NetEase H5 is all over the screen again? 5 steps to disassemble NetEase H5 screen-sweeping secrets!

"She died after struggling for 48 hours and no one knew about it." Has your circle of friends been flooded with this message?

At present, there is no other company except NetEase that can continuously produce content that goes viral on WeChat Moments .

Why do H5s produced by NetEase often go viral on WeChat Moments? Because they have a production mechanism in it. What is this mechanism? ——Of course I don’t know, I’m not from NetEase. Don't hit me, just tell me the truth!

Although their production mechanism is unknown, some clues can be seen from the latest H5 that has gone viral among friends: "She died after struggling for 48 hours, and no one knew." Compared with the previous H5, it is even worse.

H5 Disassembly of this Article

Content structure: It is divided into two parts, presented in the form of comics. The first part is bland. If I hadn’t seen so many people forwarding it, I would have deleted it long ago. An H5 with such a high attrition rate as the first part can still be screen-swiped, which shows how high its sharing rate is. The focus now falls on the second part.

Content composition: pictures, text, and music. Since you have started using Tik Tok , you will find that music is extremely important for stimulating users' emotions. An ordinary video or ordinary text, plus a matching piece of music, can have a finishing touch effect. So, at the beginning, this H5 prompts users to turn on the sound.

Is music important in product development? The general perception is that it is not important. Think about the music in the mobile games we play and the soundtracks of domestic films , they are all terrible. The soundtrack for my previous game company was just made using some music synthesis software. The file size is small and doesn’t take up much space. However, when some companies make music their main product, their products sell like hot cakes, such as Onmyoji , which, coincidentally, is also produced by NetEase.

Content explanation: This H5 is about a big-faced girl who starts by shouting: Help! Tiger, I counted on my fingers and wondered if I had caught a ride. I turned to the second page and fortunately, I just met the devil. The devil used a fork to kill many people, and was about to kill this girl. The scene suddenly changed and began to recall the past.

Anyone who has watched Naruto knows this routine. The memories are long and warm, and if I’m not mistaken, it’s a foreshadowing of the murder that will happen later. Sure enough, the good life was fleeting. The demons occupied their homes and took away their food. In the end, the father was killed by the devil. In order to save the big-faced girl, her mother also sacrificed herself. This girl became the only survivor.

Isn’t it very sad? Actually, after reading this, I still have no intention of sharing. Similar plots are seen many times in novels. The turning point is in the second article.

The second chapter is a direct reversal, changing the identity of Big Face Girl into a blue whale. All the above roles are reversed, the devil becomes a human, and the victim becomes a blue whale. Here comes the point. At this time, the music style changes rapidly, from being full of dangers to a sad and sorrowful tune, which makes me almost cry.

Finally, the burden was thrown out. Due to excessive hunting by humans, many animals are on the verge of extinction or have even become extinct.

Analysis of the Principle of Screen Sweeping

There are many reasons for screen swiping, such as finding something new and fun, feeling that it is helpful to others, or feeling that one can show off. However, I have observed that in the WeChat Moments screen swiping incidents, emotions are the most likely to be touched. Indignation, unhappiness, and sympathy are all examples of emotional touch.

This H5 also follows the same route - emotional touch.

Protecting animals is everyone's responsibility.

Everyone should know this slogan. It belongs to public welfare and environmental protection. What do you think of when you mention public welfare and environmental protection? Love. When we were very young, our teachers told us to be loving people. Subconsciously, we all think of ourselves as loving people. Even those who have done bad things and are caught by the police are not without love.

What would a kind-hearted person do if he saw small animals being bullied? The natural thing is to help it. Similarly, we see animals on the verge of extinction because of human greed. When my emotions are touched, I naturally want to share them. One is to let everyone see them, and the other is to tell everyone that I am a loving person.

Inspiration for us

Emotional touch is the first choice when creating content.

There is still a minority of novel, interesting and helpful content. For example, if there are too many novel things, they will become ordinary. Like the format of "The male god asks you if you are asleep" that NetEase used before, when other companies tried it again, the effect was very weak.

However, if you can hit the right emotional point, every article can be explosive. For example, Mimi Meng strives to hit an emotional point in every article so that girls can resonate with it and spread it.

It is difficult to touch people's emotions. At least you have to understand human nature and know what people are interested in. This knowing is not just literal knowing, but also understanding. When it comes to understanding, it’s a bit mysterious.

I studied Tik Tok before and posted a lot of videos, but the results were average. Later, through someone else’s video, I realized the essence of the video. Since then, the like rate of the videos I posted has increased 10 times.

To create a popular H5, you need strong team support.

Don’t think that NetEase’s screen-sweeping business seems easy. There is a large team supporting it behind the scenes. Just from this H5, we can see that it requires the cooperation of four departments: copywriting , design, technology, and operations . Moreover, this completed H5 is likely to have poor testing results, and the few that were abandoned, plus the ones that failed, it is estimated that this H5 will take one month from planning to completion and launch.

If ordinary companies want to copy NetEase's approach, they must first be clear about their own weight, and also be prepared for a protracted war. The reason why NetEase's H5 is easy to go viral is that it has accumulated dozens or even hundreds of failed H5s.

There is one point that you may not have noticed. Not all H5s made by NetEase can go viral. Many of their H5s, like ours, have fallen into obscurity. All we can say is that their screen-sweeping success rate is higher, and this success rate comes from the H5 library.

The H5 library refers to the review records of each H5, including failures and successes. Even if the company recruits a new person and makes H5 from scratch, it is easy to open up the Ren and Du meridians after reading these internal materials, and make a popular H5 by copying the gourd, which is much simpler than other companies. As for this H5 library, is there one? It's a secret.

Summarize

If the students who read this article want to make their own screen-sweeping H5, they will definitely be able to do it. Because WeChat is open, it does not give NetEase any privileges. As long as everyone understands the essence of it, adds the methodology of doing things, tries more and analyzes more, it won’t be long before you can make a screen-sweeping H5 like NetEase.