The 4-year evolution of WeChat H5 marketing: from .ppt to .avi (classic case collection + in-depth analysis)

“H5 is no longer good!” “H5 has been made into a piece of shit!”

Two years after its launch, negative views on H5 began to emerge.

But questioning actually catalyzes its outbreak. Panoramic immersion, one-shot, interactive effects...surprises over and over again make marketers unable to stop and try their best to explore new possibilities.

From 2014 to 2018, from “ What is H5 ” to “Everything needs to have an H5”. H5 is like crops growing in the circle of friends , reaping traffic dividends one after another.

This article will take you through the development history of H5 since its birth, and sort out for you which elements have been inherited and continuously optimized, and which elements have been ruthlessly eliminated.

After the great waves, only the essence remains.

Tencent's 2013 financial report showed that WeChat had 355 million monthly active users, rapidly surpassing Sina Weibo and approaching the number of users that QQ took more than a decade to achieve. With real users, accurate information and low customer acquisition costs, WeChat became the new traffic hub at the time.

However, the closed and private characteristics of the product make marketing promotions with a "public" nature and the pursuit of "coverage" look a little awkward. " Marketing gold diggers" can only be confined to places such as "Shake", "Message in a Bottle", and " Official Accounts ", and can never enter the user's social circle.

Pictures and texts have become the only way to enter users' circle of friends. However, static images and texts have natural defects in attracting users' attention. A large amount of homogeneous and unoriginal graphic and text content also causes serious disturbance to users and is directly filtered out by users as "junk".

In addition to pictures and texts, are there other ways suitable for displaying in Moments? At that time, WeChat version 4.0 had opened third-party interfaces, and the content of external apps could be connected to the WeChat platform. Rich media display became a new direction worth exploring.

However, the third-party access procedures are cumbersome and face adaptation issues. In the process of solving these problems, people found a form that perfectly fits mobile phones, is lightweight but can display rich effects - H5 . Since then, a new era of WeChat marketing has begun.

2014 Bud

Overcoming the two underlying barriers of “attention” and “socialization”

2014, the budding period

Faced with the situation where WeChat users were overwhelmed by a large amount of homogeneous information, felt fatigued and resisted marketing information, H5 took a year to break the deadlock. During this period, H5 overcame the two underlying barriers of "attention" and "socialization".

In the first half of the year, we made the content "dynamic", from "single page flipping" to "element linkage" to "interacting with you", and users' attention was continuously focused through dynamic upgrades.

In the second half of the year, H5 mini -games not only upgraded the interaction, but also generated feedback. Game performance became a source of bragging rights in ordinary life, and “marketing” quietly became a part of “socialization”.

2014

“Can you help me make an animated PPT?”

As one of the earliest works to be posted on WeChat Moments, Tesla ’s H5 retained the original appearance of H5: exquisite pictures + simple page-turning animations . However, the final presentation effect exceeded people’s imagination of WeChat marketing at the time: it turns out that it can be played like this!

However, you may not know: Although we now have countless online websites that can quickly generate such H5s at basically zero cost, four years ago, it cost nearly 10,000 yuan to develop such a page.

In May of the following year, Coca-Cola launched "128 Years of Sharing Happiness", which took this movement a step further.

Every element on this H5 page can be animated . Moreover, compared with the original single-page flipping, more emphasis is placed on cross-page connections. A "red line" running through the entire picture makes the picture more visually smooth and unified.

At the same time, there is another H5 dynamic effect that cannot be ignored - Burberry's "Journey from London to Shanghai". This H5 was the epitome of interactive experience at the time.

"Shake" to enter the H5 page;

"Point by Point", exploring the oil painting-like London morning;

"Wipe" to dispel the morning mist on the screen;

Click on the "river surface" and ripples will appear on the river water; finally, click on the white dot on the screen to reach the destination, Shanghai.

Since then, the "interaction" of H5 has had a different meaning from that of PPT. All animations are based on user operations, "moving for you", and motivating users to participate more deeply.

2014

"Make me a little game like Nervous Cat!"

Although H5 is evolving at an alarming rate, it still failed to achieve the "screen-sweeping" success in the first half of 2014. "Social" has become a barrier that H5 must break through for its continued development.

