H5 Marketing from a Novice to an Expert: 5 Steps to Teach You How to Create an H5 Plan with Millions of Users!

Mentor: Qiao Xinhua, Senior Product Manager at Perfect World

The content of this article is selected from Mantou Micro Course. You can reply "H5" in the background of Mantou Business School’s official account to obtain the complete PPT of this course.

Thank you very much for the invitation from Mantou Business School. Today I want to share with you the topic of "H5 Marketing from Novice to Expert: 5 Steps to Teach You How to Create an H5 Planning Scheme with Millions of Users Participating"

First of all, I want to say that not all H5s are WeChat H5 marketing. Only H5s that can be spread on WeChat can be regarded as WeChat H5 marketing. Before formulating an effective communication strategy, we need to first analyze why users would help us with communication? What are their pain points?

What are the user pain points?

I have summarized that user pain points can be roughly divided into the following two categories.

The first type is active dissemination, that is, users feel good from the bottom of their hearts and want to share it with other friends. Because everyone has a spirit of sharing, and when they see something interesting or fun, they want to share it with others. So the useful articles and H5 marketing pages that we often see in the circle of friends all belong to this type.

The second type is passive dissemination, that is, users spread and share information in order to obtain some benefits. The communication activities carried out by many companies are mainly the second type.

Why would users actively spread an H5?

Why will users actively spread the word? I have summarized it and it can be roughly divided into the following 6 categories.

The first is that it is valuable and users can learn knowledge. For example, the sharing of practical information on Internet products, operations , and marketing , as well as solutions to children's fevers over 40 degrees. Most inspirational stories also belong to this category.

The second one is interesting. For example, at the beginning of this year, WeChat released an H5 Pro version of the 2016 Open Course. You can see the day you registered on WeChat, who your first friend is, and how many friends you have. It is a very interesting thing. There is also the H5 of marriage certificates that went viral during the Chinese New Year, which is also very interesting.

The third is to subvert cognition. For example, "Shock! Alarm clocks kill more people every year than car accidents." These things are obviously counterintuitive and different from what we previously knew. This kind of title makes people very tempted to click in and take a look.

The fourth is the competitive mentality. In some H5 mini -games , when you can share your results at the end of the game, there will be text like this: I got 20,000 points, which is more than 99% of people. Or, it is said that only people with an IQ over 150 can understand it.

The fifth is emotional resonance. For example, the “I only live 1% of my life” that was all over social networks before is very heartfelt and can trigger emotional resonance among users.

The sixth is compassion. Two years ago, there was a picture circulated in the circle of friends, which said "Young people should set off fewer firecrackers so that my wife can go home earlier", and "In the Wenchuan earthquake, you are the umpteenth person to pray for blessings". These are all expressions of sympathy.

The pain points that can make users actively spread the content are mainly the above 6 points.

H5 that can be spread must be for the general public

1. A case of self-entertainment

The first case. Last year, a popular mobile game called “DOTA Legend” made an H5 called “The Most Difficult Test in the World”. The format of this H5 is an ordinary test question-answering activity. After completing the questions, you can get a game gift pack.

Is this activity H5? From a technical point of view, it is indeed an H5, but it does not belong to WeChat event marketing . Why? Because it is not contagious. Its activities are aimed at existing users of their games, while users in the circle of friends are general users. Although "DOTA Legend" is very popular, in the eyes of general users, few people know what it is about. So it doesn't get propagated.

We must make it clear that in order for an H5 to be disseminated, it must first be aimed at the general public. However, many companies nowadays have not figured this out clearly, and when organizing WeChat activities, they often just display the content and features of the products that their company wants to promote and then leave it alone. Including the BMW and Mercedes-Benz advertisements that we often see in our circle of friends, these can only be called advertisements at best, not activities, because they still lack the ability to be spread.

2. The most popular H5 in 2015

The second case is “A call from an unknown number”. Many people may have seen this event. It was rated as the most popular H5 in 2015. Why did it achieve such a good effect?

Let’s analyze it based on the user pain points just mentioned.

First of all, it belongs to the first point of active communication, which is interesting and entertaining.

Secondly, the content is aimed at the general public.

At the same time, it also combined some real-time hot spots at the time. "Avengers 2" was quite popular at that time.

