Event promotion and operation: 8 hot creative forms of H5!

It cannot be denied that, on the basis of guaranteed content quality, the appropriate H5 presentation format can make the content more easily accepted by users.

Content is the flesh and blood, and form is the bones.

What is the most appropriate form to present the content? The following 8 most eye-catching H5 formats may give you inspiration.

Different from the flat presentation form, the one-shot method changes the static rigidity and gives the picture a sense of rhythm and layering. Without too much operation, the picture will change automatically, giving users a more jumping and rhythmic experience.

Long images integrated with parallax animation and multi-element interactive long shots are the two most popular one-shot formats at present.

"One Minute Tour of the Hong Kong-Zhuhai-Macao Bridge" produced by NetEase News is a good interpretation of the "multi-faceted interactive long shot".

This H5 uses illustrations to present real scenes, allowing users to roam the Hong Kong-Zhuhai-Macao Bridge from a first-person perspective, as if they were there. Users can choose to "release the button" to "take a photo".

When it reaches the "length sign" on the bridge, the movement of the picture slows down, showing a sense of spatial perspective in the form of "two-dimensional plane + parallax animation".

One-minute tour of the Hong Kong-Zhuhai-Macao Bridge

H5 for current affairs interpretation pays attention to user distance. If users are given a greater sense of participation, they can be attracted to actively participate in content interaction.

Take "The 'Non-Human' Journey of a Package" produced by Cainiao Network as an example. It is presented in the form of "long-image fusion parallax animation". The principle of this animation is that background images with different movement speeds are superimposed in one picture. "Movement in stillness" presents a three-dimensional sense of movement.

After entering the H5 page, users can witness from a "first-person perspective" how a package goes from shipment to delivery. In this H5, the environment around the package is constantly changing, and the scene is realistic.

The "non-human" journey of a package

The biggest difference between "picture in picture" and "one shot" is that the pictures in "picture in picture" are nested in layers, that is, any picture is a part of the entire global picture.

The most representative one is the "Entertainment Circle Picture Scroll" series produced by NetEase News. The series has been updated annually since 2016.

"2018 Entertainment Industry Scroll" has a total of 14 "pictures within pictures", showing the "major events" of the entertainment industry over the past ten years. The contrast between the classical painting style and modern entertainment creates a sense of time travel.

"2018 Entertainment Industry Picture Scroll"

From 2008 when Feng Xiaogang's If You Are the One won the box office championship of the year, to 2018 when Yang Chaoyue was labeled as "lucky fish", the 14 "pictures within pictures" reveal the major events in the entertainment industry layer by layer, with a very high information density.

This way of switching scenes connects every unrelated star and piece of news together.

In 360° panoramic mode, users can slide up, down, left and right. This type of H5 carries the entire screen interaction in a VR-like form.

The "Taobao Maker Festival Invitation" produced by Alibaba presents a "pseudo" 3D VR effect, introducing the "Maker Festival" to users and issuing "invitations" to users. The best part is that it uses "gravity sensing" technology, allowing users to rotate the phone 360° to view panoramic views.

Taobao Maker Festival Invitation

When the phone is rotating, relevant prompts will appear. Click on the prompts to interact with the page, and the changes are user-centered.

In "720° Fun" produced by Baidu VR, users can see different pictures by rotating their phones, click on their favorite elements, and form any interesting combination.

720° Fun

Ever since Apple released a flash H5 video at the iPhone 7 launch conference, flash H5 has begun to enter the public eye in large numbers.

This format mainly uses video presentation, does not require interaction, simplifies the entire process and only extracts the most important information; the constantly flashing text combined with cool animation can create a strong visual impact.

"Registration Office for the First Front Desk Girl Contest" produced by Shansong uses magical brainwashing BGM and simple and refreshing pictures; the flashy and exaggerated large words that flash by explain the competition.

"Registration Office for the First Front Desk Sister Competition"

The rhythm is strong and the language is simple and everyday; the magical emoticons are also very eye-catching. This "simple and crude" form fits the fast-paced lifestyle of modern people.

Cainiao Guoguo’s “On Double Eleven, someone spent 100 million in just one minute? " is a comic-style flash video that tells a story about dreaming of having 100 million yuan to spend on shopping. The theme is humorous, the pictures are simple, and the realistic scenes resonate with users.

"Double Eleven: Someone spent 100 million in just one minute?" 》

Putting aside the novel and cool gameplay, this type of H5 focuses on "how to tell a good story with H5." The creation of story scenes gives users a greater sense of immersion, and the brand spirit core or promotional theme permeates the micro-plot.

