gain traction

Meaning

This expression means to start to become popular, accepted, or successful. It is a common metaphor in business, marketing, and startups to describe an idea, product, or movement that is starting to build momentum. The tone is neutral and professional.

Examples

• Our new marketing campaign is finally starting to gain traction on social media.

  Our new marketing campaign is finally starting to gain traction on social media.

• The proposal to implement a four-day workweek is gaining traction among management.

  The proposal to implement a four-day workweek is gaining traction among management.

• It took a few months, but our subscription service is beginning to gain traction.

  It took a few months, but our subscription service is beginning to gain traction.

• His theory about consumer behavior didn't gain traction until years after it was published.

  His theory about consumer behavior didn't gain traction until years after it was published.

• We need to launch a PR campaign to help the new brand gain traction in Europe.

  We need to launch a PR campaign to help the new brand gain traction in Europe.

Common Mistakes

• ✗ The new product is gaining a traction in the market.

  ✓ The new product is gaining traction in the market.

  'Traction' is an uncountable noun in this context, so do not use the indefinite article 'a'.

• ✗ We hope our idea will win traction during the meeting.

  ✓ We hope our idea will gain traction during the meeting.

  The standard collocation is 'gain traction' or 'get traction', not 'win traction'.

Related Expressions

Practice

• The startup's new app is starting to ___ among younger users.

  💡 become popular and build momentum

  Show answer

  gain traction

• If this initiative doesn't ___ by next month, we might have to scrap it.

  💡 start to show progress or popularity

  Show answer

  gain traction