And most importantly, it doesn't look like an ad. Except for the last screen, this H5 has no logo or product information. Why do this? Because advertisements can easily make users feel repelled, if they forward the advertisements, they will feel that they are being exploited by the advertiser. There is a very good saying in marketing: the more effective an advertisement is, the less it looks like an advertisement.

3. "Surround the Nervous Cat" uses the user's competitive psychology to the extreme

The case of "Surrounding the Nervous Cat" takes advantage of the user's competitive psychology to the extreme. The most essential thing about this game is not how fun the game itself is, but the title used when it is forwarded. For example: I surrounded the crazy cat in ten steps, which is more than 90% of people. At that time, this H5 was really played on WeChat Moments every day. No matter from what industry, everyone was playing it.

There is another interesting thing about this H5 game. I have a friend who hadn't graduated from college when this game came out. On the second day after the "Nervous Cat" H5 was spread, he spent two hours in his dormitory to scrape the source code of the page, slightly modified it, and made a "Pretentious Version of Surround the Nervous Cat" H5. The changes he made were simple. Originally, it took most people ten steps to surround the Nervous Cat, but he changed it to only two or three steps, without any other changes. After making the changes, he sent the new H5 back to his circle of friends to continue the second round of dissemination.

Surprisingly, his second revised version of the "pretentious version of the crazy cat" became an instant hit. He simply reduced the difficulty for users to participate, but he also took advantage of the users' competitive psychology. It used to be a ten-step process, but I allowed users to do it in just two steps, so more people will participate. The traffic of this new version exceeded 10 million on that day, so he immediately went to JD.com to apply for an advertisement and put it on this H5. About a week later, the advertising revenue reached 900,000.

Allow users to spread information passively, with lower costs and better results

Now let’s talk about the second form of transmission, passive transmission. When analyzing active communication, we find that users have many pain points, but it is actually quite difficult to implement, and it requires a relatively high level of creativity and copywriting. Passive transmission is relatively easier and may be more effective.

There are two main forms of passive transmission.

The first is one-way communication. For example, you can share on your Moments to get a Didi taxi coupon.

The second is two-way communication. For example, "Come and help me, I only need 350 yuan to get a free mobile phone", which encourages users to take the initiative to share this H5 with their friends, and then ask their friends to help him click on it.

One-way communication was more common at the beginning of last year, for example, the 360 ​​Mobile Assistant code grabbing event. As long as users shared the H5 page , they would immediately get a chance to participate in a lottery, with a certain probability of winning an iPhone 6.

Let’s talk about the example of two-way communication. Last year, Coolpad held a promotion for the Dasheng F1 mobile phone. The activity takes the form of a mobile phone with an original price of 999 yuan. Users post it on their Moments and ask their friends to help bargain for them. Each friend can bargain for a few yuan. If they can finally bargain it down to 0 yuan, they can get the phone for free.

This type of activity will be more effective than the one-way communication mentioned above because it will encourage users to share multiple times and actively. Users will first post it in Moments, then to their colleagues and friend groups. After posting in the group, they may also send it to their friends on WeChat one by one in private chats. The biggest advantage of this activity is that it motivates users to spread the message on their own.

Compared with these two types of communication, the technical threshold of two-way communication is higher and requires the support of a service account. According to the current WeChat rules, one-way communication is considered as induced sharing, while the risk of two-way communication is smaller and accounts are rarely blocked.

There are 5 steps to planning a successful H5

The first step is to determine the purpose of the activity. We need to understand what the purpose of this H5 is? Is it to increase the number of followers of the official account? Or increase exposure ? Or attract registration?

The second step is to determine the target group. Is this H5 aimed at existing users or general users? Be very clear.

The third step is to determine the form of the activity. Is it active or passive communication? If it is passive transmission, is it one-way transmission or two-way transmission?

The fourth step is to determine the rewards. Are they virtual props or physical props? Or find some companies for business cooperation, such as Didi, Dianping, etc., to provide some vouchers.

Step 5: Determine the promotion channels. After the H5 is completed, what resources do we have to promote it? For example, public accounts, forums, Weibo, and official websites. If there is a fee, should it be used for advertising or soft text promotion?

