Local Newsjacking: How to Use Global Events and Local News to Increase Local Engagement

[JoynobAkter]

You have probably heard of concepts such as “Trend Topics”, “Breaking news”, “World Days dedicated to anything” , and much more. All these concepts have one thing in common: high viral potential . Of course, this is not always the case, but often certain contents of this type manage to produce very high engagement on social media.


How can we exploit this potential for our brand or that of our client?

The process through which we could exploit this peak of virality to our advantage, by why you need this database developing an adequate creativity, as many of you will know is called Newsjacking .

Newsjacking: The Virality Curve

What I noticed is that even local businesses (still too few) exploit this potential well, but they tend to create content, albeit very nice, with a global approach. Leaving aside those for which it might make sense, for all the others there is the risk of reaching far fewer people locally and not having the right response that such an effort would deserve.

How to get the most out of Newsjacking by targeting local audiences?
To better explain the concept, I'll give you an example that uses a non-local, completely invented approach , below:

Invented examples of creativity to exploit newsjacking

As you can see, these examples could also be appreciable and even very valid if referred to a much wider audience than a local audience, because each approach of this type usually aims at a niche , small or large as it may be. If we relate the probability of taking this niche to a local audience, obviously the percentage drops dramatically.


In order to optimize and improve these results to the maximum, I tried to combine neuromarketing . After several tests, I discovered that one of the most functional approaches in terms of local marketing was certainly the one associated with trust, using faces , hypothetical buyers, but above all belonging to a group , which in our case potentially refers to a local community that is part of the same city of belonging.