Newsjacking might sound like a frightening concept; like a tactic pulled from the deep dark bag of marketing tricks. Luckily, it is something much different. Newsjacking is what happens when brands attach themselves to the trendiest news stories at the time to cast a spotlight on their own content.
To give you a real-life example of how newsjacking has been successful with brands, we need only look at the South African fast-food restaurant franchise Nandos. We are sure you’ve seen these types of ads pop up on social media from time to time. Nando’s is a brand who isn’t afraid to connect with their audience in tongue-in-cheek ways that often piggyback on current affairs. Have a look at the below ads and see how Nandos gets itself into the public consciousness.
In the first ad, Nando’s is throwing shade at its competitor, KFC, in a post that plays upon the current coronavirus pandemic. In the second ad, it pokes fun at the chaotic nature of the State of the Nation address. In the third ad, Nando’s has a dig at Sanral’s commencement of e-tolls, and in the fourth ad, it added its voice to the controversy surrounding the meat dress famously worn by Lady Gaga.
Like Nandos, many brands worldwide have embraced this marketing strategy to great effect. Let’s look at a few.
There are several reasons why newsjacking is very appealing to brands and marketers. For one thing, it can be done on a shoestring advertising budget. You only need a captivating visual featuring your product, drop a catchy line next to it, and post it on your brand’s social media channels. For another, it’s a creative and memorable way to get the attention of your audience. It might be just the thing you need to get people hooked onto your brand.
That being said, there are some best newsjacking practices that power the best results. Keep them in mind when creating your first or next newsjacking campaign.
Jump on it as soon as possible: newsjacking requires that you keep up with news updates and shifts in trends the second they happen. This enables you to capitalise on popular keywords and hashtags that will ultimately boost your brand’s exposure.
Find a way to effectively tie an event to your brand: although you can find newsjacking opportunities outside your industry, it must somehow relate to your brand. If you want to contribute something that your audience can benefit from, you need to make sure that it applies to your offering or reflect the spirit of your brand. Don’t just blindly tap into a trend because everybody else is.
Keep things simple: the goal of newsjacked content is to capture readers quickly and to get them to click that like and share button. The key to doing this is keep your writing and imagery concise and clear so that you can quickly get your point across. Don’t distract their attention with unnecessary graphics or overly complex sentences.
Be thoughtful about what you post: it is essential to take the right approach when communicating about a topic. If you post something that resonates with your audience, it’s best to avoid messages that are exploitative, offensive, or inappropriate especially when it involves disasters or sensitive social issues. Remember, it only takes a single tweet to ruin your brand reputation.
There are tried and trusted marketing strategies that most brands implement successfully: Search campaigns, Display banners, content marketing, and search engine optimisation. Then, there’s newsjacking — an underutilised tactic that positions your brand to engage with your audience in a more receptive way. When done correctly, newsjacking is a valuable technique to help you rack up more comments, likes, and shares on your social media and blog content.
Video content is a perfect means of engaging with your audience. It offers you the chance to draw them in with exciting visuals that enhance the message you’re trying to convey. Of course, you want that message to be as quick and simple as possible while also being effective. There are various reasons for harnessing short-form video content and using it to advertise your brand. Try using the following types of short-form video and sharing them on social media.
Acquaint audience members with your product with a video tutorial that’s informative and to the point. This type of video doesn’t have to be overly creative. All it has to do is offer a clear explanation to your followers about what your brand does and how your product works. Visual aids always help when explaining information, so that’s what your video tutorial can act as.
There are no doubt certain products or aspects of your brand that you’ll want to shine a spotlight on. That’s where a creative short-form video can help. Create something that highlights a specialty product or service of yours while explaining it as succinctly as possible and promoting it through the use of exciting visuals.
You want your audience to be constantly hooked onto your brand. Keep them interested by producing short teaser videos that promote upcoming products or services. With these videos, you can build up anticipation amongst your followers and ensure they pay attention to your brand in order to see what’s coming next.
Behind the scenes videos
Your audience is no doubt curious about your brand, so why not make the most of that curiosity and offer them a sneak peek into the inner workings of your company. A behind the scenes video doesn’t have to go into every little detail of how your brand works. Instead, it can give a broad yet comprehensive overview of that brand, helping your followers understand you a bit better and maybe acquainting them with the various people you work with. Putting faces to a brand name helps to lend that brand some personality, making it seem more approachable.
There are always regular questions an audience wants to ask a brand. If you’re a venue then people might constantly ask what your opening times are or if there’s an age limit in terms of who’s allowed in and who is not. It’s all very well having a list of frequently asked questions (FAQs) somewhere on your company website, but this might be tiring for readers to scroll through when they’re on the lookout for one piece of information. An useful alternative would be to answer FAQs in a quick video. Once again you’ll be able to incorporate a more human element into your content as well as make it look more visually appealing.
