It’s estimated that the average social media user invests roughly 2 and a half hours per day on social media.
So thanks to techniques like newsjacking, ending up being top of mind for users has actually never been easier for brand names.
In many circumstances, brands have actually utilized newsjacking to put themselves in the middle of the discussion and demonstrate their media prowess.
Nevertheless, connecting your brand name to a viral story and being tone-deaf on specific problems can land you straight in the middle of a tweetstorm of criticism.
So how should brands approach viral news stories, and is it worth it to newsjack?
Creating an effective newsjacking method can yield substantial advantages for any brand name. However all of it boils down to execution.
What Is Newsjacking?
Newsjacking is a typical media method wherein a brand name markets itself using a viral news story.
For example, influencers on social networks regularly use newsjacking to offer their own distinct takes and develop their audience.
However, this strategy is regularly adopted by significant brand names to help them trend and expand their brand reach. In uncommon cases, the brand name can end up being the center of the news story for much better or for even worse.
However, newsjacking is mostly about attaching your brand name to an existing story, not making yourself the story.
The benefit of newsjacking is that it needs extremely little effort and just a bit of creativity to get your brand name trending in no time.
There are numerous methods to newsjack a story utilizing conventional marketing methods, including:
- Social network campaigns.
- Writing blog site posts.
- Partnering with other brand names.
- Hosting occasions.
Most significantly, newsjacking is a strategy available to anybody with an individual or expert brand name, so anybody can try it.
While newsjacking offers excellent advantages with really little effort, there are pros and cons to this strategy that every brand name needs to think about.
Advantages and disadvantages Of Newsjacking
As the proverbial quote states, “All promotion is good publicity.”
This is mostly real in the social media age, although brand names walk a tighter rope than political pundits and your average Twitter user when it becomes edgy or relevant.
For this reason, there are lots of advantages and disadvantages to newsjacking.
- Take advantage of a newspaper article with little effort.
- Enormously expand your brand reach and take it to the mainstream.
- Cultivate enormous social networks engagement.
- Increase brand name commitment (if done appropriately).
- Show your brand’s worths in genuine time.
- Potentially hurt your brand’s credibility.
- Mistime a story and fail to take advantage of its advantages.
- Interest the wrong audience.
So, to reap the full benefits of newsjacking, you require to understand how to approach a story and what story to choose.
How To Leverage Breaking News
Discover Trending Stories Relevant To You
Firstly, you require to find the ideal breaking news story to news jack.
Smaller brands can benefit from researching trending topics in their specific niche using tools like Google Trends to discover pertinent trending topics.
Screenshot from Google Trends, January 2023 As you can see, interest in crypto, in general, is dropping, but there are a lot of subtopics that are trending, which any brand name can take advantage of. Screenshot from Google Trends, January 2023 Platforms like Semrush and SE Ranking also offer tools that allow us to explore trending subtopics in any provided specific niche. For instance, SE ranking provides a mind map and clusters for each trending topic. Screenshot from Semrush, January 2023 For smaller sized industries, I recommend even blogging about stories
that will trend in the future that you can get ahead of. For instance, new innovations, such as ChatGPT and AI, offer chances for
SEO brands to rank highly for those keyword searches as they ultimately rise over time. Additionally, you can discover trending subjects by looking for trending hashtags on Twitter, Hot Posts in
Reddit communities, and by monitoring what individuals post on Buy Facebook Verification Badge and Buy Instagram Verification Badge. Offer A Special Brand Name Spin Next, you need to provide an unique perspective that helps separate your brand from the competitors. For example, many brand names during the pandemic, such as Uber and Busch, effectively produced branded ad campaigns that were unique and tasteful, and combined higher loyalty with their customers. Make your campaigns relevant to your brand and its clients. For example, if you’re a vehicle business, creating advertising campaign around the need for more electric automobiles and even poking fun at Elon Musk may matter. Nevertheless, commenting on other newspaper article that do not associate with vehicles or transportation will appear inauthentic. Interest Your Audience We likewise require to consider what type of audience we desire our brand name to market to. Leveraging trending keywords can help you craft ad innovative that talks to your audience’s needs. Additionally, cultivating your message for your audience makes you appear more authentic. Finally, marketing to your audience will assist your campaign over the right channels. For instance, expert brand names in the scholastic area will take advantage of writing about trending stories on platforms like LinkedIn and Twitter, instead of Buy Facebook Verification Badge or Buy Instagram Verification Badge.
