For online operation and promotion, can the hit H5 that goes viral be replicated?

In the past two years, we have seen H5s produced by NetEase on the screen every now and then, and cases of the NetEase team can be seen everywhere.

I have to say that NetEase is really good at H5 now. It seems that it is on the screen all year round, with millions or tens of millions of traffic at every turn. Especially the test H5, which is getting better and better. When I hear that a test H5 is popular, my first reaction is to think of NetEase.

This has occupied my mind!

NetEase "Your Breeding Manual" H5

NetEase "Philosophical Temperament Test" H5

NetEase "Jungian Psychology Personality Test" H5

NetEase "Your User Manual" H5

Why do others make H5s so popular every time they make one?

So people often ask Lao Zei, saying that they also want to make an H5 similar to NetEase, and they have a budget, so can they replicate the screen-sweeping effect?

Learning and borrowing must be the norm on the Internet, and pixel-level imitation is also a very good way of operation. Lao Zei recommends it. Everything is possible!

However, if you just imitate its surface form, it will be difficult to succeed, or even impossible, because some influencing factors are not in the H5 itself.

So can these popular H5 cases be replicated? I have carefully reviewed the popular H5s of NetEase and found some important factors that cannot be ignored:

01. The topic has a wide audience

Whether it is "Your Breeding Manual", "Philosophical Temperament Test", "Jung Personality Test", or "Your User Manual", "2018 Entertainment Industry Pictorial Biography", or "Set Your New Year's Flag", basically all young people who frequently surf the Internet may be covered.

Results of the Philosophical Temperament Test

If an H5 case wants to achieve a hot screen-sweeping effect, it must not just stay in a small circle. In other words, it must cover a wide enough population.

You need to ensure that your H5 theme can easily penetrate from one circle to another, and it must be unhindered if it wants to spread across the board.

For example, constellation tests, psychological tests, comparisons with characters in popular TV dramas, workplace ability reports, and generation of personal cards all have a very wide audience.

NetEase "2018 Entertainment Industry Pictorial Biography" H5

NetEase "Set Your New Year's Flag" H5

The topic has a wide audience, so the difficulty lies in how to combine your own products, brand tone, values, etc. with the general public. If it is just to make H5 popular, it is very simple, and the most important thing is to combine it with yourself.

So we need to think about this clearly: do you want to directly display your products through H5 or increase brand exposure through communication and ultimately show your brand tone and personality? Obviously, the former will cover a smaller population.

Especially if your brand or product is already very niche and you haven’t thought of a good way to integrate it, it will be unlikely to achieve large-scale screen dominance based on the product.

The topic selection of NetEase H5 is what we can focus on learning, including how to broaden the coverage of the topic selection, what kind of topics are more interesting, which topics are more participatory, which topics are more topical, how to add brand elements to the topics, etc. We can focus on thinking about these when looking at H5.

NetEase "Unlock Your Ode to Joy Character" H5

NetEase "Sleeping Position Competition" H5

NetEase "Sliding into Childhood" H5

NetEase "Find the phone you used 10 years ago" H5

02. Ability to quickly build trust

I wonder if you have this kind of mentality, that is, when you see it is NetEase H5, you will be more willing to open it? That's how I am anyway.

Why?

Although the communication channels within the circle of friends have been weakening, we are naturally more interested in and trust things that are familiar and trustworthy.

Many H5s or activities that fall into oblivion in the circle of friends are not because they are bad. A big reason is that they cannot quickly establish trust among the many pieces of information, and as a result, they are lost in the numerous pieces of information in the circle of friends.

The simplest and most brutal way to build trust is to rely on brand power. If a brand is a well-known brand and has many excellent cases, then it comes with trust. This is an advantage accumulated over a long period of time.

There is no doubt that NetEase has such a brand advantage and can quickly establish trust in the circle of friends. Because they already have so many screen-sweeping cases, I am even more looking forward to it.

NetEase "Test Your Social Index" H5

NetEase "Time Disco" H5

NetEase "One Minute Tour of the Hong Kong-Zhuhai-Macao Bridge" H5

NetEase "Cold Spot Daily" H5

A single screen-sweeping event may not translate into brand power, but frequent screen-sweeping events within a short period of time will inevitably cause NetEase's brand power to surge.

Therefore, when you see its H5, you will naturally feel a sense of trust, your favorability will be doubled, and you will be more willing to click on it and share it.

If other people’s activities or H5 want to get more clicks, they can only do so through some eye-catching copywriting or KOL recommendations. In comparison, it is obviously much weaker.

This is also why big brand cases are more likely to go viral, because strong brand power not only brings trust, but also a larger user base.

However, we cannot learn NetEase’s brand power, we can only try our best to accumulate it. After all, not every brand is NetEase.

03. Have a professional and mature team

It might be luck to go viral once or twice, but to become an H5 blockbuster with great reputation, you must have a mature, professional and sustainable operation team.

In this regard, NetEase's operation and planning team has never disappointed anyone.

You may have thought of the same idea, the same topic, the same gameplay, and the same form of interaction, but in an era where appearance, content, quality, and technology are the key factors, this is definitely not enough.

Professional content planning, huge copywriting resources, the latest interactive forms, leading technical gameplay, etc. will make the same idea very different.

NetEase "Confession" H5

NetEase "Journey in Search of Dreams" H5

You may not know that the average production cycle of these popular H5s made by NetEase is 1-2 months, and they constantly overturn plans, polish content, and optimize presentation forms... Not everyone can afford to make H5 in the same way as making products.

