Newsjacking

What Is Newsjacking?

Newsjacking is a dynamic marketing strategy that involves riding the momentum of trending stories to enhance brand recognition and drive engagement on social media platforms. Coined by David Meerman Scott in 2011, newsjacking refers to the practice of strategically inserting your brand or message into a popular news story. Think of it as hopping onto a speeding train—if executed well, it can propel your brand into the spotlight.

In the fast-paced digital age, where trends emerge and fade quickly, newsjacking offers a unique opportunity to stand out. Aligning your brand with relevant topics not only increases visibility but also positions your business as a thought leader. Yet, this approach requires finesse to avoid appearing insensitive or overly opportunistic.

A Real-World Example

When McDonald’s lost its Big Mac trademark, a major competitor creatively seized the moment. They launched a playful marketing campaign featuring their own "Big Mac-inspired" sandwiches, turning the news into a promotional opportunity that garnered widespread attention.

Key Elements of Effective Newsjacking

1. Relevance: Your content must directly relate to the trending story. The stronger the connection, the more your message will resonate.
2. Timeliness: Timing is everything. Act quickly to capitalize on the peak interest of the news cycle.
3. Creativity: Offer a fresh, unique perspective that sets your brand apart from others engaging with the same story.
4. Authenticity: Stay true to your brand’s values and tone. Audiences value authenticity and trust brands that remain consistent.
5. Engagement: Aim to encourage interactions such as likes, comments, and shares. Engaged audiences can amplify your reach.
6. Shareability: Craft content that’s easy to share, ensuring it spreads across platforms effectively.
7. Flexibility: Stay adaptable as trends evolve, allowing your strategy to remain relevant.

Benefits of Newsjacking

When done right, newsjacking can:

• Boost Visibility: Place your brand at the center of popular conversations.
• Increase Engagement: Encourage meaningful interactions across social media.
• Demonstrate Relevance: Show that your brand is in tune with cultural moments and audience interests.

Another Example

During the viral Area 51 raid meme in 2019, a popular cookie brand tweeted, "What flavors do you think they’re hiding in #Area51?" This humorous and timely response sparked thousands of interactions, demonstrating the power of well-executed newsjacking.

How to Start Newsjacking

To get started with newsjacking, follow these steps:

1. Monitor Trends: Use tools like Google Trends or set up alerts to stay informed about the latest news and trending topics.
2. Leverage Social Media Tools: Track emerging stories across social platforms to identify opportunities for engagement.
3. Follow Industry Insiders: Stay updated by following journalists, bloggers, and influencers in your field.

Your Newsjacking To-Do List

1. Choose the Right Story: Focus on news that aligns with your brand and resonates with your audience.
2. Act Swiftly and Verify Facts: Respond quickly but ensure accuracy to protect your credibility.
3. Add a Unique Perspective: Offer an angle that sets your brand apart.
4. Be Sensitive: Consider the potential impact of your content to avoid backlash.
5. Promote Strategically: Use relevant hashtags, live videos, and media outreach to amplify your content.
6. Track Results: Analyze engagement metrics to measure success and refine future campaigns.

By incorporating these strategies, you can harness the power of newsjacking to elevate your brand, foster engagement, and demonstrate cultural relevance—all while maintaining authenticity and trustworthiness.