There has been a plethora of online marketing tactics for brands to enhance their visibility, engagement, and relevance. Each of these strategies has its unique advantages and can be effective depending on the brand’s goals, target audience, and industry context. Content marketing, influencer marketing, social media marketing, search engine optimization, email marketing, event marketing, affiliate marketing, PR, and customer experience initiatives all offer alternatives to trend jacking, which has been named among top 2024 trends for marketing professionals.
Trend jacking has emerged as a sophisticated marketing strategy where brands capitalize on current events, trends, news, or popular topics to amplify their products, services, or brand message. Both efficiency and effectiveness of trend jacking relies heavily on the speed of reaction.
The velocity at which marketers must act cannot be overstated. Content must be created and disseminated while the trend remains fresh and relevant, lest it becomes obsolete. By timely one can say immediate when it comes to buzz conversations on social media. This immediacy often delineates successful trend jacking from efforts that falter. Equally essential is relevance. The trend or event being leveraged must resonate with the brand’s message and values and must target the same audience. Content should ideally feel authentic and organic, rather than like a forced attempt to jump on the next trend.
Creativity is the cornerstone of effective trend jacking. Marketers need to craft a clever twist or offer a unique angle that captivates audiences. This creative fusion makes the content memorable and amplifies its shareability. Leveraging a trend that is controversial or sensitive can backfire and lead to negative publicity if not handled thoughtfully. Sensitivity to the context and potential implications is paramount to avoid backlash.
Trend jacking manifests through witty social media posts at no extra cost, engaging videos, or relevant promotions. Longer lasting trends can become instrumental for merchandise. Tools like Google Trends, social media monitoring platforms, and news aggregators are indispensable for staying abreast of the latest trends and events. Following the execution of a trend jacking campaign, it is important to evaluate its impact meticulously. Analyzing engagement metrics, brand sentiment, and any increase in brand visibility are the ways to measure the success of the effort and inform future strategies.
There are numerous examples that illustrate well-executed trend jacking. During the 2013 Super Bowl, a sudden power outage prompted Oreo to swiftly tweet, “You can still dunk in the dark,” which became an iconic example of effective trend jacking due to its timeliness and relevance. Similarly, the 2014 ALS Ice Bucket Challenge saw numerous brands participate, creating their own videos and making donations while gaining visibility by aligning with a viral trend. Netflix consistently leverages popular memes and social media trends to promote its shows and movies. By incorporating current internet humor, Netflix maintains a relatable and engaging presence, demonstrating how trend jacking can be an ongoing embedded strategy.
Trend-related content is more likely to be shared and discussed, thus increasing interaction with the brand. Additionally, staying current with trends helps maintain an up-to-date and relevant brand image. When a brand participates in a popular trend, it benefits from social proof. Seeing a brand engage with trending topics can make it appear more relevant and trustworthy in the eyes of consumers. This perceived alignment with the zeitgeist can enhance the brand’s reputation and credibility.
On the other hand, trend jacking shall not be overrated – most social media trends are typically ephemeral. Brands shall not feel obliged to jump on the bandwagon. For example, during the summer of 2023, it appeared that every marketer on LinkedIn was sharing their insights on what businesses could learn from the movie Barbie. Commonly overexposed topics include major holidays or sport events. When a trend is excessively exploited by numerous providers and altered in every possible way, it quickly becomes buried in the indistinguishable clutter of social media.
Avoid following Pepsi’s example, which faced global backlash when it attempted to promote its product and generate engagement by jumping on the Black Lives Matter movement with its “Live For Now” campaign. In the ad, a police officer accepts a can of Pepsi from Kendall Jenner, a white American celebrity woman, prompting enthusiastic cheers from the protesters and a grateful smile from the officer. Activists argued that the Pepsi video was the exact opposite of their real-world experiences of police brutality during street protests.
Résumé
Trend jacking: Nechte ostatní zazářit a postavte se do odlesků jejich slávy!
Trend jacking se stal aprobovanou marketingovou strategií, při níž značky využívají aktuálních událostí, trendů, zpráv nebo populárních témat k posílení dosahu své marketingové komunikace. Účinnost i efektivita trend jackingu do značné míry závisí na rychlosti reakce. Obsah související s aktuálními trendy bude s větší pravděpodobností dále sdílen a diskutován, čímž se zvýší dosah komunikace značky. Na druhou stranu, trend jacking, stejně jako jiná často pomíjivá a líbivá označení, se nesmí přeceňovat – většina trendů na sociálních sítích je pomíjivá. Není nutností naskočit na každou módní vlnu, která se objeví u pobřeží. Existují příklady dobré praxe, stejně tak jako iniciativy, které si jejich autoři mohli odpustit.
