Newsjacking - how to use current events in your marketing
Using trending events and news in marketing is a smart strategy that has become increasingly common. In recent weeks, the Netflix series Love is Blind Sweden has been on everyone's lips and many Swedish companies have jumped on the trend. We take a closer look at the phenomenon known as newsjacking.
"The joy and eternal longing of my heart". If you've been following the conversation over the past few weeks, you'll probably recognize this quote from the reality series Love is Blind Sweden. The Netflix series that aired in January had an incredible impact and everywhere people talked about the program, which is about the participants dating without seeing each other.
But it wasn't just in the break room, on the bus or at the gym that the show was discussed, Love is Blind, or LIB for short, was also trending on social media. Initially, it was individuals and influencers who discussed the program, but soon companies also started to get involved in the topic in the form of marketing.
Companies inspired by Love is Blind Sweden
Known for their humor and wit on social media, Lidl Sweden was quick to respond, and just seven days after the premiere episode, they posted the following post on Instagram alluding to contestant Christoffer's famous quote:
View this post on Instagram
View this post on Instagram
IKEA also wanted to be part of the discussion, and a day before the show's wedding episode, they posted the following post on Instagram, alluding to contestant Oskar's pronunciation of the French cheese brie.
View this post on Instagram
Gröna Lund has also been inspired by the program and used the participant Oscar's dance which has become a viral meme.
View this post on Instagram
What is newsjacking?
The phenomenon is called newsjacking and is a marketing strategy whereby a company exploits a current news item, event or trend to generate attention for its own brand. The basic idea of newsjacking is to take advantage of the speed of today's digital media and quickly create content around what is currently being discussed on news sites and social media.
Rather than creating content from scratch, it takes inspiration from events going on around it and creates something that can be linked to your brand. The most important thing when it comes to newsjacking is speed. A news story or trend usually only lasts a couple of days and it's important that the content gets out before the hype dies down.
How can my company succeed with newsjacking?
For a marketing or communications department to succeed in newsjacking, it's important to keep your ear to the ground and be constantly aware of what's going on around you. It is also important to have a good understanding of your target audience and know what engages them. If you're selling products to people aged 15-20, content linked to Sweden's membership of NATO may not be a hit, while content that alludes to the latest season of Masked Singer will be.
Where should I use the content?
Newsjacking can be applied to most media formats, but it is mainly in social media that the strategy has an impact. On these platforms, it is possible to get content out quickly while also communicating live with recipients. This feature makes it possible to expand the content even more and at the same time get new ideas for future posts.
In addition, the quality requirements on social media are often slightly lower than on other sites. A post on Instagram or LinkedIn doesn't always have to be pixel-perfect, making it easier for you to quickly create and distribute the material.
5 tips for success:
- Pay attention
Stay on top of the latest news and trends - Listen to your target audience
What does your audience care about and is the topic of interest to them? - Be quick
As soon as you have an idea, start production - Use social media
The fastest way to get your content out there is through social media - Keep it simple
Skip complicated productions and long copy, simple content wins here
Good luck with your newsjacking strategy!
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