H5 fission communication skills that can sweep the screen!

In recent years, H5 has gone from being easy to flood the screen at first to causing public fatigue, and it is becoming increasingly difficult to achieve a flooding-level H5. Under this trend, how else can H5 be used to achieve fission-like dissemination?

In recent years, Internet companies such as NetEase, Douyin, and Taobao have continuously refreshed people's cognition with their brand advertising H5s due to their good ideas, strong topics, exquisite visual effects, and diverse interactive forms, causing crazy screen-sweeping in the circle of friends. However, since 2019, few H5s have been able to achieve screen-sweeping. Practitioners also mass-produce similar H5s, which are used extensively in a short period of time, causing public fatigue. The public's expectations are getting higher and higher, and brand advertising H5s can no longer make a splash. What else can we do in 2020?

Let’s first review the features of H5 that have been popular in recent years:

Self-propagation is a prerequisite for the fission of H5. The characteristics of a propagation motivation are generally the following four characteristics. Only through mutual complementation can an H5 with self-propagation motivation be born.

01 What is an attractive information carrier?

In the era of information explosion, countless pieces of information appear on mobile phones every day, but in fact, a lot of information is of a topical nature, such as cultural IP, public welfare projects, news from large companies, hot events, etc. These information carriers, as H5 content, are more likely to attract attention.

Now let’s take the Forbidden City as an example. In recent years, the Forbidden City IP has continuously collaborated across industries and created waves of communication events with dissemination effects. The Forbidden City’s dissemination relies on:

1. Reshape the character

Let go of the aloof image and create a contrast with the image of a "lively, humorous, and approachable" tsundere joke teller

2. Understand user preferences and get close to user psychology

Mining and analyzing netizens' usage habits, emotions and experience is one of our daily tasks.

3. Leverage on hot spots

Use the traffic generated by hotspots to increase the attention and exposure of content

4. Eye-catching copy

Excellent copywriting skills, interesting and easy to understand

H5 with self-propagation needs a good information carrier to carry it. No matter you have your own traffic attributes, or follow hot topics, create memes and play with memes, you must create content that generates social currency exchange value with users.

02 What is an excellent type of interaction?

According to the existing H5, the interaction types can be roughly divided into the following types:

1. Welfare, sharing benefits? Retweet Koi? Crude but effective!

No one can forget the fear of being dominated by Pinduoduo’s 100 yuan cash red envelope! However, Pinduoduo's 100 yuan red envelope requires huge capital support. Generally, all we can do is issue coupons. Driving users to share through interests is not within the scope of this discussion.

2. Challenge-type communication

Through simple challenges, users’ desire to win can be aroused, and after sharing, they seek recognition and praise from others. Although this can achieve some dissemination characteristics, it is difficult to achieve conversion rate.

3. Test class propagation

The most critical point of test-type communication is to shape your image, create an ideal persona for yourself, or create a positive impression in the eyes of others, or to show off your personality and preferences to attract attention from similar people.

Among the numerous H5s that have dominated the screen in recent years, most are test-type communications.

It can be said that NetEase Dada has opened up a new height for H5 testing. Do you still remember that when you woke up in the morning, you were flooded with messages like “My philosophical temperament” on your WeChat Moments? The main reasons why test H5 is easy to spread are:

1) Closely related to oneself

Testing for certain characteristics of the participants themselves;

2) Fun and interesting, low entry threshold

Often the form is novel and the results are interesting. The actions required for users to participate in the activity are very simple, and they can see the results with just a few clicks;

3) Satisfy curiosity

People are always curious about things they don’t know, and have certain expectations.

4) Catering to vanity

With positive test results, the user's vanity is greatly satisfied;

5) Herd mentality

Driven by the herd mentality, many users followed suit and took the test, and forwarded the results to their own circle of friends;

Therefore, the test type H5 is currently the most suitable for complex dissemination methods. It has a simple process, low technical difficulty, and its dissemination has been verified.

