With so many H5s at the end of the year, why do Alipay and NetEase Cloud Music dominate your circle of friends?

At the end of the year and the beginning of the next year, major APPs have begun to launch annual user data inventory reports. Has your circle of friends been flooded with the year-end inventory H5s of major APPs? NetEase Cloud Music's annual listening report, Alipay's annual bill, WeChat's "2018 WeChat Data Report", etc. I wonder which one you will pick among all the year-end review H5s?

1. Year-end H5 Team

1. Information Team

(1) My New Year's FLAG for 2019 - NetEase News

In the last few days of 2018, NetEase News launched the year-end planning "2019 My New Year FLAG" H5. During this process, users can choose the Flag that comes with the system, or they can use the UGC mode to enter the Flag themselves and customize their own page design . Experiencing the sense of ritual and exclusivity of setting a flag not only fits the node but also caters to the psychological needs of users.

From its launch on December 27, 2018 to January 2, 2019, this H5 has accumulated 33 million PVs , and its communication effect is self-evident.

(2) The last night of 2018, thank you for existing in this world - Tencent News

Tencent News launched an animated extended-image H5 at the end of 2018. The design adopts an anime hand-drawn style, but the topic is heavy, so the overall tone and immersiveness of the H5 are darker.

Through a long picture, we mourn these celebrities who passed away in 2018 and recall the great events in their lives. For example, Hawking was diagnosed with a terminal illness at the age of 21, completely lost his voice at the age of 43, and had to rely on a wheelchair for more than 50 years, but he still became the greatest physicist of modern times. Inspire everyone to draw some energy from them and meet the challenges of the new year.

(3) 2018 Toutiao Creator Annual Report Card - Toutiao Today

Toutiao's 2018 Toutiao Creator Annual Report Card summarizes and analyzes users' creativity, influence, fan-attracting power, explosiveness, and appreciation power in 2018. In the end, it also estimates the probability of users' Toutiao accounts appreciating in 2019, and motivates users with slogans such as "I'm in Toutiao in 2018" and "I'll become Toutiao in 2019."

1. Entertainment Team

(1) Restart your 2018 music memory - QQ Music

On December 30, 2018, QQ Music took the lead in launching the annual review of music apps. Different from the heavy colors of most year-end review H5s, the H5 "Restart Your 2018 Music Memory" uses pop elements with a strong sense of picture, and the overall look and feel is relaxed, pleasant, bright and fresh. At the same time, QQ Music's copywriting is very much in line with the tastes and preferences of young people. The networked context and labels as well as joke-style summary and comments are not only close to users' lives, but also enhance the fun of H5, thus triggering users' enthusiastic participation.

(2) 2018 Personal Music Story Exhibition - Xiami Music

On January 2, Xiami Music subsequently launched the "2018 Personal Music Story Exhibition", which designed the text information such as the singles that users listened to the most in a year and the habitual moments when they turned on music into paintings on display and presented them to users in the form of a museum exhibition. The "literary and artistic" scene of a museum is also a characteristic of Xiami users. However, since the entire H5 was mediocre and the user base was not large, it did not create a large-scale screen-sweeping effect.

(3) Annual Listening Report - NetEase Cloud Music

On January 4, NetEase Cloud Music’s annual review was launched amid public anticipation. Compared with last year, the design this time lacked creativity and was criticized by netizens as being “not thoughtful.” The only bright spot was the addition of “One Song, One Encounter”, but it did not attract users. Instead, it became a point of criticism for “making the world less awkward”. In short, the overall effect is not very good, but thanks to NetEase Cloud's previous rich screen-sweeping achievements, it still made a strong presence on social networks.

(4) 2018-blibli with Bilibili

Bilibili issued a 2018 annual data report based on dimensions such as video viewing time, type, favorite Up masters and videos. The two-dimensional design is in line with Bilibili's user group (composed of Generation Z who love anime), adding a sense of intimacy to Bilibili users who open the bill and making the data more "warm". Finally, the user’s “role setting” in 2019 is also predicted.

