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.
