NetEase's secret to hot-selling products: the ability to continuously create hot-selling products

The NetEase H5 that has been all over the WeChat Moments every now and then is all over the screen again. Recently, I have really seen cases of the NetEase team everywhere.

This time, NetEase News × DaDa launched an H5 called "Philosophical Temperament Test", which can test your philosophical temperament.

This H5 is still in the form of questions and answers, with a total of 10 questions, each with 2-4 answers. Based on the user's choices for each question, their own philosophical personality map will be generated. At the same time, users can also click on the details page to view the meaning of 23 philosophical personalities.

This is currently inaccessible, but fortunately the author tested my philosophical temperament in advance:

I have to say that NetEase is really good at H5 now. It seems that it is on the screen all year round, with millions or tens of millions of traffic at every turn. Especially the test H5, which is getting better and better. When I hear that a test H5 is popular, my first reaction is to think of NetEase.

NetEase is also making H5s, and every one of them becomes a hit.

Not long ago, NetEase launched a personality test H5 based on "Jungian Psychology". By clicking in and answering a few interesting questions, you can test your outer and inner personality and generate your own personality card, which looks very professional.

As soon as this H5 was launched, it immediately achieved great success in the circle of friends , and it is another typical test H5 case. It is quite similar to the common H5s such as personality tests, horoscope tests, and personal card customization.

Also this year, NetEase Cloud Music launched "Your User Manual" H5. By clicking on it, you can create your own user manual based on your perception of several pieces of music. It is also similar to those personal personality test H5s.

NetEase Cloud Music "Your User Manual"

Speaking of H5s that have seen the most screen time in the past two years, test-type H5s are definitely the best, and NetEase is the best among the best.

So in the final analysis, after seeing so many H5s that have been all over NetEase, what can we learn and use for ourselves?

H5 must be fun and easy, relevant to users, arouse curiosity, have a low threshold for participation, etc. These are all necessary and I won’t go into details.

Learning and borrowing must be the norm on the Internet , but if you just imitate its surface form, it will be difficult to succeed, or even impossible, because some influencing factors are not in the H5 itself.

Let's take a closer look at NetEase's popular H5s. There are some very important factors that cannot be ignored:

1. The topic has a wide audience

Whether it is "Philosophical Temperament Test" H5, "Jung Personality Test" H5, or "Your User Manual" H5, basically anyone who frequently surfs the Internet may be the covered population, with perhaps some differences between men and women.

If an H5 case wants to achieve a hot screen-sweeping effect, it must not just stay in a small circle. In other words, it must cover a wide enough population.

You need to ensure that your H5 theme can easily penetrate from one circle to another, and it must be unhindered if it wants to spread across the board.

For example, constellation tests, psychological tests, tests on characters in popular TV series, and workplace ability reports all have a very wide audience. The difficulty lies in how to combine your own products, brand tone, values, etc. with the general public. If it is just to make H5 popular, it is very simple, and the most important thing is to combine it with yourself.

So we need to think about this clearly: do you want to directly display your products through H5 or increase brand exposure through communication and ultimately show your brand tone and personality? Obviously, the former will cover a smaller population.

Especially if your brand or product is already niche and you haven’t thought of a good way to integrate it, it will be unlikely to achieve large-scale screen dominance based on the product.

The topic selection of NetEase H5 is what we can focus on learning, including how to broaden the coverage of the topic selection, what kind of topics are more interesting, which topics are more participatory, which topics are more topical, how to add brand elements to the topics, etc. We can focus on thinking about these when looking at H5.

NetEase "Test Your Ode to Joy Personality" H5

2. Ability to quickly build trust

I wonder if you have this kind of mentality, that is, when you see it is NetEase H5, you will be more willing to open it? That's how I am anyway.

Although the communication channel of circle of friends has been weakening, we are naturally more interested in things that are familiar and trustworthy.

Many H5s that are ignored in the circle of friends are not because they are bad. A big reason is that they cannot quickly establish trust among the large amount of information, and as a result, they are lost in the large amount of information in the circle of friends. The simplest and most brutal way to build trust is to rely on brand power. If a brand is a big brand and has many excellent cases, then it comes with trust. This is an advantage accumulated by the brand over a long period of time.

There is no doubt that NetEase has such a brand advantage and can quickly establish trust in the circle of friends, because they already have a large number of screen-sweeping cases, which strengthen their brand power one after another.

NetEase "Sleeping Position Competition" H5

NetEase "Test Your Social Index" H5

NetEase "Time Disco" H5

NetEase "One Minute Tour of the Hong Kong-Zhuhai-Macao Bridge" H5

A single screen-sweeping event may not translate into brand power, but frequent screen-sweeping events within a short period of time will inevitably cause NetEase's brand power to surge. Therefore, when you see its H5, you will naturally feel a sense of trust, your favorability will be doubled, and you will be more willing to click on it and share it.

This is also why big brand cases are more likely to go viral, because strong brand power not only brings trust, but also a larger user base.

However, we cannot learn NetEase’s brand power. After all, not every brand is NetEase.

3. Have a professional and mature team

It might be luck to go viral once or twice, but to become an H5 blockbuster with great reputation, you must have a mature, professional and sustainable operation team.

In this regard, NetEase's operation and planning team has never disappointed anyone.