3. Community Culture Team

(1) Douban Books, Movies and Audio Report 2018 - Douban

Douban continues its previous literary style and takes stock of the books, movies and audio-visual works that users have read throughout the year, as well as their types, reading time periods, comments and film reviews they have participated in. It also displays the directors that users pay the most attention to and the actors they are most familiar with, and finally generates annual keywords.

It is commendable that Douban uses a pie chart to let users see at a glance the proportion of books, movies and audio-visual works watched this year, and compares this year's data with last year's data vertically, so that users can clearly understand the changes in values ​​over the past two years. If the number of books watched by users themselves decreases compared to last year, it can also stimulate users to read more books and watch more movies in 2019.

(2) 2018 New Knowledge Youth Please Answer - Zhihu

The review of Zhihu in 2018 is mainly based on user behavior habits, summarizing the data of the Zhihu platform and individual users throughout the year. The content tends to be a combination of data and emotion, coupled with soothing BGM, which is very consistent with the aesthetic preferences of Zhihu's "new knowledge youth".

(3) My 2018 Jike Life Diary - Jike APP

"Instant Life Diary" is reflected in dimensions such as the number of followers, the circles followed, and the interactions of fans, which is in line with the social attributes of the APP. I have to complain that the entrance to this diary is hidden too deeply. There is no startup screen advertisement, and there is no banner or pop-up window on the homepage. You need to manually search in the search bar for it to appear.

1. Social Team

(1) 2018 WeChat Data Report - WeChat

On January 9, WeChat released the "2018 WeChat Data Report", which showed that in 2018, WeChat had 1.082 billion active users every month, 45 billion messages were sent every day, 410 million audio and video calls were successful every day, and the number of video call users increased by 570% compared to three years ago...

However, no matter how good the data is, all that is given to users is the number of days WeChat has been used. Even if it is shared, it is just "I have been using WeChat for XXXX days, how about you?" ”, it is really a bit perfunctory.

(2) 2018, My Little World - Sina Weibo

At the end of the year, Sina Weibo launched an H5 summarizing users' personal annual data, which consists of two parts: "2018, My Little World" and "Predict My 2019".

The first part analyzes the user's activity level during the year, including the people who @ each other the most, the content with the most reposts, the total time spent watching videos, the amount of text read, and the number of personal Weibo reads. The latter part randomly generates keywords for the user in 2019. There are many memes hidden in these keywords, such as "No. 1 on the hot search list due to the exposure of his relationship with his idol", "He is so handsome that he has nothing", "You are no longer single because your colleague is losing his hair", etc.

1. Tool Squad

(1) 2018 Memory Bill - Baidu Netdisk

In this Baidu bill, you can not only see the time when you registered for Baidu Netdisk and the cumulative number of days you logged into the netdisk in 2018, but also the number of photos and videos you have stored in Baidu Netdisk, beating how many people in the country you have stored. Finally, annual keywords are generated based on the comprehensive data. What’s surprising is that after viewing this report, users can also receive the 2019 New Year gift package and 2T of free storage space.

(2) 2018 Stop Right There - UC Browser

UC content platform launched a year-end H5 with the theme "2018, Stop Right There", which takes users to review the wonderful moments of 2018 in a relaxed and interactive format. During the experience, the entire year's content scenes are viewed from the perspective of a virtual character, and the important events and characters of 2018 are portrayed very vividly. But judging from the content, it seems that the review started from the second half of the year, and users can change the keywords by themselves. Hezijun changed it several times.

1. Life service team

(1) 2018 Alipay Annual Statement - Alipay

Starting from January 1st, the topic #Alipay has no annual bill# has become a hot search on Weibo, and netizens have urged Alipay to issue the annual bill as soon as possible! It even forced the officials to start making fun of themselves.