Let’s look at a case. This is an H5 that I planned last year with over a million visits. It was also designed for a friend of mine. The demand he put forward was that their game was called "Sword of the Sky", a mobile game that was about to be launched, and they hoped to organize an event so that the product could receive wide exposure and reflect the characteristics of the game.

Let’s break it down.

Step 1: Activity purpose: product exposure;

The second step is the target user group: since it is a new game with no existing users, its target user group is the general public;

The third step is the form of activity: He wants to spread the virus and spread it from person to person, so the two-way transmission in passive transmission will be more effective;

Step 4: Activity Rewards: At that time, they could provide two types of rewards. The first was to provide activation codes in the game, and the second was to provide a small amount of IPHONE6 as a gift to stimulate users.

The fifth step is promotion channels: their main promotion channels are themselves, such as website news, advertisements, official forums, Weibo and public accounts.

So, we planned an event according to these 5 steps, with the title "Collect fairy pets and win an IPHONE6 PLUS". The rule of this activity is that it can be in the form of scratch cards, not simply exchanging the scratch cards directly for IPHONE6, which would seem fake.

Scratch cards can be used to get fairy pets. Every WeChat user has two chances to scratch a prize every day. After scratching it twice, you can share it to your Moments to get another chance. After sharing, if every friend in your Moments clicks on it for you, you will get another chance to draw a prize. For example, if 50 friends help you click on it, you can get 50 extra scratch-off chances.

How are the rewards finally distributed? If you collect two fairy pets, you can exchange them for a game activation code. If you collect six fairy pets, you can exchange them for an IPHONE6 PLUS.

What is more interesting in this H5 is the probability setting. There are two chances to scratch the lottery every day. The probability of winning the first time is set to 100%, the second time is 50%, the third time is 40%, the fourth time is 30%, the fifth time is 10%, and the sixth time is 1%. There is a switch in the background to control it. If the switch is on, it is 1%, and if the switch is off, it is 0%. The purpose is to control the amount of the ultimate prize.

After the probability is set, we can see the free scratch-off opportunities given to the user in the first two times, and it is very likely that two fairy pets will be directly scratched. After sharing it with a few friends, he asked them to help click it. If he was lucky, he might get 4 or 5 fairy pets after drawing a dozen times. He would feel that he was getting closer and closer to IPHONE 6. In this way, users will find it easier at the beginning, and finally, after a lot of effort, they will feel that they are getting closer and closer to IPHONE 6. Although it is becoming increasingly difficult, users cannot bear to give up, which will cause them to sink deeper and deeper. As time goes by, users will continue to share and ask their friends to help them click on the page.

The final data PV is more than 4 million, and UV is more than 1.5 million. The highest number of reposts by a single person was 98. That's a pretty good result.

Some tips for H5 marketing

1. When only WeChat push notifications are sent, the popularity of mobile page visits can only last for two to three days at most.

2. The deeper the page level, the greater the loss rate. The recommended number of pages for a single H5 is 6 to 8.

3. Mass gifts, such as shopping vouchers and movie tickets, are much more attractive than gifts in niche areas.

4. Mobile phone operation habits: the loss rate of opening a link in a new window is higher than that of swiping the screen.

5. Combining real-time hot spots, festivals and topics of public interest can bring more attention.

6. The best time to push content. The best time to push content used to be from 19:00 to 21:00. In the past six months, this time has been pushed back. Now the best time to push content is from 21:00 to 22:00. The traffic during this time period is the highest.

What other secrets are there in the WeChat background that we don’t know about?

What activities can we do by combining some interfaces of WeChat official accounts ? Let’s take a look at what some of the interfaces provided by the WeChat backend can do?

First, obtain user information. H5 can retrieve user avatar, nickname and other information through the official account;

Second, customize the content you share.

Third, you can call up the phone's system functions, such as taking photos, calling up the phone's photo album, and shaking it;

Fourth, GPS, obtain geographic location.

Fifth, payment function. Currently, only service accounts can provide this function. If there is a payment function, many interesting activities can be carried out later.

These functions may not seem very eye-catching at first glance, but they are still very important for us to plan an H5 event. We need to understand which functions can be done and which functions cannot be done, study the rules of WeChat thoroughly, and minimize the risk of possible account suspension.