News moves fast. What’s trending today and making headlines everywhere can be forgotten by tomorrow. In the midst of this fast-paced rhythm, brands that know how to react on time and leverage the conversation of the moment have the opportunity to gain visibility without the need for massive campaigns.
That tactic is called newsjacking: using current events to tell your own story and connect your brand with what everyone is already talking about. When executed well, it can become one of the most effective strategies to increase online visibility and strengthen your reputation.
At Growwer, we work every day with companies that apply newsjacking as part of their content and link-building strategies, and we’ve seen how this practice can make a real difference when done with speed, creativity, and brand consistency.
What Is Newsjacking and Why It Matters for Your Brand
The concept of newsjacking was coined by David Meerman Scott to describe the practice of “hijacking” the media conversation around a breaking news story with a brand-driven message. In other words, it’s about spotting a story that’s generating interest and using it to communicate something that ties your business to the topic.
This matters because it allows you to tap into the attention that the news is already generating. Your brand can gain visibility, reinforce its relevance in a context that’s attractive to the audience, and even build an emotional connection when your message has a clever or creative touch.
The Benefits of Newsjacking in Digital Marketing and SEO
Although newsjacking is often associated with viral social media posts, its potential goes far beyond that. In digital marketing and SEO, it brings clear advantages. For instance, it increases the chances of attracting organic traffic since your content can rank for searches related to the news.
It also opens the door to media coverage. Journalists are constantly looking for experts and credible voices when a topic is trending, and that’s where your brand can earn a place. At the same time, it projects a fresh, up-to-date image, reinforcing your authority in the industry. And if you secure mentions or backlinks from digital media outlets, the impact on your online reputation is even greater.
How to Spot Relevant News Stories for Your Business
Not every news story is useful for your newsjacking strategy. The key isn’t to react quickly to any topic but to select those that are connected to your industry or aligned with your brand’s tone.
To do that, staying alert is essential. Tools like Google Trends, X (Twitter) trending topics, or Google Alerts can help, as well as closely following specialized media in your niche. With that information, you can decide when it’s worth reacting—and when it’s not.
Speed is another decisive factor. A viral story may only last a few hours or a couple of days. If you don’t act in time, the interest fades away.
Newsjacking Strategies to Increase Online Visibility
There are many ways to put newsjacking into practice. One of the most common is reacting on social media with creative posts connected to the trending topic. Another option is writing blog articles that analyze the news from your industry’s perspective, adding context that helps readers better understand the situation.
You can also send press releases. Many media outlets need to contextualize stories and are open to including statements from professionals or companies with authority. Even email marketing campaigns can work if the news is used as a starting point to share advice, an offer, or valuable content.
In our experience, the combination of publishing your own content and gaining visibility in external media is what turns newsjacking into a solid strategy rather than a one-off action.
Examples of Brands Leveraging Newsjacking
Perhaps the most famous case is Oreo during the 2013 Super Bowl. When the stadium experienced a blackout, the brand tweeted: “You can still dunk in the dark.” Within minutes, it was shared by thousands of people worldwide, proving that a quick, creative reaction could be as impactful as a multimillion-dollar TV ad.
Another example is Netflix with Money Heist (La Casa de Papel), which leveraged political and social topics to reinforce the show’s narrative in viral campaigns. Similarly, sports brands during the Olympic Games often tie their communication to key moments—such as record-breaking performances or emotional gestures by athletes.
These cases show that brand size isn’t what matters most. What really makes the difference is creativity and the ability to act at the right time.
Common Newsjacking Mistakes and How to Avoid Them
The first mistake is being late. If the conversation has already moved on, the effort is wasted. Another common error is forcing a connection between the brand and the news when there isn’t a real link—this often comes across as opportunistic. It’s also wise to avoid sensitive topics, such as tragedies or political conflicts, as they can backfire and damage your reputation.
A final mistake is simply repeating what others have already said. Newsjacking works when you bring a unique angle—something surprising or that adds real value to understanding the event.
How Growwer Connects You with the Best Media for Your Newsjacking
Newsjacking is much more powerful when combined with digital media visibility. Posting on social media isn’t enough: if your brand also appears in specialized portals or authority blogs, the impact is far greater.
At Growwer, we help brands connect with the best media outlets to share their message. Our platform makes it possible to publish articles, press releases, or editorial collaborations that amplify newsjacking actions and give them a longer life span.
This not only creates immediate visibility but also generates strategic mentions and high-quality backlinks that strengthen your reputation and search engine rankings. In short, it transforms a one-off action into a strategy with real and lasting impact.
Practical Tips to Apply Newsjacking in Your Strategy
If you decide to implement newsjacking in your business, the ideal approach is to set up an internal protocol defining how to detect opportunities, who makes the decision to react, and how the communication will be handled. Tone is key—it can be witty, serious, or analytical, but it must always align with your brand identity.
Speed should never come at the expense of quality. React quickly, yes, but with clear and well-thought-out messages. And remember: not all news is worth it. If it doesn’t align with your brand, it’s better to let it go. Thinking about SEO from the start is also crucial, since including terms related to the news increases the chances that your content will appear in trending searches.
Newsjacking is a powerful tool to stand out in an overcrowded digital market. It allows brands to position themselves in current conversations, attract traffic, generate media mentions, and strengthen their online presence.
At Growwer, we’re convinced that the key is acting fast, adding value, and amplifying the message through the right channels—but above all, doing it without losing authenticity. Because leveraging a news story is only worth it if it reinforces what your brand is and what it stands for.
When that premise is met, newsjacking stops being a temporary tactic and becomes a strategy with real impact on your brand’s visibility and reputation.