Master Timing Another key factor to consider of newsjacking is timing. If your brand is not capable of
producing something fast, you could become irrelevant. Of course, I advise appropriately researching a newspaper article prior to attempting to make a marketing project out of it to be safe.
In a lot of cases,
it will require a great deal of resources to act on a newspaper article quickly and effectively, which may not be practical for many brands. Construct Traction With Promo
When you design your ad campaign, you should promote your brand to reach as many eyeballs as possible. Adding hashtags to viral stories
will assist your brand reach a larger audience. In addition, sharing advertisement creatives across all social media platforms and via e-mail to newsletter lists will assist you reach more customers. Again, the secret is
to be quick, especially if you want to promote advertisements over standard or digital channels.
Use it Moderately Finally, I think it is very important to bear in mind that newsjacking is not a daily method, nor should it be used more than a couple of times a year. Brand names can take on a severe danger by taking part in newsjacking, and they might betray any credibility they are attempting to produce by engaging in this strategy too much. For this reason, I recommend keeping a close eye on your industry for any trending
stories and choosing only one that feels right for your brand. Going out and looking for stories might be more expensive in the long run and supply very little advantage.
5 Examples Of Successful Newsjacking To help you strategize better, let’s analyze some examples of successful and not successful newsjacking. 1. Busch Beer Sponsors Pet Adoptions One of the more
heartwarming stories of the early pandemic was an effort by Anheuser-Busch to motivate more people to adopt dogs. The business offered a free three-month supply of beer for
anybody who embraced a dog from a shelter sponsored by the Midwest Animal Rescue & Services(MARS)
. The story assisted shine a light
on an underreported phenomenon and assisted the business gain wide recognition across social networks and its consumer base.
2. Uber’s Ad Campaign:”Thank You For Not
Riding “Of all of the industries struck hardest by the pandemic, ride-sharing needed to be among the hardest. Nevertheless, Uber was not just
able to restore its brand name but also profit from the pandemic with its”Thank You For Not Riding” campaign, where it encouraged motorists to stay at home. While the business definitely
lost a lot of cash due to the fact that of the international occasion, this ad campaign helped create greater trust and commitment with its customers, which has been rewarded a lot more considerably in the long run. 3. Oreo’s Famous “Blackout Ad”
Perhaps the most infamous example of newsjacking occurred almost a years earlier at Super Bowl XLVII in New Orleans
. After a malfunctioning relay triggered a power interruption for a few minutes, Oreo responded with a real-time Twitter post that lit the web on fire. Screenshot from Twitter, January 2023 This very basic but expertly timed tweet remains one of the best examples of newsjacking done properly in the split second of a minute. 4. Budweiser Conserves Its World Cup Throughout the 2022 World Cup, Budweiser– one of the world cup’s main sponsors for over 3 decades– got an impolite awakening when it discovered that Doha had banned all alcohol from its sporting events. While the business erased a tweet, stating,”Well, this is uncomfortable,” it reacted remarkably by granting the beer
it had guaranteed for the cup to the winning country. Screenshot from Twitter, January 2023 This story is an excellent example of how brand names can pivot and manipulate a breaking news story for their own benefit. In the same way that Oreo controlled the Super Bowl blackout to its advantage, so too did Budweiser to newsjack the story and take advantage of it long-lasting, even if it lost out on tens of thousands of dollars in sales. 5. Google’s Year In Search Finally, Google’s Year
in Search is another innovative example of a brand that can capitalizing on trending news stories to tell its own special brand story. By putting its brand at the center of these news stories, Google helps form a stronger connection with its customers and strengthen its brand name’s pre-eminence in the tech space. Newsjacking Done Wrong Naturally, for every success story of newsjacking
, there is one equally as dissatisfying. Perhaps the most notorious failure at newsjacking came from Pepsi with its notorious Kendall Jenner advertisement. While growing political unrest and hot-button social problems, Pepsi’s advertisement totally missed out on the point and humiliated its credibility. Let this be a lesson that political messages can act as effective themes, however they need to be managed with grace and tailored particularly for your audience. Overall, newsjacking is a very reliable technique for increasing your brand name’s
reach and obtaining publicity.
Nevertheless, newsjacking needs tact and focus for correct execution, as well as excellent timing. Follow these examples above to successfully newsjack a story and help your brand reach new eyeballs.
More resources: Featured Image: Yurii_Yarema/ SMM Panel