Trendjacking in Marketing for 2024 | The Hype Economy

Hijacking conversations to create excitement and trends is trendjacking in a nutshell. However, this is not as rude and obnoxious as it sounds. Imagine using events, topics and even memes to engage consumers in interesting conversations--this is how trendjacking works for brand marketing.

And this is set to be a significant marketing tool in 2024. When conversations begin online, trendjacking sees brands placing themselves there to bring in greater visibility and generate buzz.

How do brands participate in trendjacking?

Quite like a group of friends or acquaintances discussing the hot topics of the day, brands can use their social media presence online to post memes or generate discussions that are meaningful and relevant. When brand names become involved in these conversations, there is greater audience engagement, which can be leveraged for strong relationship building.

Customers want the brands they use to speak to them, understand them and anticipate their needs. When brands become creative, funny and conversant in engaging their audiences in conversations that matter to them, then these brands come alive for their customers and potential customers.

However, as with real-life relationships, authenticity is important to sustain brand-customer relationships. No one wants to engage with a brand that does not embody its values or that participates in conversations just for conversation's sake. For instance, if a brand positions itself in conversations surrounding gender equality, but is the product of a company that does not allow for the equitable upward mobility of its qualified male and female employees, then the brand's authenticity becomes questionable and the trust is broken.

Overall, while the benefits of trendjacking can be short-term, the digital traffic it generates can establish awareness at the higher end of the pipeline that will certainly bring in new leads, and with it, the acquisition of new customers.

Audience is key and marketers need to understand what makes them tick. Knowing what conversations are appropriate and to what extent, how much audiences want to get involved and when to pull back, is important. In line with this, ensure that your brand is engaging in topics that are meaningful to what it represents. Ascertaining that your brand values are consistent with the topics in which it is becoming a part, is crucial for growth and the increase of trust.

Don't forget that this is also a day and age where conversations, discussions and topics can easily get out of hand. Awareness of the legal implications of such marketing strategies is necessary. Know the background of the stories that you plan to involve your brand in. Determine that there are no legal gray areas that can cause trouble and backfire on your brand.

Furthermore, a certain sensitivity to what your audiences are saying, and the path of the conversation is also important. This means that your existing brand campaigns should embody the feelings of your customers, which sets the tone for further engagement. Affirming their sentiments in your dialogue with them will auger well for your brand.

And of course, along with sensitivity also comes logical thinking and timely action. Strike while the iron is hot and swoop in as soon as relevant events take place. Don't wait for conversations to start; be the conversation starter. Usually, this timeline is fixed at less than 12 hours before the news story peaks.

Ultimately, the deciding factor between you and the next competitor brand could be how your brand differentiates itself in trending conversations. To do this, approach a topic from every possible angle and determine if the media has not looked at it from a more feasible perspective. Sometimes, everyone can be following a story from the same point of view when there is another, more interesting viewpoint to be explored. Be the brand to break the mold and renew the conversation.

Where to look for trending topics
Everyone's go-to is usually Google Trends, but many in the marketing field constantly keep an eye on social media platforms such as Facebook and X (formerly Twitter). Google Alerts can also be extremely helpful, while social listening platforms like Buzzsumo should not be underestimated in importance.

Marketing and wit

Don't just throw in any old person to be the marketing trendjacker in your company. It needs to be someone with a thirst for knowledge, who is well-read and, therefore smart, who can also jump on the bandwagon as soon as a piece of hot news breaks. This is the person who will ultimately lead the marketing team down the trendjacking path to success. This is no easy feat, and so, someone who is a marvelous conversationalist and skilful writer is the person to set the ball rolling.

Needless to say, trendjacking can easily go wrong if it is not handled prudently. Knowing what trends to jump on, approaching them with diligence and sensitivity and contributing rather than inciting is extremely important. Just as the sharing of gossip between friends can go wrong, so can trendjacking that does not have a proper mutually beneficial end goal in mind.