Alipay, NetEase and others’ “year-end review” H5 operation routines

As the year draws to a close and the new year begins, your circle of friends has been flooded with H5 inventory updates from major apps, right? As an operator , I often receive requests from bosses at the end of the year, "Xiao Zhang, I think NetEase's H5 is pretty good, let's make one." At this time, how do we get started? Don't be anxious, let Nobita tell you slowly.

Common types of inventory H5

There are four common types of H5 for year-end inventory: company data H5, user data H5, content-based H5, and timeline-based H5.

01 Company data inventory H5

H5s that provide year-end reviews from a company perspective are common in new businesses or large companies. They usually promote the company or product brand , highlight the company’s core strengths, and thus trigger a sense of collective honor among users, ultimately going viral on WeChat Moments .

According to Daxiong's observation, some Internet financial companies, in particular, like to conduct year-end reviews from this perspective. For example, Xiaoying Financial Management previously released a similar inventory H5, highlighting the impressive achievements made by Xiaoying Financial Management (the company) in 2017.

A few days ago , Alipay’s official WeChat account launched a dynamic long image. Although it is not in the pure H5 form, the characteristics of this dynamic GIF banner long image are very similar to H5.

This long picture mainly talks about Alipay's annual bill for 2017. It is presented in a style imitating the Qingming Shanghe Tu. It introduces the achievements of products including Ant Forest, payment code, and credit deposit-free, as well as the changes they have brought to people's lives. Whether in terms of innovation or fun, this is a very classic case of year-end data inventory from a company perspective.

02 User Data Inventory H5

In addition to the company perspective, there is another more common year-end review H5 perspective, which is the user data perspective year-end review H5. Similar to how many songs you listened to on NetEase Cloud Music , how many times you made purchases using Alipay, etc.

The year-end review H5 from the user's perspective is generally suitable for the launch of products that are more common in users' lives. It mainly summarizes the data of users' various product usage behaviors in the year and explores some of the highlights, so as to highlight user characteristics and trigger user resonance, and finally go viral on WeChat Moments.

This type of H5 is very common. For example, the Zhihu annual review, NetEase Cloud Music annual review H5, Xinbang WeChat public account annual review, and Alipay annual review launched in recent days are all H5s made from the perspective of user data.

03 Content-based inventory H5

Every year, we can see H5 or articles similar to the top ten most popular XX-type summaries in 2017, such as the top ten most popular Internet words in 2017, the top ten popular events in 2017, the top ten touching people in 2017, etc., which are year-end reviews at the content level.

This type of H5 is usually produced by news media and is used to summarize some major events that happened that year, thereby arousing everyone's nostalgia, satisfying everyone's "collecting addiction" to a certain extent, and ultimately triggering user dissemination.

The 2017 headline year-end planning launched by UC Headlines not long ago is this type of H5, which reviews the major events that attracted everyone's attention in 2017, from thermos cups, Wolf Warrior 2 to Buddhist youth. There are also the 2017 Entertainment Industry Pictorial Biography launched by NetEase and the 2017 Time Journey launched by Yidian Zixun, which are also typical content-based inventory H5s.

04 Timeline H5

Timeline H5 mainly introduces the growth history of a company or a product through major events or timelines within a year, thereby enhancing the product brand and attracting user attention.

This type of H5 has become less common in the past two years. I think this form of H5 is too easy to be seen through. It feels like you can guess what is coming after opening the first page, and it lacks surprises that impress users. At the same time, this type of H5 focuses too much on company content and lacks user value, making it difficult to resonate with users.

JD.com previously produced a similar H5 in 2015, with the theme of “JD.com’s Top Ten Capriciousness”, which reviewed the impressive achievements JD.com had made in 2015.

Tips for making a popular H5

The H5s that are all over the screen have their own characteristics, some are cool, some are interactive and interesting, and some are beautifully designed, but they definitely have some common features.

01 Pay attention to the title copy

Whether an H5 can get screen-sweeping effect may be determined from the first glance at it by the user. We first need to pay attention to the title and cover image of the H5. If this part of the content is not attractive, users may not click on it, let alone forward it. You have heard many ways to come up with a title, and you can consider them comprehensively.

The point that Nobita wants to emphasize is that the title copy of H5 must be different from that of ordinary articles, making people feel that this link may be an interesting H5 rather than an article, thereby maximizing everyone's desire to click on the H5.

02 Focus on experience

The operating experience of H5 is definitely important.

