In short, newsjacking can be defined as the practice of taking advantage of current events or news stories to promote or advertise a product or brand.
In recent years, newsjacking has become a very effective way to reach a broader audience by connecting your organization or brand to the world around it.
But why has it become so relevant?
In this post, we’re going to explore newsjacking and discuss why it has become a very effective strategy to reach a massive audience without breaking the bank.
With no further ado, let’s dive into the topic.
It’s Hard to Build Organic Reach
So why would an organization use newsjacking as an opportunity to leverage current events and trends?
Well because on social media it has become harder and harder to build organic reach.
To some extent, social media platforms provide paid advertising services to allow brands to broaden their audience, so unless you are consistently creating content that gets naturally shared, it can be hard to draw attention to your social media presence, especially as a new brand or company.
This is why newsjacking can be a way to connect to events and happenings that drive organic traffic towards your website or profile, by taking advantage of high volumes of traffic that connect to real-life events.
Low Budget for Advertising
Another reason why newsjacking is an interesting avenue to explore has to do with the fact that your brand may not have allotted a budget to advertising.
That’s ok, advertising is a challenge. It takes time to figure out what kinds of messages convert, what kind of imagery and rewards achieve the highest click-through rate. All in all, advertising requires large investments before it is able to bring home a return on investment.
This is why newsjacking can be a way to reduce your costs and still connect to searches that may have a high purchase intent.
Need to Stay Relevant and Create a Buzz
Another reason why newsjacking can be helpful has to do with the need to “create a buzz”.
Before launching a new product or service, it may be necessary to build a sense of expectation and anticipation. Again, unless you’re willing to invest sizable amounts into advertising, newsjacking can be a fun and engaging way to connect to your audience and build upon the voice of the product.
Great! Now that we’ve touched a few good reasons why newsjacking can be an interesting way to bring your products and services to market, it’s time to draw a few conclusive remarks.
There you have it! In this post, we’ve looked into newsjacking as a guerrilla marketing strategy to help your business connect to real-life events and happenings.
Navigating a communication strategy and leveraging your community is not simple and in this post, we’ve discussed how newsjacking can help you “beat the algorithm”.
If you’re interested in reading more on the topic, here’s a book we recommend reading to go into more depth in your social media strategy: Social Media Strategy
Also, don’t hesitate to explore our blog, where we’re providing a wealth of information on social media management and brand communication. Enjoy!