NetEase H5 screen-sweeping skills and strategies!

During this year's National Day, NetEase mainly released a number of H5s that talked about the motherland's 70 years of historical changes and great achievements, expressing patriotic feelings, mainly in conjunction with the hot events of the National Day, such as: "Traveling Through 70 Years of China", "Witnessing the Rise of a Great Power", "Fashion in Those Years You Can't Understand", and "70 Years of Hard Work and Governance".

As event planners, have we ever been confused by thinking that users will be very enthusiastic about participating, but in the end, they don’t understand what I’m talking about at all, and the content that I think is great turns out to be just for self-entertainment. What patterns can we discover from the cases of NetEase H5 creation?

After all, H5, as a kind of social currency, provides users with capital to show off. First, let’s take a look at the types of H5 produced by NetEase.

1. NetEase H5 Classification

NetEase H5 content is divided into five categories: testing, news hotspots, interactive games, public welfare, and soft-text stories.

1. Test class

Test H5 is the most common type of H5 in the circle of friends. The preferred forms used in major popular cases are mostly general knowledge questions and answers, fortune telling, and fun tests. Test H5 meets the needs of users to understand themselves in a low-cost and interesting way. The poster generated at the end of the test can also serve as a personality spokesperson for "I" and help users gain social currency. Such as providing topics for conversation, giving help, being useful and fun, shaping an image, social comparison, etc.

For example: "Test Your Hidden Potential", "Test Your Philosophical Temperament", "Your Jungian Psychological Archetype", "Your Instructions", "Test Your Ode to Joy Personality", "Test Your Sociability Index", and "2018 Music Listening Report".

2. Hot News

News hot spots H5 generally uses hot topics and events as materials, and is characterized by high timeliness, attention to distance from users, giving users more sense of participation and reality, attracting users to actively participate in content interaction, and often allowing users to complete the experience from a first-person perspective.

For example: "Traveling through China over 70 Years", "Witnessing the Rise of a Great Power", "Fashion That You Can't Understand in Those Years", "70 Years of Hard Work", "One Minute Tour of the Hong Kong-Zhuhai-Macao Bridge", "2018 Entertainment Industry Picture Scroll", and "Sliding into Childhood".

3. Interactive Games

Interactive game H5 generally uses small games with strong interactivity as the theme, and its characteristics are mostly interesting, simple and easy to use, allowing users to feel the pleasure and sense of accomplishment of the game.

For example: "Hand Speed ​​Test", "Running Challenge", "Meeting on the Magpie Bridge, More Love".

4. Public Welfare

Public welfare H5s generally focus on hot social issues, such as environmental protection, protecting endangered animals, caring for the elderly, etc. They start from insights into current social focus issues, demonstrate social responsibility, and have a profound educational and warning effect.

For example: "Hero", "The Life I Love", "Confessions", and "Echoes of Nuclear Fallout".

5. Soft Articles and Stories

Scene story H5s are generally guided by independent experiences and stories, mostly well-known anecdotes about life, work, and relationships, which indirectly achieve certain marketing purposes.

For example: "On my first day at work, NetEase's dad taught me how to be a good person."

Why does NetEase H5 always attract you? The reason behind attracting users is the thoughtful design. Let’s take a look at the logic behind NetEase H5 content marketing.

2. The Logic Behind Content Creation

1. The essence of content marketing

NetEase’s various H5s frequently appear on the screen. Whether they are tests, news hotspots, interactive games, public welfare, or soft-text stories, they are actually NetEase’s content marketing.

The essence of content marketing is to deliver information to users. One obstacle in the process of transmission is the curse of knowledge. Only by breaking through this obstacle can the content be successfully delivered to users.

The curse of knowledge: There is an imbalance between the creators and users of information. The creators of information believe that users can receive the exact information they expect, but the audience cannot fully understand the information because they do not have sufficient background knowledge like the content creators.

How to break the curse of knowledge and make your creativity quickly recognized by users.

2. Six rules hidden behind content creation

"Making Creativity Sticky" mentions sticky creativity. The so-called stickiness means that creativity can be understood and remembered by people, and have a lasting impact, and even change their thoughts or behaviors. Why traditional marketing is ineffective: because it is too weak.

The six rules for making creativity sticky, namely the sticky creativity model, can be summarized as Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories.

(1) Simplicity: Simplicity = core + refinement, that is, refine the core information and find the most core information in the information being conveyed. All other marketing content and methods serve this core.

