For event operation and promotion, how to use H5 to create a hot-selling product?

H5 has become a common form of content for event operations and promotions .

H5 has returned from "showing off" to the content itself. H5 will impress people more with content rather than fancy interactions and technology.

As a form of content, H5 has a strong capacity to carry information. Once creators have figured out how to play H5 and then proceed with topic planning, they will have more opportunities to create hits.

1. Four common content forms

If we use production difficulty and inclusion as criteria, we can classify the common content forms disseminated on WeChat into four categories: (1) text content (2) image content such as comic strips (3) audio and video content (4) H5 content.

These four difficulty levels are arranged according to the production period and the number of people involved. The rich media content form of H5 can include all of the first three content forms.

Therefore, H5 is the most difficult content format to produce on the market today, requiring the cooperation of a team consisting of multiple positions including planning, design, animation, front-end, and testing.

The value of information is related to its density. The greater the information density, the more favorable users will be to the content and the higher their acceptance will be. From this point of view, H5 is also the content form that is most easily accepted by users.

2. Common topics for H5

Whether an H5 can become a hit is largely determined by the topic. The topic selection defines the audience. If the direction is wrong from the beginning, all the efforts made later will be in vain.

When judging whether a topic can become a hit, you should be data-driven, measure the scale of the population covered by the topic, and ensure that your topic is relevant to as many audiences as possible.

A topic with the potential to be a hit can often refer to these four points:

(1) Festivals

Festivals are highly discussed and have strong user participation, so you can sell emotions through users’ sense of ritual. Important time nodes are one of the topics that H5 can use.

Not only official holidays, but also some self-created holidays that are popular among users also attract extremely high attention.

For example, the Children’s Day H5 “This is the childhood that adults dare not open” and the New Year H5 “2019 New Year’s Sign”.

(2) Hot events/news

Hot events bring their own traffic, and are highly concerned and discussed by the public. H5 can use hot events to express opinions, participate in discussions, and deepen users' memory of H5.

For example, "I am a deeply hidden AI" and "The mobile phone you used 10 years ago".

(3) Popular IP and Anniversary

Popular IPs themselves attract a certain number of fans and have a certain degree of social influence. The number of people covered by super IPs is no less than that of any node or news hotspot.

Cleverly using IP can achieve twice the result with half the effort in terms of H5’s attention and topicality, and familiar things can easily evoke people’s emotions.

For example, "Harry Potter 20th Anniversary" and "Test Who You Are in Ode to Joy".

(4) Social buzzwords/jokes

The internet buzzwords that suddenly become popular have been verified on social media and are topics that can attract a large number of users' attention.

The high level of discussion also proves that it has a certain mass base and can cover a large number of people.

Moreover, during the discussion of these hot words, users have already derived a lot of interesting and resonant content, so there is no need to add to the H5 content.

For example, "The Four-Word Curse That Can't Be Escaped".

Users may click on your H5 because of the title, but retaining users depends on humane content, which requires that the H5 planning takes user emotions into consideration.

There are four consideration criteria for emotional interaction in H5 planning: emotional arousal, memory connection, pleasure needs, and expression needs.

1. Emotional Arousal

Emotional awakening is also a key link in impressing users and encouraging them to share. Before mobilizing user emotions, you also need to think about what emotions the users have.

In the book "Contagious", the author divides human emotions into high-arousal emotions and low-arousal emotions .

Arousal is the physiological or psychological awakening, or the response to external stimuli.

High arousal emotions include surprise, happiness, excitement, anger, and anxiety . Low arousal emotions include sadness and contentment .

High arousal emotions facilitate sharing, while low arousal emotions hinder sharing. In H5 planning, attention should be paid to the mobilization of high arousal emotions.

2. Memory Link

Memory linking is how to establish a memory association between your content and users.

Many people like to listen to the songs they liked when they were young, not because the songs nowadays are not good, but because those songs form memory traces in the brain and have a strong influence.

When planning H5, we also need to find the users’ memory points, trigger their memory links, narrow the distance between the two, and resonate with them.

NetEase Cloud Music’s year-end playlist uses words to recreate similar situations, awaken users’ memories, and allow users to immerse themselves in memories of a certain day or a certain song, achieving emotional resonance.

For example, when talking about users’ favorite songs, NetEase Cloud Music describes it as: “August 21st is probably a very special day. On this day, you listened to XXX repeatedly for 51 times.”

Users will unconsciously wonder: What special thing happened on August 21st? Why did I listen to this song 51 times that day?

3. Pleasure needs

H5 should not only meet user expectations, but also exceed expectations, satisfy user pleasure needs and provide a sense of surprise.

So where does the pleasure come from?

The psychological pleasure of winning a competition, the envy of others for collecting all the SSRs in the game, the sense of accomplishment gained from answering questions on a live broadcast... The pleasure comes from random rewards, attention from the opposite sex, winning competitions, collecting, achieving goals and occupying territories.

H5 wants to guide users' emotions, cater to their preferences and make them feel happy.

4. Express your needs

Instead of instilling new emotions into users, it is better to let H5 become an outlet for users’ emotions.

There are four characteristics of personality expression in the social media era: indirectness, uniqueness, infinity, and conservatism.

In the social media platform WeChat, the low threshold and incentive mechanism for posting information make people more and more willing to express themselves.

H5s like DIY, testing, and face recognition give users the right to play freely, allowing users to choose the gameplay with positive emotions.

It is said that there are routines for content and screen-sweeping, but are there routines for creativity?

Creativity itself is not creative. No matter you are drawing a mind map or brainstorming with others, your creativity does not start from scratch, but is reshaped by combining certain elements.

