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.