What Is Trendjacking & How to Do it for Your Brand

Do you remember the viral “Little Miss?” meme revival from 2022?

That’s a great example of trendjacking, or inserting your brand into viral online conversations.

It felt like every brand — from global airlines to your local coffee shop — jumped into labeling themselves. Some were hilariously on-point and others…well, not so. For every well-executed moment like a wellness brand that tailored their take to be timely, irreverent, and match their core voice, dozens more missed the mark. And like it or not, audiences can tell.

That’s the fine line with trendjacking. What was once a cheeky social media trick has become a high-stakes play for many modern social media marketers. To stand out and not alienate, brands need more than speed. They need emotional intelligence, audience awareness, and restraint to not jump on every viral moment.

How can you harness what’s trending without sounding tone-deaf or jumping the shark? Let’s break down the basics of effective trendjacking and how you can approach it in a smart way.

Key Takeaways

• Trendjacking is the practice of inserting your brand into viral conversations in a way that feels timely, relevant, and authentic.
• Success requires cultural awareness, audience alignment, and speed. Not every trend is right for every brand.
• Smart brands use social listening tools and planned content workflows to catch trends before they peak.
• Measuring trendjacking goes beyond likes. Look at sentiment shifts and meaningful engagement.
• The future of trendjacking will likely be shaped by AI tools, new platforms, and the growing demand for authenticity.

What Is Trendjacking?

Trendjacking is the practice of injecting your brand into a popular or viral conversation to boost visibility, engagement, or relevance. Brands jump on trending topics like memes, social media challenges, or major pop culture moments to join the conversation in ways that are timely and clever.

Trendjacking really gained traction during the heyday of Twitter (now X), when brands like Oreo seized viral moments (the “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout) and earned massive engagement for real-time creativity. That post was a signal to marketers that being culturally responsive could pay huge engagement dividends. 

Trendjacking isn’t a completely new strategy, though. It has its roots in the older PR strategy of newsjacking. Popularized by David Meerman Scott, newsjacking focused on inserting brands’ perspectives into breaking news stories to get media coverage. Trendjacking is just an evolution of that strategy, tapping into a broader range of online moments. 

When you do it well, trendjacking can help your brand show personality, relevance, and humor. But it’s not a strategy without risks, especially if you do it without considering nuance or alignment to your brand’s values.

How to Pull off an Effective Trendjacking Campaign

Let’s say you’re ready to drive into trendjacking. How do you do it right? Like many effective social media strategies, the best trendjacking campaigns start long before a trend even surfaces. Success often hinges on preparation and cultural awareness, but the real secret is the agility to act fast without sacrificing your brand’s integrity.

Identify Potential Trends

Trendjacking starts with awareness. The earlier you spot a trend, the better your odds of leading the conversation rather than chasing it.

Start with traditional sources. Social listening tools such as AnswerThePublic, TikTok Creator Search Insights, or Sprout Social can surface what’s gaining traction across different platforms. The latter can help you keep an eye on places like X, Bluesky, TikTok’s trending page, Reddit threads, and even Google Trends to stay ahead of the curve. Using these tools doesn’t just tell you what’s trending. They help you catch the wave before it crests.

Effective trendjacking goes deeper than identifying meme formats or hashtags, though. Ask yourself these questions:

• Why is this trending?
• What emotion is it tapping into?
• What cultural shift or behavioral insight is at play?

Take, for example, the “Girl Dinner” trend. It wasn’t just a meme. It was a commentary on autonomy, wellness fatigue, and the pushback against curated perfection.

@liviemaher

#girldinner #medievaltiktok

♬ original sound – Olivia Maher

In addition to staying on top of developing trends, think ahead. Certain events almost always spawn viral moments: award shows, the Met Gala, political debates, and major sporting events are excellent fodder for trends. Develop a calendar of these events and build a properly resourced team that can act when the internet lights up.

Assess the Trend’s Relevance

Before you jump into the trend, assess whether or not it’s right for you. Ask important, hard questions, like “Does this trend actually align with our brand?” and “Will our audience care?” Finally, will it feel authentic or forced?

Many brands falter here. Chasing a trend that’s off-brand does more than fall flat; it risks damaging your credibility. The Duolingo x Scrub Daddy “cursed collab” worked because both brands share a quirky, unfiltered tone. If a serious financial brand tried the same joke? Cue the confused and cringing followers.

Assess risk, too. Some trends carry baggage, like political undercurrents, social controversies, or rapidly shifting sentiment. Your internal team should include diverse perspectives to help flag possible missteps.

