Borrowed authority in marketing: How to use trends to grow your brand

You’ve seen this happen: A brand suddenly talks about a Netflix show. A founder references a viral tweet. A company breaks down a headline everyone is discussing.

And those posts tend to do well. More reach. More engagement. More replies.

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There’s a reason for that.

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What is borrowed authority?

Borrowed authority is when you attach your content to something that already has attention.

Instead of building interest from scratch, you tap into what people are already watching, discussing or searching for.

That could be:

• a trending topic
• a viral post
• a major news story
• a cultural moment
• a popular format

The goal is to connect something culturally relevant to your expertise.

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Why borrowed authority works

Most content asks for attention. However, content that uses borrowed authority joins attention.

That small shift makes a big difference. You’re no longer asking people to care. Instead, you’re meeting them where they already do.

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5 Proven Ways to Use Borrowed Authority

Here are the most common (and effective) ways brands actually do this:

1. The trend breakdown

Take something everyone is talking about and explain it through your lens.

Examples:

• A lawyer explaining a high-profile lawsuit
• A marketer breaking down a viral ad campaign
• A recruiter analyzing a public CEO firing

Why it works: You combine existing attention with your expertise.

2. The “What this means for you” angle

Take a big story and translate it for your audience.

Examples:

• “What Apple’s latest launch means for small businesses”
• “What this Google update means for your SEO”
• “What this viral TikTok trend means for your brand”

Why it works: You simplify complexity and make it relevant.

3. The Unexpected Comparison

Use something cultural and connect it to your industry.

Examples:

• “What Formula 1 can teach you about team performance”
• “What dating apps teach us about product onboarding”
• “What Airbnb’s design teaches about conversion”

Why it works: Familiar idea + new angle = instant curiosity.

4. The Opinion on a Hot Take

Jump into an existing conversation and share a clear stance.

Examples:

• “AI will replace marketers (here’s what people get wrong)”
• “Remote work is not dead. Here’s why.”
• Reacting to a viral founder opinion

Why it works: You join a viral conversation. 

5. The trend to application play

Take a trending format and apply it to your niche.

Examples:

• Using a viral meme to explain your product
• Adapting a trending hook to your topic
• Turning a popular format into an educational post

Why it works: People already understand the format, so it’s easier engagement.

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The biggest mistake in borrowed authority

Most people just mention the trend. They reference it but don’t add anything. But what makes the difference is how clearly it ties back to your expertise.

If you remove the trend your content should still be useful.

Because:

• The trend gets attention
• Your insight creates value

You need both.

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How to apply this to your content

Next time something shows up everywhere, pause for a second. Think about where it overlaps with your work, your audience or your experience. That’s usually where the strongest content comes from.

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Final thought

Good content rarely lives in isolation. It’s usually connected to something bigger that’s already happening.

Once you start working with that instead of around it, content becomes a lot easier to create… and a lot more likely to land.