However, this barrier was easily broken down in July 2014 with just seven words: “simple, fun and competitive” . These seven words come from the production team of the mini-game "Surround the Nervous Cat" and are the tone set by the team for the Nervous Cat mini-game. Within 48 hours of going online, the PV reached 10.26 million, which is a remarkable result even today.

These seven words, which seem so simple now, successfully implanted the "social" gene into H5, which was struggling to enter the social circle at that time, and opened up the "sharing chain" of the circle of friends.

The screen was filled with messages like “I didn’t surround it, can anyone help me?” and “I surrounded the crazy cat in X steps… can you surpass me?”, which made WeChat users unable to stop.

Afterwards, major companies and brands quickly followed suit, and H5 mini-games became popular across the entire network.

"The King of Filth" Durex 's "One Night, Multiple Times" has the strongest sense of customization. This H5 copied the classic game "Don't Step on the White Blocks", replacing the black and white blocks with colorful Durex condoms. The operation is very cool, and it has attracted a lot of attention from the title to the game content.

What if you don’t have your own traffic like Durex? Among a group of imitators , we also found a unique way to add bonus to themselves - riding on the popularity.

In August, when Ko Chen-tung was "starring in Prison on Fire" (an incident in which he was arrested for drug use), an H5 mini-game called "Everyone Looks for Zu Ming" stood out by taking advantage of this social hot spot.

"Although Mr. Ko promised Uncle Long that he would not lead Jaycee Chan astray, Uncle Long is still worried. Now I ask you to help me find the only Jaycee Chan among a group of Ko Chen-tung's avatars."

However, in the rapidly changing era of mobile Internet , the craze for H5 mini games lasted less than half a year before quietly fading away. But don’t worry, H5 will soon find a new way to tease consumers.

In October, Coca-Cola launched a campaign called "Polar bears are on the scene, please take a photo with us!" 》H5 provides multiple scenes and actions for you to choose and take photos, becoming a pioneer of the "photo-sharing" genre.

In November, there was a trend of collecting “fingerprints” in the H5 community.

Among them, the handprint collection H5 with the theme of "Family Harmony Brings Good Fortune" released by the CCTV Spring Festival Gala program team attracted the most attention.

With heart-wrenching copywriting and simple operation, H5 gained support from 3.22 million netizens within 24 hours of its launch. This is the first time that CCTV Spring Festival Gala has set up a new media interactive section, which can be regarded as a microcosm of the fusion of traditional media and new media in collision.

Scan your fingerprint at the designated location to show your support

In December, the earliest annual summary H5 appeared - "2014 Entertainment Industry Pictorial Biography" produced by NetEase Entertainment. It included the entertainment industry events that attracted much attention in 2014, such as the cheating of Wen Zhang and Yao Di, the hit Korean drama "My Love from the Star", and Ko Chen-tung's arrest for drug use. The spicy copywriting, bold brushstrokes, and unique comic style are refreshing.

Since then, the annual "Entertainment Circle Pictorial Biography" has become NetEase Entertainment's year-end reserved project. However, due to the lack of breakthroughs in presentation form, the entertainment industry pictorial biographies in 2014 and 2015 failed to become popular.

It wasn’t until 2016 that the unique “picture-in-picture” format made this project a hit.

2015 Growth

The presentation form has exploded, and the elements have been completely disassembled.

2015, Growth Stage

This year is a year full of exploration for H5. The H5 presentation formats discovered this year basically account for more than 90% of the existing H5 formats.

"xx photo", "question test", "video interaction", "scene simulation", "virtual venue", "text analysis", "dual-screen interaction", "recorded voice", "personal customization"... almost all the elements that can be used to write articles in H5 have been dismantled, and other forms that were once popular on social media have also been transplanted.

In fact, the exploration of H5 presentation format had already begun to emerge at the end of 2014. In the one year since H5 took root in WeChat, marketers have watched as waves of H5 enthusiasm emerged and then receded.

They know very well in their hearts that constantly bringing novelty and change is the foundation for the survival of H5. Whoever masters the new form of presentation first will hold the "key to communication".

2015

“Is there any other form that hasn’t been used by others?”

In January, there were many hot-selling items in the circle of friends.

