How to Steal Viral Trends (the right way)

Read Time: 3 Minutes 7 Seconds

Hey — Thomas here.

In today’s edition:

• Why most brands fail at trend-hijacking

• Real examples from brands who've mastered it

• How to spot universally appealing trends

Let's be honest.

The internet moves fast.

You know how it goes...

• 6 months ago it was Hawk Tuah.

• Right after it was "Chill Guy.”

• And tomorrow? It'll be something new.

But here's what's interesting:

While trends come and go, some brands consistently turn them into gold.

And today, we’re breaking down exactly how they do it.

1. Timing is Everything

The best marketers don't just spot trends.

They know exactly when to strike:

when the trend is all anyone can talk about.

That's when your audience is hungry for more.

Look at Duolingo's playbook:

When Squid Game exploded, they jumped on it because everyone was watching.

We broke down Duolingo’s Squid Game marketing strategy here.

And this week, they did it again.

With TikTok's potential ban in the US making headlines, they spotted millions of users migrating to Red Note, another Chinese social media platform.

These users call themselves “TikTok Refugees.”

Duolingo’s response?

duolingo

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Yep.

And after viewers recognized Duolingo for its quick reaction to global events in its comment section, like this…

…you won’t be surprised to hear that Duolingo’s app usage has skyrocketed:

2. Think Global

The biggest trends aren't random. They tap into something that resonates with millions—not thousands.

Think Total Addressable Market (TAM), but for content:

• When a trend only clicks with teenagers in the Midwest, it stays small.

• But when it connects with parents, students, and workers across the continent and the world? That's when it explodes.

Look at Derschutze's strategy: They're a clothing brand that could stick to fashion trends.

Here’s what they do instead: they tap into massive cultural moments.

Take their “Heist” campaign:

They built an entire product drop around Money Heist, one of Netflix's biggest shows ever. We're talking 4 spots in Netflix's top 10 most-watched series of all time.

(Only Squid Game ranks higher than Money Heist—the same global phenomenon Duolingo leveraged earlier)

Derschutze understands a crucial principle: Don't fight for attention—go where it already exists.

Look at their previous ventures:

• They turned global attention toward the 2024 Olympics into viral marketing

• They created drops inspired by pop culture like The Godfather

• They even ventured into controversial territory with religious themes

This creativity has paid off: Their content reaches millions beyond their immediate community.

3. Add Your Twist

Here’s a trending format you might’ve seen before.

mrbeast

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It's simple:

1. Creator is tied to a chair

2. Rope is attached to a car

3. Dramatic pitch as the car starts moving

4. Plot twist: The rope was never actually attached

The format works because it has everything: suspense, humor, and a perfect structure for delivering a message.

And the fact that MrBeast (above) and Alex Hormozi (below) used it shows that the idea is already validated.

It’s a viral technique, but notice how they each twisted the idea to fit their business goals:

• Alex Hormozi adapted it for an advertisement for Skool that ran as a paid advertisement (Nov-Dec 2024).

• MrBeast turned it into a viral advertisement for his brand Lunchly, with a spin on it at the end.

• They weren’t the first, and they definitely won’t be the last.

So here’s the lesson:

Great trends give you a proven foundation.

Now it’s up to you to twist it to reach your unique goals.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Thomas