Trend jacking — and how it can set your B2B business apart from the crowd

Trend jacking is a marketing strategy where brands create content related to trending topics or events to capture attention and engage audiences, especially as business buyers increasingly turn to digital channels for information. While originating from B2C tactics like Oreo’s viral tweet and Aviation Gin’s clever ad follow-up, trend jacking can be effectively applied in B2B marketing by addressing shifts in the market or emerging technologies. It involves three levels of complexity: using memes and reactions for quick engagement, providing hot takes on trending topics to share unique perspectives, and adding significant value to the conversation by offering in-depth insights or data-driven analysis. Successful trend jacking requires timeliness and relevance, with examples such as Upwork's reaction to Instagram's Threads, Monte Carlo's CEO linking Snowflake's earnings call to their brand, and SparkToro's and PeerSignal's data-driven responses to industry news leading to increased engagement and business outcomes. However, marketers must navigate this strategy carefully to avoid appearing out of touch or inappropriate.