As we head toward the end of 2022, it’s time to look back at examples of brands that have successfully “newsjacked” a trend.
In this article, we’ll cover some of the top trending topics of the year and the brands that took them on.
In late September, artist Rihanna announced via Instagram that she would be performing at the Superbowl.
The image, which confirmed earlier speculations of the singer’s participation, quickly made its rounds.
Wasting no time, Popeyes then shared its own version of the popular image just one day later.
Popeyes is one of the few brands that executed this newsjacking correctly (and legally). Many brands wanting to jump on this news took a great legal risk.
Instead of following Popeyes lead, which replicated Rihanna’s image with its own product and hand model, many simply Photoshopped their products into the artist’s hands.
This could be considered copyright infringement, as the recreation of the image in this way is considered derivative work and requires explicit authorization from the copyright holder.
Secondly, it can also violate the artist’s right of publicity, as their likeness is used in a manner they have not agreed to.
Is this likely to escalate? Probably not as it serves as additional publicity for the NFL and Rihanna. However, in another case, it could. The legal consequences are simply not worth the temporary boost in reach or engagement.
The key takeaway here is that when newsjacking, it’s still important to review the trend before jumping in to ensure you’re not putting your brand at risk.
The reality TV competition show Big Brother isn’t where you’d expect to see Lay’s advertisement. But when one contestant showed a love for Lay’s chips, the brand started shouting out the contest on its Twitter account.
This particular contestant, and subsequent winner Taylor Hale, become one of the most popular faces of the franchise due to the bullying she faced in the house. With many Americans rallying around her to show their support, Lay’s also joined in.
Judging by Lay’s recent Tweets, their posts on Hale earned them over 50x more engagement than they typically get on the platform.
Once Hale was announced as the winner, the brand also contacted her – seemingly for a potential partnership.
This is a great example of how a brand can leverage a seemingly trivial situation and turn it into something special.
Remember when Wordle has us all agonizing over five-letter words? Well, LEGO capitalized on that buzz and joined in – in LEGO fashion, of course.
— LEGO (@LEGO_Group) January 12, 2022
Something like this is so simple yet can be incredibly effective. Because the point of newsjacking isn’t necessarily to get sales, but instead to increase your reach, get engagement, and connect with your audience.
When you think of it this way, it’s much easier to leverage.
The conversation around NFTs started gaining steam in January 2021 and peaked one year later in January of this year, according to Google Trends,
Since then, brands have been scrambling to both understand what it is and how they can use NFTs for marketing.
NCL took the leap by leveraging the buzz around NFTs to announce its new cruise line. They released a collection of six NFT art pieces available for auction that depict the new cruise line at sea.
According to a press release, the winner of the auction will also win a room on one of the ship’s inaugural voyages.
BeReal has made a big splash this year as the better, more authentic version of Instagram.
As a quick refresher, the concept behind BeReal is simple: At some point every day, users are prompted to share a picture of themselves in real-time using both front and back cameras.
There are no pre-taken pictures allowed and once you miss the two-minute countdown, that’s it.
The idea is quite interesting and has garnered the attention of many consumers as well as brands.
The thing is, many brands are still unsure how to use the platform. Not K18 though.
Joining brands like Chipotle, E.L.F, and Rare Beauty, K18 is one of the few brands that are exploring this platform.
Because spontaneity is required, it makes it difficult for brands to add structure to their BeReal strategy. However, K18 has taken this as an opportunity to build community and take users behind the scenes.
The takeaway here is that not every platform will allow the same approach. Having some flexibility will give you more room to explore these trends as they come.
Trends come and go – the key is knowing which ones to join and which ones to skip. However, when done right, they can earn you a stronger community, more engagement, and more reach.
Helping Affiliates Create Satisfactory Long-Form Content
Affiliates are important to have, if you own a business (brick-and-mortar or online). Nowadays, in the online realm, you and your business will need all the publicity that you can get. That’s where affiliates come in!
With affiliates, you’ll be able to spread the word further about your product or service. One of the best ways to go further with affiliates is to have them produce long-form content. Long-form content can come in various forms, including online guides and eBooks.
Long-form content can be great work for affiliates, while it can be a gold mine for businesses. So, if you’re not taking advantage of long-form content, then now is the time to do so! Good news! You’re in luck!
