Even if you are given a chance to copy, you can’t copy other people’s popular H5. Why?

Typically, a hit H5 has three elements:

I. Elements of Distinction

1. Role Prominence

Character prominence mainly refers to influential characters who have their own fan base.

Such characters can be humans, for example:

• Celebrities in the entertainment industry (famous ones);
• Men or women with good looks and figures (any internet celebrity );
• A topical figure (Feng Jie).

It can also be a cartoon character (Luo Tianyi), as shown below:

Luo Tianyi is a VOCALOID Chinese voice library and virtual image created based on Yamaha's VOCALOID3 speech synthesis engine.

Even animals (Prince Muffie):

The characteristic of this type of H5 is that no matter what the character does, there will be a large number of fans flocking to it. What operators need to pay attention to is whether the "role" selection is consistent with the product tone and target audience. A character with a large number of fans may not be suitable for endorsing a product. Just like TFBOYS cannot endorse CCTV News, they do not have “authoritative” arguments.

2. Technical Significance

Innovations are divided into those that are visible to ordinary users: visual micro-innovations, or non-visual technical innovations, both of which belong to the level of technical significance.

For example, a naked-eye 3D picture or a micro-motion picture, no matter how unpopular it is, will trigger a large number of users to set it as their "signature".

However, just like Hollywood movies without a storyline, increasingly smart audiences are becoming oblivious to "special effects", and "character prominence" has an essential flaw. For example, even the most perfect character has its own audience, and a hit product represents the universal attention of Internet users, so the proportion of "non-audience" users may be even greater. Therefore, the combined application of "role prominence" + "technology prominence" can greatly increase the possibility of H5 becoming a hit.

Such as "Wu Yifan is about to join the army? 》H5.

When most H5s exist in the form of simple graphics, text, and rich media, this H5 uses Wu Yifan's prominence and brand-new technological innovations to attract users' attention. In addition to ordinary users who came to watch the fun, it also sparked discussions among designers and developers in the Internet circle in terms of technical implementation.

"Attracting user attention" and "occupying user minds" are two concepts. When the prominence and technicality are too eye-catching, users can easily overlook the focus of the operator itself, and can't remember what the product or activity is after the excitement. At the same time, it has something that small and medium-sized companies cannot replicate - how much does it cost to use Wu Yifan's image? No money spent? How much traffic should be replaced?

2. Benefit Factors

“Innovative” technologies are almost all fleeting in China, and there are very few homogeneous contents that can make a splash again after “Kris Wu joins the army”. However, users' pursuit of "benefits" is eternal. There are two types of benefits:

1. Vested interests

It can be understood as something tangible that users get , such as a red envelope or a coupon. If the operator uses means such as "scarcity" to increase the difficulty of vested interests to a certain extent, users will sacrifice the "harassment relationship chain" to obtain benefits, thereby achieving the purpose of dissemination.

The capacity expansion of Weiyun 3.0 version is just a gimmick, but the decision on the size of the expansion is left to the user. The capacity obtained depends on how much the user plays in the H5 game . This page is used as a warm-up, triggering user dissemination before promotion , which is a typical vested interest scenario.

Its flaw lies in the restrictions of platform rules, and there are also issues of company costs and coverage. This is not the key point. What troubles operators next is the quality of users obtained and whether the users chasing for petty profits are really what they need. Behind the huge number of users, operations must always have "active indicators" and "paid conversions ."

2. Conspicuous Benefits

Conspicuous benefits are still the pursuit of profit by taking advantage of users, but the pursuit is on a spiritual level. Users like "special" and "positive" tags, and hope that people in their relationship chain know that they have similar tags, and making use of them can generally achieve results.

QQ Space once had an H5 with the theme of "public welfare". Its main goal was to express its sense of social responsibility over the years. Therefore, the H5 reviewed the "good deeds" it had done over the years. The problem was that users who had not participated in these "good deeds" projects would be indifferent after browsing them. In order to mobilize the sense of participation, we guide users to "pass on" this love and positive energy while they are moved. When we cannot do good deeds ourselves, spreading "goodness" is still a kind of practice. The H5 was transferred 500,000 times on the same day.