Beyond relevance, hopping on the trend should add to your brand’s story. If it doesn’t connect to your values or content pillars, it might be better to skip it. Not every viral moment is worth jumping into. Restraint is often what separates trend-chasers from trend leaders. 

Produce the Content—Quickly!

Once you’ve vetted a trend, it’s “go time.” Timing is everything in trendjacking. Wait too long, and you’re just adding noise to an already crowded feed.

In practice, your team needs a streamlined workflow to move from idea to pressing the publish button in hours, not days. Empower social managers with decision-making autonomy. Maintain a library of pre-approved assets like brand visuals, fonts, and tone examples so your team can capitalize on trends without needing to create a full-scale design from scratch.

Creating internal “trend kits” or rapid response playbooks can help your team execute quickly and safely. Remember: the most memorable trendjacks feel both spontaneous and strategically on-brand because they are.

Creating Impactful Trendjacking Content

Once you’ve identified the right trend and confirmed it makes sense for your brand to participate, the real magic begins: creating content to hit the sweet spot of relevance, creativity, and authenticity. Not every trendjacking post needs to be laugh-out-loud funny or ultra-slick, but it should always bring something fresh and on-brand to the table. Some tried-and-true strategies for creating trendjacking content that resonates include:

1. Customize by Platform

What works on TikTok might not work on LinkedIn, and vice versa. Tailor your content’s tone, format, and visuals to the platform you’re posting on. Wendy’s built their brand on X with snarky one-liners, but the food chain takes a more curated and visual approach on Instagram.

2. Embrace the Weird (Strategically)

Humor, absurdity, and left-field creativity often fuel viral trends. But you can’t force it. Duolingo’s TikTok presence leans fully into weirdness, but it’s consistent with their edgy, millennial-savvy voice.

Add Value. Don’t Just Copy

Don’t simply copy-paste a trending meme format. Add your brand’s POV, a clever twist, or insights that enhance the original. For example, Canva recently leveraged the app’s ability to create color schemes with the growing popularity of Labubu toys.

4. Prioritize Authenticity

Your audience can smell a cash grab a mile away. If the trend doesn’t align with your values or voice, skip it. If you really feel like you need to participate, subtly nod to the trend without trying to dominate it. Engage, like, or reply to accounts that have posted content in the trend without creating new assets on your own.

5. Keep the Content High-Quality

Even in a fast-moving trend cycle, visuals (and sound) matter. Low-res graphics or clunky text overlays can kill your momentum. Use templates or pre-approved brand assets to keep things polished under pressure.

Trendjacking is not the time to let the copywriter have the keys to the Canva account.

When Trendjacking Goes Wrong…

Trendjacking is a real double-edged sword. When done right, it’s clever, memorable, and engaging. When done wrong, it’s also memorable, but for the wrong reasons; it’s tone-deaf, confusing, or even damaging to your brand. Avoid these common pitfalls.

Tone-deaf or Insensitive Posting

Some trends are tied to serious or sensitive events, and misjudging the tone can result in intense backlash. That’s what happened to Pepsi in 2017 for their ad that featured Kendall Jenner, which co-opted protest imagery to sell soda (and promptly got called out for trivializing real social movements).

Just because a topic is trending doesn’t mean it’s safe territory. Assign someone on your team to assess social sentiment and cultural context before engaging.

Jumping in Too Late

Timing is critical. A trend that peaked two days ago may already feel stale, especially if your post doesn’t add anything new. Joining late makes your brand look like it’s scrambling to stay relevant, not leading the conversation.

To avoid this, consider streamlining your approvals process and having brand-safe assets ready to go.

Misunderstanding the Trend

One of the fastest ways to make a brand look out of touch is to misinterpret the trend altogether. Imagine someone at your company wanted to tweet a meme that referenced “Netflix and chill,” without realizing its NSFW subtext. The internet might notice and not in a good way.

Before trendjacking, do a quick sentiment check. What does this trend actually mean to the people participating in it?

Forcing the Fit

If the trend doesn’t suit your brand voice, values, or audience, don’t force it. It’s painfully obvious when a B2B SaaS brand shoehorns itself into a Gen Z meme format meant for fashion or pop culture. This usually results in low engagement at best and audience cringe at worst.

Brands need a straightforward internal process for evaluating the risk of trendjacking campaigns. Who gets to greenlight? What criteria does the content meet? Building a lightweight risk assessment checklist or review board (creative + legal + DEI leads) can help you act quickly and responsibly.

Lack of Crisis Planning

Even with the best of intentions, things can go sideways fast. That’s why it’s smart to develop a basic crisis response protocol before engaging with fast-moving or culturally sensitive trends. Know who will respond, how quickly, and what steps to take if content sparks backlash. 

