Newsjacking - the art of turning trending headlines into powerful marketing opportunities that help your brand stand out.
In today’s fast-paced digital world, timing is everything, and staying relevant can make all the difference. So, what exactly is newsjacking and how can it benefit your business?

What Is Newsjacking?

In digital marketing, newsjacking refers to the practice of leveraging popular news stories or viral events to draw attention to your brand. The term was coined by David Meerman Scott in 2011 after he analyzed how brands and consumers interact in the digital space.

The main idea is to create content that capitalizes on a trending or controversial topic to attract interest and promote your product or brand organically. Interestingly, the story or event you use doesn’t even need to be directly related to your business - what matters is how cleverly you connect it to your message.

However, that connection must be done strategically. Using irrelevant or sensitive topics can easily backfire and harm your reputation. Successful newsjacking requires tact, timing, and creativity in how you present your message.

The Stages of Newsjacking

Every trending topic goes through several stages - and not all are suitable for newsjacking. The best time to act is before the story reaches its peak, when public interest is growing but not yet oversaturated.

This timing allows you to ride the wave of curiosity and direct attention toward your brand. If you miss that critical window, it’s usually best to skip the opportunity, as your effort and resources may not deliver meaningful results once the trend starts to fade.

How to Execute It Successfully

To make the most of newsjacking, first understand that attention spans online are incredibly short. You need to capture interest instantly.

Create content that stands out - but also feels familiar or relatable. Humor, irony, or emotional connection can help audiences recognize themselves in your message.

At the same time, keep an eye on your competitors. If multiple brands use the same trend in similar ways, originality is lost, and your campaign risks blending into the noise.

Real-World Examples

Because timing is critical, social media is the most effective channel for newsjacking - allowing brands to react quickly with witty posts, visuals, or hashtags that engage large audiences.

• KitKat provided a great example during the iPhone 6 controversy, when users complained about the new phone bending easily. The brand tweeted an image of a broken KitKat bar with the caption: “We don’t bend, we break.” The clever wordplay earned massive attention worldwide.

• Oreo also delivered one of the most iconic newsjacking moments during the Super Bowl blackout. The brand posted an image of an Oreo cookie glowing in the dark with the caption: “Power out? No problem.” The tweet received over 20,000 Facebook likes and more than 15,000 retweets - all within hours.

Final Thoughts

Newsjacking, when done right, can propel your brand into the spotlight and help you connect with audiences in real time. But it requires strategy, speed, and sensitivity.

Stay alert to trends, analyze your audience, and be ready to act - because in digital marketing, timing can be everything.