How to Effectively “Trendjack” on Social Media (With 3 Big Brand Success Stories)
Trendjacking—the art of riding a popular trend on social media to gain visibility and connect with audiences—has become a powerful marketing tool in today’s digital landscape. When done right, trendjacking can help brands boost engagement, stay relevant, and even go viral. But it’s not as simple as jumping on every new hashtag. Effective trendjacking requires timing, relevance, and creativity to truly resonate with audiences and align with your brand.
Here’s a guide to trendjacking, including tips for getting it right and three major brands that nailed their trendjacking strategies.
What is Trendjacking?
Trendjacking is the practice of leveraging trending topics, hashtags, or viral moments on social media to promote your brand. Brands essentially “hijack” a trend to gain visibility by joining a popular conversation in a way that aligns with their voice and objectives.
The goal is to insert your brand into a trending conversation so it feels natural, engaging, and relevant. Successful trendjacking can result in higher engagement, increased followers, and greater brand awareness. However, it can also backfire if a brand appears tone-deaf or inauthentic, so it’s essential to approach trendjacking carefully.
How to Effectively Trendjack on Social Media
To effectively trendjack, keep these tips in mind:
1. Stay on Top of Trends
Successful trendjacking is all about timing. Since trends change quickly, you need to stay updated with what’s happening on social media in real time. Follow trending hashtags on Twitter, Instagram, and TikTok, use tools like Google Trends and BuzzSumo, and pay attention to viral moments on your followers’ feeds.
Pro Tip: Follow industry-specific influencers and publications to catch emerging trends early. The sooner you spot a trend, the more likely you’ll be able to engage with it meaningfully.
2. Make Sure the Trend Aligns with Your Brand
Just because a trend is popular doesn’t mean it’s right for your brand. Always ask if the trend aligns with your brand values, tone, and audience. Trendjacking should feel like a natural extension of your brand identity. If the trend feels forced or irrelevant, it could come across as opportunistic or tone-deaf, ultimately harming your brand.
Example: If your brand is all about environmental sustainability, hopping on trends around Earth Day or green initiatives makes sense. But jumping on unrelated or controversial trends might alienate your audience.
3. Add Your Unique Brand Spin
It’s important to add value when you trendjack. Simply reposting popular content won’t set your brand apart. Instead, look for ways to put a unique spin on the trend by relating it back to your product, services, or brand message in a clever way. The more creative and original, the better!
Example: If a trending meme format is making waves, adapt it to fit your brand voice, whether through humor, storytelling, or a product tie-in.
4. Be Authentic and Avoid Sensitive Topics
Some trends may not be suitable for trendjacking, especially those involving sensitive issues or serious topics. Remember, not every trend is meant for brand engagement, so always be sensitive and stay clear of topics that could come across as exploitative.
Example: Lighthearted trends are often best for brands. Avoid trendjacking on news related to tragedies, political controversies, or other potentially polarizing topics unless your brand has a very clear and relevant stance on the issue.
3 Big Examples of Brands That Trendjacked Successfully
1. Oreo and the Super Bowl Blackout
During the 2013 Super Bowl, a power outage caused a blackout in the stadium. Within minutes, Oreo’s marketing team posted a clever image on Twitter with the caption, “You can still dunk in the dark”. The post went viral instantly, generating over 10,000 retweets within the hour.
Why It Worked:
• Perfect Timing: Oreo seized the moment while it was happening, allowing them to become part of the live conversation surrounding the blackout.
• Relevance: The “dunk in the dark” message perfectly aligned with Oreo’s brand image, subtly promoting the product without being too salesy.
• Humor: The tweet used humor to capitalize on the situation, making the post highly shareable.
Takeaway: Timing is everything. When trendjacking, aim to act fast and make your response feel like a natural part of the conversation.
2. Wendy’s and National Roast Day
Wendy’s has become known for its snarky, humorous brand voice on social media, and their “National Roast Day” trendjacking is a prime example of how to effectively turn a cultural moment into a brand event. On this self-declared day, Wendy’s invites other brands and users to request a roast, and they respond with witty, sometimes brutal, but always funny roasts.
Why It Worked:
• Consistent Brand Voice: Wendy’s has already built a reputation for a witty, sarcastic voice on Twitter, so this trend aligned perfectly with their established tone.
• Audience Engagement: By directly interacting with followers, Wendy’s encouraged high engagement, resulting in thousands of retweets, likes, and replies.
• Creativity and Humor: Wendy’s roasts are unique and highly entertaining, making them incredibly shareable and memorable.
Takeaway: Use your brand’s unique voice to put a creative spin on a trend. Engagement-driven trendjacking, where you interact with your audience, can lead to highly successful and memorable results.
3. Popeyes vs. Chick-fil-A Chicken Sandwich Twitter Feud
When Popeyes launched its chicken sandwich in 2019, it sparked a Twitter feud with Chick-fil-A, with each brand boasting about their sandwich. This friendly rivalry quickly became a trend, with fans of both brands joining in and declaring allegiance. The feud generated massive engagement, as other fast-food brands and consumers joined in on the conversation, turning it into one of the biggest social media moments in fast food.
Why It Worked:
• Relatable Rivalry: The “chicken sandwich wars” tapped into a real consumer interest, making it highly relatable and fun for the audience to join in.
• Brand Interaction: Popeyes’ playful responses to Chick-fil-A’s tweets added to the drama, making it more entertaining for followers and encouraging other brands to chime in.
• Lasting Impact: This trendjacking moment helped Popeyes solidify its position in the market, as the sandwich quickly sold out, proving the power of viral social media.
Takeaway: Engaging in friendly brand competition can be a successful trendjacking strategy, as long as it’s playful and not overly aggressive. By tapping into relatable consumer debates, you can create a trend that audiences want to join.
Final Thoughts: Trendjacking Done Right
Trendjacking is a powerful way to connect with audiences, amplify your brand’s visibility, and show that your brand is in touch with what’s happening in the world. When done thoughtfully and authentically, trendjacking can lead to greater engagement, stronger brand recall, and even viral success.
Remember, the key to successful trendjacking is timing, relevance, and creativity. Keep an eye on what’s trending, make sure the trend aligns with your brand, and add a unique spin that feels authentic to your brand’s voice.
Want help making trendjacking work for your brand? At Golden Hour Co., we specialize in creating impactful social media strategies that resonate with your audience and keep you relevant. Get in touch at danielle@goldenhourcodigital.com to learn how we can help your brand stay on top of trends and stand out on social media.
