To trendjack or not to trendjack? THAT is the question.
We’ve all seen it—brands hopping on the latest meme, trending sound, or viral moment in hopes of grabbing attention. Sometimes it works like magic, earning tons of engagement and making the brand feel timely and relevant. Other times… it flops, fast.
That’s where trendjacking comes in. It’s the art of riding the wave of online buzz to boost your brand’s visibility. When done well, it can bring in massive exposure and connect your brand to a much larger audience. But timing, tone, and intention are everything.
So how do you know when to jump in—and when to stay on the shore? Let’s break it down.
How Brands Use Trendjacking
Trendjacking is about stepping into conversations that are already happening—and doing it with purpose. When brands engage with viral moments or trending topics that align with their voice and values, they can organically expand their reach and deepen audience connection. It’s not about being trendy for the sake of it—it’s about relevance, timing, and showing your audience that you're aware of the cultural moments they care about.
When Trendjacking Misses the Mark
But not every trend is worth chasing. Jumping into a conversation that doesn’t fit your brand’s identity—or worse, one that feels opportunistic—can do more harm than good. Audiences are quick to spot inauthenticity, and misaligned content can erode trust. The smartest brands know when to speak up and when to step back. Trendjacking should be strategic, not reactionary—and always rooted in your brand’s core message.
Although trendjacking appears attractive, participating must be done cautiously.
Here are a few reasons why:
Some trends do not align with your brand’s core values or target audience. Engaging in conversations without true interest or alignment risks portraying your brand as opportunistic and tone deaf.
The reputation of your brand may suffer when you engage in trendjacking without proper, genuine reasoning.
Brands that push too hard to stay “woke” or relevant risk hurting their authentic image, and ultimately breaking customer trust.
Here is our guide to the four important questions you should ask yourself before jumping on a trend:
1. Relevance: Is the Trend Compatible with Your Brand’s Core Values?
You should first determine if the trend connects with your brand’s values and your target demographic. For example, a company that centers its identity around environmental sustainability should avoid trends that encourage excessive consumption or generate waste. When a trend appeals to an audience completely different from your target demo, your brand risks looking disconnected. Relevance requires brands to go beyond following popular trends because they have to make sure these trends match their brand values and mission.
2. Timing: Is the Trend Still Fresh?
When trendjacking, your campaign’s success heavily depends on picking the right moment. Waiting until a trend has peaked before participating can make your brand seem disconnected because you are trying to keep up with something that's already past. If it is a trend that aligns with your brand, you don’t want to be last to the party. On the other hand, jumping on a trend before it has enough momentum can result in your brand appearing too eager. The perfect strategy is working to identify when a trend starts to gain popularity so your brand can participate effectively.
3. Authenticity: Can Your Brand Contribute Meaningfully?
Does your brand bring authentic value to the discussion, or will it appear as opportunistic? When you decide to participate in any trend, you have to make sure you remain authentic to your brand and its messaging. A brand's engagement with a trend can seem inauthentic and forced when it does not align with the brand's core ethos. Brands risk damaging their credibility and trust when consumers identify their marketing strategies as inauthentic or fake.
4. Sensitivity Check: Could the Trend Be Offensive?
Engaging with trends connected to delicate topics without thorough understanding and respect can be a huge mistake. Your brand should carefully consider its position when choosing to get involved with social or political trends. Trendjacking participation that lacks proper timing or sensitivity risks being viewed as opportunistic, insincere, or disrespectful. Brands absolutely should not use tragic events or social justice movements as marketing strategies unless they make a respectful and meaningful contribution to the conversation.
Trendjacking Done Right: Success Stories
Trendjacking becomes an outstanding marketing strategy for increasing brand visibility when executed in a meaningful way.
Let’s check out a few brands that were super successful at tapping into trending topics.
Wendy’s and Roasting Culture
Wendy’s Twitter account demonstrates how using humor & internet trends can increase brand engagement. Wendy’s is recognized for its light-hearted and fun tone, which allows it to engage with trending topics using clever rhetoric and playful jokes. Wendy’s use of internet trends to maintain their relevance has transformed their Twitter account into an engagement powerhouse.
Aviation Gin and the Peloton Ad Backlash
In 2019, an online backlash took the internet by storm after a Peloton commercial showed a wife receiving a bike from her husband and perpetuating gender stereotypes. In response, Aviation Gin transformed Peleton’s PR crisis into an outstanding viral campaign by featuring the same actress in a witty ad where she drinks Aviation Gin at a bar. The brand entered the conversation authentically and made its participation relevant to its audience.
Dunkin’ and Ben Affleck’s Love for Coffee
Dunkin’ piggy-backed on Ben Affleck's well-known coffee obsession to turn his celebrity endorsement into a viral marketing trend. His regular appearances in Dunkin’ commercials and his true love for the brand showcased the partnership as genuine and sincere. This successful trendjacking was because of its perfect match between the celebrity and Dunkin’s brand identity, and communicating clearly to their target audience.
Trendjacking Gone Wrong: When Brands Should Have Sat It Out
Many attempts at trendjacking do not gain brands any success. Some brands make mistakes by misinterpreting current events or lacking a sincere understanding of the wider conversation, and it results in disastrous outcomes.
Pepsi’s Kendall Jenner Ad
Pepsi's 2017 ad featuring Kendall Jenner represents one of the most notable unsuccessful trendjacking attempts. The ad tried to incorporate social justice protests by showing Jenner giving a Pepsi to a police officer to calm a stressful moment. After airing, the ad faced widespread criticism because it diminished important social movements that should have been at the forefront of the conversation. This is a perfect example of a brand making a poor attempt at making light of a hugely important issue.
DiGiorno & #WhyIStayed
DiGiorno’s #WhyIStayed trendjacking shows how a brand can misunderstand sensitive social issues with inappropriate marketing. The brand's tweet, “#WhyIStayed You had pizza,” totally failed to recognize the importance of a hashtag used to bring awareness and support to domestic violence survivors. The brand received immediate hate & negative feedback after the campaign made light of a very sensitive topic.
Burger King’s Women’s Day Tweet
In 2018, Burger King’s International Women’s Day tweet was likely intended to be witty and participate in this world-recognized appreciation day - but their execution totally missed the mark. The marketing team meant to promote their scholarship program for female chefs with their tweet "Women belong in the kitchen" but instead received backlash for what many saw as an offensive and gender confirming message.
Tips to remember when considering trendjacking
It is so important for brands to really reflect on each social trend to decide if it makes sense for them to participate or if it will only end up hurting them in the long run. If you’re ever unsure of how to proceed, here are a few tips from our team to help you make the right choice.
If the trend conflicts with your brand’s values, this is definitely one to sit out on; by participating, you run the risk of your brand appearing disingenuous or opportunistic.
If the issue is extremely sensitive (abuse of any kind, homelessness, children, social injustice, etc), you have to make sure that your approach is educated, concise, and on-trend to avoid misinterpretation.
If the trend is oversaturated and has passed its peak popularity, sit out. It’s better to miss out on a trend altogether than to join in too late.
Conclusion: Trendjacking is a powerful tool when done correctly
When executed with care & consideration, trendjacking can serve as an incredibly powerful way to boost brand visibility. Taking part in a trend that doesn’t match your brand identity or connect with your audience can produce the complete opposite result. But remember, brands that thoroughly research trend relevance and timing while maintaining authenticity and sensitivity will foster a meaningful contribution & connection to discussions and social issues.
Cheers to smarter marketing,
The Content Queens