Like most of NetEase’s H5 works, from the perspective of activity purpose, there is very little direct marketing and traffic generation. They simply do a good job of telling a good story for everyone and indirectly promote the brand. If NetEase's H5 event is intended to promote the brand, increase fans and traffic, and how much goods can be sold in this event, can it still design a screen-sweeping H5? Users are very disgusted with direct marketing.

(2) Surprise: Use unexpected methods (surprise) to attract users' attention, and then use suspenseful content to continuously arouse users' curiosity and interest, thereby maintaining users' attention.

For example, "Confessions". After watching this H5, all that is left in my heart is shock. At the beginning of H5, a girl appears shouting for help. Seeing this, I thought it was a school bullying incident, but in the second part, the roles are reversed. The girl turns into a blue whale, and the devil is us humans ourselves. This is not a bullying incident, but a massacre of one race by another, and the one who picks up the butcher knife is ourselves.

(3) Specific: Make sure users can understand and remember it. Use specific characters and actions to promote abstract concepts and spirits to help users better understand their meaning.

(4) Credibility: Make others believe in you. Refers to increasing credibility through personal accounts by authoritative figures or those who have experienced it firsthand.

(5) Emotion: Make others care and concern, and resonate with users.

For example, "Confession" takes the route of touching emotions. Everyone knows that "protecting animals is everyone's responsibility", but sometimes it is not really done. The plot does not directly promote "protecting animals", but rather switches the roles of humans and animals, and thinks from their perspective. It truly touches the kindness in people's hearts and resonates with users.

(6) Stories: Inspire others to take action. It means changing users' minds and motivating them to take action.

For example, "Confession" switches the roles between humans and animals, and allows us to think from their perspective, which truly touches the kindness in people's hearts. Once this emotion is touched, we will forward and share it.

3. 3 steps to make your ideas sticky

Extract the core information (core benefits) from the activity objectives.

Conceive creative ideas based on core interests. Use surprise to attract attention, tell a story to maintain attention, and describe specific details to increase credibility.

After completing the creative concept, check and improve it against the six rules of creativity to make up for any deficiencies.

Why does NetEase H5 always dominate the screen? Starting from the three most popular passwords circulated by users, we analyze the logic behind the virality in the circle of friends.

3. The logic behind the user's crazy sharing

1. Relevant to me

Users do not care about the producer of the activity/content, what they care most about is whether the activity/content is "relevant to me". My image, my story, my friends, my experience, as long as the activity/content being disseminated has an interface that allows users to quickly generate their own version, then it is likely to spread quickly.

NetEase H5 is of course related to users. NetEase H5 topics have a wide audience, whether it is testing, news hot spots, interactive games, public welfare, or soft-text stories, basically any user who accesses the Internet can be covered.

2. Interests

Interest appeal refers to practical value, which is what benefits this activity/content brings to users and how to maximize these benefits. From the perspective of emotion and rationality, it can be divided into the pursuit of material interests or spiritual interests. Common material benefits include: various rewards such as red envelopes, coupons, prizes, etc.; common spiritual benefits include: Can I show off my style and tone? Can it reflect my dignity and personality? In comparison, material interests are short-lived, while spiritual interests are more lasting and warm.

NetEase H5 mostly meets the spiritual needs of users. Test H5 meets the need to understand oneself and self-curiosity; news hotspot H5 meets the needs of users to understand national affairs and hot events; interactive game H5 meets the entertainment needs of users; public welfare H5 meets the social responsibility needs of users; soft-text stories meet the psychological needs of users for curiosity and gossip.

3. Show personality or love, superiority

If an activity/content allows users to demonstrate their love or moral superiority when spreading it, then users will have a strong motivation to spread it.

NetEase H5 highlights the user's personality and a certain sense of superiority. Testing H5 can highlight the user's unique abilities and enhance the user's sense of superiority in the social circle; news hotspot H5 can highlight the user's attitude towards national affairs and social hot issues; interactive game H5 can highlight the user's sense of accomplishment; public welfare H5 can highlight the user's good image of having a strong sense of social responsibility; soft-text stories can highlight the user's curiosity and gossip.

In short, NetEase continues to create popular H5s, which is due to its unique advantages in content creation and insight into human nature. Summarizing the logic behind NetEase H5 can indeed help create popular activities, which is worth learning from.

Author: Rain

Source: Rain