今年以来,在海外社交媒体上有个话题越来越火热:来自2027的穿越者哈维尔。现在这个账号在TikTok上已经拥有三百六十万粉丝,并持续在各国媒体上被提及报道。
2月13日,在TikTok上一个名为@unicosobreviviente的账号,发布了一条短视频,内容大致是他在西班牙的瓦伦西亚醒来,丢失了记忆,只记得自己TikTok的密码了。他通过电子设备的显示得知他在2027年,而奇怪的是他周围的一切却还停止在2021年,且他的世界里空无一人。
这个穿越事件已经持续4个多月了,该博主现在还在持续发视频,虽然质疑声不断,很多用户在视频里评论:“手都不一样”“有本事去警察局试试”“特效做的太好了”来挑战其内容的真实性,不过视频账号主人哈维尔应对的也算自如,经常拍视频响应用户的评论,或者直接下场和用户在评论里交流。各国媒体的兴趣也越来越浓,包括现在在国内的社交媒体上,用户们也讨论了起来。
这么浓的热度,也引起了我的兴趣,今天说一说,我们从产品营销的角度,可以从这个事件中受到的启发。
一、哈维尔怎么火起来的?
从2月13日第一只视频开始,该账号一直用标题、音乐,突出重点,营造悬疑感,制造空旷的场景,吸引着用户完成看播并想继续一探究竟。
高频的视频更新。该账号至今已经更新141只视频,一般1-3天就会有更新,甚至日更多个视频,维持账号热度,粉丝持续增长。
持续高互动。哈维尔的账号,不仅会回复用户评论,还会拍视频回应评论。而且我们可以看到很多评论中的话题,都是被视频主设计到的,比如拍视频的手总是会有些变化,引起用户评论讨论“手是bug,手长得不一样”;再比如会在视频中藏一些物品,让用户可以线下去寻找;还有最近的视频中开始出现动物(海鸟),调动用户来质疑之前视频中提过的没有动物的论点。从话题上赚足了眼球。
二、哈维尔事件是不是真的?
坦白讲,我不是侦探也不是技术牛人,所以我并无法在这里来判断事件的真假。我想,大部分人都已经是有自己的判断的,我的观点是,这个事件肯定是一场精心设计的人为拍摄,就看策划事件的目的是什么了。通过这样一个漏洞百出却设计精良的大制作,带来关注和热度,从而达到宣传目的。
而这恰恰是我今天想分享的:从哈维尔事件中,我们能获得怎样的营销启发。
三、我的启发
1. 事件营销,眼光不要那么短视
哈维尔事件持续至今,已经4个月有余,视频仍在更新,而事件策划的目的仍未浮出水面。从2个月前刚刚关注到这个事件的时候,我就好奇,何时会公布主人公的真实身份或者事件的真实目的?急迫的心情,因为总是觉得效果已经不错了,可以回收成本了。
当然了,也许未来我也会被打脸,发现哈维尔事件并没有什么宣传目的,是实实在在的真穿越,这个概率还是存在的,哪怕它可能性极小。但当前,切实给我的启发就是,我们在产品营销上,做事件营销,眼光要放长远。
期待一个营销创意一日爆火,是很多团队的通病。我在讲市场规划的课程中就经常会强调,营销和市场行为,要围绕品牌定位,做长线经营。事件营销同理,可以借鉴哈维尔事件的创作,多些耐心的经营,所谓“让子弹飞一会儿”,网络效应的形成也是需要借助飞轮转起来的推动时间的。
2. 出圈创意,好创意不一定前无古人但可以出圈思考
做海外市场,有时非常无法否认的一点就是欧美人的创意总会让我惊叹。
我是一直接受循规蹈矩的教育、按部就班的规划的人,我一直定义自己在创意上的缺乏是为一项弱势,很大的归因就是在这种循规蹈矩、按部就班的成长中塑造的。不过创意,其实很多时候令人眼前一亮的原因并不一定必须是前无古人的,“出圈”就是很好的方法。
比如哈维尔事件,无论背后宣传的目的是什么,可是这个创意本身就达到了“出圈”的要素。穿越梗,并不新颖,国内外影视、书籍作品中都十分常见。但是搬到短视频平台里,融入你我生活的时间线,就很吸引人了。
3. 创造互动,永恒不变的主题
哈维尔事件,之所以能增长如此迅速、有如此高的热度,核心在于其真真假假不断有话题给看客来分析。是的,有真亦有假的话题性,是创造互动的好方法。
看过哈维尔的历史视频后,你会发现,有些大家热议的bug点,其实很明显,比如我们开头提到的手的问题:
图片引用自媒体报道
这样的质疑点,或者说是漏洞,难道拍摄者自己发现不了吗?每次换人拍摄,还特意拍一下手,以留下bug?要知道,内容太过于严谨,反而会让受众有距离感,没有槽点也就没有互动了。
同理,我们知道在影视剧或综艺宣发的时候,官方会放出一些矛盾点甚至争吵片段出来,制造噱头,就是通过让受众情绪上头从而提升评论等互动的冲动,电话号码列表 而进一步扩大影响力。杨幂还在采访中说过,“每一个想骂你的人,都是你草船借来的箭”。我非常认同这个说法,要知道,无论是褒是贬,在互联网的世界里,只要发声了、评论了,那就是一次互动的数据,就会给你的内容在更大曝光的路上增加一点可能性。
4. 热点追踪,好内容也得有好噱头
好内容,还得时间合适,如果能乘上热点的搜索东风,那么曝光量才会迅猛发展。
哈维尔事件,在国内是怎么火起来的呢?首先,就是如下这个抖音视频的介绍。
这位视频主的哈维尔穿越事件介绍,视频的点赞量是其平均水平的50倍,而从此开始的哈维尔词条热度也呈现爆发式的增长。
哈维尔词条的百度指数
哈维尔相关问题在知乎
营销思维,本就是传播为基础,而互联网传播的核心公式就是:传播内容+传播渠道,决定着传播规模。
好的内容ready后,寻找“东风”,就是关键了,风越大,即被传播的渠道越广泛,规模才能越滚越大。热点话题,就是补充了用户的主动搜索意愿和观看意愿,是宝贵的“自然风”。
The Contemporary York Islanders had been outshot 47-37 yet arrived absent with the lone reward-spherical conversion in direction of combat the Pittsburgh Penguins, 5-4 by means of shootout, inside of the initial of a property-and-property fastened.The groups merged for 29 photos upon objective within just the initial time period and carried upon with that type of uncharacteristic abandon the chill out of the video game. Ilya Sorokin bested his preceding significant with 43 will save, whilst Zach Parise and Josh Bailey scored a couple of targets every. Preserving the Penguins inside it, Jake Guentzel on top of that scored a couple; he includes even more objectives in just 2021-22 than the two of all those Islanders merged, with a great deal toward spare.The get moves the Islanders' meaningless details amount up in the direction of 77. Smarting towards a bad night time inside of St. Louis, the Isles arrived out potent and experienced some opportunities early Cal Clutterbuck Pet Jersey, yet the Penguins struck initially. Their best line experienced the Isles hemmed within, and an to start with shot was blocked within the slot, yet Jake Guentzel selected up the rebound in the direction of location it previous an outstretched Ilya Sorokin at 5:52.Then Zach Parise resolved in direction of go up the NHL all-year