How to use a public account with 200 followers to create an H5 that has 100,000+ views?

At the beginning of 2018, we made an H5, which was originally intended as a demo. It took a total of 3 days, not counting the modifications after the release. No one expected that it would become a hit after the release, with the number of views increasing from 1,000 to 10,000 and then to 100,000+, which completely exceeded our expectations.

Just like what Zhang Xiaolong said in the 2018 WeChat Open Class Pro :

"We made the small DAU game as a demo, and it was done in a hurry. But Jump Jump exceeded expectations and reached 170 million."

You see, Tencent is just like us. Many of its awesome products were just demos at first. So, all awesome companies have traces to follow. (ps. Of course not including us)

Okay, enough of the nonsense, let’s talk about something practical.

1. Activity data review

As of January 19, 2018, the H5 had been online for 14 days and received more than 200,000 visits, with the number of visitors exceeding 160,000 and the total number of shares exceeding 16,000 (excluding screenshot sharing).

Although this data cannot be compared with the H5 of Alipay and NetEase, the results of breaking 100,000 in one week and breaking 200,000 in half a month after going online are already a very outstanding report card in Chongqing.

2. Analysis from the perspective of content planning

1. Choice of theme - small and beautiful things, things that others have not done before are more likely to succeed

At first, we saw an annual buzzword inventory on the Internet, which listed some buzzwords from each year in the past 10 years. We thought it was quite interesting at the time, so we made a demo by simply modifying an existing H5 template.

See the picture below. If you think it's ugly, that's normal because I think it's ugly too.

After trying it out, I feel that this theme lacks explosive points and is very difficult to spread, but the question-and-answer type is okay. The theme can be changed to see if you can find a small entry point to start with.

During the material collection process, I discovered something very interesting, that is, Chongqing dialect. There are many test questions about Chongqing dialect on the Internet, but they are basically in text form. I have not seen anyone present these contents in the form of H5.

We suddenly felt our eyes brightened. After all, for answering questions, presenting them in the form of H5 would be more three-dimensional and provide a better experience.

Therefore, we decided to position the theme as “Chongqing Dialect Qualification Level Examination”.

2. Choice of page copywriting – considering both participation and spreadability

(1) Content that matches the topic

Since the theme choice reflects the regional and cultural characteristics of Chongqing dialect, the content should conform to the characteristics of Chongqing dialect.

We searched a lot of information about Chongqing dialect on Baidu, and also took out a "holy book" from our company 's 30-square-centimeter Sutra Library.

Yes, it is this book, a book that only old Chongqing people can understand.

The content we select is carefully chosen, and we have optimized and improved some of it in several versions.

Only content that suits the tastes of most Chongqing people can arouse their enthusiasm for participation. Therefore, we have selected many Chongqing dialects that are familiar to Chongqing people, such as "偷油婆", "蹭夹夹", "打那克", etc.

This kind of content setting can maximize user participation.

Interesting feedback:

Another important copy is the user’s feedback after answering a question correctly or incorrectly.

The whole game mechanism is set up so that everyone can answer all questions correctly. Therefore, users can continue answering questions if they get them wrong. In this case, the feedback page after each question is answered becomes very important.

The following are the topics for each feedback page:

1. "Bao Pi Long Level 1"
2. "Bao Pi Long Level 2"
3. "Bao Pi Long Level 3"
4. "Mountain City Commoners"
5. "Mountain City Warrior"
6. "Mountain City Elite"
7. "Master Yamashiro"
8. "King of the Mountain City"
9. "Mountain City Local Snake"
10. Chongqing Old Youtiao

The setting of 10 feedback themes not only incorporates elements of Chongqing's local culture, but also incorporates the currently popular ranking level elements, making people find it interesting at first glance.

Of course, the final feedback page after answering all the questions correctly is even more important, and it is also the key to determining whether the user is willing to share actively.

