"7 tricks + 5 cases" teach you how to make H5 popular in your circle of friends!

People often ask: "What good marketing methods are there recently? What good marketing cases are there?"

We are often troubled by how to do marketing, but now there are so many marketing methods, such as WeChat, H5, Weibo topics, short videos, posters...all kinds of methods can be used!

But then you say, how can it be that easy?

It is indeed not easy, and the contradiction lies in that tools are not equal to marketing.

What does marketing equal?

【Tools + Creativity + Resources + Products + Users = Marketing】

It is useless to have a good sword without martial arts and military tactics, as you will be unable to defend yourself against the enemy.

It's like marketing.

We will find that various H5s appear in hot events and important festivals, and have become a key marketing tool for enterprises. A friend who works in marketing said that they have placed the main battlefield for leveraging marketing on WeChat, and H5 is the main way to present creativity.

Let's talk about H5 today. The application of H5 in WeChat is becoming more and more interesting. Every year there are cases that make people applaud, such as "Our Tiny Times" in 2015 and "Wu Yifan is about to join the army", and "My Story with WeChat" and "Saving Busy People" in 2016 also swept the screen.

Let's take a look at a few H5s, hoping to inspire you:

1. Data Marketing: My Story with WeChat

In fact, ever since Alipay started playing with the "Ten-Year Bill", it has been very popular to use H5 to summarize and analyze data. In early 2016, an H5 titled "My Story with WeChat" released by WeChat Open Class went viral on WeChat Moments. It connected a timeline of when you became a WeChat user, when you posted your first WeChat Moments post, etc. It was full of memories. Those with good numbers immediately showed off how great they were in their Moments, which appealed to users' vanity and captured their excitement.

Websites like Toutiao and Air Travel have launched annual summary reports based on their own product features. These reports have distinct personal characteristics and can easily inspire people to share.

★Recommendation reason:

As long as you have a certain user base, you can select important user participation nodes and let each user generate their own data statistics, show their bills, data, and muscles... the data stimulates everyone's sense of participation.

2. Video surprise: Kris Wu is about to join the army

I won’t comment much on Kris Wu. I once wrote a special analysis article specifically titled ““Kris Wu is about to join the army” is all over the screen, an advertisement that goes viral without spending any money! ”, first, the unexpected creativity; second, the user’s sense of participation and exclusivity. This gameplay of " imitated news + real-life video + iPhone phone calls + APP download diversion" attracted many imitations. Later, when 360 launched a new product, Zhou Hongyi personally appeared in it.

★Recommendation reason:

Many people have never seen a news media like this, nor have they seen a person just pop out...

3. Fancy coupon issuance: Shenzhou Special Car ’s coupon issuance is a classic

Since 2015, Shenzhou Special Car has been developing rapidly on the mobile side, with "free airport pick-up and drop-off", "the most sincere apology letter", "friend circle advertising", "Beijing Spring Festival Gala", "milk tea", "brothers", "old guns", "saving busy people", etc. Among them, the "apology letter" that impressed us deeply created the myth of issuing coupons. It is rumored online that this time it successfully acquired 5 million customers, but I don't know whether it is true or not. UCAR took advantage of the fact that H5 is easy to spread in WeChat social networking , and combined with popular events, such as Apple Pay’s launch in China, they created an H5 version of the strategy, which instantly won over a group of friends who were taking advantage of the situation!

★Recommendation reason:

With 20 years of experience in issuing coupons, we have mastered a unique skill. Every time we issue coupons, they are different and fresh. There are not many companies that work so hard on H5. If you want to see some cases, just turn right and go to their WeChat account...

4. Content resonance: CCTV Spring Festival Gala "A harmonious family brings prosperity"

The 2015 CCTV Spring Festival Gala released the theme of "A harmonious family brings prosperity", and used an H5 to make the circle of friends very excited. I also forwarded it, but the copywriting and interaction are very close to you, which is in stark contrast to the "Monkey Sai Lei" in 2016!

Starting with a small story about being together less than usual, the text "We smile to the world and are polite, but return home exhausted and complaining; we work hard to sell our ideas outside but are too lazy to explain to our parents what we are busy with" touches the heart deeply. The music is well coordinated and the interaction is not that complicated. A handprint confirms your support, and it collected the support of 3.22 million netizens in 24 hours. The effect is not bad!

★Recommendation reason:

I miss the 2015 Spring Festival Gala very much. Putting aside the content of the program, the cooperation with WeChat red envelopes was a highlight, and this H5 is also one!