leaderboard. The winger scored two times inside of a 3-moment span in just the centre of the period of time, offering the Isles a 2-1 direct and matching John LeClair and Rod Gilbert at 406 within a tie for 98th inside of job NHL month-to-month time ambitions.The initially a person was a great hurry and effortless conversion of a extensive cross-ice move versus Mathew Barzal. Significantly, Parise did not hold off his launch and received it upstairs higher than the shoulder of Casey DeSmith. The minute just one was shorthanded, once a outstanding collection by means of the penalty killing system. Adam Pelech was individual at the facet of the Isles web and inevitably broke up the perform, then moved up out of the zone toward contribute Zach Parise. Parise assessed the ecosystem whilst J-G Pageau employed a turbo strengthen of pace in the direction of fly up the immediately wing. Parise identified him, Pageau went huge in direction of attract DeSmith out and then fed Parise for the faucet-within.That's some P-P magic immediately there.Inside the greatest moment of the time period, Josh Bailey excess an insurance policies reason off a reward versus the Penguins buckling beneath worry. The Isles forecheck powering the internet compelled a rushed Teddy Blueger move toward the faceoff circle.wherever Bailey was waiting around and buried it at 19:22 towards generate it 3-1. The Penguins responded with explanation, growing a instant period of time wherever they tied it up and may perhaps've conveniently taken the add still for Sorokin. They acquired the initially just one early, at 3:46, versus some gentleman who goes by way of Danton Heinen. That's his 15th of the 12 months, as a result he's most likely one particular of these Mark Donk promotions.Nevertheless, the Isles hung upon in direction of the just one-objective add for highest of a period of time exactly where they ended up outshot 19-7. Still the dam sooner or later broke once again each time Zdeno Chara Sebastian Aho Hoodie, Noah Dobson and Barzal have been trapped out there for a 2:27 extended move that finished, the natural way, inside an equalizer as a result of Guentzel at 18:32. Guentzel arrived near towards guiding the world-wide-web, Dobson didn't incorporate more than enough gasoline in the direction of apparent the entrance of the website, which pressured Sorokin deep into the cage. Guentzel's shot learned its path throughout that visitors and dribbled in excess of the line. Oliver Wahlstrom, coincidentally or not, did not check out the ice for the take it easy of the activity.3rd Time period: The refs consider involvedThe Islanders bought the guide back again early inside of the 3rd off one more present towards the Penguins safety. A difficult dump-inside of was much too incredibly hot in direction of manage for Brian Dumoulin, and the puck hopped off his adhere inside the corner specifically towards Josh Bailey inside the small slot. Bailey developed a easy movement in the direction of the backhand for his moment of the night time toward generate it 4-3.The Islanders experienced a number of options in the direction of establish upon that add nonetheless couldn't flip, which would before long price them.Ryan Pulock pounced as the Penguins became it above powering the web and he took a feed against Anders Lee. He went backhand and https://www.newyorkicegear.com/Zdeno_Chara_Pet_Jersey, in just the treatment of currently being stopped, experienced his ft taken out against beneath him via Kris Letang's adhere, which lodged into the hole in just Pulock's skate. Interestingly that's not a