Picture this: a breaking news story explodes across the headlines, captivating the collective consciousness. It's a golden opportunity—an open door to thrust your brand onto center stage. Newsjacking is the key that unlocks this door, allowing you to effortlessly slip into the spotlight and bask in the media's gaze.
By artfully aligning your content, products, or services with the trending tale of the hour, you can hijack the media's attention and ride the wave of public interest straight to the hearts and minds of your target audience.
Well, that's exactly what we're here to explore today. In this article, we'll plunge into the enchanting world of newsjacking and unlock its secrets. Together, we'll unravel the intricacies of newsjacking, learning how to artfully align your content, products, or services with the trending tales of the hour. This strategic maneuver will enable you to hijack the media's attention and effortlessly ride the wave of public interest straight to the hearts and minds of your target audience.
Let’s dive right in!
What Is Newsjacking?
Newsjacking refers to the practice of injecting your brand or message into a breaking news story or a trending topic to generate media coverage, increase brand visibility, and drive engagement.
It involves aligning your content, products, or services with a relevant news story, capturing the attention of journalists, bloggers, and social media users who are actively discussing the topic. Newsjacking allows you to ride the wave of public interest and leverage the existing media coverage to boost your own message.
What Are Some Of The Examples Of Newsjacking?
Here are a few examples of successful newsjacking campaigns:
Oreo's "Dunk in the Dark" Tweet: During the 2013 Super Bowl, a power outage occurred, causing a blackout in the stadium. Oreo quickly capitalized on the situation by tweeting a clever image with the caption, "Power out? No problem. You can still dunk in the dark." The tweet went viral, gaining widespread media coverage and demonstrating Oreo's wit and agility in seizing a timely opportunity.
SpaceX and Tesla's Collaboration: In 2018, SpaceX, led by Elon Musk, successfully launched a Tesla Roadster into space using their Falcon Heavy rocket. This event garnered widespread media coverage. Leveraging the attention, Tesla released a blog post with stunning images and details about the payload, effectively associating their brand with this historic space launch and generating additional visibility for Tesla's electric vehicles.
Dove's "Real Beauty" Campaign: Dove has consistently utilized newsjacking to promote their "Real Beauty" message. For example, during major award shows, such as the Oscars, where fashion and beauty trends dominate the conversation, Dove released empowering messages celebrating diverse beauty and challenging traditional beauty standards. By connecting their brand with the ongoing dialogue around body positivity and inclusivity, Dove successfully gained media attention and reinforced their brand's values.
HubSpot's "Oreo vs. HubSpot'' Blog Post: In response to Oreo's "Dunk in the Dark" tweet, HubSpot, a marketing software company, cleverly newsjacked the event by publishing a blog post titled "What Oreo Can Teach You About Real-Time Marketing." The post analyzed Oreo's successful newsjacking tactic and provided insights and tips for other businesses. By associating themselves with a trending news story, HubSpot leveraged the buzz around Oreo's tweet to drive traffic and engagement to their own content.
These examples demonstrate how newsjacking can be a powerful strategy when executed thoughtfully and timely. By aligning their brand messages with current events, these companies were able to generate significant media coverage, engage their audiences, and enhance their brand visibility.
What Are The Benefits Of Newsjacking?
Increased Visibility: Newsjacking enables you to leverage the media's attention and tap into the vast reach of popular news stories. When you align your brand with a trending topic or breaking news, you have the opportunity to ride the wave of public interest.
This increases visibility for your brand as your message gains exposure to a wider audience. As people engage with the news story, they become aware of your brand's association with it, leading to heightened brand awareness.
Credibility and Authority: Newsjacking allows you to position yourself as an industry expert or thought leader. When you offer valuable insights, analysis, or unique perspectives on current events, you demonstrate your expertise and establish credibility in your field.
As journalists, bloggers, and social media users seek information and diverse viewpoints on the news story, your brand's involvement and expertise can draw attention and establish you as a trusted source. This can elevate your brand's authority and enhance its reputation in the eyes of your target audience.
