Newsjacking: How to Leverage Trending News for Maximum Brand Impact
Newsjacking is the practice of injecting your brand or content into a breaking news story or trend to capture attention and boost engagement. It lets brands, influencers, and creators ride the wave of popular topics in real time for greater visibility.
What Is Newsjacking?
Newsjacking is the art of jumping into trending news stories or viral moments and adding your own spin in real time. Instead of waiting for your scheduled content calendar, you spot breaking events—like a viral meme, a major announcement, or a cultural moment—and create content that links your brand to that story.
At its core, newsjacking is about speed, relevance, and creativity. You don’t need a massive budget—just the ability to recognize an opportunity, craft a quick response, and share it across your social channels or blog.
Examples in Influencer Marketing and Social Media
- Oreo’s Super Bowl Blackout Tweet: When the lights went out during the 2013 Super Bowl, Oreo immediately tweeted “You can still dunk in the dark,” earning massive praise for timely wit.
- Fitness Influencers and #NewYearNewMe: Every January, fitness creators post transformation challenges tied to the hashtag, attracting engagement from audiences making resolutions.
- Small Business and #WorldEnvironmentDay: A sustainable fashion brand might share behind-the-scenes of eco-friendly production on World Environment Day, tagging the official hashtag to join the global conversation.
These quick, on-trend posts often outperform planned content because they tap into what people are already searching for or talking about.
Why Newsjacking Matters
1. Boosts Visibility: Riding a trending topic can get your content seen by people outside your usual audience.
2. Builds Authority: Commenting on relevant news shows you’re plugged in and knowledgeable about your industry.
3. Drives Engagement: Real-time, relatable content often sparks shares, likes, and comments at a higher rate.
4. Improves SEO: Publishing content around trending keywords can help you rank in search results tied to that news.
For DTC brands and creators, newsjacking can level the playing field—small budgets, big impact.
Common Misconceptions and Variations
- "It’s just spamming hashtags." Newsjacking isn’t about dumping random tags; it’s about genuine, value-add commentary.
- "You need perfect content." Speed matters more than polish. A quick graphic or a short video can work better than an overproduced piece.
- Negative Hijacking: Avoid tying your brand to tragic or sensitive news. Stick to lighthearted or industry-relevant topics to prevent backlash.
Some brands even use micro-newsjacking, focusing on niche industry updates rather than global headlines.
Practical Tips to Get Started
- Monitor Trends: Use tools like Google Trends, Twitter Trends, and social listening platforms.
- Set Alerts: Get notified for keywords related to your industry or brand.
- Evaluate Relevance: Ask if your audience cares. If it feels forced, skip it.
- Act Fast: Aim to publish within the first few hours of a story breaking.
- Keep It On-Brand: Your take should reflect your voice and values.
- Use Hashtags Wisely: Add 1–2 official tags, but don’t overdo it.
By spotting newsworthy moments and reacting with speed and authenticity, you can turn fleeting trends into lasting brand engagement. Start small: pick one trending topic this week and share your unique perspective—your followers will notice the timeliness, and the ripple effect could surprise you.