The H5 that edits photos every day - "Everyone COS Wu Zetian" - makes "posting photos" complete its ultimate evolution. “Upload photos - beautify - share”, the newly added “beautify” link eliminates the last burden for consumers to share photos.

With the help of this H5, Tiantian Ptu, which had been unknown for half a year, quickly topped the list of APPs in the Asia-Pacific region.

Dianping’s H5 – “Just One Word Between Us” – boldly plays a “word game”.

"Gold, capital, debt, dream, day, friend, fight, praise" are carefully selected Chinese characters representing friendship, one character on each page, and combined with the meaning of the words with dynamic effects. The word "聚" (gathering) on ​​the last page leads to Dianping's information about "year-end gathering group buying". In the end, the page received over 3 million views.

In February, testing, question-answering, and dual-screen interactions all made their debut.

UC Browser 's H5 - "Appearance Fortune Test" , when users upload a personal photo, the system will automatically generate a score. In addition, it will rate the star rating of "romance", "wealth" and "health" respectively, and attach a comment under the photo, such as "romance is in the air, you will win the heart of one person next year, and you will have undoubted love."

Durex launched the H5 "Love Mock Exam" in question-answering mode in early February.

In mid-February, on Valentine's Day , Durex launched the H5 "Only You Love". This was the first time that dual-screen interaction appeared in the H5 , which required two mobile phones to operate and present the picture synchronously. The page design is very beautiful, and the sound effects of wind and insects are fresh and pleasant, full of romance.

In May, Dianping released an H5 titled “Do you dare to answer this strange call?” ”, and started a new trend of scene simulation.

When I opened the homepage, I saw a call from an unfamiliar number. After pressing the answer button, I found that the call was just a scenario simulation. Then, click on the screen according to the plot, and a "screen-shattering" effect will appear. Eventually the screen will completely shatter and lead to the ticket purchase page.

Afterwards, scene simulation H5s appeared frequently.

In June, Tencent Video created a promotional H5 titled "Whose phone is this?" for the variety show "We Are 15". ”, as well as Metersbonwe’s “Li Yifeng invites you to a video call” and “Tiny Times 4’s “Sisters of the Times invite you to fight!” in July. 》, Alipay 's "Taiwushibao", etc., are all follow-ups of this type of H5, except that the simulated scenes have changed from incoming calls to mobile phone application interfaces, video calls, WeChat chats, newspapers, etc.

In June, the virtual venue H5 was launched for the first time.

Durex created the first virtual venue in H5, with 345 blocks, 61,253 centers, 254,731 straight lines, 65,486 intersections, and is permanently online.

The venue is very complete, with an entrance, a preface display board, a corridor, a staircase, a toilet and a souvenir shop. The "Liquidism Group Exhibition" is being held inside, displaying works by 12 artists. Although this venue is not physical, it gives people an immersive feeling.

In August, a leading role found a more advanced way to display Wu Yifan's H5.

Tencent Games ’ title is “Wu Yifan is about to join the army?” ! 》H5, when opened, it is the page of Tencent News , the degree of simulation is 100%, including the final video call, which still follows the old routine of scene simulation. But then Kris Wu jumped out of the news video, and the interaction between him and the page was truly amazing. From the birth of H5 to now, people can finally exclaim for the second time: "It turns out that you can play it this way!"

However, as the first attempt of this style, this H5 lacks in the richness of changes and the sophistication of production. The similar style H5 launched by Tencent Video in November - "V Vision Conference Mobile Invitation Letter" has been improved a lot.

In September, recording personal voice was also developed as a form of H5.

The "Hometown Blessings" H5 launched by Xiangyi Bencao during the Mid-Autumn Festival collects voice blessings from fellow villagers from all over the country. You can also record your own hometown blessings and share them.

In December, NetEase launched an H5 that customizes exclusive content based on user names.

NetEase Entertainment launched the "I Want to Be on the Headlines" H5, where users can enter their name and gender to generate a NetEase entertainment news story with themselves as the protagonist.

2016 & 2017 Prosperity

High-end players enter the market, and both technology and content are upgraded

2016 & 2017, boom years

The past two years can be said to be the highlight of H5’s development history so far.