Take the "Test Your Philosophical Temperament" H5 for example. It explains more than 20 philosophical terms in a very professional and sophisticated way, with reasons and evidence, and also combines hundreds of test results. It was originally just an entertainment test, but you still find it very professional and reliable, so can you not forward it?

To be honest, we can't learn to build a professional and mature team just because we want to.

However, what this team ultimately presents is worth learning, such as their title writing, copywriting expression, content logic, creative presentation, interactive methods, visual form... and so on.

04. Create a strong sharing point

Every H5 that wants to be spread more needs to have a key sharing point to stimulate users to share.

Many H5s can be made to be cool and fun, with low barriers to entry, but they do not generate a large number of reposts because there are no strong sharing points for users, even if there is no incentive for reposting.

NetEase’s H5 does a very good job in this regard. The topics themselves emphasize “relevant to me” and the copywriting is also thoughtful. In addition, in addition to the fact that H5 itself is interesting, creative, and very cool in form, they have also been using a very good communication carrier - that is, H5 generates interesting pictures with personal tags, which become personal symbols.

Results for Your User Manual

NetEase "Immediately Test Your Friends' Insult Level" H5

Results of the Sleeping Position Competition

Of course, having this communication medium is not enough. Our users are not loyal enough to share whatever you give them.

Each of us has social attributes. When sharing information on WeChat Moments, we will definitely consider how others will view us, or whether it will affect our own image.

Everyone wants to show a "better self", right?

Looking at NetEase’s sets of test result pictures, they carefully wrote a set of captions to try to let different people get different results, keeping it interesting and personalized. These descriptions are very positive, and anyone would feel secretly happy and a little proud if they were described in these ways.

Normally we would be too embarrassed to brag about ourselves in our circle of friends, but with such an H5, it creates a better image for you, and you yourself feel that it suits you, so why not share it and show off?

Results of Unlock Your Ode to Joy Personality

Results of Your Animal Husbandry Manual

This kind of copywriting description based on the "Barnum effect" has been specifically mentioned by Lao Zei before:

It's easy for anyone to believe that a broad, general personality description fits him particularly well. Even if this description is very empty, people still believe that it reflects their own personality. Even if they are not that kind of person at all, they will feel the same way. And it will automatically imagine various scenarios to find supporting evidence for it.

Who would reject the words that "understand me" that fall from the sky? Especially since it is a big brand H5 tested through a professional knowledge system.

This kind of setting of sharing points is also something we can learn from. NetEase has so many popular H5s, involving various sharing points. From the perspective of social currency theory, there are points for providing topics of conversation, expressing opinions, benefiting others, consolidating self-image, and participating in social PK. It is worth learning from.

05. Clear and Single Purpose

NetEase’s popular H5s all have a very obvious feature, which is that they have a weak marketing feel. You won’t see a product recommendation one moment and a sales entrance the next.

Its purpose is very clear, which is mainly to expose the brand of different product segments and shape the brand tone.

NetEase "Say goodbye to 2017, this may be the coolest way" H5

NetEase "2019 Anti-Fraud Ability Test" H5

Game, testing, news, and public welfare H5s definitely have essential advantages over marketing H5s in terms of user acceptance and dissemination.

Of course, this doesn’t mean that H5 for product introduction and sales marketing is not possible. It definitely can be possible. Just one thing, the purpose of your H5 must be clear and the key points must be clear!

What does it mean? To put it bluntly, you have to make some choices when it comes to H5. If you are selling products, services, organizing events, or doing promotions with H5, and you want actual conversions, then the focus is on conversions. If you want to do brand exposure and communication, then think more about the experience and communication mechanism, and don't put all kinds of advertisements in it.

We can learn this point, the key is whether you want to learn it. After all, most brands want to take advantage of the exposure to sell something.

If you want to learn, you must make sure you understand the purpose of your H5. If you want to sell products, then sell them well; if you want to spread the word, then spread the word well. The more focused the goal, the more unified the strategy and playing style will be, and the better the effect will naturally be. You haven't done either one well, but you want both at the same time. NetEase should learn from you.

06. Rich

Last but not least, NetEase has money to play with creativity, content, technology, and communication... Most importantly, it can withstand countless failures, constantly try out ideas, summarize rules, and form a methodology.

This is something you really can’t learn!

In short, can these hot-selling cases be replicated?

In my opinion, NetEase has been continuously creating popular H5s. Their insights into young people, understanding of human nature, topic selection strategies, innovative and creative forms, underlying logic of copywriting, H5 interaction, visual presentation, packaging of communication and sharing points, and serious attitude towards H5 are all worth refining and learning from.

However, NetEase's brand power, professional and mature team, huge resource investment in H5, popularity of the product itself, organizational and regulatory capabilities, etc. are not easy to learn.

When doing operations and marketing, you definitely need to draw on and learn from others. But if you only look at the surface, it seems that everyone can succeed.

Only by deeply analyzing its essence can we achieve results. The most important thing is to extract its essence, combine it with yourself, polish it repeatedly, and prescribe the right medicine.

Related reading:

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2. Online marketing promotion: How to use H5 activities for brand promotion!

3. Event operation and promotion, how to use H5 to create a hot-selling product?

4. Marketing promotion: How to use H5 to leverage 520 marketing!

5. Event promotion and operation: 8 hot-selling creative forms of H5!

6. Marketing planning and promotion: How to create Labor Day H5?