There is no routine for creativity, but there are some techniques you must know.

1. Material accumulation

H5 planners need to accumulate a large amount of materials in the early stage of creation. A creative person with a wide range of interests and hobbies can mobilize more elements when receiving a proposition than a creative person who does not like to read or think and has little interest in external information.

Things that the public cares about will ferment into hot spots and popular trends on social platforms, so creative personnel also need to pay more attention to hot spots and popular trends, such as news, social topics, popular IPs, etc.

For example, there is the H5 "75 Days, the Whole World Wants to Find Her" which focuses on the disappearance of Zhang Yingying; and the H5 "Unlock Your Ode to Joy Character" which is based on the IP of popular film and television dramas.

Creators not only need to accumulate content materials, but also need to accumulate some gameplay, interaction, and design materials. Domestic and foreign game and creative video websites can help creative personnel accumulate gameplay materials.

2. Negation of negation

The negation of negation is one of the three major laws of philosophy. Everything should be viewed from a developmental and critical perspective.

When examining H5 creativity, you need to ask yourself a few questions: Who is the target audience of the creativity, how to realize the creativity, what is the communication point, etc.

The ideas that come up in the first round of brainstorming may not meet the above three problems, but that does not mean that the ideas are bad. So keep the valuable ideas, then expand and optimize on them.

Never get too carried away during the creative stage; instead, examine yourself more and make timely adjustments based on feedback.

3. Rapid iteration

Rapid iteration means developing a lightweight H5 instead of spending a lot of time and energy on developing a large H5.

There are two advantages to doing this: first, the construction period is shortened, feedback is timely, and the cost of trial and error is low; second, the success rate is increased.

If you want to try some new gameplay and themes, but there are no cases to verify their feasibility, you can develop a lightweight H5 verification market.

When hot spots and popular IPs appear, lightweight H5 can also be developed using a fast iteration method. For example, "Unlock Your Ode to Joy Character" is a lightweight test H5 that uses a hot IP as its title and has achieved good traffic.

4. Two creative ideas

Content creativity and form creativity are two different ways of playing. Many H5s think about content creativity first, and then think about gameplay and interaction creativity. But if you think in reverse, you can also match content based on interesting gameplay.

(1) Starting from the content

From the content point of view, there can be other ways of playing, such as figurative metaphors, special scenarios, and changes in time and space . For example, "The Shape of Love" compares people to geometric shapes; "Workplace Strikes Back" simulates work scenes.

(2) Starting from the form

There are many ways to play with H5, such as interactive narrative, interactive games, long-image interaction, one-shot, video narrative, interactive video, testing , etc.

For example, "Rio" is an interactive game that requires users to draw; "Return to These Five Years" uses a one-shot presentation format.

Before a hit H5 is born, there are still several tasks to be completed: judging the degree of completion of the H5 and evaluating the value of the H5.

1. Four dimensions of H5 rating:

A hit H5 is not just an interesting idea, but an interesting idea + communication power . If the creativity alone does not have the ability to spread, the chances of it going viral will not be very high.

Therefore, whether H5 has the qualifications to become a hit can be judged from the perspective of form, content, users, and vision .

(1) Form: Basic interactive evaluation

Before determining the form of H5, you should consider the freshness of the form; whether the interactive form is simple; whether the interactive prompts are simple and clear; and whether the page hierarchy is simple.

(2) Content: Topic selection and emotional evaluation

In terms of content, we need to consider the freshness of the content; the popularity of the topic; the degree of emotional arousal; whether it connects to memory; whether there is individual expression; and whether it creates pleasure.

(3) Users: User coverage group evaluation

Consider whether the audience of H5 is targeted at a certain circle; whether the number of people covered can reach a high level.

(4) Visual: Design Evaluation

The style of painting, color matching, and spatial layout must all be controlled by the designer, and at the same time, attention should be paid to whether the design conforms to the public aesthetic; whether it conforms to the content; and whether there is a memorable point.

2. H5’s communication advantages

H5 is the golden partner of advertising, and H5 advertising is increasingly favored by advertisers. In terms of function, H5 can make the advertising brand presentation more intuitive and more suitable for image advertising.

In addition, H5 has become a form of rich media content that can present diverse content . Even if mobile phones and WeChat are replaced by future technologies, rich media content will still be displayed on new technology platforms.

Moreover, H5 traffic is relatively concentrated and difficult to be reprinted or plagiarized. Even if some H5s can copy the "form", they still cannot divert traffic.

3. What can H5 screen swiping bring?

Having talked so much about the benefits and gameplay of H5, what exactly can a screen-sweeping H5 bring?

For a brand, H5 can quickly capture the minds of users and effectively shape the brand image when promoting and disseminating.

For example, Happy Valley x NetEase Dada's "New Year Flag" H5 reached 33 million pvs. When it was screened in the circle of friends, it could effectively spread the brand image of Happy Valley.

However, H5 is not friendly to APP downloads and link jumps, and the conversion effect is low. When the H5 page jumps to the purchase or external link page, this part of the content is disconnected from the original content of the H5.

Related reading:

1. The “4-word secret” of event operation planning!

2. New media planning and event operation tool library!

3. APP promotion and operation: How to maximize the effectiveness of your activities?

4. Event promotion and operation: 8 hot-selling creative forms of H5!

5. APP promotion activities: How to plan a screen-sweeping event?

6. How to make a good APP online activity promotion plan?

7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

9. Event operation and promotion, growth fission from 0 to 1!

author: Da Da Er

Source: NetEase H5