Newsjacking

What is Newsjacking?

Newsjacking is a marketing strategy where brands incorporate brand messaging into trending news or topics in real-time to capture audience attention. By leveraging the momentum of popular news without spending large advertising budgets, it achieves significant reach and high engagement.

In a nutshell: A technique where brands ride the wave of current trending news to amplify their brand message.

Key points:

• What it does: Create and share content in real-time that relates to trending news
• Why it matters: Leverage already-focused attention on topics to gain high reach and engagement at low cost
• Who uses it: Startups with limited budgets, marketing departments, brands focused on social media

Why it matters

Modern consumers are constantly saturated with information and ignore generic corporate messages. However, messages connected to news that society is collectively paying attention to naturally catch their eyes. Newsjacking borrows the momentum of the news cycle to create organic reach and engagement. When executed with speed, newsjacking can generate viral sharing on social media, creating PR value.

How it works

Speed is critical to newsjacking. First, you need a system for monitoring news. Keep a constant watch on social media and news aggregators, looking for trends related to your brand. When you spot one, react immediately.

Next, find the connection between the news and your brand, crafting content that feels natural and humorous. However, forced connections can backfire and upset audiences, so alignment with brand values is essential. Once ready, share rapidly on platforms like Twitter, capitalizing on perfect timing.

Real-world use cases

Sports event tie-ins — Promote related products or services during major sports events, capitalizing on fan excitement.

Social trend leverage — When social issues trend, share brand values that resonate with consumers seeking connection.

Product launch support — Coordinate product announcements with related trending topics to gain natural attention.

Benefits and considerations

Benefits — Achieve high reach at low cost; quick reactions make brands appear agile. Content spreads easily and viral potential is high.

Considerations — Timing is everything; missing the moment reduces impact. Content that falls outside trends or appears inappropriate risks backlash. Capitalizing on tragic news can severely damage brand reputation. Preparation time can cause you to miss opportunities.

Related terms

• Social Media Marketing — Newsjacking centers on sharing via social media.
• Viral Marketing — Newsjacking content spreads through viral mechanisms.
• Real-Time Marketing — The broader category of marketing that responds to current events.
• Content Marketing — Newsjacking aims to reach audiences through valuable content.
• Brand Awareness — The primary goal when newsjacking succeeds.

Frequently asked questions

Q: Can you capitalize on any trending news? A: No. Choose news aligned with your brand values and that doesn’t appear inappropriate. Avoid capitalizing on tragedies or crises.

Q: How much preparation time is needed? A: The best newsjacking aims for content creation within 30 minutes. More complex content might take hours, but timing is everything.

Q: Can newsjacking backfire? A: Yes. Forced connections or poorly-timed posts create negative impressions. Always monitor audience reactions and be ready to apologize if needed.