Why do so many brands do year-end reviews, and NetEase and Alipay dominate the screen?

It is the end of the year again, and brands from all walks of life can't contain their excitement and have conducted annual reviews and summaries. In addition to the NetEase Cloud Music playlists and Alipay bills that have continued to flood the WeChat Moments of the vast (chi) users (gua) as usual, Tencent News , Didi , Douyin and other brands have also prepared a year-end review for friends from their respective fields.

Faced with such a wonderful screen-sweeping case, I can’t wait to analyze the stories behind the year-end inventory of each brand for everyone.

1. Use the “year-end” to do marketing : expand brand influence

In the digital age, brands can accurately portray and reshape the activities of our lives, including food, clothing, housing and transportation.

The annual review is usually a summary of Internet brands based on product content, or a year-end behavioral feedback based on the user end. On the premise of grasping consumer demand, create a brand with real market appeal, and take advantage of this excellent marketing opportunity to make the brand deeply rooted in people's hearts and highlight the brand connotation.

At the same time, this year-end inventory is a good means of attracting new users and promoting activation. New users can promote products, and old users can talk about their feelings, which brings positive feedback to the entire brand.

In addition, when conducting annual reviews, major brands should not only know how to leverage marketing opportunities , but also find the right entry point to consolidate and develop their brand position based on their own reality, quickly enhance brand influence, increase customer trust, and improve performance. They should never blindly follow the trend in marketing.

2. Content mining: accurately portray user portraits

Regardless of its form, the focus of content mining is on data mining. Specifically, it can include the following types of data.

1) Basic user data

Basic user data with product characteristics, such as zodiac sign, age, gender, registration time, location, relationship status, income, industry, number of times the product is used, peak product usage, etc.

2) Interaction data

Interactive data with product characteristics such as posts, comments, replies, likes, searches, followers, geographic location check-ins, clock-ins, purchases, etc.

3) Product data

Male-female ratio, total number of users and growth, geographical distribution, function usage time, DAU/MAU, keyword frequency, transaction volume and growth, comparison of mobile/PC terminals in terms of users and revenue, and other interactive data with product characteristics.

In view of this, most brands’ year-end reviews display content in the form of H5. In order to help you have a deeper understanding of the year-end review H5, I have found representative success cases for each type of H5.

1. Time-based inventory

Examples: Tencent News and JD.com’s Top Ten Random Things.

Type analysis: Usually the timeline is used as the main narrative line of the content, and the growth process of a company or product is introduced in the form of major events, thereby enhancing the product brand and attracting user attention.

Advantages: It is well organized, and users can intuitively feel the business results of the company and brand in the past year. It systematically promotes the brand influence, enhances user trust and strengthens their stickiness and loyalty to the brand.

Disadvantages: The format is not attractive enough, users lack the initiative to spread the message, and there is a lack of surprises to impress users. At the same time, the content is too focused on brand culture and lacks user value, so it is difficult to resonate.

2. Content-based inventory

Examples: UC Headlines and Toutiao .

Type analysis: Common in news content and news media production products, which bring together major events throughout the year to awaken users' memories, thereby mobilizing everyone's nostalgia and ultimately triggering user dissemination.

Advantages: It is easy to increase user activity by quickly capturing user interests through hot events throughout the year, which is of great significance for enhancing brand communication.

Disadvantages: It has high requirements for design and creativity. Although hot events can trigger user dissemination, their relevance to users is weak and it is difficult to evoke emotional resonance.

3. Data-based inventory

1) Reporting data

Example: Report on mobile internet users born after 2000.

Type analysis: Provides in-depth interpretation of industry segments in the form of white papers, and helps users systematically grasp industry trends in the form of graphics, text and data.

Advantages: It provides users with in-depth analysis of the current status and trends of certain industries. The article content is relatively professional and can easily attract accurate users to collect and spread it.

Disadvantages: It is basically a brand-level communication with a low probability of being screen-sweeping. Unless it is a product report of an IP brand such as WeChat , Alipay, or Baidu, it has the probability of large-scale dissemination. Otherwise, report-type data H5 is difficult to reach users other than industry practitioners.

2) Company data

For example: Xiaoying Financial Management .

Type analysis: Common in some new businesses or large companies, especially some Internet financial companies, which is a review and summary of the company's business for a whole year.

Advantages: It generally plays a role in promoting the company or brand, increasing users' confidence and reliance on the brand, and thus generating a sense of brand identity.

Disadvantages: Too much emphasis is placed on the brand’s own development prospects, which has little relevance to the user’s usage scenarios and makes it difficult to establish an emotional connection with users.

3) User data

Examples: Alipay bills, NetEase Cloud Music playlists.

Type analysis: For brand products that are commonly used in daily life, user data is mined and summarized to trigger user resonance and increase user favorability towards the product.

Advantages: It can quickly evoke users’ memories during use, and can also enhance users’ loyalty to the product, thereby improving users’ favorability, which has a profound impact on brand communication and retention .

Disadvantages: There are many types of H5 apps of the same type on the market. Except for some big brands (Alipay, WeChat) and some carefully made brands (NetEase Cloud Music), it is difficult for other brands to leave a deep impression on users and fail to achieve the purpose of expanding brand influence.

According to my analysis above, except for user-type data H5, which takes consumers as the starting point and uses psychological identification and emotional resonance to make users actively endorse the brand, other types of H5 are not closely connected with consumers' emotions.

Therefore, among all the year-end reviews, user-type data H5 is most likely to produce a screen-sweeping effect and most likely to cause users to share. You only need to take advantage of people's hysterical psychology and satisfy their need to show off to basically achieve the screen-sweeping effect. After all, these data are closely related to the users themselves.

1. Communication driving force: personalization and strengthening emotional resonance

Emotional resonance is easy to understand. Sharing a nice song or a good movie can create empathy with others. Humans are social animals, and it is human nature to desire socializing.

Brand resonance connects brand owners with brand consumers, evoking users' deepest memories through specific scenes or experiences, while giving the brand specific connotations and symbolic meanings, and establishing emotional associations with the target audience.

It brings unexpected social value to users, which makes them feel a sense of belonging to the brand and further become loyal supporters of the brand.

2. Product interactivity: catalyzing social relationships

The H5 that can truly make the brand enter the hearts of users is to allow users to participate and gain in-depth perception, and use highly interactive scenes and stories to deepen users' impression of the brand. Social needs are the core of users in social media . Users usually maintain or promote social relationships with friends through chatting, helping, comparing, showing off, etc.

Therefore, H5 should integrate scenes vividly into the design, allowing users to further perceive and experience the brand products promoted by H5. Users will have the motivation to share, and the products will have strong social attributes, conveying the core concept of the brand to users, thereby increasing their loyalty to the brand.

When brands use various fancy ways to make the end of the year more interesting, more eye-catching and more ceremonial, I believe that every user will feel a stronger sense of participation and interaction than ever before, and this is probably the purpose of the brand, hoping to remain closely connected with you in the next year.

The author of this article is @靠谱君. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century