A portmanteau of the words trend and hijacking, trendjacking is the act of temporarily applying brand content to a popular, growing interest. Think of it as a form of jumping on the hashtag bandwagon.
Trendjacking can gain attention for your brand by leveraging a top news story (aka newsjacking), event, meme, axiom or slang du jour, entertainment property, or other cultural sensation. It can be a playful way for brands to join the discussion.
Trendjacking is more marketing art than science. Its success depends on several factors, e.g., good timing, that “ah-hah” moment, an acute perception of a trend’s nuances, the luck of the draw, etc. Trendjacking activities can be risky; there are plenty of “meh” or failed attempts around the Web. It can backfire, even when well-intentioned, so tread carefully.
Trendjacking is an effective social media tactic, best done when executed in an original, relatable manner. An appropriate sense of humor helps, too.
Click to view Trendjacking & Newsjacking Examples | photo album curated by @mincedmedia on Facebook.
Learn more. Here’s a round-up of articles about trendjacking:
- 7 Need-To-Know Social Media Terms for 2016 by @SproutAlexYork via @sproutsocial
- So You Want to Jump on a Social Media Trend? Learn The Rules First by @OlsySpeak via @hootsuite
- Trendjacking: How to Successfully Ride The Wave of Internet Phenomena by @jacobrepko via @medium
- Avoid Trendjacking at all Costs via @sysomos
- What #thedress Can Teach Us About Trendjacking via @text100
- Trendjacking: How and when to join in social media trending topics via @socialbuk
- Trendjacking: A news worthy trend via @NetworkBBDO
- Cleveland, Every Brand on Twitter Accept LeBron’s Cavalier Comeback via @prnewser
- Beyond Super Bowl Stunt, Oreo Finds New Voice In Social Media via @adage