This type of H5 mostly uses the form of page sliding, sliding down to advance the story, without the need for buffering and pauses in the middle, and the overall process is a smooth one. Use sliding gestures to control the playback of stories to make users feel more involved.

NetEase Dada's "Confession" uses flashback + personification to tell a story: a little girl named Lan and her family were attacked by a bloodthirsty monster. In the end, the roles were reversed: "If I were not a human, but a blue whale, could you still feel my despair?" to bring readers back to reality.

Confessions

The black and white hand-painted comic style sets the emotional tone for the story, and the plot combined with the appropriate BGM makes the viewing experience very rich.

The entire H5 is more like an H5 version of a movie, easy to understand yet thought-provoking.

"Hero" produced by NetEase Dada also takes environmental protection as its theme. It is a departure from previous story routines. In the face of a severely damaged natural environment, even a superhero cannot save humanity.

"hero"

This H5 uses the number of people killed in the disaster as an introduction, and then the scene changes to show a superhero catching a little girl who falls from a window. In the fight against the tsunami, the hero ultimately failed.

The anti-heroic idea of ​​"the hero's tragic defeat" sounded the alarm about environmental destruction, and this anti-routine is even more impressive.

Game H5 is easy to use, takes a short time and has a low cost of participation; at the same time, most game H5s are highly repeatable, which means you can start over at any time if you fail.

It should be noted that this type of H5 needs to make users feel a sense of accomplishment.

The "DOUzhi Plan" produced by Douyin invites users to pass levels in the form of exploration, and finally find the ultimate question, and then combine it with its own app content to form an internal and external traffic linkage.

This game page presents five planets, and users need to enter each planet in turn to explore and pass the levels. There is a question on each planet. Users need to find the answer in the planetary space based on the question and prompts. Only when the answer is correct can they enter the next level.

The sci-fi style and exquisite details are very eye-catching.

《DOUzhi Plan》

NetEase News×New Balance's "Run Without Surrendering Challenge" adopts a technological style, using robots to represent shoes.

After entering the page, click "play game" and the rules of the game will appear: how much fuel you can reach within thirty seconds. Users need to choose equipment first, and then enter the track after selecting the shoe type.

Users control the speed through the left and right buttons. The operation is simple and the video is smooth.

"Running without Compromise Challenge"

Dual-screen interaction refers to real-time communication between two or more screens, which creates an interactive effect between the screens.

The interaction can only be completed by scanning the code with two mobile phones together, which strengthens the interactive nature of H5 and conceals the promotional intention.

For example, in the movie "Meeting on the Magpie Bridge, More Love" produced by Mercedes-Benz, users can scan the code with two mobile phones to see the entire picture, such as the couple flying together on the second screen and the magpie bridge being built on the third screen.

"Meeting at the Magpie Bridge, More Love"

Test H5 is a type of game H5 and is often used in brand marketing. For users, the mystery of the test is irresistible, and the posters generated by the test can serve as a personality spokesperson for "I".

Fortune telling, general knowledge quiz, and fun tests are the three main types of H5 tests.

"Your Jungian Psychological Archetype" produced by NetEase Cloud is a representative example of the test-type H5 that has been widely used. This H5 has six test questions with the theme of "Jungian Psychology".

Your Jungian Archetype

After answering all the questions, click Enter Name. Based on the user's answers, the "personality archetype" is analyzed and a poster of the user's personality analysis is generated.

"Jungian psychology" has a certain sense of mystery. The 12 personality archetype labels such as "Innocent", "Orphan" and "Magician" meet the needs of users for "virtual image creation".

"Everyone is a Poem" produced by Sogou Input Method allows users to generate their own "Poem" poster through 7 test questions.

The test questions of this H5 are different each time, which can stimulate users to participate more than once. The questions closely follow the trend of the times, such as popular expressions like "Oh my, the little girl has two faces".

Everyone is a poem

A cool and novel form is the catalyst for the success of an H5. Only when good content has a unique carrier can its spiritual core be accurately conveyed.

However, high-quality content, excellent forms, and effective channels are all fulcrums of a closed loop. The three must cooperate with each other and none of them can be missing.

Skilled craftsmen imitate shapes, and skilled artisans steal ideas. It is not advisable to simply copy the form of screen-sweeping. The secret to the birth of a high-quality H5 is to base on one's own characteristics and communication intentions, accurately grasp the audience positioning, and draw on the strengths of others to create a suitable form.

Author: DaDaer

Source: NetEase H5