Turning Viral Moments into Media Opportunities: The PR Professional’s Guide to Trend Jacking
By Lauren Trieschmann
From jalapeños in Sauvignon Blanc to dirty sodas and the rise of elevated at-home espresso drinks, consumer trends are evolving faster than ever, fueled largely by social media and digital sharing. With new viral trends popping up daily, it’s important for public relations (PR) professionals to keep tabs on the latest fads and consider ways to leverage them to achieve earned media success.
“Trend jacking” is a marketing tactic where brands leverage popular current trends, events, or cultural moments to engage with key audiences and boost brand visibility. It typically involves creating content that connects a brand to a trending topic in a clever and relevant way to capture attention and spark conversation.
Here are a few steps PR professionals can take to leverage trend jacking to secure high-value media placements and create social media buzz for the brands they represent.
1. Stay on Top of the Latest Consumer, Industry, and Social Trends Through Daily Monitoring
Trend jacking starts with awareness. Make a habit of monitoring relevant news outlets and social media platforms daily to identify emerging trends. You can also use tools such as Google Alerts to set up daily notifications for client-relevant keywords and follow tastemakers in your industry. It only takes a matter of hours for a trend to blow up, so be sure to make trend monitoring part of your daily workflow to stay on top of what’s new and notable.
2. Be Selective and Targeted with Your Media Outreach
Just because a trend is having a moment doesn’t mean it’s a fit for your brand—or the media you’re pitching. Before committing to trend jacking, make sure the fad in question is relevant and on-brand, and whenever possible, include a unique point of view on the trend that makes your pitch stand out from others. Rather than sending out mass pitches, do your research and focus on outlets or journalists already covering the topic, customizing your angle to best fit their beat.
3. It’s Important to Move Quickly, but Strategically
Timing is everything when it comes to trend jacking. If you wait too long, the trend will likely fade. If you act too fast without developing a strong story angle, you risk missing the mark. It’s important to move quickly and stay ahead of the curve, while taking the time to vet the trend, craft a relevant hook, and make sure your pitch adds value and a fresh angle, not noise.
4. Leverage Brand-Specific Data and Offer an Expert Source Whenever Possible
According to Muck Rack’s annual “State of Journalism” report, 42% of journalists said they want to see original data or research in PR pitches, while a whopping 62% said they want interview access with relevant sources. Media loves timely data and expert commentary, so it’s important to deliver these whenever possible. If your client has internal data to share—such as sales figures, survey results, or region-specific trends—use it to add credibility to your pitch. You can further position your brand as an authoritative voice on the topic at hand by offering up an expert source who can share insights on trending topics with media.
5. Share Emerging Trends Internally to Spark Inspiration and Discussion
Trend jacking is most effective when it’s a team effort. Share interesting trends you come across on social media and in news outlets with your internal teams to spark new pitch ideas and uncover timely campaign opportunities. Consider starting a “trend tracker” Slack channel or Google Doc to quickly and easily share emerging trends with colleagues and identify which brands, if any, could be a fit. Some of the most effective trend jacks can come from cross-team collaborations and quick thinking.
Trend jacking isn’t just about jumping on the bandwagon whenever a new craze emerges; it’s about identifying the right opportunities and using them to tell engaging stories on behalf of your brand. Whether you’re pitching a national outlet or posting an Instagram Reel using the latest trending audio, relevance and authenticity are central to successful trend jacking.
Want to learn more about how our team leverages this approach to secure valuable media placements for our clients? Reach out to the Double Forte team for more information.