No longer limited to influencers posting sponsored content, today’s creators are now building full-fledged media empires, driven by authenticity, powered by platforms like TikTok and YouTube, and trusted by their audiences more than traditional ads ever could be. For brands, this evolution brings a golden opportunity: the chance to tap into creator-led content marketing to reach consumers in more human, trend-driven, and impactful ways.
But there's a catch. Brands can’t just force their way into creator spaces without understanding the nuances of this new ecosystem. The rules have changed. The content is different. And the audience expectations are higher than ever. This is where trend-jacking comes into play—a tactic where brands jump on existing content trends, formats, or viral moments created by others to insert themselves into the cultural conversation.
If done well, trend-jacking in creator-led content can feel organic, funny, and culturally relevant. Done poorly, it can come across as desperate, tone-deaf, or even backfire entirely. So let’s explore what’s behind the rise of creator-led marketing and how brands can smartly, yet strategically, ride the wave.
Why Creator-Led Content Is Dominating the Digital Landscape
The creator economy has exploded over the last few years. With the rise of short-form video platforms like TikTok, Reels, and YouTube Shorts, it’s never been easier for individuals to build an audience from scratch, grow a loyal following, and start monetising their voice. Audiences today are drawn to creators because of their relatability, niche knowledge, and ability to speak directly to the viewer without the gloss and polish of traditional media.
This is a far cry from celebrity endorsements and glossy ad campaigns. Creator-led content feels raw, real, and personal. Whether it’s a skincare enthusiast sharing their unfiltered morning routine or a finance expert giving honest takes on budgeting, audiences trust creators because they are seen as one of them—not just spokespeople.
For brands, this means partnering with creators is no longer just a “nice to have” tactic—it’s a vital marketing channel. But it also means that brands have to be willing to let go of control. Creator-led content isn’t about hitting corporate talking points. It’s about fitting into the creator’s world in a way that feels authentic to their audience.
Learning the Language of the Platforms
To trend-jack successfully, brands must speak the language of the platforms they’re using. TikTok, for example, has its own visual grammar, humor, pacing, and expectations. A trending sound might be used sarcastically, nostalgically, or subversively—and if your brand misreads the tone, your content can fall flat or worse, get mocked. That’s why it’s essential to immerse your team in platform culture. This doesn’t mean copying every trend you see, it means understanding what’s trending, why it’s trending, and how your brand might be able to contribute something original to the conversation.
Hiring or collaborating with creators who live and breathe these platforms can help immensely. They have a pulse on what’s happening, what’s overplayed, and how to remix a trend in a way that feels fresh. That collaboration can help bridge the gap between brand messaging and platform-native content.
Timing and Relevance Are Everything
Trend-jacking is all about speed. A trend that’s hot today may be irrelevant next week, so brands need to be agile. Long approval processes and rigid brand guidelines can stifle your ability to move quickly. That’s why many brands building in this space are shifting toward more flexible creative models, empowering creators and social teams to act fast when a trend hits. But speed without relevance is risky. Not every trend is right for every brand. Just because something is going viral doesn’t mean your brand needs to be part of it. The key is to find trends that overlap with your brand’s identity, values, or audience interests.
For instance, a fashion brand might jump on a trending audio about “getting ready” with a behind-the-scenes styling reel. A financial services brand probably shouldn’t. Instead, they might trend-jack a budgeting meme or stitch a creator’s hot take on saving habits. The trick is to match your brand’s voice to the cultural moment, not force the moment to fit your brand.
Authenticity Still Rules
At the heart of successful creator-led content and trend-jacking is authenticity. Audiences are more media-savvy than ever and can spot a disingenuous brand post a mile away. If your participation in a trend feels forced, performative, or too polished, it will likely be ignored—or worse, called out.
This is why many brands are now leaning into lo-fi content. Shooting on an iPhone. Using trending sounds without over-editing. Showing the human side of the business, whether that’s behind-the-scenes office clips, founder cameos, or customer reactions. The line between user and brand is blurring, and the most successful content often feels like something a friend would send you, not a company.
Creator partnerships play a huge role in this. When creators are given freedom to interpret a trend in their own way, the end result is almost always more engaging than if a brand tries to script it. Trust the creator’s instincts. After all, they’re the ones who built the audience in the first place.
Brands That Are Getting It Right
Some brands have already made creator-led trend-jacking a core part of their strategy. Duolingo, for example, has built a TikTok presence that leans heavily on humor, memes, and a mascot that behaves more like a chaotic internet personality than a language-learning tool. It works because it feels native to the platform and doesn’t take itself too seriously.
Ryanair, the budget airline, has also found success by embracing lo-fi, irreverent content that often pokes fun at itself. Instead of fighting the internet’s perception of budget airlines, Ryanair leans into it with witty TikToks and responses to trending videos.
What both brands have in common is a willingness to give up some control in exchange for cultural relevance. They’re not afraid to be weird, funny, or self-deprecating if it means connecting with audiences on their turf.
Trend-Jacking With Purpose
It’s easy to chase virality for its own sake, but the most successful trend-jacking campaigns are rooted in a larger brand purpose. If your goal is just to get views, the strategy will feel hollow. But if your goal is to create meaningful connections, tell better stories, and participate in the cultural moments that matter to your audience, then trend-jacking becomes a powerful extension of your brand’s voice.
The rise of creator-led content is more than just a shift in who’s making content—it’s a shift in how culture is created, shared, and consumed. For brands willing to adapt, listen, and let go of the old rules, this new landscape is full of opportunity.