By now, we’ve all seen the couple that climbed to the top of the Empire State Building. It was a masterclass in how to gain immediate social media clout

(and get arrested)

In the marketing space, taking a viral image or concept and adapting it to your own industry is called trendjacking. It’s perfect for creators or brands that are trying to rapidly boost online visibility and engagement. If done well, you become a part of the viral wave but, if done poorly, it looks like a brand trying too hard to sit at the kids’ table.

Trendjacking works because it lowers the barrier to entry for engagement. People already recognize the format, they just want to see what your punchline is.

To show how it works, I took this exact concept and used it to plant my flag on four unpopular opinions in the commercial video production space. Here they are:

I don’t NEED an FX3 (I want One)

There’s a massive difference between Gear Acquisition Syndrome (GAS) and practical necessity. Can you shoot an incredible, high-end commercial on a reliable, workhorse camera? Absolutely. Can you make reels about doing video production on a Sony A7III without getting absolutely destroyed in the comments? No Way.

iPhone Footage is GOOD

If a client or creator has a great setup, an understanding of framing, and a good hook, they don’t need a $5000 camera…I guess unless they’re making content about needing a $5000 camera. The stigma that mobile footage isn’t good enough is just elitist and outdated. They even have log footage on iPhone now. LOG!

“Fix it in Post” is a Dead Meme

As a combo videographer and video editor, hearing “we’ll fix it in post” sends an absolute shiver down my spine. It has become somewhat of a meme in the videography community, but I still can’t shake the feeling that they might not actually be joking…

$10K Agency Playbooks are a SCAM

If you’ve been on LinkedIn for five minutes, chances are you’ve seen some “agency guru” trying to sell you an online course that will help you “scale to $10k per month as a video agency.” If these guys actually made $10k a month doing videos, they wouldn’t have any time to hawk their courses.

The Wrap Up

Jumping on trends isn’t about being unoriginal and copying others. It’s about taking a creative approach to established formats. When you find something that works, it feels really good to take part in a trend that so many others are participating in.

So, what flag are you willing to plant for your industry? Download the picture and make your own trendjacking meme!