APP planning and promotion: 3 essential qualities for screen-sweeping copywriting!

When promoting products, app planners and promoters may want to take advantage of hot topics to make an H5, which spreads quickly, has a slightly lower cost, and has good results. If the copy is well written, it is not impossible for it to become a hit. Today, I would like to discuss with you how to write H5 copy that is simple, easy to understand and effective.

Media professionals who work on H5 have all had a headache about this problem to some extent: sometimes it is harder to create a good copy than an excellent H5 graphic.

The situation of "words not expressing the meaning" happens frequently, and the balance between easy to understand and information density is very difficult to find.

If you want readers to understand the spirit of this H5 at the first time, simple but powerful copywriting is the first requirement.

So, how do you write H5 copy that is simple, easy to understand and effective?

H5 is a carrier composed of multiple factors such as pictures, animations, music, and texts. Each part needs to cooperate with each other to form a unified tone. This requires clarifying the theme and defining the copywriting style.

The determination of the theme requires comprehensive consideration of many aspects, including the purpose of publicity, freshness of the topic, readership range, level, psychology, etc.

Take NetEase Dada’s H5 “Sliding into Childhood” as an example:

Sliding into Childhood

My childhood is a memory that will never end

…

Where the dream begins

Until the end of the world

Never give up playing basketball

"Coach, I want to play basketball"

…

We have grown up, let’s work hard together in the future!

This text is derived from the original work of "Slam Dunk " , bringing back memories for the post-90s generation.

The nostalgic theme meets the psychological needs of the post-90s generation such as " gaining group belonging " and " seeking psychological defense " , and also serves as their social capital for " showing off " in their circle of friends.

Not everyone’s childhood was spent obsessed with Rukawa Kaede and Sakuragi Hanamichi, but when the classic “Coach, I want to play basketball” comes out, the related memories will come flooding back.

H5 is not about cramming information into users, but about telling stories, convincing users, and creating resonance points with users.

Most people think that resonance is thinking about problems from the user's perspective, that is, the "user perspective."

But "user perspective" means predicting user behavior from the same perspective as the user, and this "behavior" has never happened.

"Resonance" requires to be consistent with "the user's past experience" . What the copywriter needs to do is to recreate similar situations through words, awaken the user's memory, and make him have a positive emotional experience.

The first step to creating resonance: Find resonance

For example, NetEase Dada's "The Puppet Life of an Only Child":

The Puppet Life of an Only Child

When I was young, my parents often went out

Leave me alone at home

I sit on the swing

Hiding in your own world

Until it gets darker

…

Most only children will experience loneliness at home. The copywriter seizes this characteristic and uses black and white tones to construct a weak, lonely and desolate image, which can immediately evoke relevant memories of the only child generation.

The second step to create resonance: rationalize their behavior

Most people crave support from others, especially verbal support.

At this time, what the resonant copy needs to do is to rationalize the user's behavior, narrow the distance with the user, and give him the feeling of "you understand me".

Unlock Your Ode to Joy Character

The characters in the TV series "Ode to Joy" have different personalities. Although they are exaggerated, their prototypes can also be found in reality.

Many people actually have these character flaws, but are ashamed to admit it. However, "Unlock Your Ode to Joy Character" produced by NetEase Dada uses a "combination" method to help users " express themselves " , reducing the embarrassment caused by a single character.

NetEase Cloud Music Year-end Review

At the end of every year, the "NetEase Cloud Year-End Playlist" will always be the first to go viral on WeChat Moments, with users sharing their own playlists and adding forwarding text.

A music industry’s annual playlist says: “You love to listen to Cantonese pop songs the most, which were played 230 times in total, and you occasionally like Mandarin folk songs, which were played 87 times in total.”

NetEase Cloud Music described it this way: "August 21 is probably a very special day. On this day, you listened to XXX repeatedly for 51 times."

NetEase Cloud Music's heartfelt and resonant copywriting takes the lead in many year-end music big data inventories.

When talking about liking a song, some dry copywriting only has the number of songs listened to and the style liked, while Cloud Music’s copywriting has a “memory link”.

The copy is accurate to the specific date, and the user will unconsciously wonder what I did on that day? Why do I have to listen to this song so many times?

This achieves the purpose of the copywriting, recreating a similar situation and successfully awakening the user's specific memories, allowing them to fall into recollection and achieve emotional resonance.

No matter what choice is made, a "not bad" personality trait will be generated in the end, which greatly increases the user's willingness to share.

When making H5, it is one thing to feel that there is nothing wrong with it, but it is another thing to make users understand and accept the information.

"Illustrations" embody a lot of information, so the copy needs to be simple and easy to understand so that users can understand it at a glance.

So how do you write simple and easy-to-understand copy?

1. Make an analogy

The so-called simple and easy to understand means to make things clear.

The difference between "sitting on this mat is very comfortable" and "sitting on this mat is like sitting on a ball of cotton, very comfortable" is that the latter makes the abstract concept concrete.

There is no doubt that concrete references can make abstract concepts easier to understand.

You can check out the NetEase Cloud Music Test H5 User Manual

When XX emits light, it may cause the subject to be dizzy for a short period of time, so please be careful when using it.

XX will become round when it encounters something fragrant.

XX As long as you turn on the noise reduction mode, you will gain the courage to firmly follow your heart and intuition.

The copy compares personality to machine performance, describing the abstract personality as precise and specific performance. This is different from the traditional personality description that is filled with a large number of adjectives. It is novel, interesting and easy to understand.

2. Scenario-based creation

Scenario-based creation can link copywriting and specific scenarios, enhancing readability.

For example, the copywriting of the H5 "360° Prime Minister's Press Conference" produced by the State Council Client × NetEase News:

360° Prime Minister's Press Conference

This H5 simulates the scene of issuing invitation letters, allowing readers to enter the content from a " reporter " perspective, changing the boring " policy interpretation " and increasing the sense of interactivity.

In his book "One Sentence Is Enough for Good Copywriting", Toru Kawakami, a master writer in the Japanese advertising industry, mentioned that there are three basic principles for writing advertising copy: make the other party think it is related to them, use strong and powerful words, and make the other party think why.

An excellent H5 copy must not only meet the above three principles, but also strike a balance between simplicity and understanding and deep connotation.

author: Da Da Er

Source: NetEase H5 ( wangyih5 )