Video content is engaging and exciting, and can be harnessed for numerous important purposes. With succinct short-form videos you can share necessary information to your audience, incorporating exciting visuals and an approachable human element into that content. Show followers how your products and services work, take them behind the scenes of your business operations, answer questions, promote specialty products and create teasers to keep them hooked. Once you’ve started creating videos like these and sharing them on social media, you’re bound to see your audience increase. Contact TMI if you want to promote your video content on YouTube and social media.
It should go without saying that YouTube is the ideal platform on which to post video content. That being said, if you’re starting up your very own YouTube channel it’s important for you to accumulate a significant amount of followers in order to stand out from your competitors. Here are some ways in which you can effectively build up a following on YouTube.
A well-planned SEO strategy is an effective means of gaining traffic and subscribers, so be sure to optimise your YouTube channel if you want more people to find it. Your first move should be to perform some solid keyword research for your channel, perhaps using YouTube’s search function as a tool. With it, you can type in keywords you’d like to use in order to find out what other people are currently talking about. You can also use Google Ads to do keyword research. Once you’ve found the right keywords, include them naturally within your YouTube content. Try adding subtitles to your videos in order for the algorithm to categorise those videos based on their transcripts.
A great way to keep people interested in your content is to produce it on a regular basis. Your follower base is only just getting used to you, and a consistent output of impactful video content is sure to keep them hooked. You might want to start by producing channel trailers on a regular basis in order to catch the eye of your intended audience. It’s also a good idea to create a visible content schedule on your profile. Once people start to come across your channel and become invested in it, there’s a great chance that they’ll carry on coming back if you stick to that schedule. If you need to make any changes to your channel, then be open about it to your followers. This way, they won’t be deterred.
Interacting with your audience through your content is an effective way of keeping them interested in your channel. An example would be adding a call to action (CTA) at the end of your videos, perhaps asking whoever’s watching to subscribe to your channel in order to enjoy more of your content.
Promote your channel
If you’re serious about your YouTube channel gaining traction, then make sure you promote it on other social media platforms. By sharing your videos on platforms such as Facebook and Twitter you are increasing awareness of your channel. If your posts are tantalizing enough, then there’s a good chance of people clicking through to your YouTube channel and subscribing. In addition, if people start commenting on your social media posts and on your YouTube channel itself, then you have a better opportunity to engage with them by answering their questions and taking an interest in their opinions. It’s a valuable way to increase their confidence in you and get them onto your side.
YouTube is an indispensable platform for creators of video content. If you want to gain a YouTube following, then make sure content is properly optimised, produced on a regular basis and interactive. Also remember to promote your content on other platforms such as Facebook and Twitter and engage with your audience at all times. If you do all this, then you’ll quickly see your list of subscribers grow.
Video content is a beneficial tool for any marketer. It’s a worthwhile means of sharing your brand’s message with your audience in an engaging, informative and visually stimulating manner. Video can be especially beneficial for demand generation content. Demand generation refers to the aim of targeted marketing programs to drive awareness around and interest in a brand’s products or services. Here are three reasons why video can be so important for demand generation content.
Video Content Can Be Benchmarked
Many video content platforms feature analytics that help to measure how well that video content is performing. YouTube Analytics is perhaps the most prominent example given how predominant YouTube is among video content sites. The data read by analytics tools such as this can include the number of times a video has been viewed and how long that video was viewed for. Video analytics tools are particularly useful for measuring audience engagement, but it can be difficult for brands to assess the impact of their video content when compared with content produced by their competitors.
Enter benchmarking, a great way for companies to measure just how effectively their marketing plans are progressing against competitors in their relevant industries. Many platforms feature benchmarking analytics, including Google Analytics. Benchmarking is particularly effective when it comes to video content given how prevalent and effective video marketing has become. By making use of benchmarking analytics, a brand can ascertain what metrics are important to creating an effective video marketing strategy. Plus, a brand can assess industry standards in order to find out what elements of their strategy need to be improved.
Video Can Improve Existing Technology
Biju Muduli explains how marketers have a lot to deal with when it comes to producing video campaigns and mentions the almost overwhelming amount of technologies and data insights available to them. The amount can be so overwhelming that it can at times be hard to know which tools are necessary for the creation of an intelligible video strategy. Muduli explains that, by adding video to their current marketing technologies, marketers will be more able to “focus on the creativity that’s driving video content instead of the execution and analytics reporting details.” They will be able to create, optimise and keep track of campaigns from within one application, while also having just one dashboard on which they can collate all necessary information across various campaigns. As Muduli specifies, “it is essential that video be scaled, delivered and measured with just a few clicks.”
