For an inventory H5, what are the factors that cause it to go viral?

While people were still immersed in the joy of a new year and a new self and were busy setting various goals, Alipay released the 2017 personal annual bill, which was once all over the WeChat Moments . Interestingly, there are only two pictures that are flooding the Moments, and the second picture has been shared more than the first.

Users will share their product usage data because these data inventory H5s contain some factors that encourage users to share. What affects the amount of sharing?

1. Inventory of H5 categories

Inventory H5 can be divided into product content inventory, user annual data inventory and event inventory.

1. Product annual content inventory

One year is coming to an end and a new year is about to begin. At this point, it seems that we should do something, so we have an annual content inventory of the product.

At the end of the year, Douban Movies released the 2017 annual movie list. As we all know, the Douban Movie Rating section has become a minefield guide for most movie fans before watching a movie, and the release of this annual list has attracted even more movie fans to watch. 2017 is about to pass. What good movies have been released in this year? Which ones have you watched and which ones have you missed? This is the significance of this list.

In 2016, Kaiyan APP made a year-end review H5 called "Check out His/Her Memory Fragments". Through this H5, users can know which short videos have received the most attention in the year. Since it has received so much attention, it must be a well-received short video. You might as well watch it again. While taking inventory, Kaiyan APP also provides users with a viewing function to evoke some memories of users when watching the video.

At the end of this H5, show the user some data generated by his use of this APP in the past year, and inform the user what operations you have performed on the product in that year. Through the annual content inventory of the product and the personal inventory of users, the user's favorability towards the product has increased.

This type of content inventory mainly displays the most popular content in the past year. Let users know what wonderful content we have contributed to you in the past year. Who knows, you might just happen to participate in this content.

2. Annual user data inventory

The product collects data generated during user use, selects the most representative data and the data that users are most concerned about, and combines it with exquisite UI design to present it in the form of H5.

The "2017 Annual Bill" of Alipay, the "2017 Annual Listening Report" of NetEase Cloud Music APP, and the "My 2017 Music Journey" of Xiami APP, which have been frequently on the screen recently, are all annual user data reviews.

As a third-party payment platform, Alipay enables users to complete online and offline payments more conveniently. When users use the product, multiple scenarios are involved and data is generated. Although users can check their monthly spending through the bill function, this data can only tell users how much they have spent that month and whether it is more or less than last month.

The annual bill collects data for an entire year, selects more representative data, and adds UI design and copywriting . The clever thing about Alipay's annual bill is that it not only tells users where their money has been spent in the year, but also tells users what contribution they have made to the world by using Alipay for mobile payments. This actually combines the product with the user.

NetEase Cloud Music/Xiami

NetEase Cloud Music and Xiami, two music apps, also took stock of their users’ data over the past year. In the data inventory of NetEase Cloud Music, users' preferences are clearly presented. In addition to arranging the users' top ten favorite music of the year, users' annual keywords are also counted to stimulate user sharing.

The design of Xiami Music's "My 2017 Music Journey" uses the element of airplane windows. The journey slowly begins with the most played music of the year. Combined with the functions of the Xiami Music APP, the user's annual data is displayed. This operation can be said to be very thoughtful.

3. Inventory of an event

When reviewing events, the audience will be limited. The key point of the review is to identify your target group and launch it at specific points to evoke users' memories.

A few days before Kobe's jersey was retired, Tencent Sports released an H5 page titled "How Long is 20 Years?" The jersey retirement ceremony began. At the urging of others, he opened the door and stepped into his own time tunnel. This time tunnel records Kobe's 20 years of experience. During his more than 20 years of basketball career, he had frictions with other players and also gained a lot of friendships. Despite the pain, Kobe fought side by side with his teammates and finally won the honor that belonged to them.

When fans look at the review of Kobe's 20-year career, they will also recall the time when they liked Kobe. This approach can, to a large extent, encourage fans to forward the post.

2. What are the factors that cause screen swiping?

The H5 page forms listed are nothing more than the above three categories. Although they exist in different forms, they all have the following factors.

1. Satisfy users’ narcissism

The H5 examples mentioned above that are flooding the screen are all from some big companies. You may wonder whether they are flooding the screen because of the reputation of the big companies. In fact, they are taking advantage of the narcissism of users.

Just a few days ago, JD.com quietly launched the bill function, but no one posted their bills. Hezijun went to experience it and felt that this bill was a bit like the user's annual statistics, listing what products the user purchased in the year, how much money the user saved, what he liked, and finally issuing a title to the user, and that was it. From a functional perspective, it does inform users how much money they have spent in the year and what they have used it for, but it does not stimulate users' desire to share. To be precise, it means that the user's narcissism is not satisfied.

Let’s go back to Alipay’s annual bill. The two pictures most shared by users are:

This picture shows the users' annual consumption. The most prominent figure in the picture is the total annual consumption. I took a look at the circle of friends and found that the one who spent the most was over 200,000 yuan, which can be said to be showing off his wealth. But the most shared pictures by users are as follows:

Based on the user's 2017 bill details, we predict the user's keywords in 2018. Judging from the pictures shared by others, these keywords include warmer words such as "prosperous", "love", "warmth", and "small happiness". The explanations of the words below are all descriptions of a better life, looking forward to the future for users at the beginning of the new year. Different people predict different results, and users are more willing to share them in order to tell others what the coming year will be like for them. This is why keywords predict that this picture will be shared more than the picture of total annual consumption.

The reason why users share is actually because of narcissism. The product understands the users and expresses what they want to say most. Users want to use this product to express their own feelings, so they share it.

2. Make users resonate

Inventory H5 should not only tell users what happened in a certain period of time, but also emphasize how these things are related to you, so as to encourage users to forward them.

The Alipay annual bill shows users where their annual spending goes, and tells them what contribution they have made to their city with each online payment.

NetEase Cloud Music's annual listening report not only shows users the annual listening rankings , but also tells users which song they have played on repeat and how many times they have listened to it on a certain day, and when they have mostly listened to it, in order to awaken users' feelings when using the product.

Tencent Sports' H5, "How Long Is 20 Years?", targets Kobe's fans. It helps fans recall Kobe's career and reminds them of the time when they loved Kobe.

3. Beautifully crafted

Those inventory H5s that have attracted widespread attention and frequently appeared on WeChat Moments are all beautifully made.

On the occasion of the 20th anniversary of "Harry Potter", NetEase News APP released an H5 page "Commemorating the 20th Anniversary of Harry Potter", and users can view the content by sliding the screen. Familiar scenes such as the Quidditch field and magic classroom are presented one by one. This H5 page is not just a single content display. Users operate according to the prompts on the screen, making people feel as if they are reading a magic novel.

For fans, this H5 page has a strong commemorative significance. Those who know a little about Harry Potter will be attracted by its exquisite production and playability when they see this H5 page, and want more people to see it, so they forward it.

In general, in order for an inventory H5 to attract user attention, it must not only collect a large amount of data, but also be familiar with user psychology, combine it with exquisite design, and then launch it at a specific node to completely detonate it.

This article was compiled and published by @活動盒(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century