Is H5 really becoming popular?
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A few days ago, I saw a friend in the Internet circle post a status in the circle of friends saying: "H5 is everywhere. Don't waste your time on H5." The strange thing is that quite a few people liked it. After all, I am also a part of the H5 industry. I feel like it's time to stand up and say a few long-winded words from the heart. Is H5 really popular? Don’t do H5 just because H5 is popular. It’s not that we don’t develop H5 just because its sharing rate is low. It is said that H5 is everywhere. Do you really know what people passing by need? Tencent released the "Mobile Page User Behavior Report" in early April. The report showed that the average sharing rate of H5 pages was only 3.93%, with the highest being 22.39%. The average conversion rate of downloading APPs guided by H5 pages was 11.3%, with the highest being 36.6%. 74% of users would leave the page if the page loaded for more than 5 seconds. As soon as the data was released, rumors that H5 was facing death began to spread throughout the marketing and advertising circles. Your H5 plan often dies before it even starts The question is back to the starting point: why do we need to develop H5? What do we want to get through H5? Every time we start to formulate annual plans, quarterly plans, and monthly plans, all publicity and promotion methods are included in the plan in a large and comprehensive manner like a textbook. At first glance, I was almost moved by the beautiful vision of a bountiful harvest. But often plans fail before they even begin. How many so-called marketers, operators , and brand planners only set outlines like these when formulating product promotion plans: Goal: The app will attract 500,000 new fans and 50,000 daily active users throughout the year; Task: 1. Online communication: WeChat official account , Weibo, community operation, KOL, H5 advertising (total budget: 200,000 yuan); 2. Offline communication: subway, bus, TV advertising (total budget: 5 million yuan); 3. Media coverage : contact N media for news exposure; 4. Activity operation: regularly carry out online activities to promote the activity of new and old users; I believe we are all familiar with such plans. How rough the plan was and how random the problems were are not discussed here. What I want to point out is that in a large number of companies today, plans are often not implemented. Instead, it was used to find excuses for himself and eventually get shot. What was the reason for the execution? I won’t use Weibo because big names have said that Weibo’s bonus period has passed and the activity level is not as high as before. We don’t make H5, because Tencent’s big data shows that the average sharing rate of H5 is very low now, and no one will watch it even if we make it. The vast majority of companies started out with Weibo and WeChat and ended up with H5. I do it because I see others doing it. What’s worse is that the entire company, from the leadership to the executive staff, has never analyzed whether their own brands and products are suitable for extension on these platforms. Just follow the crowd and do whatever others do. Just like this way you won’t go the wrong way. You know, ordinary people want to follow the path taken by Superman. It's all thankless work. Creativity cannot be imitated , positioning cannot be imitated, and understanding of the product cannot be imitated. How many people confidently wrote "ideals" such as "making an H5 with 1 million PVs" and "attracting 50,000 new users through H5 games " into their plans. In fact, when asked about "ideas", "content" and "channels", the only answer was "not sure yet". Without any preliminary conception or idea, or even the content, format, or title of the H5, Tencent's big data showed that "the average sharing rate of H5 pages is only 3.93%" as a legitimate reason for "I decided not to make H5." Is it really a legitimate reason to give up just because of a number? Goddesses are all very difficult to pursue. A goddess who is easy to pursue is no longer called a goddess. Give up just because it's hard to pursue. I didn't even think about how to pursue her. It's hard not to doubt your starting point. An H5 that can easily go viral on WeChat Moments is not called a high-quality H5. There is no such thing as "easy" in the world. Because big data tells you that this thing is difficult to spread, so don’t make H5. That will inevitably make people wonder, are you doing H5 because it is easy? Or because it can achieve sales goals? Is it done for the purpose of conversion? The low transmission rate of H5 is a common phenomenon H5 has a low transmission rate. It is a common phenomenon. It is just like it is normal that it is difficult for a loser to hold the hand of a goddess. Because it is difficult, "challengers" appear, because it is difficult, "dark horses" emerge, and because it is difficult, there are "opportunities". When two brave men meet on a narrow road, the brave one wins. Instead of being jealous and envious of others for being able to make a popular H5, it is better to concentrate on improving your own basic skills. It’s not that H5 is so popular now that it’s useless to make it, but that you haven’t seriously analyzed why you want to do it. Whether you make H5 or simply push a picture or text, it’s all in vain. At present, there are only a handful of H5 marketing that can be considered high-quality. It would be a cause for celebration if a dark horse could emerge every month. But every time a dark horse appears, what is immediately apparent is not that it becomes stronger when facing stronger opponents, but that it plagiarizes by force. Plagiarism without any intention is just forced plagiarism. “Can you make an H5 exactly like the one made by XX?” “If you change the design and title, but the format and creativity are the same, it will still go viral, right?” How many bosses and senior executives can’t wait to tell their subordinates to “get it done tomorrow”. A sanitary napkin brand saw that the car H5 was very cool and wanted to make an identical one. People who work in the funeral industry see weddings all over their friends’ circles and want to do the same. How many brands spend a lot of money to hire new media personnel and brand promoters. Everyone is busy doing this kind of follow-up marketing every day with trepidation, hoping that one day they will be able to achieve a dissemination volume of millions. Perhaps many companies have already created countless H5s. Looking back, how many of these things did you do without knowing why? How many of them were done without any impact? Or are you becoming more and more discouraged the more you do it? Before making an H5, have you ever thought about why? Why do we need to develop H5? ◆It’s not because someone else did it. Do you have to do it just because others have done it? Then why can others’ products be popular but yours can’t? ◆It’s not because they are so popular. Other people’s H5 is popular, do you want to be popular too? Then why is it that other people’s homes are so popular? ◆It’s not because my boss asked me to do it. The boss saw that other people’s H5 became popular and saw that other people made H5? The key is to clarify the actual help that H5 can bring to brands and products and solve the problems that need to be solved most. "Attract new customers", "Promote activation", and "Retention". Before starting any project, determine the goals and set a clear implementation plan. What is a good H5? ◆High transmission rate What do H5s with high transmission rates have in common? Remember three points: "hit the user's psychology, be beyond the user's expectations, and show off for the user." The H5 is something you can say, something you can see, and something you will remember. All three of these are true. ◆High conversion rate Convert them into new APP users, convert them into direct customers to stimulate consumption and directly generate purchasing behavior. Why? Also remember three points: "There is a discount, it is good for me, and the opportunity should not be missed." There are so many H5s, so many APPs, and so many platforms for consumption, why should I consume from you? The user's mentality is always "Why should I come if there is no discount, why should I come if there is no benefit, place the order quickly or you will miss the opportunity." Is H5 already everywhere? It seems that there are indeed too many to count. But does the fact that more and more things are produced mean that no more high-quality works will be produced? Who said that. Don't just have a passion for planning, or just follow the crowd and be afraid of ghosts at the bow and thieves at the stern. There is no H5 that can easily go viral, and there is no product that can easily become popular. If there is, it is definitely not your product. fine ~ of course you can continue with your set ~ but. . . . . It is better to just focus on user research, user evaluation, and user analysis. Whether it is H5 marketing or video advertising, the essence remains the same. No matter how fierce the competition is, you must first master the basics. That is, understand your own users, be clear about your own products, and think from your users' perspective. Throw away your self-satisfaction and throw away the idea of wind leading to rain. Finally, at the risk of my life, I would like to say one more thing: I wish you all good luck. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @ Jan is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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