What kind of marketing inspiration does the TikTok Javier-2027 passer-by, which is being discussed all over the world, give us?

Since this year, a topic on overseas social media has become more and more popular: Javier, the traveler from 2027. Now this account has 3.6 million followers on TikTok and continues to be mentioned and reported in the media of various countries.

On February 13, an account named @unicosobreviviente on TikTok posted a short video about him waking up in Valencia, Spain, lost his memory, and only remembered his TikTok password. He learned that he was in 2027 through the display of his electronic device, and strangely everything around him stopped in 2021, and his world was empty.

This time-travel incident has been going on for more than 4 months, and the blogger is still posting videos. Although there are constant doubts, many users commented in the video: "Hands are different", "Go to the police station if you have the ability to try" "Special effects" Great job" to challenge the authenticity of its content, but Javier, the owner of the video account, can handle it with ease. He often shoots videos to respond to user comments, or directly ends up and communicates with users in the comments. The interest of media in various countries is also increasing, including now on domestic social media, users are also discussing it.

Such a strong enthusiasm has also aroused my interest. Today, I will talk about how we can be inspired by this event from the perspective of product marketing.

1. How did Javier become popular?

Since the first video on February 13, the account has been using the title and music to highlight key points, create a sense of suspense, and create an empty scene, attracting users to finish watching the broadcast and want to continue to find out.

Frequent video updates. The account has updated 141 videos so far, usually 1-3 days will be updated, or even more videos per day, to maintain the popularity of the account, fans continue to grow.

Continued high engagement. Javier's account not only responds to user comments, but also takes videos to respond to comments. Moreover, we can see that many topics in the comments are designed by the video owner. For example, the hand that shoots the video will always change, causing user comments to discuss "the hand is a bug, and the hand looks different"; Hide some items in the video so that users can go online to find them; and animals (seabirds) have begun to appear in recent videos, mobilizing users to question the argument that there are no animals in previous videos. Earned enough attention from the topic.

2. Is the Javier incident real?

Frankly, I'm not a detective or a techie, so I can't tell the truth here. I think that most people have already made their own judgments. My point of view is that this event must be a well-designed artificial shooting, it depends on the purpose of planning the event. Through such a large-scale production with many loopholes but well-designed, it brings attention and popularity, so as to achieve the purpose of publicity.

And that's exactly what I want to share today: what marketing inspirations can we gain from the Javier incident.

3. My inspiration

1. Event marketing, don't be so short-sighted

It has been more than 4 months since the Javier incident has continued, the video is still being updated, and the purpose of the event planning has not yet surfaced. Since I just noticed this incident two months ago, I have been curious, when will the real identity of the protagonist or the real purpose of the incident be announced? Urgent mood, because I always feel that the effect is already good, and the cost can be recovered.

Of course, maybe I will be slapped in the face in the future, and I find that the Havel incident has no propaganda purpose. But at present, what really inspires me is that we should take a long-term perspective in product marketing and event marketing.

It is a common problem for many teams telemarketing list to expect a marketing idea to explode one day. In my course on market planning, I often emphasize that marketing and market behavior should focus on brand positioning and long-term management . The same is true for event marketing. You can learn from the creation of the Javier event and operate more patiently. The so-called "let the bullets fly for a while", the formation of network effects also requires the help of the flywheel to drive time.

2. Creative ideas out of the circle, good ideas are not necessarily unprecedented, but they can be thought out of the circle

When doing overseas markets, sometimes it is undeniable that the creativity of Europeans and Americans always amazes me.

I've always been a disciplined, step-by-step planner, and I've always defined my lack of creativity as a weakness, largely attributable to this disciplined, step-by-step growth. However , creativity, in fact, many times the reason why it is eye-catching does not necessarily have to be unprecedented. "Out of the circle" is a good way .

For example, the Javier incident, no matter what the purpose of the propaganda behind it, th