Real-Time Engagement: Newsjacking provides an opportunity to engage with your target audience in real-time. Actively participating in discussions and conversations surrounding a news story connects you with potential customers, industry peers, and influencers.
Sharing your insights, contributing to the dialogue, and offering valuable content can help you build relationships and foster meaningful connections. This engagement not only strengthens your brand's presence but also humanizes it by showcasing your responsiveness and involvement in current events.
Cost-Effective Marketing: Newsjacking offers a cost-effective alternative to traditional advertising. Instead of investing significant resources in creating and promoting standalone campaigns, newsjacking allows you to leverage existing news coverage.
By piggybacking on a news story, you can generate media attention and exposure without the need for extensive advertising budgets. This makes newsjacking an attractive strategy, particularly for businesses with limited marketing resources, as it provides a way to maximize brand visibility with minimal financial investment.
Enhanced Social Media Reach: Newsjacking often involves active participation on social media platforms, which can amplify your brand's reach. By strategically using relevant hashtags, engaging with influencers, and sharing content related to the news story, you increase the chances of your brand's message being discovered and shared by a broader audience.
Also, social media platforms offer a dynamic environment where conversations around news stories unfold rapidly. When you actively participate in these discussions, your brand gains exposure to a vast social media audience and potentially goes viral, significantly extending your reach. A win-win situation.
How To Implement Effective Newsjacking?
Stay Vigilant: Keep a watchful eye on news outlets, social media platforms, and industry-specific sources. Set up alerts, follow relevant hashtags, and subscribe to newsletters or RSS feeds to ensure you stay informed about the latest news and trending topics. Regularly monitor these sources to identify opportunities for newsjacking that align with your brand.
Be Timely: Time is of the essence in newsjacking. Act swiftly to capitalize on breaking news or trending topics. As soon as you identify a relevant news story, develop a plan to align your content or message with it. The faster you can insert yourself into the conversation, the greater your chances of attracting attention and gaining visibility.
Offer Unique Insights: Simply regurgitating the news story won't set you apart. To stand out, provide unique insights, analysis, or perspectives that contribute value to the ongoing discussion. Share your expertise, offer data-driven insights, or propose innovative solutions. By providing a fresh angle, you demonstrate your knowledge and establish yourself as a credible source.
Be Authentic: Authenticity is key in newsjacking. Ensure that your participation in the conversation aligns with your brand values and purpose. Avoid appearing opportunistic or forcing connections where they don't naturally exist. Maintain a genuine voice and focus on adding value to the discussion. This authenticity will resonate with your audience and build trust.
Use Relevant Hashtags: Incorporate relevant hashtags into your social media posts related to the news story or trending topic. Hashtags increase the discoverability of your content and allow it to be seen by a wider audience. By using the right hashtags, you can attract the attention of journalists, influencers, and social media users who are following the conversation.
Leverage Multiple Channels: Spread your newsjacked content across various channels to maximize its reach. Publish blog posts or articles on your website, share updates on social media platforms, include references in email newsletters, and reach out to relevant industry publications. By leveraging multiple channels, you increase the chances of your newsjacked content being seen by a larger audience.
NOTE: Remember, successful newsjacking requires a delicate balance of speed, relevance, and value. It's important to strike while the iron is hot, but also ensure that your contributions to the conversation are meaningful and authentic.
In the era of information overload, newsjacking provides the means to cut through the noise, capture the spotlight, and propel your brand forward. However, it's important to remember that successful newsjacking requires vigilance, relevance, and impeccable timing. Stay attuned to the pulse of current events, keep your finger on the ever-shifting trends, and seize the moment when the opportunity presents itself.
Let’s harness the magic of timely relevance, and watch as your message soars, resonates, and creates a lasting impact in the minds and hearts of your audience. The world is waiting for your voice—let newsjacking be the conduit that amplifies it to extraordinary heights.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.