The entry of high-end players such as Tencent, Alibaba , and NetEase has enabled H5 to achieve a dual upgrade in technology and content.

In 2016, H5 faced greater development pressure than ever before. Various forms of innovation in 2015 have almost exhausted the presentation methods of H5, and the argument that H5 is about to decline is rampant. The first half of 2016 almost entered the H5 window period, with few hit products.

But in the second half of the year, high-end players such as Tencent, Alibaba, and NetEase, with their strong capital and technical strength, pushed H5 into a real period of prosperity. The amazing visual effects + stylized content of " Travel to the Forbidden City to See You " and "Rio", and the three-dimensional panoramic world of " Tmall Double 11 Invitation" are all amazing.

2016

“I want a cool big production!”

In 2016, Tencent produced four hit products worth mentioning: "My Story with WeChat" in January, "Traveling Through the Forbidden City to See You" in July, "Han Han Speaks Better than He Sings" in October, and " Xue Zhiqian Hasn't Written a Weibo Joke for Two Months, So He Finally Came Up with a Big Move..." in November.

"My Story with WeChat" opened up the "data inventory type" genre in the annual summary H5.

Apart from the screen that guides you to click on the homepage, the H5, which consists of only three pages, shows every detail of the user’s experience with WeChat: when were you the first person to register for WeChat, when did you post your first Moments, who was your first friend, how many new friends did you add in 2015, how many likes did you receive, etc.

These information closely related to "me" helped users regain long-lost memories and caused users to scroll through the screen frantically.

"Traveling Through the Forbidden City to See You" is highly creative in both presentation form and content, and its "ghostly style" is refreshing.

The Emperor of the Ming Dynasty sings rap, takes selfies, uses emoticons , and posts on WeChat Moments. The pages, videos, and group conversation scenes are smooth and coherent, with seamless switching.

But this is certainly due to the IP effect of the "Forbidden City". The style of H5 is quite consistent with the ghost-animal style that the Forbidden City has painstakingly created, which in itself is a proven high point for the public.

The two H5s featuring Han Han and Xue Zhiqian are similar in expression to Wu Yifan's, so I will not elaborate on them. But looking at the whole, we can find that a major feature of Tencent's popular H5 is that it is tailor-made.

The four H5s mentioned above, plus the 2015 "Wu Yifan is about to join the army?" ! ”, the content styles are different, but they perfectly fit the H5 protagonist. Celebrity IPs bring their own traffic, so customizing content around them is a shortcut to creating hits.

Alibaba ’s 2016 hits all came from its e-commerce platforms, including the “ Taobao Maker Festival ” in June and the “Double 11 Invitation” in October.

These two H5s use the same presentation method, a three-dimensional panoramic world , but the "Double 11 Invitation" both inherits and develops the " Taobao Maker Festival".

"Taobao Maker Festival" uses a comic format, and its 3D effect is slightly less realistic, while "Double 11 Invitation" incorporates the most popular VR technology, with stronger three-dimensional rendering and more refined pictures.

The use of “one shot throughout” not only highlights the sense of space, but also gives people a strong sense of traveling through time and space. It was revealed that the H5 production cost of this Tmall world, which was carefully constructed from 225 material pictures, exceeded one million.

NetEase started out as a content developer, and its hit products first appeared in the news field.

In August, "Rio" closely followed the hot topics of the Rio Olympics; in December, "2016 Entertainment Industry Pictorial Biography" became a hit with its unique "picture-in-picture" format.

Among them, the interactive form used in "Rio" is extremely novel, giving users a deeper sense of participation.

The user must first draw a little person on a blank canvas, and then the little person created by the user will go on a big adventure in the mobile phone and simulated circle of friends. The user needs to make tools such as "rope" and "parachute" at any time to help the little person overcome difficulties.

This interactive way of drawing little people is not the first of its kind by NetEase. As early as a month ago, 361°’s H5 "I drew an animation for you, don’t cry after watching it! 》 has already appeared in the game, and the operation method is exactly the same, drawing a little man and adding various tools to it in the process.

But the mediocre response to 361°’s H5 may be due to its poor content, from the title to the internal copy and storyline.

Although this year there was heavy pressure from three high-end players, Tencent, Alibaba and NetEase, there were still a few brands whose H5 broke through.

