--- title: "Trendjacking" description: "How to join a trend with a story of your own." canonical: https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/trendjacking/ updated: 2026-11-03 --- # Trendjacking > How to join a trend with a story of your own. Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 173 to 232. Framework 7 of 9 from [Jab, Jab, Jab, Right Hook](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/index.md) by Gary Vaynerchuk. Category: Personal brand. ## The steps 1. **Track the trends.** Set Twitter to follow worldwide, national or regional trends and check Google Trends for the broader population. 2. **Find the unexpected link.** Look for a non-obvious connection between the trend and your brand, such as the number seven for a 30 Rock finale. 3. **Add your own context.** Make your content the context you use to tell your story in your brand voice. 4. **Use a distinct hashtag.** Pick tags you can own and that feel native to your brand. 5. **Promote if it fits.** Buy a promoted tweet only when the trend matches your brand and community. ## Where it comes from From chapter: Round 4: Listen Well on Twitter, pp. 173–232 Twitter rewards listening and giving rather than asking and taking, and most brands use it as a link dump or a place to brag. Context matters more than content here, so the job is to spin news in your own voice, search for conversations and ride trends and hashtags with unexpected angles. Promoted tweets are cheap and small businesses can win through speed and humanity. Case studies praise Taco Bell, Chubbies and Netflix and pick apart Lacoste, Holiday Inn and AMC. ## The animation 24 seconds, 4:5, no sound. - MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/trendjacking.mp4 - MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/trendjacking-dark.mp4 - Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/trendjacking.png - Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/jab-jab-jab-right-hook/trendjacking-dark.png