Newsjacking is the practice of inserting a brand's own commentary, product, or content into a breaking news story or trending topic while it's still generating attention, to get visibility the brand couldn't earn on its own.
Quick facts
- Also known as: trendjacking (when applied to a viral trend rather than hard news)
- Category: Growth & community
- Applies to: X · Instagram · Facebook · LinkedIn · TikTok
- Origin: the term was coined by marketer David Meerman Scott, who popularized it in his 2011 book "Newsjacking"
What is newsjacking on social media?
The tactic works by borrowing attention that already exists rather than trying to generate it from scratch: a brand notices a story or topic already trending in the public conversation and publishes something, a joke, a relevant product tie-in, a quick hot take, timed to ride that existing wave of attention while it's still active.
The reward is speed-dependent, a clever newsjack posted within the first hours of a story breaking can ride real momentum, while the same content posted two days later, after the conversation has moved on, usually falls flat.
Trendjacking is generally used for the lighter version of the same idea, jumping on a viral meme, audio trend, or cultural moment rather than an actual news event, but the underlying mechanic, borrowing existing attention instead of generating your own, is identical.
How does newsjacking work, and what are the risks?
Successful newsjacking requires genuine relevance and fast execution: the tie-in between the brand and the news event needs to feel natural rather than forced, and the window to publish before the conversation moves on is usually measured in hours, not days. The tactic also carries real reputational risk.
Attaching a brand to a tragedy, a serious controversy, or a sensitive news event, rather than a lighter cultural moment, tends to read as opportunistic or tone-deaf rather than clever, and has produced some of the most widely mocked corporate social media posts precisely because the brand misjudged whether the moment was appropriate to jump on at all.
Frequently asked questions
Who coined the term newsjacking? Marketer David Meerman Scott coined and popularized the term in his 2011 book "Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage."
What's the difference between newsjacking and trendjacking? Newsjacking typically refers to inserting a brand into actual breaking news, while trendjacking refers to the same tactic applied to a viral meme, trend, or cultural moment rather than hard news; the underlying mechanic is the same.
Is newsjacking risky for a brand? Yes, particularly around serious or sensitive news events, where attaching a brand can read as opportunistic rather than clever. The tactic works best on lighter cultural moments where a natural, relevant tie-in exists.
Related terms: What is a marketing funnel? · What is engagement?
By Arif Akdoğan, reviewed by Altuğ Altuğ. Last updated 2026-08-21.
