Skip to main content
Dose of Digital

The How and Why of Newsjacking Explained with 3 Examples

By January 13, 2025January 20th, 2025No Comments6 min read
what is newsjacking

Have you ever noticed how some brands effortlessly jump into trending conversations and instantly grab everyone’s attention? This isn’t just luck; it’s a marketing strategy called newsjacking.

So, what is newsjacking? It’s when a brand ties its message to a hot topic or breaking news story to stay relevant, relatable, and visible. Think about how a clever tweet or a timely campaign makes a brand feel in sync with the moment. It’s more than marketing; it’s about connecting with people emotionally.

Moreover, not only it is limited to prominent companies, but it can be utilized by any brand to stand out, engage with its audience, and create buzz. Let’s examine how it works, why it’s so effective, and some inspiring examples.

What Is Newsjacking?

At its core, newsjacking is about taking a trending story and making it work for your brand. This concept was introduced by David Meerman Scott in 2011, and it’s been a game-changer ever since.

Brands use newsjacking in many ways, such as social media posts, blogs, or even video campaigns. For example, when a local coffee shop created a blog post featuring creative recipes for iced drinks during an unexpected summer heatwave, they didn’t just promote their products; they connected with their audience’s immediate needs and interests.

So, whether it’s a clever tweet or a blog that ties into a popular event, newsjacking makes brands part of the conversation. Also, it highlights to your audience that you watch trends and are also part of them.

What Are the Benefits of Newsjacking?

Newsjacking is influential because it taps into what people are already interested in. It helps brands connect emotionally, build authority, and boost engagement.

Here’s why it’s so effective:

  • Increased Visibility: Tying your message to a trending story puts your brand in front of a much larger audience.
  • Authority: Sharing thoughtful insights on current events positions your brand as a leader in your industry.
  • Higher Engagement: People are more likely to engage with content that’s relevant to what they’re already discussing.
  • SEO Benefits: Newsjacking often attracts backlinks and features in high-authority publications, boosting your search rankings.
  • Cost-Effective: Compared to traditional campaigns, it’s a budget-friendly way to make a big impact.
  • Stronger Connection with Audiences: By staying relevant, your brand feels more relatable and in tune with what people care about.
  • Potential for Media Coverage: Clever newsjacking can attract attention from journalists and media outlets, further amplifying your reach

Common Pitfalls in Newsjacking

Newsjacking can go wrong if you’re not careful. Here are some common mistakes to avoid:

  • Insensitive Topics: Avoid jumping on tragedies or disasters. It can come off as exploitative and harm your brand’s reputation.
  • Timing Issues: If you’re too early, people won’t understand the reference. If you’re too late, the moment will have passed.
  • Misjudging Context: Always understand the story fully before reacting. For example, DiGiorno Pizza once used a hashtag tied to domestic violence awareness without understanding its context, leading to a backlash.

3 Stellar Examples of Newsjacking

1. Oreo’s Super Bowl Blackout Tweet

When the lights went out during Super Bowl XLVII, Oreo tweeted, “You can still dunk in the dark.” It was simple, timely, and clever. This tweet gained massive engagement and showed how quick thinking can make a significant impact.

2. Coca-Cola’s “Share a Coke” Campaign Tie-In with National Holidays

Coca-Cola’s iconic “Share a Coke” campaign cleverly tied into national holidays by featuring names and phrases relevant to celebrations, like “Mom” for Mother’s Day or “Grad” during graduation season. This simple yet thoughtful approach resonated with audiences and increased brand engagement.

3. Netflix’s Black Mirror Pandemic Campaign

During the COVID-19 pandemic, Netflix promoted its show Black Mirror by joking that we were living in its next season. This clever approach resonated with audiences facing a challenging time.

How to Learn Newsjacking in 5 Steps

  1. Find Relevant StoriesStay updated with tools like Google Trends, Reddit, or Google Alerts. For example, if you’re in fitness, follow health and wellness trends to stay ahead.
  2. Research Your AngleAdd your unique perspective to the story. Use tools like Semrush to identify keywords like “newsjacking definition” or “brand jacking” for SEO benefits.
  3. Be Quick and Accurate
    Timing is everything. Respond early, but verify your facts to avoid missteps.
  4. Stay EthicalAvoid controversial topics and ensure your content aligns with your brand values.
  5. Choose Effective ChannelsShare your content on platforms where your audience spends time. Whether it’s LinkedIn for professionals or Instagram for younger crowds, tailor your approach.

Why Timing Is Everything in Newsjacking

Timing can make or break your newsjacking efforts. You need to act after the story breaks but before it peaks. Getting in too late means losing the audience’s attention while jumping too early, which might confuse them.

Newsjacking and SEO: A Perfect Match

Newsjacking is a smart way to get noticed by writing about hot topics that everyone is talking about. When you connect your content to something trending, it can bring more people to your website. This can help your site show up higher on search engines, get more links from other websites, and make you more visible online. By joining in on the conversation, you can catch people’s attention and grow your audience.

Conclusion

Newsjacking is your ticket to staying relevant, engaging audiences, and driving results. Done ethically and strategically, it can transform your brand’s visibility and connection with your audience. Start small, stay authentic, and see the difference it makes.

FAQs

What is an example of newsjacking?

Oreo’s Super Bowl tweet is a classic example of how brands can creatively jump into trending moments.

What is the meaning of newsjacking?

When a brand ties its message to a trending story for visibility and engagement.

What is newsjacking in digital marketing?

It’s a strategy where brands use trending topics to promote themselves online.

What is newsjacking in PR?

In PR, it helps brands gain media coverage by connecting their message to breaking news.

Leave a Reply