Cassandra Mellen
I watched a major brand try to trend-jack the Barbie movie phenomenon three weeks after everyone else had moved on. It was like showing up to a party just as the host is putting away the leftover cake — technically you're there, but nobody cares anymore.
The question isn't whether brands should jump on trends, but whether all this trend-jacking is actually driving results or just making companies look perpetually behind the curve. Spoiler alert: it's mostly the latter.
THE PROBLEM WITH PLAYING CATCH-UP
Here's what happens in most companies: A trend starts bubbling up on social media. The marketing team notices it two days later. They spend three days getting approval from legal, compliance, and whoever else needs to sign off on a simple Twitter post. By the time they hit publish, the internet has already moved on to arguing about something completely different.
It's like trying to join a conversation at a dinner party by loudly commenting on something everyone was discussing during the appetizer course — while you're eating dessert. The timing is all wrong, and everyone can tell you weren't really listening.
The worst part? Brands that consistently trend-jack start looking less like innovative companies and more like that friend who only talks in outdated memes. You know the one — they're still saying "that's so random" in 2024.
WHEN TREND-JACKING ACTUALLY WORKS
Don't get me wrong — there are brands that nail trend-jacking. But they're usually the ones with nimble social teams, clear brand voices, and the confidence to move fast without seventeen layers of approval.
The brands that succeed at this aren't just copying what everyone else is doing. They're finding genuine connections between their brand identity and whatever's trending. When Wendy's roasts people on Twitter, it works because being sassy is literally part of their brand DNA. When a B2B software company tries the same thing, it just feels forced.
The key difference? Authentic trend-jacking feels natural, while desperate trend-jacking feels like your brand hired a 22-year-old intern to "make us go viral."
WHAT THIS MEANS FOR YOUR PR STRATEGY
Stop chasing every shiny trend that crosses your timeline. Instead, focus on building a brand voice so distinct that when the right trend comes along, you can respond authentically and quickly.
Set up systems that let you move fast when it matters. If your social media posts need approval from twelve different people, you'll never be first to anything that matters. Create pre-approved frameworks for responding to trends that align with your brand values.
Most importantly, remember that not every trend is your trend. Just because everyone's talking about something doesn't mean your brand needs to have an opinion about it. Sometimes the smartest PR move is knowing when to stay quiet.
THE BETTER ALTERNATIVE
Instead of constantly playing catch-up with trends, become the brand that starts conversations. Focus on creating content that's so aligned with your brand identity and audience needs that people want to engage with it regardless of what's trending on any given Tuesday.
Build a content strategy that doesn't depend on viral moments or cultural phenomena. When your baseline content is already engaging, you won't feel pressured to jump on every trending hashtag just to get noticed.
Ready to stop chasing trends and start setting them? Winsome Marketing helps brands develop authentic voices that don't need to trend-jack to get attention. Let's build you a PR strategy that works whether or not you're "very demure, very mindful."
This post was originally inspired by Is Trend-Jacking Actually Driving Results, Or Just Making Brands Look Late? via influencermarketinghub. We encourage you to read the original piece for full context.