Newsjacking
Also called trendjacking, reactive marketing
What is newsjacking?
Newsjacking is the practice of creating timely content that connects your brand to a breaking news story, trend or cultural moment while public attention is high. The idea is to join a conversation people are already having, with a relevant angle, so your content gets more reach than it would on an ordinary day. Speed and relevance matter most.
The term was popularized by marketer David Meerman Scott in the early 2010s. On social media, the related term trendjacking covers jumping on viral memes, formats and trending audio rather than news.
Newsjacking carries risk. Jumping on tragedies, political events or stories you do not understand can look tone-deaf and damage trust. The safest newsjacking adds something useful or light, and only when the link to your business is genuine.
Why newsjacking matters
Timely content can travel further because people are actively searching and sharing on the topic. A small business with a smart, quick angle can get attention that would otherwise cost a lot in ads.
It also shows a brand is current and human. Reacting to local news, weather or a big sporting event in a relevant way makes a business feel part of its community.
How to newsjack safely
- Watch news, trends and your industry daily so you spot moments early.
- Ask whether your business has a genuine, useful connection to the story.
- Skip tragedies, divisive politics and anything you would need to explain away.
- Move fast: post while the topic is rising, not after it has peaked.
- Keep it on-brand and check facts before posting.
Newsjacking example
A city announces a new network of protected bike lanes. That morning, a local bike shop posts a carousel: "New bike lanes open Monday: three checks before you ride them", with a small offer on safety checks for the first week.
Newsjacking FAQ
What is an example of newsjacking?
A gym posting a quick home workout on the morning a snowstorm closes roads, or a bakery making a cake shaped like the trophy on the day of a local team’s big win. Both tie a real moment to what the business does.
Is newsjacking risky?
It can be. Tying a brand to sensitive news, or getting facts wrong in the rush, can cause backlash. Stick to moments where your link is genuine and the tone fits.
Related terms
A viral video spreads quickly and widely as people share it and platforms recommend it, reaching far beyond the creator's usual audience.
Trending audio is a song, sound or voice clip being used in many short videos at once, which can help new videos get discovered.
Brand safety is protecting a brand's reputation by keeping its ads and content away from harmful contexts and its own content free of risky claims.
Social listening is tracking what people say online about your brand, competitors and industry, then using it to improve products and content.
A content calendar is a schedule of what you will post, where and when, so social content is planned ahead instead of made at the last minute.