design custom merchandise featuring logos or slogans from a bigger brand, with or without formal partnership- though legal permissions should be sought in such cases. Even simpler, a business could create tutorials or posts that demonstrate how their product works in conjunction with more popular items. A small tech company, for example, might show how their mobile app complements iPhones or Android systems, using relevant keywords and brand references in their content for discoverability.
Additionally, small businesses can tap into ongoing social movements. For instance, a growing number of Kenyan SMEs have leveraged the # BuyKenyaBuildKenya and # SupportLocal hashtags to promote their handmade or locally sourced products. These hashtags already attract audiences interested in patriotic and ethical buying- giving small brands an opportunity to ride the wave.
The Role of Social Media and Influencers
Social media plays a significant role in piggyback marketing. Platforms like TikTok, Instagram, and X( formerly Twitter) allow small businesses to join conversations in real time. By commenting on viral topics or mimicking popular memes and challenges, they insert themselves into trending discussions.
Micro-influencers also offer opportunities for piggybacking. By collaborating with influencers who have niche but engaged audiences, small businesses can benefit from trusted recommendations. In fact, data from Influencer Marketing Hub( 2023) shows that micro-influencers( with followers between 10,000 to 100,000) deliver up to 60 % more engagement than mega influencers or celebrities, making them ideal for piggybacking on established trust and credibility.
Psychology and Consumer Behavior
The effectiveness of piggyback marketing lies in consumer psychology. People tend to trust brands that they associate with familiarity, credibility, and relevance. When a small business aligns with a trusted brand or popular movement, it borrows a part of that trust.
According to a 2024 Nielsen Global Trust report, 92 % of consumers say they trust earned media( such as word-ofmouth and brand associations) more than traditional advertising. In essence, when a local brand appears to be endorsed or aligned with something popular or wellrespected, it earns trust faster.
Moreover, timing matters. Piggybacking on trending events or news taps into the " FOMO "( Fear of Missing Out) mentality. Consumers are more likely to engage with content that feels current and urgent, giving piggyback marketers a valuable edge. prohibited and can result in penalties.
Additionally, businesses must avoid appearing opportunistic during sensitive situations. Piggybacking on a natural disaster or tragedy, for example, is not only unethical but can severely damage a brand’ s reputation.
Authenticity is key. The alignment must make sense. A gym promoting sweets during a health campaign might confuse rather than convince audiences. Ensure that your message is both relevant and respectful to the brand or movement you ' re aligning with.
Small businesses interested in piggyback marketing should start by identifying trending events, movements, or brands that align with their values and customer base. Tools like Google Trends, X trending topics, and social media hashtags can help discover what’ s currently popular.
Next, develop content that ties your business offering to the trend. This could be a blog post, video, product bundle, or even a social media post that captures attention and tells a story. Remember, the goal is to complement- not copy- the bigger brand or trend.
Monitor engagement and be prepared to adjust quickly. Trends move fast, and the window for piggyback marketing is often short. Using analytics tools like Meta Insights, TikTok Analytics, or Google Search Console can help track what’ s working.
For example, Mimi’ s Kitchen, a Nairobibased catering business, gained 40,000 new followers in just one month by jumping on a viral cooking challenge inspired by a celebrity chef. They used the hashtag # FoodieChallenge254 and tagged the original trendsetter, creating a ripple effect of engagement.
While piggyback marketing has numerous benefits, it must be approached with caution. Associating with brands or causes without permission can lead to legal repercussions, especially when intellectual property is involved. For example, using the Olympic rings or FIFA logos without licensing is
Waliaula Andrew is a Business Journalist and Author. You can commune with him on this or related issues via email at: Waliaulaandrew0 @ gmail. com.