In this page, we have incorporated the current buzzword "Please don't answer the questions, referee" and the Chongqing dialect element "duck blood". In order to encourage users to share, we have also added a ranking element. The system can automatically generate a prompt to show the user which number of people to pass the exam.

It can be said that we have basically taken into account all the details that can be considered, and some user feedback has also proved that these careful designs we have made are indeed effective.

Serious packaging:

You can take a look at our other copywriting, one is the logo of the H5 sharing page, and the other two are public account promotion copywriting.

I believe that many people who have participated in our game almost believed that this was really an exam at the beginning.

What? Still need to take exams? Does everyone have to take the test?

There can be many styles of packaging, whether it is a clickbait title or a serious one, the purpose is to attract users at first glance. As long as this step is done well, the rest will be smooth sailing, and it all depends on whether your content is good.

3. Page logic: simple operation and proper guidance

The design process of H5 is very simple. Because it is a question-answering type H5, the user's operating logic is answering questions - correct/wrong answers - jump - continue answering questions. The operation interface is simple and clear, and there will be no situation where the user does not know how to operate.

This page design is intended to lower the threshold for participation and allow more people to participate.

The purpose of our game is "not rejecting the operation of the elderly, and not afraid of primary school students."

4. Provide some challenges and some challenges to stimulate participation

Games that are too simple cannot satisfy users’ desire for challenge, while games that are too difficult can easily undermine users’ confidence and bring a bad gaming experience.

Therefore, the game content must be set up with both difficult and easy levels, so that people can have both the sense of pride of answering the questions easily and the pleasure of answering the difficult questions correctly.

Therefore, in setting the content, we have selected some Chongqing dialects that are familiar to everyone, as well as some more difficult and less common content.

There are both difficult and easy ones, so please feel free to participate. We are waiting for you to come and fight.

5. Nice UI design

To put it simply, it must reflect the local elements of Chongqing and be good-looking enough. I won’t go into details here, let’s take a look at the page.

The above mainly explains that for an H5, whether it is an ordinary demo or a commercial work, content is the core, and the quality of the content directly determines how far the H5 can go.

3. Analysis from the perspective of communication

Our subscription account has more than 200 followers in total. When the H5 of "Chongqing Dialect Qualification Level Examination" was released, only about 20 colleagues in the company participated in sharing and forwarding it, and there were no other channels . We created more than 200,000 PVs with just 20 people. I really admire ourselves for what we have done.

Let’s try to analyze some of the factors that make this H5 successful in communication.

1. Be the first to try something new

Everything is new and novel. If you try to do something that others have done before, it will be difficult to make a breakthrough unless it is good enough.

The same goes for H5. Except for the annual inventory and other types of H5 that never get tired of making, other types of H5 are really just for the sake of novelty.

When we discovered that the content of the Chongqing dialect topic is actually very rich, we wondered if there were similar cases in H5. We found that there were no similar cases, so we decided to do this.

In addition, the effect of presenting the image of answering questions with text is actually average and the experience is very poor, but if it is presented with H5, it will be a very good experience, and the interactive logic is more in line with this type of content.

Therefore, there is nothing wrong with the saying "eat shit while it's hot".

Things that make people feel fresh, no matter the content or form, are easy to spread.

2. The game itself is fun

More than a hundred thousand people have played it, don't you have any idea whether it's fun or not?

Well, through careful selection of content and setting of various options, the whole game is interesting, which also lays a good foundation for the dissemination of the game.

3. With unique regional cultural characteristics

What kind of person can attract other people's attention?

One is good-looking, and the other is unique.

The most fatal thing is that if these two types of people are also very educated, then it would be very powerful.

It’s the same with H5. It either has to be very nice-looking or very distinctive. If the content is good enough, it is basically an excellent H5.

Using this point of view to analyze all the H5 cases that have been popular, there are no exceptions.

4. Analysis from the perspective of user psychology

1. Show off mentality

To put it mildly, it is the psychology of self-display; to put it bluntly, it is showing off. We cannot say that everyone has this mentality, but at least it is like this for most people.