4. Inventory review

Inventory reviews are generally divided into two types: event reviews and personal reviews. The longer the time span, the more valuable it is.

5. Create a simulation class

Users generally use this type of communication to create their own personal attitudes and life status works, and show themselves in social areas. The scenes tend to be slightly private or unknown status communication effects.

6. Illustration Video

Illustrations require a strong sense of story and imagery, and the production and editing costs are extremely high, making them unsuitable for widespread use.

7. Public Welfare

The conditions for participating in charity are simple and the audience is wide. Through charity, users actually provide a "ritual" to vent their emotions outside of their ordinary lives, and the dissemination can also create a good image for themselves in the circle of friends.

03 What is the appropriate visual effect?

A strong sense of design or a unique painting style can hit the user's screaming point. Online communication constantly challenges the aesthetic line and becomes two extremes. One is extremely exquisite, and the other is extremely unique and playful to make people motivated enough to spread the word. Visual effects need to be done within one's capabilities.

04 What is the novel technology bonus?

New technologies and experiences can attract users' attention and forwarding, but now is not the early stage of H5 development. Almost all the technologies that can be used have been used by various brands. Therefore, on the technical level, it is not recommended to use completely new technologies to attract attention. However, some specific human-computer interaction technologies can be used in H5 to gain a certain sense of participation and fun.

In general, the online dissemination of H5 mainly relies on the following four points: content sentiment; social needs; design aesthetics; innovative experience. An H5 with a communication effect may meet the above four points at the same time, but it may be particularly strong in one of them and still achieve the communication effect.

Brand advertising H5 launched on the market is generally a part of the brand's overall marketing. The decline of H5 is also related to the changes in the advertising industry's own advertising strategy. For companies with physical products, with the rise of live streaming e-commerce and KOLs in recent years, brands are increasingly inclined to invest money in live streaming hosts and KOLs to directly achieve purchase conversion rates. Even many Internet companies are beginning to prefer KOLs for brand promotion and new customer acquisition.

The current situation facing brand H5 is that, on the one hand, fission is becoming increasingly difficult to achieve, and on the other hand, the budget is gradually leaning towards self-media. Is there still a possibility for brand H5 to go viral? In my opinion, it still has the potential to be a hit. The entire marketing plan must be phenomenal and should not conflict with Tencent's related businesses.

So where should H5 go?

1) Reduce the importance and estimated value of H5 in communication

Fission is becoming increasingly difficult to achieve, so when establishing a project, it is necessary to measure whether it is necessary to present it in the form of H5. The measurement items include: communication purpose, expected value, input-output ratio, etc. Regardless of whether it is your own or the other party's H5 creativity, you should estimate the content and form of the H5. It is best to do it cost-effectively, or even not do it at all.

2) Make the best use of resources and increase exposure through various channels

If some marketing content needs to be carried in the form of H5, then you want to increase exposure through various channels. The number of people exposed should be sufficient, so that at least when you review it later, the data will not be too ugly. In addition, if the user base is large enough, to a certain extent, the number of secondary or even multiple forwardings can also increase arbitrarily. As for how to increase exposure channels, you either have to have money or be able to pull resources. That’s when it’s time for each brand to show their abilities.

at last

The form of communication is always changing. In the past, advertisements were on print media and television, and later on computers and mobile phones. In the past, advertisements were in the form of text and video, but now there are many innovative forms of advertisements, such as interactive experiences. Although it is becoming increasingly difficult to achieve H5 that can sweep the screen, H5 is still a useful means of operation. H5 serves as a basic tool for operators to meet various operational needs.

Related reading:

1. Brand marketing promotion, how to make H5?

2. NetEase’s popular H5 interactive gameplay!

3. NetEase H5 screen-sweeping skills and strategies!

4. How to attract 100,000 users through H5?

5. How to promote an H5 event with 10W+PV?

Author: Shu Ji

Source: Shu Ji