Quality Over Quantity
The quality of both your leads and your content go hand in hand with each other. Being at once an engaging, immersive and compelling means of marketing a brand, video content can represent the type of marketing quality that results in leads that are more qualified. This is why brands should harness the power of video content when formulating their marketing strategies.
Video is a powerful tool to make use of within the multifaceted field of marketing. It’s particularly beneficial when used as part of content strategies that are aimed at building awareness around a brand. It can be easily benchmarked, it’s effective in improving existing technologies, and it’s great for producing high-quality content.
Social media marketing is integral to your business for numerous reasons. It is by advertising on social media platforms that you are more capable of reaching a wider audience, enhancing your online visibility, cultivating awareness of your brand and targeting specific demographics. What’s more, you have a variety of options at your disposal, all of which you can use.
The thing is, however, that all social media platforms differ from one another, so you must decide which of them is best suited to your marketing needs. Identify your advertising goals, decide which platforms you’re going to use and then choose which paid social media advertising features you must consider for your company.
You’re able to work with both images and video content when you advertise on Facebook. Image ads are useful for displaying your products, while video ads help to spread content that is both informative and entertaining. You can also make use of carousel ads, which comprise a block of text and numerous images. These are effective for advertising more than one product, a collection of products, or for telling a story through images. Facebook is also useful for generating leads. Create a lead campaign on the platform, either to direct users to your website or to them to sign up for your services.
Instagram is similar to Facebook in that you can advertise on it with images, videos and carousel ads as well. One thing to remember about video ads on this platform is they begin to play, with or without audio, as soon as users to scroll to them. This means that you can’t rely solely on audio to ensure the ad has an immediate effect. Instagram does have a specific feature that you can also use to your advantage, and that is Instagram Stories. It’s a very popular means of attracting the attention of prospective customers and getting them to click through your services.
Twitter is a social media platform on which you can share content that’s catchy and to the point. It also allows for numerous promotional and advertising opportunities. There’s Twitter Promote Mode, with which you are automatically able to promote the first ten of your daily organic Tweets. This feature is for those marketers who have a substantial amount of content to share every day and who want their reach to increase at an impressive rate.
You also have the option of creating individual Twitter campaigns if you want more control over what you post and if you want to spend less on advertising. As with Facebook and Instagram, Twitter ads can also either be video- or image-based.
Unlike Facebook, Twitter and Instagram, LinkedIn is an exclusively professional networking platform that allows to you get recognised by businesses and people searching for employment. When advertising on LinkedIn you have two options at your disposal. There’s the creation of sponsored posts that incorporate punchy wording and imagery, and there’s InMail message ads, which involves sending a personalised message straight to the inbox of a prospective customer.
There are numerous social media advertising opportunities out there. Other platforms you can use include Spotify, Youtube, SnapChat and Pinterest. No matter your choice, always make sure you have the right objective and target audience in mind. By directing your social media ads towards the right audience and for the right purposes, you’ll have a better chance of increasing awareness of your brand and gaining a steady online following.
In March of this year, Instagram confirmed it was testing a new ad format with a small number of brands. As of 4 June, This new ad format was officially launched and is known as branded content ads. For the first time ever, brands can create ads based on organic posts influencer posts that they have existing partnerships with. The rollout has begun, while branded content ads for the Stories feature will be implemented over the next few months.
How do advertisers get access to the feature? Those who create the content can grant partner brands access to promote their posts via their advanced settings. Once this access has been granted, brands can login to their Ads Manager and choose the post to run as an ad via the ‘existing posts’ option. The ad can be run both in the newsfeed and in the upcoming months, in the Stories format.
This new ad format has been in the pipeline for sometime, as Instragram revealed recently that it has been one of the biggest requests from brands until now. A welcome and much needed addition to Instagram advertising, influencer advertising in the form of branded content ads is a new way to capitalize on the power that social influencer’s hold. Consumers are far more likely to trust the opinions of these influencer’s and this format opens up all sorts of marketing possibilities.
According to Instagram, “With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact. Using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they’ll have access to measurement and can optimise and test their campaigns against their set goals for more effective marketing campaigns.”
In an aim to provide more value to businesses and consumers alike, branded content ads are bringing organic posts to the forefront of social advertising. According to a survey by MediaKix, 2019 is the year influencer marketing reaches new heights. Results found that 80% of marketers find the strategy effective, while nearly two-thirds are increasing their influencer marketing budgets, and Instagram is set to be the channel focus for many. Already a popular form of advertising, with only more popularity to come, Instagram has stepped up influencer advertising a level to meet industry needs.