The two screen-sweeping cases, NetEase Cloud Music's annual review and Alipay's annual bill, have made good use of this user psychology. It can be said that the psychology of showing off is the user psychology that is most easily exploited to help spread H5.

In the H5 of the Chongqing dialect qualification level test, this psychology of users is also well utilized. Whether it is the failure pop-up window for incorrect answers or the feedback page for correct answers to all questions, including prompting the user that the user is the nth person to pass the test, we are constantly provoking users to help us spread the word.

2. Resonance psychology

Taking advantage of the psychology of resonance is a more advanced way of playing. It is quite difficult and requires high standards, because people nowadays have higher tear points and have seen more emotions, so there are fewer things that can move them.

NetEase previously had a video called "This is the childhood that many adults dare not open", which is a very good example. It was able to touch the hearts of some people, arouse resonance, and then spread and discuss spontaneously. This is a very good example of the use of resonance psychology.

The theme of Chongqing dialect has a certain resonance for locals, and many of the dialects can remind people of many stories from their childhood at a glance.

From some data we obtained later, we found that a considerable number of middle-aged people also participated in our forwarding and sharing, which did surprise us a little, because you will find that the participants in various screen-sweeping activities are mainly young people, and it is rare to see middle-aged people participating in the screen-sweeping activities of young people.

From this phenomenon, we can see that the H5 game we made touched the nostalgic point in the hearts of a large number of middle-aged users and aroused their resonance.

3. Herd mentality

"Do you click on every message sent by many people in your circle of friends ?"

"No, I only look at the ones I'm interested in."

"Will you read all the messages sent by someone in your circle of friends?"

"No, I watch it if I'm interested, and I don't watch it if I'm not interested. If I get bored, I block it."

If many people in your circle of friends send the same message, will you read it?

"Huh? What is this? Why are they posting this all the time? It seems interesting. I have to click on it to see what it is."

The above is probably an analysis of the entire process of herd mentality. To sum it up, it is probably the series of "If I don’t watch what everyone else is watching, I might die."

What is Chongqing dialect? Is there an exam for Chongqing dialect? Why can you pass? Of course I can pass it! Then I clicked in.

5. The inspiration brought to us by this planning

1. The entry point must be focused enough

Don’t think about learning from Alipay or NetEase Cloud Music. If you want to have that scale, just type a few punctuation marks and send it out, and countless people will see it and share it.

So it is better to be down-to-earth. If you can't do something big and extensive, then do something small and beautiful. Find a focused entry point and do it well. It is very likely that you can make 100,000+.

2. Make good use of user psychology to design games

You have to understand the user's psychology and treat yourself as a user, although you may quickly become numb because you will look at the same question countless times and have no idea whether it is good or not.

In short, find more people to experience it, the weirder the better, so that this game can satisfy the tastes of most people.

3. The content must be good and have several highlights

Content is the core, so the content must be good. If it can have a few highlights, it would be perfect.

But you must not just have highlights, you must not make users excited to click in and then exit in disappointment. This is like asking users to take off their pants but not letting them do anything.

Repeat the above sentence silently three times, and then think about whether it makes sense.

4. Brand exposure must be clever

You can advertise, but don't use force.

Many people fail to handle the relationship between dissemination and brand exposure in marketing , because excessive advertising will damage dissemination. Many brands are very worried about this when advertising, fearing that the ads are too hard and that the dissemination will not be good.

Brand implantation must be clever, and this can be designed according to the characteristics of different brands. In short, if you are not one of those big brands, then your advertising had better be interesting and clever. There is no specific template for how to do this. Explore more in practice, do more trial and error, and you will definitely gain a lot of experience.

In fact, the case of the "Chongqing dialect qualification level test" can be used to apply to other dialects. Dongbei dialect, Minnan dialect, Shanghai dialect and other dialects can all be used to do it. Friends who are interested can try it~

The author of this article @乔不噬 was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century