What Is Newsjacking?

More About Newsjacking

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Let's dive into the world of newsjacking—a powerful marketing tactic that involves leveraging current events or breaking news to boost your brand’s visibility. Newsjacking is all about riding the wave of trending stories to capture more attention and engagement on social media and other platforms.

Fun Fact: Newsjacking was first coined by David Meerman Scott in 2011. He described it as the art of injecting your brand or message into a breaking news story to grab attention. It's like jumping onto a moving train—if done right, it can take your brand to new heights.

In today’s fast-paced digital world, newsjacking is a fantastic way to get noticed. By aligning your brand with popular topics, you can enhance visibility, increase engagement, and drive traffic to your site. Plus, it can position your brand as a thought leader. But, there’s a catch—this strategy must be handled with care to avoid coming across as opportunistic or insensitive.

Let’s check out an example of newsjacking: After McDonald’s lost its Big Mac trademark, Burger King seized the opportunity by launching marketing campaigns featuring its own "Big Mac-ish" sandwiches and a limited-time flame-grilled Big Mac.

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Let’s explore the key elements of effective newsjacking:
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1. Relevance: Ensure that your content is directly related to the news story or trend. This relevance makes your message more engaging and likely to resonate with your audience.
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2. Timeliness: Timing is crucial. Act swiftly to capture the peak of the news cycle. The quicker you respond, the better your chances of being noticed.
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3. Creativity: Stand out by offering a unique perspective or creative twist on the news. This approach can differentiate your brand from others jumping on the same story.
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4. Authenticity: Align your message with your brand’s values and voice. Authenticity builds trust and credibility with your audience.
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5. Engagement: Aim to spark interactions through likes, comments, and shares. Engaged audiences are more likely to spread your message.
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6. Shareability: Create content that is easy to share and understand. This increases the likelihood of your message reaching a broader audience.
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7. Flexibility: Be ready to adapt as trends and news cycles shift. Staying agile helps you stay relevant.

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Let’s dive into the benefits of newsjacking-

When executed well, newsjacking can:

• Boost Visibility: Place your brand in front of larger audiences and industry conversations.
• Increase Engagement: Enhance social media interaction and reach.
• Demonstrate Relevance: Show that your brand is in tune with current events and audience interests.

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Let’s look at another newsjacking example: In 2019, as the Area 51 raid meme went viral, Oreo tweeted, "What flavors do you think they're hiding in #Area51?" This clever response generated thousands of replies and shares, capturing the buzz around the trending topic.

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Let’s see how you can start newsjacking-

To effectively newsjack, start by tracking relevant stories and trends. Here’s how:

• Monitor Trends: Use tools like Google Trends and Google Alerts to stay updated on trending topics.
• Social Media Tools: Social media tools can help track social channels for emerging stories, enabling you to stay updated on trending topics and relevant news. These tools allow you to monitor conversations, identify opportunities for newsjacking, and engage with your audience effectively.
• Follow Industry Insiders: Keep an eye on journalists and bloggers who cover news related to your field.

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Here’s the newsjacking to-do list you should follow:
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1. Select the Right Story: Ensure the breaking news aligns with your brand and industry.
2. Act Quickly and Accurately: Write and publish content fast, but verify facts to maintain your brand’s reputation.
3. Offer a Unique Angle: Add your unique twist to the news to stand out from the crowd.
4. Be Cautious: Be sensitive to how your content might be received by your audience.
5. Promote Your Content: Use tools like Facebook Live, contact journalists, and tweet using relevant hashtags.
6. Track Engagement: Use social tools to measure the impact and plan future campaigns.