- Set up alerts to monitor relevant news.
- Conduct keyword research for high-volume search terms.
- Read and understand primary news sources.
- Create accurate, compelling content swiftly.
- Differentiate your angle to stand out.
- Promote content actively across social media and media channels Source: Hallam. For insights on measuring your efforts, check out our guide on social media KPIs.
Set Up Monitoring Tools: Use Google Alerts, RSS feeds, and social listening tools like Twitter hashtags to stay informed of breaking news and trending topics Source: HubSpot. For advanced tracking, explore our social listening agency guide.
Perform Quick Keyword Research: Identify high-volume search terms related to the news story to boost organic visibility Source: SEMrush.
Source Primary Information: Read authoritative sources to ensure accuracy and credibility.
Publish Fast: Aim to produce and publish content within hours of the story breaking, capturing the peak of public interest [Source: HubSpot]. For content repurposing ideas, see our content gap analyzer.
Add a Unique Perspective: Inject your brand’s voice, humor, or insight to stand out.
Amplify Widely: Share content across social channels, involve influencers, and reach out to media outlets [Source: Mailchimp].
Boosts Brand Recognition: Associating with trending topics amplifies visibility, like Oreo’s quick response during the Super Bowl blackout Source: The Pros and Cons Of Newsjacking.
Reaches New Audiences: Connects your brand with audiences already engaged with the news.
Enhances SEO: Generates inbound links and fresh content, as HubSpot’s timely Google Knowledge Graph post demonstrated.
Creates Viral Potential: When executed well, increases brand exposure and positions your company as timely and relevant.
Timing Is Critical: Delays lead to missed opportunities or appearing out of touch.
Inappropriate Content Risks Backlash: Attempting to newsjack tragedies or disasters can damage reputation. Kenneth Cole’s misstep during the Egyptian revolution exemplifies this danger Source: When newsjacking is in poor form.
Short-Lived Stories: Content may lose relevance quickly, limiting long-term impact.
Potential for Insensitivity: Exploiting tragedies or suffering can provoke public outrage.
Overuse or Inauthenticity: Excessive or poorly executed efforts can make brands seem opportunistic, eroding trust Source: The downside of newsjacking.
What is Newsjacking and How Does It Work?
Defining Newsjacking
Newsjacking is a strategic marketing tactic that leverages current breaking news stories or trending topics to boost brand visibility, attract media coverage, and drive targeted traffic. David Meerman Scott popularized the term in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage Source: HubSpot. The process involves swiftly aligning your brand’s message or expertise with a trending news story, ideally within hours of its emergence.
How Newsjacking Operates
Effective newsjacking requires several key steps:
Example: Oreo responded during the Super Bowl XLVII blackout with a tweet: "You can still dunk in the dark." This quick, relevant post gained widespread attention and engagement, exemplifying successful newsjacking Source: SEMrush.
Core Principles
Timing and relevance are crucial. Respond promptly with a unique, on-brand perspective that resonates with the ongoing conversation. This approach positions the brand as a timely, authoritative voice Source: Small Business Trends. To craft compelling content quickly, consider using tools like our AI blog outline generator.
How Can I Effectively Use Newsjacking in My Marketing Strategy?
Structured Approach
To integrate newsjacking effectively:
Ethical Considerations
Avoid opportunistic or insensitive content, especially regarding tragedies or disasters. During Hurricane Sandy, brands that offered helpful messages maintained positive engagement, whereas insensitive posts backfired [Source: Content Marketing Institute]. To manage online reputation effectively, review our brand protection guide.
Measuring Success
Track KPIs such as social media shares, comments, website traffic, backlinks, media mentions, and lead conversions. Use these insights to refine future efforts [Source: HubSpot]. For detailed analytics strategies, check out our social media analytics guide.
Staying Adaptive
Monitor emerging platforms and tools like AI trend analysis or live video to keep your newsjacking relevant and impactful in the evolving digital landscape [Source: SEMrush, Mailchimp]. For leveraging AI in social media marketing, see our AI in social media guide.
What Are Some Successful Examples of Newsjacking?
Oreo's Blackout Super Bowl Tweet
During the Super Bowl XLVII blackout, Oreo tweeted: "Power out? No problem." The timely post attracted thousands of retweets within minutes, turning a potential crisis into a viral moment Source: Oreo wins the Super Bowl Newsjacking game.
Aviation Gin's Response to Peloton
After the controversial Peloton ad, Ryan Reynolds’ Aviation Gin launched a humorous parody featuring actress Monica Ruiz. The witty response garnered over 7.2 million views on YouTube, boosting brand visibility Source: HubSpot. For more on influencer marketing, see our micro-influencers guide.
Burger King's 'Big Mac-ish' Campaign
Following McDonald's losing its Big Mac trademark in Ireland, Burger King promoted its own Big Mac-like sandwiches with humor and wit. This quick, clever reply resonated with audiences and media alike Source: HubSpot.
Microsoft Teams and NBA Partnership
During COVID-19, Microsoft Teams partnered with the NBA to showcase 'Together Mode,' creating a virtual crowd experience. The timely campaign highlighted product relevance and fostered positive associations Source: HubSpot. To explore virtual events, see our event marketing planner.
AeroMexico's 'A World Without Borders'
Amid U.S. border debates, AeroMexico launched a campaign using DNA tests to reveal Americans' Mexican heritage, offering discounts. The campaign achieved over 1.6 billion impressions and increased sales by 33.7% Source: Clio Awards.
Calm’s Election Campaign
During the U.S. presidential election, Calm ran calming ads during CNN coverage, providing relief amid political stress. The campaign delivered high ROI and extensive PR coverage Source: TechCrunch.
Gillette's 'The Best Men Can Be'
During the #MeToo movement, Gillette aired a provocative ad addressing toxic masculinity. Despite mixed reactions, it succeeded in sparking societal conversations and brand visibility Source: Wired.
Oreo's Area 51 Tweet
In 2019, Oreo joked about the Area 51 raid: "What flavors do you think they're hiding in #Area51?" The humorous tweet engaged audiences at low cost, exemplifying effective, budget-friendly newsjacking Source: HubSpot.
What Are the Risks and Benefits of Newsjacking?
Benefits
Risks
Conclusion: When executed thoughtfully, newsjacking can elevate your brand’s profile. Ensure sensitivity, timeliness, and relevance to avoid pitfalls. For innovative AI-driven insights and tailored strategies, explore Enrich Labs.