In this guide, you’ll learn about long-form content, why it’s beneficial to your business, and how you can help your affiliates create satisfactory content in this form. Let’s dive right in!
Long- Vs Short-Form
“Search engines like Google seem to favor long-form content rather than short-form,” says Jorge Marcos, a tech blogger at Assignment Writing Service and PhD Thesis Writers. “With long-form content, you’ll have more keywords that will do well in Search Engine Optimization, or SEO. With more SEO in your content, you’ll be ranked higher in search results. This, in turn, allows people to get to your site right away without having to search for you for too long.”
Plus, long-form content allows you to expand on your authoritative status when it comes to a niche. More educational value and in-depth discussions means more SEO, thus helping you establish yourself as an authority in your chosen niche.
As for the format, there are many styles that you can incorporate. How you want long-form content to look like will depend on your business and niche. Just keep in mind: How you format your content will also need to be adaptable to a particular market.
Here are some formats to consider, if you and your affiliates need ideas:
- Blog articles are great content to create at any time of the year.
- A guide or brochure is perfect for describing products, services, etc. They can also incorporate visuals like images, videos, etc. Users can download this content, if you’d like.
- An end-of-year review
- The launch of a product/service
- Monthly updates (i.e. newsletters that users can subscribe to)
- White paper content
- E-books, etc.
Again, how you format your long-form content is up to you. As you figure out the format, you’ll need to communicate said format to your affiliates.
Understand that creating long-form content takes time. In fact, creating this type of content requires the following from affiliates:
- Rough drafts
- Gaining feedback
- Revising and editing (more than once)
- Gaining more feedback
- Producing a final draft
- Getting the greenlight on the draft, AND THEN
So, be sure that you give your affiliates plenty of time to produce great long-form content.
How It’s Successful
Long-form content can make businesses successful in their endeavors in the following ways:
This type of content is flexible. In other words, there’s no one-size-fits-all approach. Businesses can think outside of the box, and create the content that they want.
This type of content can either be offered in full, or be piecemealed in order to get consumers to invest in it further.
This type of content can be viewable on desktop, mobile, etc. Now, if you plan on making content viewable on mobile, then you’ll need to make the format mobile-friendly.
As you think of these prospects, you’ll need to communicate them to your affiliates, because they’re the ones that will make the content on your behalf.
Ensuring That Affiliates Produce What’s Needed
“It’s important to make sure that your affiliates have what they need when producing content for you,” says Martha Winston, a marketing writer at Coursework Service and Essay Services. “Help your affiliates as much as possible, when working with them. You can help them by giving them then information needed to succeed in their venture. Don’t just offer a title or a simple idea; show them headlines from research, along with guidelines of what long-form content should look like. You can even offer them examples of what the long-form content should be, like an interesting long-form article from the web. How they write a long-form article is more important that what they’ll write.”
What You Need
When it comes to long-form content, there are many things that affiliates will need to implement to make it a success. Some of the things needed for long-form content include:
- Imagery (i.e., graphics, images, videos, etc.)
- Your company logo
- Snapshot of product, etc.
These elements will help affiliates focus on other things, rather than be solely focused on the written word. This is especially helpful in combating writer’s block, because too often, writers – including affiliates – struggle with producing written content on the fly. So, why not break the monotony by having them focus on the “fun stuff,” while creating long-form content?
Rules To Follow
So, now that you know how successful long-form content is, and what’s required from both you and your affiliates, it’s time to look at the guidelines for making great content in this fashion.
Since you know your brand better than anyone else, you’ll need to set some ground rules for your affiliates to follow when they’re creating long-form content for you. So, here are things to consider when creating your guidelines:
- Word count
- Writing style
- Images (if needed), etc.
By having guidelines in place, not only will you have a guide for the content that you expect from affiliates, but your affiliates will have a roadmap on what they’re expected to create.
So, there you have it!
Long-form content can do wonders for your business. However, in order for your content to work, you’ll need to make sure that your affiliates are on the same page when it comes to said content. Think about what you want in your content: the topic, the formatting, any imagery if you wish, and so on.
We hope that this guide will help you help your affiliates create satisfactory long-form content.
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