By utilizing the "great love" for the transmission of positive energy, H5 set up using profit-seeking psychology can be transmitted to millions of people. For companies with limited funds, it is replicable and does not require the expenditure of hundreds of thousands or millions of KOLs or celebrities. By setting the conditions for obtaining benefits, it is still possible to trigger dissemination.

It requires operators to pay special attention to:

1. “How to filter out the users that the product wants from those who are greedy for small profits” - that is, people are all profit-seeking, and non- target users may be eliminated through targeted delivery or dissemination within target circles.
2. After gaining benefits, use the mental construction of scenarios. How to make sure that your users still think of you late at night after the gimmick.

3. User Psychological Factors

Properly grasping user psychology is the most replicable factor in planning a hit product at a low cost.

1. Take advantage of the “expectation gap”

Shenzhen is a very beautiful city, a city like a forest, but it lacks one scene - if it snows in Shenzhen, would it be beautiful too? According to users' expectations, Shenzhen is a place where it is unlikely to snow. Many years have passed, and when I think of the hit H5, I still think of this "beautiful" "It's Snowing in My Shenzhen". It took advantage of the user's expectation gap and detonated the circle of friends . At that time, the H5 homepage could wipe off snowflakes and condensation mist with fingers, which was a kind of "technical significance".

Preview a few screenshots of the H5:

2. Using “serious and relevant”

What occupies the minds of the elderly in the family in the circle of friends are often rumors. Even the "young and strong" Internet users are easily instigated by current politics and are ready to resist this and that.

If the form of an H5 is interesting, fun and profitable, then users will be attracted by the appearance; but if this H5 is neither good-looking nor fun, but can still be spread, it is almost always because the content contained in the H5 is closely related to the user's life, the user's relatives and friends, and the user himself. This is also the reason why the image and text that "toothpaste with a black bottom is poisonous" has been circulated for several years.

3. Leverage “User Emotions”

After ten years of operation, I feel that "love", "family" and "friendship" seem to be too common, but users will always pay for "emotion". A song, a painting, a movie, the emotion is eternal. When it comes to emotions, we have to mention the "Maslow's hierarchy of needs" often mentioned by operators:

Operators often rack their brains to apply this theory to the operation of their own products. It is said that a new level of demand, "WIFI demand", has been added below physiological needs.

We can be creative with emotions at the “needs” level, but most of the time we just need to be good at discovering and stating them truthfully.

Let’s review a brand communication H5 with the theme of “Give in for Love” and preview a few screenshots of the H5:

He captured the emotional gap and indifference between "mother and son", and this gap is an invisible WiFi signal. After being awakened, in order to make up for this "guilt", there are two buttons: Mother's Day gift package and tell her your love. Even at this point, my instinctive action at the time was still not to "tell her my love". I was still thinking about receiving a "gift package". Maybe this Mother's Day gift package could be given to my mother? After I touched it, it told me that "companionship is the best gift for Mother's Day". The game stopped for love and elevated it to a non-slogan sublimation. For me, I shared it without hesitation, thus achieving the purpose of spreading the values ​​of brand communication.

Whether it is "It's Snowing in Shenzhen" or "Give in for Love", their common feature is that as popular H5s, there is no design threshold for the pictures, and H5s are also ordinary page turns. Operators can complete it by uploading static pictures themselves. Their biggest feature is that they truthfully and completely present the user's "emotions" and "feelings". To this day, just like the H5 "This is intentionally left blank" that has been all over the circle of friends , are people's desperate struggles under the high pressure of the city insincere? When we no longer have "health", are the parts we have obtained all fleeting?

The ending of the H5 "This Space is Intentionally Left Blank" falls on the popular Qingming Festival.

at last

When managing an operations team, the words you hear most often are “we don’t have that much budget”, “we can’t hire any celebrities”, “we…” etc. In fact, when it comes to the communication of the entire operation, there are expensive ways and cheap ways. But no matter how much resources there are, it is more important for operators to be careful in "observing the words and expressions of users". Spending huge amounts of money may not necessarily lead to the expected operational results. However, on the other hand, if you have a grasp of user psychology and a huge amount of money, it will definitely be icing on the cake.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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