Measuring Success and Finding Learnings for the Future

With your trendjacking content out in the world, it’s time to answer the big question: Did it work?

Start by measuring the basics: likes, shares, reach, and impressions. These top-level metrics help assess immediate visibility and initial audience reaction.

Smart marketers go further, though. The most impactful trendjacking efforts don’t just rack up views. They strengthen brand equity and move the needle on meaningful outcomes. Ask yourself:

• Was the engagement meaningful? Analyze the sentiment and depth of conversation in your engagement. Did people share it with thoughtful comments or tag their friends, or was the engagement just a flood of indifferent likes?
• Did it shape perception or sentiment? Use social listening tools to see if brand sentiment improved during and after the campaign. Google Analytics and UTM parameters can help tie social moments back to web traffic and conversion goals.
• Did it drive real behavior? Track clicks, sign-ups, or sales lifts during and after the campaign. This is another instance where Google Analytics and UTM parameters can help tie those moments back to web traffic and conversion goals.
• Did it strengthen community? Great trendjacking does more than entertain. It builds a sense of belonging. If the post sparked DMs, follow-up content ideas, or user-generated content (UGC), that’s a sign your audience is invested.

Want to level up your campaign? Try aligning your trendjacking posts with keyword-focused content or campaign themes. This gives your SEO strategy a boost, especially in a world where Search Everywhere is the norm (and users can Google the trend and stumble onto your brand).

Upcoming Trendjacking Trends

The art and science of trendjacking will only evolve as the digital landscape shifts. Marketers who want to stay ahead of the curve will need to keep a pulse on what’s trending and how those trends take shape and spread. The future of trendjacking will evolve thanks to things like AI, new platforms, and the rise of “unpolished” realness.

1. AI-powered Content Creation

AI is creating massive shifts in real-time marketing as tools like ChatGPT, Midjourney, and Runway help brands generate reactive content faster than ever. From clever captions to custom visuals, the future of trendjacking likely includes AI-enhanced creativity. The big challenge for brands is to remain authentic in the face of automation.

Could ChatGPT help brands jump on the enthusiasm for Labubu without spending the time to go out and source a doll? Possibly.

2. New and Niche Platforms

Instagram, TikTok, and X may reign supreme among platforms, but that won’t always be the case. Bluesky is becoming increasingly popular, and YouTube Shorts has challenged TikTok as a vehicle for short-form video content creation. Expect trendjacking to require more platform-specific fluency, understanding not just the content but the culture of each channel.

3. The Rise of “Unpolished” Realness

Consumers are tired of overproduced content. The next wave of trendjacking will favor brands that show up with honesty, humor, and heart. Even if that means posting something that feels more lo-fi than high-concept. Authenticity isn’t just a “nice to have” anymore. It’s a prerequisite for engagement.

Bobe’s Pizza may be a small Indiana brand, but they lean on authentic content that resonates with their core audience.

The bottom line is that the future of trendjacking isn’t about being fast. It’s about being fast, smart, and real while building systems to let your brand respond with agility and intention.

FAQs

What is the difference between trendjacking and newsjacking?

While both strategies involve jumping into timely conversations, the difference lies in what you’re responding to. Newsjacking is about inserting your brand into breaking news stories — typically through PR or expert commentary — while trendjacking taps into broader online trends, like memes, pop culture moments, or viral challenges. Trendjacking is more social and creative, whereas newsjacking is often more formal and media-facing.

What is an example of trendjacking?

A classic example is Oreo’s “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout. The brand reacted in real time with a witty graphic and caption, and the internet loved it. More recently, brands like Ryanair and Duolingo have gone viral for trendjacking TikTok memes using their unique, offbeat brand voices. The key to successful trendjacking? Speed, creativity, and cultural fluency.

What is the trendjacking strategy?

When done well, trendjacking helps brands increase visibility, boost engagement, and connect with audiences in a culturally relevant way. It shows your brand has personality and a pulse. Beyond racking up likes, the real value comes from building brand affinity, sparking conversations, and staying top-of-mind in an increasingly noisy digital space.

Conclusion

Trendjacking is about moving fast and smart. When you do it right, it can drive massive visibility and deepen brand affinity. It takes planning, awareness, and a clear voice to avoid the pitfalls and stand out in the scroll. Whether it’s memes, moments, or movements, show up with purpose.

If you need help crafting an agile social strategy that’s authentic and audience-focused, contact NP Digital to help you lead the conversation, not just follow it.

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