Ever Wonder Why So Many Brands Suddenly Hop on the Same Meme?
You’re doomscrolling late at night, and suddenly, everyone from your local burger joint to major tech brands is referencing the same viral meme, awkward hashtag, or sound clip. One moment Taylor Swift’s cat is trending, the next your bank is tweeting about it. What’s going on?
Spoiler: it’s called trendjacking. And it might be the riskiest (and most rewarding) move in a brand’s social media playbook.
When Does Trendjacking Actually Work?
At its core, trendjacking is when brands get creative with what’s already hot—sliding into viral conversations, memes, and hashtag battles to ride the social media wave. It’s not new. The minute hashtags became a thing, brands realized they could muscle in for attention.
But here’s what separates the winners from the wannabes:
- Timing is EVERYTHING: You’ve got to be there as the trend bubbles up, not a week later when everyone’s over it.
- Tone that Matches: If a trend’s light-hearted, don’t get all serious. If it’s a complex social topic, brands need to tread very, very carefully.
- Real Relevance: Does it make sense for your brand? Or does it feel like your dentist just discovered TikTok?
Remember “Barbenheimer”? Brands that riffed on Barbie and Oppenheimer in ways that fit their vibe won big. One streaming service posted a pink-and-black movie night bundle; a popcorn company made special edition buckets. Their reward? Shares, likes, and tons of new followers.
Trendjacking Flops: When Brands Totally Miss the Mark
But for every hilarious, viral win, there’s a disaster lurking. The internet never forgets a cringeworthy try-hard moment:
- A fast-food chain shoving itself into a trending tragedy with a #thoughtsandprayers tweet. Ouch.
- A sneaker brand totally missing the joke by misusing a meme meant for Gen Z (hello, meme police).
- A phone company’s “funny” take on a celebrity divorce… that absolutely nobody asked for.
These moves don’t just flop—they can torpedo trust and turn your comments into a roasting ground.
Why do brands fail?
- They move too slow and miss the cultural energy.
- They chase relevance at the expense of their own personality.
- Audiences spot inauthenticity in a heartbeat.
3 Rules Every Brand Should Follow Before Jumping on a Trend
Thinking about jumping in yourself? Don’t hit “post” before checking:
- Are we genuinely adding to the conversation, or just making noise?
- Would our core fans find this funny/interesting/useful?
- Is this trend connected to our brand’s values—or could it make us look tone-deaf?
If you said “no” to any of the above, back away from the meme.
Real Talk: That Time My Favorite Pizza Place Got it So Right
Last year, my favorite pizza joint—let’s call them “Slice Guys”—noticed everyone was sharing jokes about pineapple on pizza. Instead of posting another “yay or nay” poll, they just quietly added a limited-edition “Pineapple Yes” and “Pineapple Nope” box to online orders. Instant photo moment. People shared pics, tagged friends, debated in the comments (all with a side of cheesy bread).
The whole thing felt effortless and totally “them.” They didn’t hijack the trend—they invited people in, earned publicity, and (bonus!) actually sold more pizzas. That’s trendjacking done with heart.
Bullet-Point Survival Guide: Trendjacking Without the Trainwreck
- Be fast, but never desperate: Trends die in hours… but so do brand reputations.
- Don’t force it: If you’re not sure your audience cares, don’t risk it.
- Stay true to your vibe: The best trendjacks feel like your brand, not a lame imitation.
- Measure, learn, repeat: Track which jumps work and which ones miss.
- Apologize fast if you trip: We all make mistakes—own up and move on.
Is Trendjacking Worth It… or Not?
So, is it worth chasing every viral wave? Not always. When trendjacking lines up with your brand's energy, audience, and values, the payoff is huge—boosted visibility, fresh connections, and sometimes even that magical “wait, you guys are everywhere!” feeling.
But if you’re just trend-chasing for clicks, audiences will catch on—and leave you behind.
What’s the best (or worst) brand trendjacking gambit you’ve seen lately? Drop it in the comments—we’re all ears and always looking to learn!
