Decipher the marketing code behind test-type H5!

In recent years, testing H5 has become popular and frequently appears in our circle of friends. From "Please Check Your Soul Percentage" launched by Fantasy Westward Journey and Dunhuang Museum, to "Your Personality Dominant Color" launched by NetEase Cloud Music, to "I am a Winter Olympic Athlete" jointly launched by People's Daily Client and NetEase Cultural and Creative Dada during the Beijing Winter Olympics, these test H5s have dominated the circle of friends in a very short time after their release.

Test H5 refers to H5 that tests certain aspects of user quality through test questions with text, pictures or other types of information. It is one of the ways for many businesses to carry out marketing promotion activities. So, why is this type of test marketing so popular, repeatedly becoming a viral marketing hotspot in the circle of friends, and so popular among the public? The reasons can be summarized as follows:

1. Perfectly grasp the user's pain points and gain a deep insight into the user's psychology

First of all, this type of test marketing satisfies people’s curiosity and desire for self-exploration. People are eager to know and understand themselves better, and are always curious and expectant about unknown things. This mentality makes H5 test questions with unknown results generally favored by netizens. Companies seize users' motivations to promote their brands. Just like "Your Hidden Heroine" jointly produced by NetEase Cloud Music and Armani Air Cushion, the test results include various personalities such as poetic, brave and determined, which are full of mystery. Users can understand themselves through the test and are willing to actively forward and share.

Secondly, grasp the needs of user groups. Young people are the main users of test marketing. Compared with other age groups, they have a stronger desire to share and express themselves, which promotes the spread of H5. In addition, users enhance friendships through sharing and interaction in their circle of friends. A sense of identity and belonging is the added value that test marketing brings to users.

2. Provide users with a personalized experience

In recent years, a message about the left and right brain age test on the Plato APP has gone viral on WeChat Moments. The gameplay is very simple. After answering a few set questions, a picture will be generated showing the test results of the left and right brain ages, with relevant text explanations. After the test was released, programmers said the test results were random numbers, and some experts said the results had no scientific basis. However, despite these well-founded debunkings, users are still having a lot of fun on WeChat Moments. One of the reasons behind this is to provide users with a personalized experience.

Taking NetEase Cloud Music's "Your Dominant Personality Color" as an example, this H5 connects various sounds, and users make choices based on the music and the picture. The test classifies users based on different options, and the result is nearly 20 "dominant personality colors". After the test, you can generate a personality color picture and share it on WeChat Moments. H5 testing generates personalized inventories for users and pictures with their names written on them, giving users an "exclusively customized" experience. Coupled with netizens' desire to see the similarities and differences between themselves and their friends, it stimulates interactivity and participation, making test marketing "explosive" in the circle of friends.

3. Design fits the audience’s aesthetics and is innovative in form

Test H5 with beautiful pictures and design that suits the audience's aesthetic taste can increase the probability of audience participation and sharing. For example, the previously mentioned "Please Check Your Soul's Percentage" takes the Nine-Colored Deer in Dunhuang culture as the main line, and generates a poster based on the Enneagram Personality Theory through testing. In terms of design, H5 contains a large number of Dunhuang elements with magnificent pictures. Users participating in the test feel like they are in a mural. The combination of dark green and orange theme colors is grand and layered, bringing users an excellent experience.

At the same time, another reason why users’ enthusiasm for test marketing remains high is the continuous innovation of its forms. The test H5 has evolved from static to dynamic, from pure text to visualization, from flat to VR, and the question format has also evolved from simple questions to introductions with story backgrounds, achieving an immersive experience for users. Its continuous innovation makes users feel fresh and encourages them to share. The "What the Hell Is This Test" launched by Chimelong Travel APP and NetEase News uses video as the introduction of the test. The eerie and strange pictures and creepy music instantly create a Halloween atmosphere, which can not only meet the needs of users, but also achieve the effect of brand marketing promotion.

Because of its ability to perfectly grasp user pain points, gain deep insights into user psychology, provide users with personalized experiences, and design in line with audience aesthetics and innovative forms, test marketing has been able to sweep the WeChat Moments and bring good profits to the brand.

Every once in a while, a popular test H5 will be circulated in the circle of friends. From this, it seems that the future development of test marketing is quite promising. However, in the past two years, test-type H5s have repeatedly caused users to suffer from serious aesthetic fatigue and a large number of homogeneous websites. If companies want to get out of this predicament, they need to work hard on the content setting of test-type H5s.

Author: YanH

Source: YanH