Their success seems a bit heavy, either relying on financial resources, or the endurance and perseverance of the production team.

Those that test the team's endurance and perseverance are represented by Douban 's "My Spiritual Corner" in January and "Alive" in November, both of which use "escape room" elements.

But the two are presented in completely different ways:

"My Spiritual Corner" is a comic book game in which users can find clues to pass levels by clicking on objects on the screen. The text and items all have a strong literary style.

"Alive" is a video recording. Users advance the plot by clicking on objects in the video and help the protagonist escape danger, which replicates the gameplay of escape room to a higher degree.

However, this type of level-clearing game requires users to spend a lot of time or watch detailed strategies to successfully complete the game. Many users cannot watch the entire content after failing in the previous levels, resulting in a poor user experience . The loss of users directly means the loss of dissemination volume.

In addition, there is also a "marathon-style long-distance running" H5 that tests perseverance - "Weather Changes Destiny" by Moji Weather in August, which is probably the longest-lasting H5 case so far.

For a full 17 days and nights, one H5 hot topic was pursued every day, with original animation + original lyrics and music + music interaction. It definitely lives up to the slogan "There are new changes every day and you can play it every day."

The most cost-effective one was BMW's "This news has been quickly deleted by BMW" in April. The unique title and sophisticated motion effects must have cost a lot. Although it became a big hit, it did not inject any new elements into H5 and overall it is still following the old path of "Wu Yifan-type H5".

The one competing for resources is Nike’s “You’re just one step away from the championship” in September.

NIKE ingeniously utilized a large number of KOL resources such as Xin Shixiang and gogoboi to build momentum for itself, and the H5 tweet titles were tailored to the tone of the account.

For example, in cooperation with Xin Shi Xiang, the title of the simulated article is "You should find your own aura"; in cooperation with gogoboi, the title of the article is "Yu Bo throws you a husband, please catch it! 》.

2016 & 2017, boom years

In 2016, high-end players pushed the technical means and presentation methods to a higher level, and after reaching the ceiling, H5 in 2017 turned to public sentiment and resonance and began to be heartfelt.

During this period, H5 returned to its "content-based" approach, with the form becoming a tool to serve the content.

Emotion, public welfare, nostalgia, the meaning of life, these propositions began to appear constantly in H5, attempting to touch the hearts of users. However, due to the heavy topic, the implantation of marketing information is somewhat limited and is mostly used in public welfare content.

In the second half of the year, NetEase’s “drama queen” H5 found another content proposition - “humor”, which is light-hearted and interesting, and can add value to the brand image.

2017

"Either make people cry or make them laugh"

In 2017, the circle of friends was almost "crying" from the beginning of the year to the end of the year, and the emotions of "sadness" or "warmth" became the points that H5 hit users.

In March, a Qingming Festival public service advertisement titled "This section is intentionally left blank" made poor, depressed and tired young people cry.

This H5 adopts pure black and white hand-painted style. The long scroll comic tells the life of urban people - endless overtime and suffocating pressure. A critical blow at the end: "Tomb-Sweeping Day should not be your festival."

NetEase News then "made another move" and invited you to "Check Your Life Balance".

Let me tell you, how many meals you can still eat, how many full moons you can still experience, how many Spring Festivals you can still celebrate, and how many World Cups you can still watch. . . . How much is your one hour worth? How much is your life worth? Your time is wasted on watching bad dramas and reading bad news.

In June, NetEase’s Children’s Day project “This is the childhood that adults dare not open” played a medley of childhood animations, instantly arousing the nostalgia of countless people.

"Slam Dunk", "Sailor Moon", "Detective Conan", "Naruto", " Doraemon ", the restoration of characters and scenes + classic lines, earned enough tears. Over 1.5 million UVs in 3 hours!

In August, Tencent Charity launched the "Children's Gallery". Purchasing paintings of autistic children for 1 yuan is equivalent to donating to social projects caring for autistic children.

The children's paintings are adorable, and their enthusiasm for public welfare is also an image that people are willing to show to the outside world. Both click motivation and sharing motivation are present, and the project successfully completed its crowdfunding goal of 15 million.

