Holiday Trendjacking: A Quick Guide For Brand Marketers

Sreeram Reddy Vanga Dec 27, 2023

During the holiday season, various brands develop robust marketing strategies to maximise their reach and revenue. While executing these plans, they have recognised the influence of current trends and how they can significantly improve their marketing efforts, bypassing even the most meticulously planned strategies. Trendjacking is the marketing technique where brands incorporate the most recent trends and pop culture buzz into their marketing campaigns instead of adhering to a rigid marketing plan. This approach allows brands to capitalise on the power of popular culture and leverage it to their advantage.

Effectively leveraging popular trends requires more than simply jumping on the bandwagon; it necessitates a meaningful contribution to the conversation. Achieving this goal demands nimble thinking, creativity, and ethical considerations to ensure a brand's involvement in trends is engaging and authentic.

Especially in this age where novel trends have become the norm for how the modern generation functions, capitalising on these trends has become a necessity for marketers. One effective approach for capitalising on current trends is to leverage the power of influencer marketing. According to a survey conducted by Statista, approximately 34% of respondents reported that they use social media platforms during the holiday season to search for and purchase items. Combining trendjacking and influencer marketing can become a real game changer for marketers, with each boosting the potential of the other. During the holiday season, when customers are swept up in the excitement of festivities, brands can leverage the latest trends and the power of influencer marketing to achieve a successful holiday period.

Holiday trendjacking: A new-age avenue for modern marketers

Dedicated budgeting for trend navigation: Brand marketers may face concerns regarding the financial preparation necessary for promptly responding to ongoing trends through trendjacking. In light of this, a recommended solution is to establish a "bucket of money" budget, dedicated exclusively to supporting such initiatives. This approach enables brands to promptly capitalise on emerging trends by facilitating collaborations with influencers, creating relevant content, or investing in promotional activities related to the trend. Dedicating a budget to stay ahead of these impromptu trends can help businesses create a reservoir of opportunity, allowing them to seize the moment when a trend emerges.

TrendSyncing and the power of staying relevant: Maintaining relevance involves engaging influencers who understand and embody current trends, seamlessly integrating products into pop culture narratives, and utilising social media platforms to interact with audiences through social media tools and strategies. Brands can benefit significantly by dedicating their time and resources to discovering the latest trends and selecting appropriate influencers to help them achieve the desired reach and scalability.

Hashtag hunt: The popularity of a trend can be greatly amplified by the use of innovative hashtags. Marketers have recognised the potential of hashtags as a new avenue to gain maximum brand exposure. However, the key lies in identifying appropriate and fitting hashtags. This is where trend-savvy influencers play a vital role. By staying updated with popular hashtags and holiday trends, influencers lend authenticity to campaigns while also enhancing brand awareness. By tracking the most popular hashtags and prevalent topics on social media, marketers can identify suitable influencers who are already engaging with relevant audiences. Leveraging the influence of such influencers can provide brands with direct access to a larger and more diverse audience.

Measuring the impact: While being adaptable to trends is critical, assessing the impact of trend-driven initiatives is also vital. Major KPIs, including engagement rates, impressions, and conversion metrics, provide brands with crucial insights into the performance of their campaigns. This allows them to improve their strategies and determine the course of upcoming trendjacking initiatives.

Final Thoughts

According to the Influencer Marketing Factory, salesforce anticipates that the online holiday sales for November and December will surpass an astounding $1.19 trillion globally, indicating a 4% increase from the previous year. In the current trend-centric consumer landscape, the strategic fusion of trendjacking and influencer marketing provides brands with a distinctive opportunity to innovate in engagement. This dynamic mix establishes profound connections with the public and extends the brand's reach exponentially. The crux lies in the delicate balance of strategic planning and swift execution, enabling brands to navigate the fluidity of cultural shifts and position themselves as trendsetters. Despite the inherent challenges, the potential rewards make trendjacking coupled with influencer marketing a worthwhile approach, transforming marketing into a dynamic dialogue that resonates authentically with the trend-savvy audience.