NetEase Cloud Music is all over the news again. Can these hit stories really be replicated?

We know that for an H5 or activity to be popular, there are some important factors, such as:

1) It should be fun and interesting;

2) It is relevant to users, arouses their curiosity, and attracts more users to participate;

3) The threshold for participation should be as low as possible so that everyone can have fun;

4. It can help users obtain some kind of social currency, such as providing topics for conversation, giving help, being useful and fun, shaping an image, and social comparison;

5. Ability to quickly complete cold start and quickly accumulate potential energy to detonate the activity.

It is easy and fun, relevant to users, can arouse curiosity, has a low threshold for participation, is exclusively customized, etc. These points are relatively easy to imitate , so I won’t go into details.

The editor here combines the case of NetEase Cloud Music's "Your User Manual" to focus on several other factors of this H5 screen-sweeping factor.

1. Wide audience

First of all, if an H5 case wants to achieve a hot screen-sweeping effect, it must not just stay in a small circle. In other words, its coverage of the population must be wide enough.

You need to ensure that your activities can easily penetrate from one circle to another without any obstacles in between.

For example, horoscope tests and workplace competency reports have a very wide audience, while NetEase Cloud Music's "Your User Manual" H5 basically covers anyone who frequently surfs the Internet, with the only difference being gender.

The difficulty lies in how to combine your products with the general public. It is not easy to just popularize the activity, but combining the products is the core.

If your brand or product itself does not have this attribute, or you have not thought of a good way to combine it, then large-scale screen swiping will be unlikely.

2. Quickly build trust

Although the social relationships among acquaintances in our circle of friends have been gradually fading, we are naturally more interested in information that we are familiar with and trust.

Many activities that fall into oblivion in the circle of friends are not because they are bad. A big part of the reason is that they cannot attract people quickly. Another important reason why they cannot attract people quickly is that they cannot quickly establish trust.

What should I do?

The simplest and most brutal way to build trust is to rely on brand power. If a brand is a big brand itself, then it comes with trust. This is an advantage accumulated by well-known brands over a long period of time.

NetEase and NetEase Cloud Music have such brand advantages that they can establish trust in the circle of friends in a short period of time. Other activities can only be achieved through some copywriting introductions or KOL recommendations.

In comparison, it is obviously much weaker, which is why big brand cases are more likely to go viral.

3. Have a lot of goodwill accumulated

There is an "anticipation effect" in psychology, which means that our existing impressions of things will blind our vision of observing problems.

Our expectations of something will affect our attitude and experience toward it, and ultimately our attitude and judgment toward it.

In other words, if we believe in advance that something is good, then it will generally be good, and vice versa. This will greatly affect our final decision and choice.

This expectation comes from the brand's own promise on the one hand, and from familiarity, reputation and trust on the other.

There was an experiment abroad in which the same coffee was placed in a high-end container and an ordinary container. The result showed that consumers generally felt that the coffee in the high-end container tasted better.

The same is true for the screen-sweeping activities in the circle of friends. If a brand has been familiar to people for a long time and often creates good screen-sweeping cases and generates good reputation, then the next time it holds an activity, users will have better expectations and feel that it will definitely be very good.

NetEase Cloud Music is a very good example in this regard. In recent years, NetEase Cloud Music has planned many screen-sweeping cases, and its reputation has been relatively good, and users have accumulated a lot of goodwill.

Therefore, when people see its "Your User Manual" H5, they will naturally be influenced, their favorability will be doubled, and they will be more willing to share it.

However, your activity may not receive such treatment and you can only rely entirely on your hard power.

4. Strong desire to share

Even with the first two points, it is still far from enough, because in order to go viral, a large number of reposts are definitely required, but why would users repost just one advertisement?

Each of us has social attributes. When forwarding a message on WeChat Moments, we will definitely consider how others see us, or whether it will affect our own inherent image.

Therefore, for an activity, we need to have a key sharing point to stimulate users to share.

NetEase Cloud Music's "Your User Manual" does a great job in this regard. After the final test, a personal instruction card will be generated.

The key is that its copywriting descriptions all use the tried-and-tested way of describing the zodiac signs. They are typical neutral copywriting that looks great on anyone. This is me, and it’s very interesting.

Such nice words, and they are said by oneself, who can stand it? Why not share them and show off?

Of course, this method is not uncommon. It is a typical "Barnum effect". Those who are interested can learn about it.

So, some activities are indeed fun and have low barriers to entry, but they do not generate forwarding. Perhaps it is because they have not designed good sharing points.

In short, marketing operations definitely require imitation and learning, but if you only look at the surface, it seems that everyone can succeed. Only by deeply analyzing its essence can we achieve results.

As for those hot-selling cases that go viral, can they really be replicated?

In my opinion, you can't imitate its brand accumulation, product advantages, organizational capabilities, etc.

However, its insights, understanding of human nature, innovative forms, underlying logic of user copywriting, trigger point design, etc. can be copied and learned from.

above.

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

Product promotion services: APP promotion services, advertising platform, Longyou Games