Social media is often associated with terms like “doom-scrolling,” a mindless rabbit hole that many of us turn to when we need a break from our busy realities. What we don’t realize is that through our scrolling, we are unknowingly capturing information strategically shared through videos on our custom For You pages, also known as implicit learning. Through an hour of carefully curated content, many of us become doctors, fashionistas or even policy experts.
Research found that 68% of U.S. adults report seeing news on social media either purposefully or incidentally. As social platforms become a primary source of information, they also create new opportunities for earned media from social trends. For communicators, this represents a powerful trendjacking PR strategy when executed thoughtfully.
When a brand finds a social media trend that genuinely fits, the content becomes evidence of brand relevance on social media. It gives PR teams something timely to bring to reporters, creators and potential partners; a real-world example of a brand connecting with an audience in a way that feels current. For journalists, trends are evidence that a topic is already capturing public attention, providing a timely hook and answering the question of why a story matters now. The social post may be the starting point, but the win can extend well beyond that.
Avoid chasing every viral moment. But do identify brand-relevant social media trends, determine whether they create a credible opportunity for authentic brand participation, and move on those social media and media coverage opportunities when they’re the right match.
Not every viral moment deserves a press release. Some trends are too fleeting. Others are entertaining online but have no meaningful connection to the business. In fact, one of the biggest factors in trend-based PR wins is knowing when not to participate.
The strongest opportunities exist where audience behavior, cultural conversation and brand expertise naturally overlap.
That distinction mattered when we worked with a client in the dermatology field. By leveraging TikTok’s “winter uglies” trend, we secured earned media placements in top-tier outlets including The New York Post and People. It became a strong PR case study from social trends, demonstrating the value of turning a TikTok trend into earned media placements.
“Winter uglies” resonated with Gen Z users, who felt more depressed and less confident during the winter months because of seasonal depression, changes in skin health and reduced vitamin D exposure. Rather than simply commenting on the trend, we connected the client’s expertise to a cultural moment.
We positioned our expert in leading consumer publications to explain the science behind the trend, highlighting the spokesperson’s thought leadership about an existing trend. Instead of trying to rewrite the narrative, we contributed meaningful expertise to an ongoing conversation, ultimately turning a client’s TikTok moment into top-tier press coverage.
This principle extends well beyond TikTok. Whether a conversation begins on LinkedIn, Reddit, X, Substack or another online community, the opportunity remains the same: Identify where a brand has something credible, useful and newsworthy to contribute, then get the word out.
If the only reason a brand joins a trend is to reach millions of viewers, the content feels like an awkward interruption. Audiences recognize when a company is borrowing from internet culture without understanding it. Effective PR for viral trends requires authenticity first, then visibility.
The lesson is simple: Don’t ask, “How can we get our client into this trend?” Instead ask, “Why would people want to see this client participate?”
If there is a convincing answer, move quickly.
If there isn’t, skip it. The internet will provide another opportunity soon enough.
TikTok and other social media trends have a short shelf life. That is part of the appeal,and part of the challenge. By the time a trend reaches a marketing calendar, receives approvals and goes through multiple rounds of edits, the conversation may have already moved on.
But some viral moments are worth a press push, because they allow brands to contribute meaningful expertise at exactly the right cultural moment.