It finally comes out after much anticipation! On January 8, Alipay launched the 2018 Alipay annual bill. This annual bill is different from previous years and adopts the concept design of supermarket receipts. The user's annual spending data is displayed on each "shopping receipt", which appears more concise and intuitive. There is also the user's credit status.

Faced with Alipay bills, netizens began to reflect on their lives: "Where do I get so much money?", which led to the emergence of a large number of people who live off their bills. That’s right, it’s Box Fungus himself!

(2) Your 2018 takeaway bill - Meituan Takeaway

Among various annual reports, Meituan’s annual takeaway bill is unique. A scenario-based review of the number of times users ordered takeout in the past year, the amount spent, and the most frequently used notes when ordering takeout. It is more immersive than simply listing data, and the illustrations on each page are also very textured.

Sorry, I haven’t ordered takeout from Meituan many times this year, so the data is a bit “dismal”.

1. E-commerce team

(1) My Life Grid 2018 - NetEase Kaola

Based on the time compass of life, NetEase Kaola uses a 3D animation full of "warmth and healing" to present the entire picture. Users can intuitively see the brief time they spend with their parents, partners, children, friends, pets and themselves in their lifetime - "Life is but 900 grids", triggering emotional resonance among users of all ages.

Although the algorithm is simple, the proper combination of art and copywriting makes H5 very attractive.

(2) 2018 Annual Bill - JD.com

JD.com's annual bill this year is similar to that of previous years. The bill includes the total amount of consumption of users on the JD.com platform in 2018, the most common ordering time, the cumulative number of packages received, how many users JD.com beat with its Jingxiang Value, and the proportion of users' consumption in different categories, etc., so that everyone can have an objective understanding of their own "shopping spree" ability. In addition, H5 extracts the most difficult and expensive items when users place orders, which gives a sense of immersion.

2. Tips for making a popular H5

The year-end summary wrapped in big data is actually a large-scale marketing activity that leverages professional content and social media communication . What is summarized is not your 2018, but the 2018 they designed for you.

So, how to design it? After experiencing the above cases, I found that although they have different styles and characteristics, they all have the following characteristics to produce the screen-sweeping effect.

1. Heartfelt copywriting

Copywriting is the element that can best express and drive emotions. It is the public's favorite way of expression and the most basic aesthetic viewpoint. When experiencing the user experience, adding some thoughtful copy can narrow the distance between you and the user, thereby maximizing everyone's desire to click on the H5.

1. Beautiful design

People always like things that are full of design aesthetics. Looking back at those widely watched inventory H5s that frequently go viral on WeChat Moments, we find that they are all exquisitely designed. They either conform to the tone of the platform's mainstream users or make users' eyes light up.

1. Insight into user psychology

The Internet's hits must be the result of automatic forwarding in a network. Users are willing to share not only out of a sense of affirmation and appreciation, but also because of a certain desire to compare and show off. Most of the cases of year-end screen-sweeping are related to this. Alipay takes advantage of people's competitive psychology to demonstrate their personal consumption ability, and NetEase Cloud Music shows off its musical taste based on interest-based social tendencies.

1. Create a sharing point

User sharing and active sharing are important parts of H5 screen swiping. How to stimulate users to share? In addition to the fact that H5 itself is interesting, creative, and cool in form, the current common communication method used by brands is to generate interesting pictures or keywords with personal tags based on the test results, making them personal symbols, so that the user's individuality can be more prominent when displayed. Being different from others can make users more willing to share.

Conclusion

As the standard year-end review H5 in recent years, there are really a lot of them. However, the people did not show any sign of fatigue when facing the annual summaries that were not accurate and of similar style, and they even enjoyed it. The author could not help but sigh: It turns out that the sense of ritual is the most important thing!

Finally, if you have found any interesting annual review H5, please feel free to share with the editor in the comment section.

Source: Activity Box (huodonghezi.com)