We’ve all seen it. Brands popping up with perfectly timed content that stops you scrolling and go, “Wait, how did they just do that?” Sort of like a crystal ball but for cultural moments. While it may seem simple, there is an art to it. And like any art, it’s all about timing, intuition, and knowing when to say, “Yep, let’s get involved”
I’m talking about the art of trend-jacking, the marketing shimmy where brands hop on the pop-culture-train at that perfect moment. Remember the Super Bowl blackout when Oreo was quick to tweet, “You can still dunk in the dark”? They didn’t pointlessly hijack the moment; they added to the conversation in a way that aligned perfectly with their brand.
But not every shot is a slam dunk because here’s the kicker: it’s all about hopping on the right train with the right baggage (aka your brand). Do it right, and you’re the talk of the internet. Do it wrong, and you’re the punchline of tomorrow’s memes.
What is Trend-Jacking?
Simply put, trend-jacking is when a brand leverages a current cultural moment – be it a meme, a viral TikTok, or a pop-culture earthquake – to engage with their audience. But it’s not just about throwing something out there and hoping it sticks. The real trick is knowing when to engage, and how to show up and delight.
Trend-jacking is about joining these conversations at that exact moment when everyone’s paying attention, and showing up in the conversation with something that adds value. That’s where the magic happens.
How to Become That Brand
Trend-jacking might seem like a no-brainer once the moment is dropping into all your group chats; but how — and when — should your brand go about getting involved? Here are a few things to should think about before going all in:
- Know your fandom: It always has to start here. Unless you understand your audience’s behavioral truths (what will make them smirk and what won’t), any move on your brand’s part is prone to bust. Know what excites them, what frustrates them, and, most importantly, how they interact with moments.
- Good timing: Trend-jacking is a bit like surfing. Catch the wave too early, and you’re flapping around in the water. Too late, and you’re eating sand. The sweet spot is rapid response.
Brands with rapid response have their finger on the pulse and know where to look ahead of the moment. When something monumental – say, the World Cup – happens, brands can get ahead of the moment by gauging possible outcomes, and preparing content ideas that bring it to center stage.
Example? When Saudi Arabia shocked the world by beating Argentina in the 2022 World Cup? Spotify KSA’s tweet with “Don’t Cry for Me, Argentina” went viral because it was fast, sharp, and perfectly on-brand. Timing = nailed.
- Be Authentic: Do not sacrifice your brand’s identity for a moment of engagement. We’ve all seen those brands trying to latch onto a meme and failing miserably. If it doesn’t fit with your brand values, it’s probably best to sit this wave out.
- Know when to say no: What you say no to is just as important as when you say yes. Not every cultural moment is worth punting for. Resist the urge to chase every trend, and focus on the moments that relate with your audience and brand voice. This can be a bit of a gamble, but having a cultural code for your brand can help filter through the noise.
Cultural Code: Knowing When The Stars Align
Not every “brandwagon” is your ride to the spotlight. Before you jump on that viral moment, ask yourself the following:
- Will your customers relate?
- Is the moment relevant to your brand?
- Can your move translate to business impact (aka brand love)?
The aim is to tick all three boxes. If not, you’re just making noise.
Moments can show up in several themes. There are brand moments and calendar moments. But the third is perhaps the most opportune, the least competitive, and the hardest to nail. To show up when pop culture or a fandom is shaken is a trick.
While there’s no foolproof formula, with enough intuition and intention, these cultural micro-moments can help your brand show up when customers don’t expect it, and delight them before anybody else.
In the end, trend-jacking is about more than just catching the wave – it’s about making sure your brand is the one everyone remembers once it’s gone. With the right mix of timing, instinct, and a dash of audacity, it will allow your brand to leave a mark in the collective memory long after the moment’s passed.
