjacking moment. That could be a follow-up blog post, a recap thread or even part of a brand story for your newsletter. One moment of buzz can spark a longer story if you play it right.
Where Trendjacking Is Headed Next
As social platforms change and attention spans shorten, trendjacking will become increasingly common — and more challenging to get right. AI can help brands spot trends earlier, but the response still requires human instinct.
Short-form video, meme responses and creator collabs will have even more of a place in trend-driven content. But the ones that will rise above can be the ones that understand themselves — and know when it’s their moment.
In a heartbeat-paced world where trends speed by in seconds, relevance is not just about being quick — it’s about being genuine.
Conclusion
At its most basic, trendjacking is about coming to the party where your audience is — not with a sales pitch, but with something they want to see, share or smile at. The brands that do this well aren’t pursuing attention. They’re paying attention.
Get the timing right, speak in your natural tone and offer something true to your brand, and trendjacking ceases to be a trick; it becomes a conversation. The trick isn’t to be first — it’s to be the most real.
So the next time your feed illuminates with a viral moment, consider: do we have something meaningful or fun to contribute? If the response feels right, dive in. If you’re not, just wait for the next one. There’s always another moment — and the best ones are worth waiting for.
FAQs
1.What is trendjacking in marketing?
Trendjacking is as a brand participating in an existing viral or trending conversation to connect with its audience in real-time. It’s a manner of reacting fast to what is trending online to remain top-of-mind and to build brand connection.
2.Why is trendjacking effective?
And it works because it hijacks what people already are paying attention to. Rather than cutting in to them with ads, brands become enmeshed in the cultural moment, lending their message added verisimilitude and poignance.
3.Is trendjacking the right fit for every brand?
Not always. Trendjacking is most effective when the trend feels organic to your brand voice, audience, and values. Being too eager, or jumping into the wrong trend, can come off as forced or have the opposite effect — particularly in the case of sensitive topics.
4.How can I discover new trends to participate in?
Leverage social listening tools, track sites such as X (Twitter) and Instagram, and keep an ear to the ground on hot hashtags and viral content. Google Trends and Reddit are excellent places to find early signals as well.
5.What are some dangers of trendjacking?
The primary risks are arriving to the game too late, misreading the mood of a trend and attempting to jam your brand into conversations in which it has no business. Verify context, timing and audience mood before sharing.
Comments are closed