5. Interactive participation: our little era

"Tiny Times" has always attracted much attention. Naturally, the influence of Tiny Times is there, and each protagonist is also the focus. Before the release of "Tiny Times 4" in 2015, an H5 swept the screen, and everyone was amazed and screaming in the circle of friends. The reason was that the H5 was so realistic and the interaction was very immersive, making everyone seem to have entered the circle of friends of the movie protagonist. Later, many companies imitated it and made H5 of "XX circle of friends".

★Recommendation reason:

It is quite prestigious to be able to get into the circle of friends of Tiny Times, which is because it captures people's desire to show off.

In those years, there were also H5s such as "Surround the Crazy Cat, Look for Jaycee Chan..." and so on. Many H5s were phenomenal, and many H5s also brought about a wave of trends. There were many H5s that used the iPhone as the creative source, and there were also many that used WeChat as the creative source. The 5 cases shared above have these elements.

For enterprises, the popularity of H5 requires them to learn how to "use momentum" and how to convert it. "Tiny Times" was for offline movie watching, "Kris Wu" was for promoting games , and the H5 of UCAR was for car-hailing coupons.

What do you feel after reading the above case? Is it true that marketing that is not aimed at selling goods is not good marketing, and H5 that is not aimed at issuing coupons is not good H5. When using various marketing tools, creativity cannot be unbridled, and ultimately it needs to be focused on how to convert. This is the biggest headache for many e-commerce companies and startups when doing marketing. How to issue their own coupons and how to motivate people to use them...

Here I would like to give you some useful tips . How can you learn to make an H5 that will go viral among your friends?

1. Creativity must be

It’s not possible to do marketing without creativity. Even making a product manual requires a lot of thought. What is creativity? Unexpected, innovative… When making the same H5, pictures are not as good as adding videos, videos are not as good as adding interactivity, adding funny language, and having popular stars participate, it is more attractive than ordinary people, and creative elements can be integrated to amplify the effect.

2. Make the scene interesting

Several creative ideas we have seen all originated from familiar scenes. For example, "Our Tiny Times" uses the conversation scene of "iPhone, WeChat groups , and Moments"; "Wu Yifan is about to join the army" uses the multi-scene integration of "the familiar page of Tencent News client + celebrities + mobile phone calls"... Therefore, the introduction of scenes will make many people familiar, and they will immediately feel a sense of participation.

3. Stimulate user participation

In H5 interaction, don’t just play slides. This is because many people lack the technical level. It is important to add participation points in the process. "Our Little Times" is a typical example. The conversation in the WeChat group will jump to the circle of friends only after you press the "Send" button, and you will also participate in it. CCTV's "Family Harmony Brings Good Fortune" will have fingerprint support, and a small participation setting will make it more gamified.

4. Keep the copy short and powerful

The copy on H5 must be consistent with the creativity and user characteristics. For example, "Our Tiny Times" is a conversational copy that talks about a fight between sisters, so the copy needs to be a bit harsh. The H5 copy of the CCTV Spring Festival Gala is a heartwarming story. It is natural to be sentimental, but overall it should not be too long. It is better to be short and powerful.

5. Music creates atmosphere

The music of H5 should not be too casual and the volume should not be too loud. If you are developing an H5 yourself and have the ability, it is best to re-arrange and adjust it to match the rhythm and text scenario of each page. Making an H5 is similar to making an advertising film.

6. Focus on marketing conversion

The role of H5 is to storytell and contextualize marketing content, which is very important for marketing conversion. An H5 shoulders the significance of communication, whether it is brand exposure or customer acquisition. Spreading H5 on WeChat will be of great benefit to card and coupon issuance, APP downloads, and WeChat fan acquisition. The issuance of coupons by Shenzhou Special Car is a typical case.

7. Promote and spread

A good H5 is like a product. How to spread it and reach more users requires the role of media, which includes media, self-media, KOL, Internet celebrities, communities, etc. H5 can be quickly spread on WeChat through WeChat groups, Moments promotion, Moments advertising, and by leveraging the power of self-media people.

Many people also think that H5 is not as good as a poster, because it has too many pages and it is impossible to read it.

This is indeed a problem. Why is it so unbearable to watch?

The content is not attractive enough, and after writing so many pages of content, it’s natural that people will lose interest.

If we simply turn a high-end poster into an H5, it will only be an album with animation effects, which cannot be called a successful and effective H5 interaction.

The effect of using H5 in WeChat public accounts and communities can be magnified well.

H5 marketing, are you involved?

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This article was compiled and published by (APP Top Promotion) by @魏家东. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!