The risk and reward of trend-jacking: Lessons from Love Island’s Molly-Mae and Tommy’s breakup
This month saw a number of major brands “trend-jack” their way into the conversation on the breakup of former Love Islanders Molly-Mae Hague and Tommy Fury. Fabulate’s Eliza Lewis looks at the lessons for brands.
In today’s digital world, brands are jumping on trends like never before, a practice often referred to as trend-jacking. Essentially, it’s about quickly adapting to whatever is buzzing online to engage with audiences in a more relevant and timely way.
And, it’s no wonder Billion Dollar Boy’s research shows that 77% of marketers are planning to ramp up their trend-based content over the next year. When done right, trend-jacking can be a goldmine, driving up engagement and making brands feel more in touch with what’s happening in the cultural zeitgeist.
But here’s the catch: authenticity is everything. Audiences are savvy; they can tell when a brand is just riding the wave for the sake of visibility without really adding anything meaningful to the conversation. So, while trend-jacking can create a real connection with your audience, it’s crucial that it aligns with your brand’s values and voice.
Take the recent breakup of Love Islanders Molly-Mae Hague and Tommy Fury as an example. Brands like Ryanair and Dominos were quick to jump on the news, posting cheeky content that got a lot of attention.
But, not all of the attention was positive – some professionals argued that using such a personal and sensitive event for marketing might cross a line. Sure, it might drive some short-term buzz, but it could also lead to long-term damage if not handled with care.
The origins of this social storm began with outlets like Sky News UK, who on Friday pumped out an alert: ‘Love Island stars Molly-Mae Hague and Tommy Fury announce split after five years.’ Side note: for those not familiar: the couple came to fame on Season Five of the UK’s Love Island, where they came second, but parlayed it into a highly successful influencer career.
But for brands wanting to trend-jack, there is one obvious question: just because you can, does that mean you should? Certainly, some have argued the brands jumping on this breakup were in poor taste and perhaps opportunistic (check out the Laura McKeown’s post, for example).
But it’s worth noting that while this might feel new, trend-jacking as a marketing strategy has been around for a long time (as has criticism of it…).
Let’s be honest, it’s the same idea behind brands capitalising on special periods like Mother’s Day, Christmas, and Valentine’s Day. And while lots of brands get involved to boost awareness, increase sales, and communicate their brand values, it also leads to criticism of the commercialisation of these days.
What’s really changed of late is the speed of the conversation and the need for brands involved in the social trend lifecycle to execute quickly.
TikTok’s recent Finding Success with TikTok Trends report reminds us of the different stages that a social trend will go through in its lifecycle. One thing the Molly-Mae and Tommy story highlights is just how quickly things can build, and most brands want to enter the trend at the mass appeal or ideally, replication stage.
When executed well, trend-jacking can have real benefits, but brands need to think about when and how they jump in (as well as when their brand shouldn’t). The above TikTok video from Ryanair is cheeky and plays well to the social reaction around the announcement. It was out within hours of the news breaking, and also, there is a natural alignment for the airline to suggest Molly-Mae have a ‘hot girl summer’ in Ibiza to help her recover from the breakup.
@ryanair
They have permission from fans to play in this space and enter it with authenticity.
Contrast that with Domino’s UK’s, tongue-firmly-in-cheek Instagram post offering ‘thoughts and condolences’ at this time. This plays to a very different audience and instead recognises that many people were perhaps asking why the breakup was such a big UK media story (also, check out the comments for people asking for a discount code to help them get through…)
Both Ryanair’s and Domino’s posts will resonate with their respective audiences. Trend-jacking might not always appear to be in the best taste, but there are ways for brands to do it effectively, cutting through with their audiences while avoiding the criticism that these two brands might receive.
Key to this is brands recognising how quickly trends move today and ensuring they are in a position to capitalise when the right opportunity arises. They need to find the trends that will work best for their brand, have that natural, authentic alignment and, more importantly, be in a space that allows their brand to authentically engage.
No brand wants to be accused of ‘Trend Overkill’ where a brand jumps into a social conversation without fully considering the context of their brand identity.
Rather, they need to recognise the power that today’s fast-moving trends offer brands as direct gateways to communities and a larger conversation. If you think of the past 12 months, you’ve seen certain trends such as ‘My Roman Empire’, ‘Girl Math’, and ‘I Think I Like This Little Life’, not just explode but go global, especially through TikTok (if you’re not familiar, Google each of these trends).
Brand owners need to remember that trend-jacking can be a double-edged sword. It can be fantastic for visibility and engagement, but only if it’s done thoughtfully. Brands need to ask themselves whether a particular trend really fits with their identity and if it’s something their audience will appreciate. Just because a topic is trending doesn’t mean it’s the right move for every brand.
We’re seeing more and more brands trying to replicate the success of bold, trend-jacking campaigns, like those from Ryanair. But here’s the thing: not every brand is cut out for this kind of marketing. When brands jump on a trend without fully considering how it fits their brand identity, it can backfire, leading to a loss of trust and credibility. It’s a classic case of ‘just because you can, doesn’t mean you should.’
The bottom line: authenticity should be at the heart of any trend-centric marketing. Instead of just following trends, brands should aim to create content that not only taps into what’s current but also aligns with who they are.
It’s about leading with content that resonates on a deeper level with your audience and adds real value to the conversation. That’s how you can make trend-jacking work for you rather than against you.
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