Quick answer
Trendjacking is creating content that ties your brand to something people are already talking about, such as a meme, sporting event or popular audio. It works when the trend is relevant, appropriate and your brand adds something genuine.
Key takeaways
- It means using a popular moment to make your brand part of the conversation.
- Speed matters, but relevance and good taste matter more.
- Some topics, such as tragedies and sensitive issues, should never be used.
- Authenticity wins: the best trend content feels natural for the brand.
Why do brands do it?
- Reach new audiences without big ad budgets.
- Show personality and that the brand is current.
- Spark engagement and shares.
- Earn media coverage when it is clever.
What is a simple three-step method?
- Spot trends early using TikTok's Creative Center, Google Trends and what your audience shares.
- Ask: is it relevant, is it appropriate, can we add something?
- Move quickly and keep the content in your brand's voice.
Which topics are safe or risky?
| Usually safe | Avoid |
|---|---|
| Light-hearted memes | Tragedies and disasters |
| Sporting events and pop culture | Political or social conflicts |
| Seasonal moments | Topics you do not understand |
| Popular audio and formats | Using others' work without permission |
What do good and bad examples show?
Oreo's "You can still dunk in the dark" post during a Super Bowl blackout showed how speed and wit can win attention. Brands that used tragedies or serious news for promotion faced fierce backlash.
How should a small business join in?
A local cafe joining a popular TikTok format, or a tradie using trending audio to show a job, can reach far more people than usual. Keep it relevant to your audience and community. Check the licensing rules for trending audio on business accounts.
How do you approve posts quickly and safely?
- Name one or two approvers.
- Keep a list of off-limits topics.
- If anyone doubts it, do not post.
- Review results afterwards.
Track follower growth, enquiries and visits, not just views. Our social media marketing team can help.
Bottom line
Join a trend only when it fits your brand and you can do it with good taste. Relevance and authenticity beat speed.
