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Trendjacking has evolved from being a more reactive social media tactic into a serious tool for business growth. 78% of consumers prefer to discover products through short-term video, and are 70% more likely to purchase from influencers who are trending. Brands that engage with trends also have a higher chance of standing out in crowded places.
Short-term video is a dominant medium for trendjacking, with projections showing that it accounts for up to 90% of global traffic. Moments like this are no longer just good to engage in; they are essential. AI has also become an engine that helps brands to adopt trendjacking at scale. By capitalising on viral trends or moments with AI, it’s possible to plan, script, and even publish content fast enough to take advantage of trends while they are still relevant.
Social listening is also a key trend here, and strengthens the case for businesses. With 62% of social media marketing agencies using real-time tools to identify trends before they peak in popularity, it’s now easier than ever to work by using data-led decisions, rather than taking a chance on something that may or may not materialise.
Trendjacking for businesses is all about capitalising on viral moments in a way that reflects brand fit, as well as contextual relevance. Many brands have done this successfully in the past, with humour being the biggest accelerator of success. 90% of people remember an ad if it’s funny. Some of the top brands that have successfully adopted trendjacking include IKEA.
It was revealed that costume designer Michele Clapton used IKEA rugs to create the outfits for the authentic gear worn in the show Game of Thrones. She shaved, cut, and dyed them to make them look battle-ready. Following the reveal, IKEA saw a 775% increase in searches for their rugs, but capitalised on this further by creating mock assembly instructions on how to turn rugs into winter shoulder warmers.
Other shows, like Breaking Bad, have also generated iconic memes that still circulate on the internet via marketing campaigns to this day. People who play the Huff N Even More Puff Grand game or other popular slots in the UK will know that the show was so big that there are even online casino games based on the series, alongside the iconic PH-style writing being present in the cover image. Green smoke also surrounds the roulette wheel, paying homage to Walter White and his work.
Due to the viral nature of the show, Domino's also launched a campaign inspired by the moment where Walter White throws a pizza on a roof, showing how different verticals can effectively capitalise on big media moments, even if they had no direct connection to the original trend.
Interestingly, many brands have also chosen to trendjack Spotify's Wrapped. Merriam-Webster is one example, where they detail common spelling mistakes which are made, as well as slip-ups with pronunciation. The tweet received over 100k views, showing how it’s possible to take a single viral moment, or anything that might be circulating on social media right now, and turn it into a valuable marketing campaign.
With that said, brands do need to proceed with caution, as capitalising on trends without any creative edge can result in the opposite effect.