penalty.Which was exciting, given that When the Islanders stopped the ensuing counterattack, they shortly went upon the penalty eliminate just after a perplexing phantom contact as soon as Kasperi Kapanen stepped upon the puck and wiped out inside the vicinity of Anthony Beauvillier. With Barry Trotz, Beauvillier and quite a few other people displaying that time period of "By yourself gotta be kidding me, your self understand this will exhibit up upon your process eval, immediately?" the refs even conferred regarding the contact and trapped towards their Really misaligned guns. Beauvillier went towards the box, anddo I even contain in direction of publish it?the Penguins scored accurately seconds into the electricity engage in in the direction of tie it at 4-4.With the total producing emitting that unmistakable "your self accomplished F-d up" strong for the refs, they penalized the Penguins upon the resulting faceoff. The Islanders gave on their own many cross-slot prospects upon that electricity perform however shot extensive or were being stopped by means of DeSmith. Therefore it stayed 4-4 with 12 minutes in direction of transfer. As law wound down, the groups ended up significantly mindful. Still my favored instant of the night time was Guentzel performing the "hey oneself're conclusion in the direction of my goalie and I'm moving towards do everything pertaining to it" peacock-exhibit soon after a whistle, yet no a single knowledgeable him that Palmieri is produced including a bomb shelter. The Penguins winger pancaked himself toward the ice, despite the fact that Palmieri appeared down with bemusement. The time beyond regulation experienced a number of semi-possibilities for both equally facets at 4-upon-4 and then.one more penalty. Beauvillier was whistled againthis period there was serious call, thus positive for the refs thereand Sorokin developed a few of adorable prevents. Yet the PK was optimistic over-all right here. Pelech and Casey Cizikas even manufactured some counterattack alternatives that burned season. Part of me was trying the Isles might carry on their just about flawlessly inept shootout efficiency for the year simply because details no for a longer time make any difference in any case. Rather https://www.newyorkicegear.com/Bryan_Trottier_T_shirt, they insisted upon getting to be their instant shootout acquire and instant shootout tally of the 12 months.Guentzel experienced a first rate course of action nevertheless did not acquire Sorokin in direction of blink initially, and the goalie stopped it with his glove. Parise experienced a good transfer toward order DeSmith in direction of transfer down nonetheless the Penguins goalie recovered toward glove the backhand deke. Kyle Palmieri went in just, drifting leftward throughout the slot, and sizzled the just shootout purpose toward DeSmith's stickside. Crosby's procedure was carefully unconvincing and Sorokin scarcely experienced towards circulation in the direction of glove it. Barzal experienced a possibility in the direction of get it, nevertheless the Isles favor their shootout wins toward be minimalist. As a result when Barzal was stopped, the Pens experienced a probability in direction of are living alive as soon as Kris Letang attempted.toward do.a little something, nevertheless as a substitute thoroughly misplaced the puck, which slithered off unfortunately into the corner. "Help save not expected, " located Brendan Burke.Up NextThese groups fulfill back within just 2 times, this period in just Pittsburgh upon Thursday night time.
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