In the fast-paced realm of digital marketing, “Newsjacking” stands out as a nimble-footed strategy. It’s the art of capitalizing on current news to elevate a brand’s message or campaign, perfectly aligning with the 24/7 news cycle.
Newsjacking involves brands swiftly and cleverly injecting their ideas into breaking news, in real-time, to garner media attention. It’s a potent tool when executed correctly, offering the chance for virality. The process involves monitoring news, identifying relevant stories, and crafting a branded message that’s timely and engaging. Brands like Oreo, with their “You can still dunk in the dark” tweet during a Super Bowl blackout, exemplify successful newsjacking.
Fun Facts !!!
- The term “Newsjacking” was popularized by marketing strategist David Meerman Scott.
- Timing is everything; it usually has a short window of opportunity.
- While primarily digital, newsjacking can extend to traditional media like TV and radio.
Insensitive Takes: Brands occasionally misread the tone or sensitivity of a news event, leading to backlash.
Overuse: Some argue that the over-reliance on newsjacking can come across as insincere or opportunistic.
No, even smaller entities can leverage current events with the right message.
Monitoring news feed and having a responsive content team is crucial.
No, sensitive or tragic news should be approached with caution or avoided.
Yes, if done in poor taste or without understanding the context.
When done respectfully and authentically, it can be. However, using tragic events for promotional purposes is generally frowned upon.
Newsjacking, as a reflection of our real-time culture, emphasizes the need for brands to be agile and culturally tuned. While offering immense potential for visibility and engagement, it also serves as a reminder of the responsibilities brands hold. In an age where news travels faster than light, the art of newsjacking underscores the delicate dance between timeliness, relevance, and respect.