What is trendjacking?

Trendjacking (also known as trend hijacking) is a marketing strategy where brands capitalize on trending topics, viral moments, or cultural events to insert themselves into conversations already capturing public attention. The goal is to increase brand visibility, connect with audiences in real time, and drive engagement by aligning brand messaging with something that’s already popular.

Used effectively, trendjacking can lead to increased traffic, social shares, and even media coverage. It works best on fast-moving platforms like Twitter/X, Instagram, and TikTok, where timing and relevance are everything.

However, brands must approach trendjacking carefully—misjudging tone, context, or timing can lead to backlash or appear opportunistic.

Examples:

• A brand referencing a viral meme in a product launch post.
• A company creating content around a major sports event, awards show, or social trend.

Why Brands Use Trendjacking

• Boost Visibility: Riding the wave of a popular trend increases the chances of your content being seen and shared.
• Drive Engagement: Trend-based posts often spark likes, comments, and shares more than regular content.
• Show Brand Personality: Trendjacking allows brands to be witty, bold, or culturally relevant, helping them connect with audiences authentically.