Deciding when to hop on trends

Not every trend is going to be the right one for your brand. Ask yourself these questions before wading into the latest conversation. 

Is it relevant?

Relevancy is always more important than trendiness.

Is the trend going to reflect your values? Is the trend a good fit for your tone of voice? Branded memes can be the perfect trendjacking fit. But if they’re perceived as forced, or even worse, tasteless, your audience won’t let you forget it. 

Will you be able to do it?

Is your campaign deliverable on time? A trend can be old in the blink of an eye, which means you can’t spend large amounts of time on your response to it. 

If you truly want to invest in trendjacking, it’s time to let go of the rounds of reviews, sign-offs and changes that normally come with new campaigns. Put your trust in whoever is carrying out the trendjacking in your team. 

Is it appropriate?

Some trends just aren’t right for brands in general. While individuals on different social media platforms can get away with joking about taboo subjects or taking a light-hearted approach to serious topics, brands cannot.  

This is where you use your common sense. If jumping on a trend doesn’t sit right with you, it’s best to leave it. 

Will your target demographic understand it?

The whole point of trendjacking is to get more eyes on your brand. By being tactical with your efforts, you can make sure they’re the right eyes. 

If you’re pretty sure your target audience won’t be interested in the trend, wait until there’s one where they will be. Wading into a conversation where nobody cares about your brand or what you’re saying isn’t the best use of your time.