Summary of NetEase’s screen-sweeping rules: How to master the H5 fission methodology?

It has become a rule in 2018 that any product produced by NetEase will go viral.

Recently, NetEase Cloud Music launched a new H5 called "Your Jungian Psychology Archetype", which was blocked not long after it was disseminated. It took less than a day from the time I saw the test to the time it was banned. It can be seen that the dissemination effect of NetEase's H5 event this time is amazing. It is said to have reached the same level as NetEase's previous screen-sweeping events.

NetEase's famous screen-sweeping cases

So, we can't help but ask, what is NetEase's purpose in doing this event? It turns out that NetEase has recently been promoting the brand of the Identity V game , so NetEase Games, a subsidiary of NetEase, and NetEase Cloud Music jointly planned this H5.

To be honest, I didn’t feel anything about the Fifth Identity. I just felt that NetEase was dominating the screen again, which deepened my impression of the word NetEase. However, the brand of Fifth Identity did not enter my mind. Why is that?

To answer this question, we need to disassemble NetEase's H5 fission this time, and perhaps we can get some answers.

1. H5 fission disassembly

When a person sees the Fifth Personality poster circulated in the circle of friends or WeChat groups , or a friend suddenly sends you such a poster, most people will go through the following process:

(1) Click on the poster, long press to scan the QR code, and enter the H5 page ;

(2) The page presents a dialogue format, telling you what the activity is about and then asking you, "Would you like to learn more about psychologist Jung?" You can choose to learn more or skip the topic.

(3) Regardless of which option you choose, you will enter the question-answering phase, which consists of 6 questions. Each question is in the form of a multiple-choice question, but the content and presentation format of the question are different.

(4) After a few minutes, you have finished answering all the questions. The whole process feels very good. In the end, you are presented with a result, which tells you what your inner and outer personality are. Because you want to share, you save the picture and forward it to your Moments, WeChat group, or one of your friends.

The above is the path for everyone to participate in this NetEase H5. Of course, this is only the initial path. Later, due to the ban on WeChat, the event entrance was changed to the NetEase Cloud Music app, but this did not stop the continued spread.

Path after the entrance is changed to NetEase Cloud Music app

It can be seen that NetEase’s screen-sweeping activity this time adopted a very typical test-type fission routine in H5 fission, and it was a fission based on active sharing, which is a relatively successful case.

Test-type fission is a creative idea often used in H5 fission or mini-program fission . Its basic principle is to take advantage of human curiosity or voyeurism, and use simple small tests to tell users "who you are" or "more than xx% of people" or get some kind of reward. Users share H5 actively or passively out of the psychology of showing off or gaining, thereby achieving the purpose of fission and dissemination.

The following is the basic path of test fission:

Test type fission flow chart

2. The fundamental logic of fission propagation

There is a fundamental logic behind the large-scale dissemination of NetEase’s H5 fission this time and the screen-sweeping cases in the past. What is this fundamental logic?

To understand the answer to this question, we need to understand the role of communication. What is the function? Meet the needs of users.

Only when a thing (whether physical or virtual) satisfies a person's needs will that person be likely to share and pay for it. This need is sometimes material-based, such as red envelopes, and sometimes spiritual-based, such as anxiety.

In fact, there are only five real needs of human beings. According to Maslow's hierarchy of needs theory, they are physiological needs, safety needs, belonging needs, respect needs, and self-actualization needs.

However, from the perspective of communication, human needs can be divided into four types, which I personally call interest needs, cognitive needs, emotional needs and social needs.

The fundamental logic of fission propagation

For test-type fission, especially those in H5 format and actively spread, the focus will be on three other needs besides interests: cognition, emotion, and sociality.

So what are these three needs?

Cognitive needs are actually people's desire for new knowledge and new information.

Emotional needs are more about a sense of existence, including a sense of belonging, superiority, accomplishment, security, etc.

Social needs are the need for personal and social integration, and professionalism is reflected through sharing integrated information.

Now that we know the demand, we need to be clear about another thing: the motivation for communication.

Communication motivations can be divided into two categories, selfish and altruistic.

Altruistic motivation is easy to understand, that is, to help others by sharing useful or interesting things, while selfish motivation is more complicated and can be roughly divided into the following categories:

Flaunt: Establish an image, highlight personality, tell others that you possess certain qualities, and seek recognition.