You may have thought of the same idea, the same topic, the same gameplay, and the same form of interaction, but in an era where appearance, content, quality, and technology are the key factors, this is definitely not enough.

Professional content planning, huge copywriting resources, the latest interactive forms, leading technical gameplay, etc. will make the same idea very different.

NetEase "Come, use 5 strokes to draw your love" H5

NetEase "Confession" H5

You may not know that the average production cycle of these popular H5s made by NetEase is 1-2 months, which requires constant planning and rewriting, polishing of content, and optimization of presentation forms... Not everyone can afford to make H5 in the same way as making products.

Take the "Test Your Philosophical Temperament" H5 for example. It explains more than 20 philosophical terms very professionally and with reasoning, and also combines hundreds of test results. It was originally just an entertainment test, but you still find it very professional and reliable, so can you not forward it?

To be honest, we can't learn to build a professional and mature team just because we want to. However, we can learn from what this team has demonstrated, such as their title writing, copywriting expression, content logic, interaction methods, visual form... and so on.

4. Create a strong sharing point

Every H5 that wants to be spread more needs to have a key sharing point to stimulate users to share. Many H5s are indeed quite cool and have low barriers to entry, but they do not generate a large number of reposts because there are no set sharing points, even if there is no incentive to repost.

NetEase has done a very good job in testing H5, and testing things themselves are "related to me". In addition, in addition to the fact that H5 itself is interesting, creative, and very cool in form, they have also been using a very good communication carrier - that is, generating interesting pictures with personal labels from the test results, which become personal symbols.

Of course, having this communication medium is not enough. Our users are not loyal enough to share whatever you give them.

Each of us has social attributes. When sharing information on WeChat Moments, we will definitely consider how others will view us, or whether it will affect our own image.

Everyone wants to show a "better self", right?

Looking at NetEase's sets of test result pictures, they carefully wrote a set of copywriting, trying to let different people get different results, keeping it interesting and personalized. In addition, these descriptions are very positive, and anyone would feel secretly happy and a little proud.

Normally we would be too embarrassed to brag about ourselves in our circle of friends, but with such an H5, it creates a better image for you, and you yourself feel that it suits you, so why not share it and show off?

NetEase "Test Your Ode to Joy Personality" H5

This description based on the "Barnum effect" has been mentioned before by Lao Zei:

It's easy for anyone to believe that a broad, general personality description fits him particularly well. Even if this description is very empty, people still believe that it reflects their own personality. Even if they are not that kind of person at all, they will feel the same way. And it will automatically imagine various scenarios to find supporting evidence for it.

So who would reject this kind of general praise from the bottom of their heart? Especially since it is a big brand H5 tested through a professional knowledge system.

This kind of sharing point setting is also something we can learn from. NetEase has so many popular H5s, involving various sharing points. From the perspective of social currency theory, there are all kinds of sharing points, including those that provide topics for conversation, express opinions, benefit others, consolidate self-image, and participate in social PK. It is worth learning from.

5. H5 has a clear purpose

NetEase’s popular H5s all have one very obvious feature, which is that they have a weak marketing feel. You won’t see an advertisement one moment and a sales portal the next. Its purpose is very clear, which is mainly to expose the brand of different product segments and express the brand tone.

NetEase "Say goodbye to 2017, this may be the coolest way" H5

Game , testing, news, and public welfare H5s definitely have essential advantages over marketing H5s in terms of user acceptance and dissemination. Of course, this doesn’t mean that H5 for product introduction and sales marketing is not possible. It definitely can be possible. Just one thing, the purpose of your H5 must be clear.

What does it mean?

To put it bluntly, you have to make some choices when it comes to this H5. If you are using an H5 to sell products, services, organize events, or do promotions, and you want actual conversions, then the focus is on conversions. If you want to do brand exposure and communication, then think more about the experience and communication mechanism, and don't put all kinds of advertisements in it.

We can also learn this point, the key is whether we want to learn it or not. After all, most brands want to take advantage of the exposure to sell something.

If you want to learn, you must figure out the purpose of your H5 and make corresponding choices. If you want to sell goods, sell them well; if you want to spread the word, spread it well. The more focused the goal, the more unified the strategy and playing style will be, and the better the effect will naturally be. You haven't done either one well, but you want both at the same time. NetEase should learn from you.

6. Wealthy

Last but not least, NetEase has money to play with creativity, content, technology, and communication... Most importantly, it can withstand failure, can constantly try out ideas, summarize rules, and form a methodology.

This is something you really can’t learn!

In summary, in my opinion, NetEase has been continuously creating popular H5s. Their insights into young people, understanding of human nature, topic selection strategies, innovative and creative forms, underlying logic of copywriting, H5 interactive forms, visual presentation, technical means, sharing point packaging, and serious attitude towards H5 are all worth summarizing and learning from.

However, NetEase's brand power, professional and mature team, huge resource investment in H5, popularity of the product itself, organizational and regulatory capabilities, etc. are not easy to learn.

When doing operations and marketing, you always need to draw lessons and learn. But we cannot just look at the surface and think that success can be achieved by simply copying and pasting, applying a method here and making some changes there.

The most important thing is to extract its essence, combine it with yourself, polish it repeatedly, and prescribe the right medicine.

Source: Mumu Laozei (ID: mumuseo)