Top.Mail.Ru
Newsjacking — Postmypost
Log in
Sign up
RU EN
Log in Sign up
Glossary – Newsjacking

Newsjacking

Nikiforov Alexander
Friend of clients
Back

Contents

What is newsjacking?

Newsjacking is a guerrilla marketing method that actively uses current news events, trends, and happenings to promote products or services. This approach involves not only timely responses to emerging trends but also the ability to "ride the wave" of a popular news item to effectively advertise your product. It is important to understand that the product comes into focus due to a situation that has already attracted public attention. Some experts view newsjacking as a form of parasitism in marketing; however, it can significantly boost sales in the context of other events. For example, the magazine "T—Ж" has a special section where laws and documents are explained simply and accessibly, benefiting readers and bringing additional traffic to the publication.

Benefits of using newsjacking

Newsjacking offers numerous advantages for businesses:

  • Increased traffic. Visitors are more likely to come through news aggregators and search queries.
  • Cost savings on promotion. Content is quickly picked up and shared on social media.
  • Audience engagement. The number of comments and interactions with the content increases.
  • Brand recognition. Integration into a popular news background helps boost visibility.

How to integrate advertising into the news background

To effectively link your brand to current news, you need to carefully consider your strategy. Here are some tips to help launch a successful advertising campaign through newsjacking:

  • Keep an eye on new events. It's important to stay updated on the latest news to connect your product with genuinely relevant events.
  • Act quickly. Effective advertising requires prompt responses to news triggers.
  • Don’t force the news. Use only events that are genuinely related to your product and capture audience interest.
  • Create positive messages. Avoid speculating on tragic events and choose events with a positive tone.
  • Use keywords. This will enhance the visibility of your message and attract more attention.

Remember that newsjacking is not suitable for teams with long approval chains, as it requires quick responses and a clear understanding of tone of voice.

Examples of successful newsjacking

Examples of successful newsjacking show how brands can effectively respond to current events:

  • Name for the heir to the throne. After the birth of Prince William and Kate Middleton's child, the NFL used this news in their blog, suggesting naming the baby after "royal" football players.
  • Michael Owen retires. The Kit Kat brand created a creative post featuring football boots and a slogan that quickly gained popularity on social media.
  • Glasses for miners. After the mining accident in Chile, the Oakley company gifted glasses to the miners, which not only helped the people but also brought significant profits.

These examples demonstrate how newsjacking can be used not only for advertising but also for socially beneficial purposes, creating a positive brand image.