In November, a plate of "scrambled eggs with tomatoes" from China Merchants Bank once again touched the hearts of the public.

The son who was far away in the United States wanted to make "scrambled eggs with tomatoes" for his foreign friends. He didn't know how to make it, so he could only call his parents in China for help. However, it was already late at night in China, which was 12 hours away from the United States. His parents, who had already gone to bed, were not angry after being woken up, but demonstrated patiently and carefully. The parental love was touching.

The H5 that can really make users laugh like pigs is undoubtedly the "drama queen" genre that was born in the second half of 2017.

In September, an H5 titled "Late at night, a male colleague asked me if I had slept..." quietly appeared on WeChat Moments and instantly became a huge hit. In response to a simple question from the male colleague, "Are you asleep?", the female protagonist immediately imagined a series of scenarios including "Want to confess? How to refuse?" and shared them with her friends. Her imagination and ability to add drama were perfect.

This kind of content is actually small misunderstandings that occur in our daily life. It is familiar and intimate. After the hilarious "inner drama" interpretation, the fun is instantly maximized, and of course you will want to share it with your friends.

Afterwards, NetEase Kaola’s two “serial-style” “drama-like” H5s – “On the first day of work, NetEase Dad taught me how to be a human being” in November and “Half a month after joining the company, NetEase Dad made me question my life” in December – further consolidated NetEase’s position in the “drama-like” H5 category.

Different from NetEase's "drama queen" genre, Alibaba's "drama queen" H5 - "Before Double 11, the manager of the autumn johns factory called the female designer late at night", completely abandoned the inner drama.

The entire article only presents, in text form, the dialogue between the "long johns factory manager" who puts forward demands and the "designer" who meets them. The dialogue process itself is interesting enough and mind-opening, with the added bonus of the "long johns factory manager"'s Hong Kong and Cantonese accent, "colorful black", "strolling in the garden, wearing only long johns", it's a sure win!

2018 Return

The threshold for innovation is raised, and the focus on "small and beautiful" is needed to break through

2018, Return Period

The year is almost halfway through, and several popular H5s are basically centered around the users themselves, with "I" becoming the keyword for communicating with users.

After two years of prosperity with frequent hit products, users' sensory and creative requirements for H5 have been continuously raised. The possibility of H5's continued breakthrough is framed in two aspects: one is technology, investing higher R&D costs and production costs, but whether it can have a good return on investment is questionable; the second is to continue to find breakthrough points in public sentiment in terms of content, but this requires very high insight and creativity.

Both of these routes seem to be somewhat difficult at present, so we predict that 2018 will be a relatively slow year. The screen-sweeping H5 will most likely be born in the content category, but the innovative H5 that can amaze users may be difficult to reproduce.

2018

“Knowing “me” through H5”

At the beginning of the year, "2017, My NetEase Cloud Music Listening Diary" became a hot topic in the circle of friends.

Everyone has a "girl", a "world", a "like" in their heart, a special day, and their own singer of the year.

NetEase Cloud Music can help you dig out details that you don’t even notice. Every bit is your footprint, and all the joys, sorrows, anger and happiness are related to you.

In April, NetEase Cloud Music once again captured the WeChat Moments with its 66-line copy that praised people in various ways, and the PV easily exceeded 10 million on the day of its launch.

"Hi! Click to generate your instruction manual. Everyone has become a "treasure" with "special material" and "huge memory". Occasionally, they are in a "bad mood", but they can be coaxed into good mood by just "getting more sleep" or "eating something sweet".

During the same period, two DIY H5s were also popular.

"My Workstation, There's a Knife on the Table and a Cat Under the Table" in March, and "Sleeping Position Competition" in April.

Apart from the different scenes, the basic gameplay of the two H5s is the same. They provide scenes and props, and users can choose and arrange them according to their actual situation. In essence, they give users the opportunity to customize and display their own ideas.

Summarize

H5 is a game of "click" + "share"

In the past four years, some H5 types have become regular visitors to the circle of friends, such as testing types and year-end review types; some H5 types were short-lived and then disappeared, such as dual-screen interactive types and escape room types.

The action that determines the fate of these numerous H5s is nothing more than a "click" + "share" from the audience. As long as a popular H5 helps users find "reasons to click" and "reasons to share", the job will be done.

