Culture-Jacking vs. Trend-Jacking

Why Smart Brands Are Playing On the Other Side of the Comment Box

In 2025, the fiercest competitions aren't in the feed—they're in the comment sections. That's where outbound engagement meets creativity. Two powerful tactics define this space:

• Trend-Jacking – reacting fast to viral moments
• Culture-Jacking – aligning with cultural or emotional movements

Let’s dive into how each works.

What Is Trend-Jacking?

Trend-jacking is when a brand jumps on a short-term, viral moment—usually on platforms like TikTok, Instagram, or X (formerly Twitter). The goal is visibility, fast.

You’ve seen it:

• Replying to a viral tweet
• Posting a meme based on a trending sound
• Commenting on a newsworthy event within hours

It’s opportunistic, playful, and timing-sensitive.

Best when used for:

• Real-time relevance
• Showing you’re “online”
• Playful, bold brand voices

Duolingo’s TikTok Comment Takeover

In April 2025, Duolingo’s TikTok strategy became a case study in viral outreach. Their mascot “Duo” began dropping snarky yet on-trend comments under popular clips—effectively turning the comment section into a brand megaphone. Strategically playful, often hilarious, and always timely, these replies helped Duolingo drive engagement, visibility, and even app usage directly from trending content.

What Is Culture-Jacking?

Culture-jacking is more strategic and layered. It’s when a brand aligns itself with a broader cultural conversation or social shift. Not necessarily viral—but meaningful, emotional, or symbolic.

It’s not just about showing up. It’s about showing you understand.

It requires brand self-awareness and long-term relevance.

Best when used for:

• Brand positioning
• Social impact
• Emotional connection

Beymen’s Barbie-core Style Moment (Turkey)

In early 2025, as global conversation buzzed around the new Barbie aesthetic, Turkish luxury brand Beymen responded—not with memes, but with editorial flair. They styled products in Barbie-inspired shades and joined high-fashion chats around the trend—elevating their brand’s cultural relevance without compromising elegance.

Final Thought

The smartest brands in 2025 don’t ask “should we post?” They ask: “Should we participate—and how?”

Trend-jacking wins moments. Culture-jacking wins trust.

Knowing the difference isn’t just semantics. It’s strategic.

And at Smart 360, we help brands know when to do what—and how to do it well.