Trendjacking probably sounds like something only big brands pull off—jumping into a viral moment, hoping to ride the wave of attention. But it’s actually everywhere. If you’ve ever seen a brand tweet a meme or reference a hot news story, you’ve seen trendjacking in action.
Marketers love it because it’s fast and, when it works, it puts your brand right where people are already looking. But, as you might’ve noticed, it can also go south quickly. The backlash can be instant, and social media doesn’t forget. So, figuring out how to trendjack without causing problems is actually more important than ever.
How People Spot Trends in the First Place
You can’t jump on every trend just because it’s trending. Some trends won’t make sense for your business, or might even go totally against your image. The first step is knowing how to find what’s trending—and what actually fits.
Most brands use tools like Google Trends or Twitter’s trending topics. Even something as basic as checking out TikTok’s “For You” page can be helpful. You’re just looking for conversations and moments people are genuinely talking about—not just stuff the internet wants to sell you.
But here’s the catch: it’s not just about finding what’s viral. The trend should make sense for your business. Think about how your brand’s personality would actually join the conversation. If it feels forced, people will notice.
Matching Trends to Your Brand (Without Getting Weird)
Not every trend is brand-safe, even if it’s really popular. You need to check whether a trend could undermine what your company stands for. This is where a lot of brands mess up—they try to be “in” on a meme or news story that just doesn’t suit their values.
For example, a bank making jokes about expensive coffee trends might seem relatable. But if their customers are actually dealing with inflation or layoffs, it can sound out of touch. Before jumping in, ask: does this fit what we believe and how we talk to people?
If not, don’t force it. There will always be another trend.
Why Some Trendjacks Blow Up (In a Bad Way)
Everybody wants attention, but moving too fast can bring on real problems. Remember the time a major airline tried to use a trending topic about a celebrity fight to promote discounts? People didn’t find it funny—they found it cringey and insensitive.
This is where risk assessment comes in. Take a second to watch how the public is reacting to a trend. Read the room. Sometimes, the humor is light and people are having fun. Other times, things are heated and brand involvement will just annoy everyone.
Try running your idea past a diverse group of team members. If anybody is uncomfortable, that’s worth paying attention to before you publish anything.
Planning Before You Post Saves Headaches
You wouldn’t wing a new campaign, and the same goes for hopping onto a trend. Before you say anything, set an aim. Are you trying to make people laugh, show support, or just get your brand name out in a positive way?
Write down your goal first. Then, decide how you’ll approach the trend. Can you make it your own without copying what’s already out there? The best trendjacks add something new or show a fresh angle—reposting a meme with your logo won’t impress anyone.
Once you’ve got a creative idea, make sure it’s reviewed by at least one person who wasn’t involved at the start. A fresh set of eyes can catch issues you might miss.
Staying Authentic: People Can Spot a Fake a Mile Away
Consumers now are especially quick to call out anything that feels fake or off-brand. Authenticity isn’t just a buzzword—it’s a survival skill. If you normally speak in a formal, corporate tone, suddenly cracking jokes during a sports trend could confuse or alienate people.
If a trend relates to your business, great—add some real insight or humor. If not, it’s okay to skip it. Staying true to your usual voice will actually help you connect with people more than any forced meme ever will.
Think about your audience, too. What do they find funny or interesting? Are they participating in the trend themselves, or is it likely to miss with your core group? Run a quick informal poll, or check how your typical followers are talking about it.
Making Your Move: How to Pull Off Trendjacking Without the Stress
There’s a sweet spot here—if you wait too long, nobody cares anymore. But if you rush, mistakes are more likely. Have your idea pre-approved and assets ready. Then, when the moment feels right, hit post.
Don’t treat it like a press release. Adapt for each platform. Maybe your Instagram audience wants more visuals, but your Twitter followers like wit and fast replies.
Keep it brief, and make it easy for followers to engage. You want to add value to the conversation, not just talk over everyone.
Watch What Happens (And Be Ready to Course-Correct)
After you post, don’t log off. Keep an eye on public replies and mentions. Is the feedback mostly positive, or are people calling out something you missed?
Sometimes, you’ll spot a comment or criticism that’s truly helpful. Don’t be afraid to respond thoughtfully—or even make a quick fix if something isn’t working.
If things start trending in a negative way, it’s okay to take the post down. Apologizing or clarifying your intent can actually earn you points, as long as you’re honest and not defensive.
Trendjacking Hits and Misses: Real Stories
Here’s a recent example that worked: When a major coffee chain jumped on the viral “ice cube challenge,” they playfully introduced a limited menu item that fit the challenge. It made sense for them, wasn’t controversial, and their regulars immediately joined in.
On the flip side, there are tons of missteps. When a well-known food brand tried to meme-ify a sensitive health issue, they misread the room entirely. People called it out for trivializing something serious, and they spent weeks trying to repair the damage.
One of the most helpful ways to prepare is to look at how other brands succeeded or failed during trendjacking moments. If you want more insights or just pure entertainment, check out related resources like this in-depth roundup of brand campaign stories and outcomes.
Each story brings some useful lessons: know your audience, follow your gut, but stay humble. It’s better to be safe than to burn bridges over a cheap laugh.
A Few Practical Tips to Take With You
If you’re ever in doubt, sleep on it before posting. Something that seems hilarious at midnight may not look the same in daylight.
Always assume someone will screenshot your post, even if you delete it later. If you wouldn’t say it at a company town hall, it probably shouldn’t go online.
Test small with your team before going public. Even a quick Slack poll can highlight issues you didn’t spot.
Lastly, review your campaign’s impact after it goes live. Did you get engagement or just heat? Sometimes, the best feedback is actually boring—no controversy, just a nice bump in interaction. That’s a sign you trendjacked well.
So, Is Trendjacking Worth It?
Jumping onto trends is tempting, and done right, it keeps your brand fresh. Just remember that the best results come from being real and thoughtful, not just fast.
Most importantly, every brand gets a trendjack wrong at some point. What matters is how you handle hiccups and keep learning.
Trendjacking is a real part of today’s marketing playbook. Just use common sense and look before you leap. Sometimes, the smartest thing isn’t to jump on the bandwagon, but to wait for the right moment to make it your own.