First of all, pay attention to the interactive experience of H5. If it is a relatively unique experience, be sure to inform and guide users in advance. For example, for horizontal H5, guide users to place their phones horizontally in advance. For interactive H5, guide users to click or swipe up or down.

Second, pay attention to the details of the experience. A good product must impress people with details, and the same goes for H5. I have seen many cool and interesting H5s, but I found that as soon as I clicked in, there was super lively background music, which made me extremely embarrassed in the office and made me the focus of the entire office. A common practice would be to use a relatively low volume or turn off the sound by default, and then remind the user in small print that the viewing experience would be better if the music was turned on, thus giving the user time to find the headphones.

03 Focus on design

The popular H5s may not all be beautifully designed, but they all have a certain sense of design, or a design style that people like.

For example, the literary and simple design style of the 2017 NetEase Cloud Music Inventory H5, and the antique style of the 2017 Alipay Inventory H5 imitating the Qingming Shanghe Tu, etc. Each H5 has its own style, which either conforms to the tone of the mainstream users of the platform or makes users' eyes shine. People always like things that are full of design aesthetics.

04 Focus on spreadability

A good H5 must focus on its spreadability. The spreadability is mainly reflected in the following two aspects. First, the consideration of dissemination details, such as making it convenient for users to take screenshots and share, and each page of the screenshot happens to have complete content. Second, the content of H5 is contagious. For example, when it comes to the same data inventory, I think NetEase Cloud Music is more thoughtful because it combines the user's listening scenes, whether it is early morning or evening, or which song is listened to the longest on which day, which is more likely to resonate with users.

05 Focus on user value

Making H5 is like writing an article, you should avoid being egocentric. We must think about what value this H5 can provide to users and why they forward it.

For example, I have observed that the reason why NetEase Cloud Music H5 is so popular is because it highlights the user's personality. Many people forward their own NetEase Cloud Music H5 just to highlight their own musical aesthetics and show that they are different.

The Alipay H5 screen-sweeping is more about reflecting the social status of users, taking advantage of people's competitive spirit and giving them a chance to "show off their wealth". There is also a keyword about the outlook for 2018 at the end of the article, expressing blessings for the new year. For friends who cannot show off their wealth, it also provides the value of sharing.

How to create an inventory H5

How to make an H5 that will go viral on WeChat Moments? To be honest, this is a very difficult thing to do. It requires the right time, place and people to go viral on WeChat Moments. However, based on my previous experience in making H5, I suggest that you start with the following ideas when making inventory-type H5:

1. Determine the type

First of all, we need to determine the angle from which we will approach this H5, whether it is from the company's perspective or the user's perspective, because this will directly determine which data we will select when planning the H5 later.

2. Data Mining

This step is crucial for making inventory-type H5s. We need to list what types of data will be displayed to users and mark out the key data and highlight data. I think the most important thing about data mining is that the data must be combined with user scenarios to make the numbers more impressive, rather than just a list of cold numbers. For such data inventory, what is the difference between H5 in 2016 and H5 in 2017?

For example, the 2017 annual inventory H5 of Alipay includes the following data dimensions: online shopping consumption data and online shopping product category data, takeaway data, life payment data, travel frequency and travel transportation data, offline payment frequency and offline payment store category data, bonus data, credit compliance data, walking donation data, Ant Forest data, total consumption data, and 2018 keywords. We can see that these data are closely related to users' daily lives, covering all aspects of food, clothing, housing and transportation, and are very easy to resonate with users.

3. Data Packaging

After we have selected the data dimensions, the next step is to package these data and make these numbers come alive. The data are mainly modified through copywriting and key elements of the page to make the data more impressive.

For example, when describing the data, the H5 page of Alipay includes elements such as trains, airplanes, and taxis, and the copy is "Every trip is for a better return. I hope you can have more time to accompany your family in the new year." The combination of the entire picture and the text makes people feel very warm.

4. Design and development

After completing all the above preparations, the annual review H5 needs to enter the development stage. At this stage, we need to determine the H5's interaction methods, design style, background music, etc., and then coordinate with various departments within the company to complete the development. For example, coordinate with the development department to achieve H5 effects, and coordinate with the design department to complete the H5 page design.

5. Spread monitoring

After repeated revisions, H5 was finally designed. Can we breathe a sigh of relief this time? In fact, not really. The most critical step has come. We need to spread the H5 that is full of our hard work. First, we list our existing communication channels , then rhythmically complete H5 delivery, monitor H5 communication data, and finally invest resources in those channels with the highest cost-effectiveness.

Finally, having said so much, I believe everyone has some understanding of the operating routines of the year-end review H5.

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

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