In the fast-paced and ever-evolving world of social media, staying relevant and capturing the attention of audiences online has become a challenge for brands and marketers alike. One strategy that has gained traction in recent years is trend-jacking. By jumping on popular trends, memes, or viral conversations, brands aim to generate content that resonates with their target audience and capitalizes on the ongoing buzz. While trend-jacking can be a powerful tool to gain free publicity, improve brand recognition, and establish a brand as a thought leader, it is essential to tread carefully to avoid potential pitfalls.
1) Clearly Define Objectives:
Before embracing any trend, brands must be crystal clear about their objectives. What do you aim to achieve by participating in the conversation? Whether it is to increase brand awareness, engage with the audience, or showcase the brand’s personality, having a well-defined purpose will guide the content creation process and ensure consistency in messaging.
2) Evoking the Right Emotions:
Be sensitive to how your customers will feel. Before your trend-jacking execution, do a quick sense check on the potential public sentiments before hitting that “publish” button. Involve multiple people in the vetting process, including members outside of the brand or agency, to gain different perspectives on how the audience may perceive the content. Avoiding potential misinterpretations or unintended messages will help safeguard the brand’s reputation and prevent any public relations mishaps.
3) Timing is Key:
While you don’t have to jump on track immediately once the trend starts, the success of trend-jacking still depends on good timing. Brands should join the conversation at the right moment when the trend is still fresh and relevant. Being late to the party can result in the message falling flat or coming across as desperate to catch up, but it is still important to take note of the first two pointers before jumping in. With them in mind, you can closely monitor the trend’s momentum and gauge its longevity, ensuring that the content you prepared aligns with your brand’s objectives and values too.
In conclusion, trend-jacking can be a great tool when used wisely on social media platforms. When done right, brands have the opportunity to gain publicity, increase brand recognition and undoubtedly take their social media presence to new heights, creating a stronger bond with their audience and boosting overall brand success.