Topics for conversation: Find topics and express your opinions on them to influence others and form social currency.

Show off: By comparing with others, prove that you are great and unique, and satisfy the desire to compare and show off.

Maintenance: Purposefully sharing valuable things to maintain old relationships or expand new ones.

Realization: Sharing content can help you achieve your desired self and reflect your self-worth, that is, sharing it for yourself.

Taking NetEase's "The Fifth Personality" as an example, it mainly utilized the two communication motivations of "flagging" and "showing off". It highlights your characteristics by telling you what kind of inner and outer personality you have, making it easy for you to seek recognition from others, and then gives you various kinds of compliments in the interpretation to satisfy your vanity.

Interpretation based on Jungian psychology

It is conceivable that a person who is teased in this way will certainly be willing to share.

Through analysis, we know that communication is to meet needs, which is why there is motivation for communication. So is there any corresponding relationship between the two? Yes, I made a simple picture to illustrate the relationship between the two:

The relationship between communication needs and communication motivations

It can be seen that no matter what kind of demand it is, the corresponding motivation is not one or two, but a combination of multiple motivations. This tells us that when doing activities that allow users to actively split, we need to comprehensively consider user needs and psychological motivations, so as to increase the probability of sharing.

The above is the fundamental logic of fission propagation.

3. Four major factors of H5 fission

Now that we know the fundamental logic of fission propagation, can we create an H5 that goes viral like NetEase? Obviously not, because these four things need to be done.

H5 fission four elements

First, there is a brand

The main purpose of NetEase's screen-sweeping activity this time is to promote the brand of the "Identity V" game, so there are no entrances such as registration, downloading, and payment. To put it bluntly, it is to create popularity, but what is the result?

I believe that few people know about this "Identity V". At least I only knew about it after seeing someone interpret the event. Most people were attracted to it because it was produced by NetEase. This shows that the influence of the NetEase brand on communication is relatively large.

Therefore, if you want to create a viral event, it is best to associate it with a well-known brand to increase your exposure.

Second, there is logic

What makes test-type fission attract users and make them unable to stop is the test content, which is the foundation of test-type fission.

Many people would think, if I just make up some topics and then spread them in the form of H5, is that enough?

It is too simplistic to think this way, and it is easy to fall into self-satisfaction.

Any test-type content must be based on a certain theory and have a certain logic. It cannot be fabricated at random. It is best if this theory is a well-known theory, such as Jungian psychology.

In addition to theory, it can also be based on one's own research, such as educational philosophy, or on big data , such as college admission predictions.

Of course, the content of the test is actually relatively easy to handle, and what you need to do is to make users feel reliable and interesting, which is the most important thing.

Third, be creative

Creativity is very important. The content of the test and the benefits that can be obtained are themselves part of the creativity. In addition, the presentation form of the test is another key part of creativity.

For example, this Jungian psychology test uses a dialogue format, which gives people a refreshing feeling. Another example is NetEase's other popular H5, "Your User Manual", which also uses a test format, but each question is accompanied by different music, and the answers are based on the music, which makes people feel relaxed and curious.

Your User Manual

Fourth, it is effective

Although the purpose of fission communication is to let more people know and participate, it must also be effective. What is the effect? Convert users .

In terms of effectiveness, NetEase's event this time did not meet expectations. Of course, this is related to its purpose of promoting the brand.

However, due to the ban on WeChat, the event was later changed to an app. People who subsequently participated in the event needed to enter the app. If they were users who had not downloaded the app, they needed to download it before they could participate. From this perspective, the event actually produced a conversion effect.

Speaking of truly effective H5 fission cases, it is "Everyone is a Wonderful Book" made by Amazon for World Book Day . It also contains test content, but in the process of generating posters, it provides an entrance to purchase Prime membership.

Amazon's screen-sweeping activities

It can be seen that swiping the screen is not necessarily the only purpose. It would be great if users are willing to pay while swiping the screen.

In fact, whether it is NetEase’s “Jungian Psychology Test” or other screen-sweeping activities, they are all based on the communication principle of “demand-old users-new users”. In addition to meeting this principle, they must also be branded, logical, creative, and effective. I believe that only in this way can your fission communication activities have the potential to sweep the screen.

The above is the H5 fission screen-sweeping methodology. I hope you can become the next NetEase.