So how to do it? We might as well look for the answer from the history just now.

1. Click reason: Find “traffic elements”

What is a “traffic element”? It is the element that can automatically attract the user's attention. Specifically speaking, if you are capable of doing a word frequency analysis on your circle of friends, those words that appear frequently are “traffic elements”. Thinking from another perspective, the content that frequently appears in H5 can be used as the "traffic elements" for H5 materials.

Looking back at the popular H5 content over the past four years, the "traffic elements" basically fall into the following three categories.

The first category: related to me. For example, "year-end inventory", "testing category", and "xx photo category".

Most of these H5s start from the users themselves, connecting to their past memories, or "beautifying" the users' appearance or copywriting.

Everyone desires to be understood and noticed in their heart, and these types of H5s directly hit the user's psychology, becoming a classic type that must be released every year.

The second category: celebrities and IP. Wu Yifan, Han Han, Xue Zhiqian, a large part of the clicks on these H5s of Tencent Games come from the celebrity effect.

NetEase rarely uses celebrities in its H5, but it has made itself an IP with a distinctive style. Once you see the word "NetEase" in the H5, you will be unable to control your fingers from clicking.

Category 3: Emotional arousal. It mainly involves three types of content: "nostalgia", "public welfare" and "humor".

This section contains the content that makes you cry or laugh that has been popular repeatedly throughout 2017.

From "A Love Letter to Teresa Teng" in 2015, to the H5 made by NetEase in 2017 to commemorate the 20th anniversary of "Harry Potter"; from the " Momo Guardian Plan" that focused on lost children in 2015, to the "Children's Gallery" that focused on autistic children in 2017; from various ghost animals to the "Drama Queen" series, nostalgia, charity and humor are timeless themes.

2. Reason for sharing: Finding “social currency”

For new media practitioners, "social currency" is definitely not a new term. The "screen-sweeping bible" "Contagious" explains this term: "Just as people use currency to buy goods or services, using social currency can gain more praise and more positive impressions from family, friends and colleagues."

In simple terms, you bought 50 likes for a selfie you posted three hours after retouching it; you forwarded an article supporting Cai Xukun and bought the approval of 100 Cai Xukun's fans; you carefully wrote a poem and bought a label of "literary and fresh".

Only content that helps people earn social currency will be shared. To become an excellent "social currency" maker, you only need to grasp three psychological feelings:

1. A sense of belonging. Make your content a topic of conversation and a popular topic among the group. For example, when everyone is posting their listening diaries on NetEase Cloud Music, if you don’t post one, you’ll feel like you’ve wasted all the music you listened to in the past year; when others are watching Douban’s H5, if you don’t, you’ll feel like you’ve been abandoned by the label of “literary youth”.

2. A sense of showing off . Take NetEase Youdao's hit H5 "In Your Name, Protect Chinese Characters" as an example. You are the guardian of rare Chinese characters that others can't even pronounce correctly. Don't you feel really awesome, even if you only just learned how to pronounce this character.

3. Sense of comparison. “You have surpassed X% of netizens”, “You are the xth person to do ________”, if you don’t click in and try, you will never know how high your world ranking can be.

In short, you only need to continuously produce "social currency" that can be used to buy labels such as "humorous", "trendy", and "literary", and users will always pay for you.

Conclusion:

From 2014 to 2018, H5 broke through the barriers of "motion" and "social", and both technology and content reached new levels.

H5's road seems to have come to an end again.

But marketers are such a terrifying species that you can never imagine where the boundaries of their creativity lie.

As long as marketers’ creativity continues to grow, I will always look forward to H5.

And you? Tired of H5?

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With 0 cost, 0 resources and 0 promotion, using an H5, the number of followers of the public account increased by 240% and the user activity increased by 113%. How was it done? This is the actual practice result of students of the new media course at Mantou Business School .

If you also want to master the skills to quickly increase your followers and improve your readership, and want to obtain a certificate of your ability, please sign up for the " New Media Operation (Primary) Certificate Class" of the Teaching and Training Center of the Ministry of Human Resources and Social Security. The seventh session will start on May 15, and there are only 15 places left, so sign up quickly!

The author of this article is @Mantou Business School and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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