Marketing Promotion: How can video H5 attract users’ attention?

Users like to follow TV dramas and watch variety shows, but do they like video H5s?

The completion rate of video H5s is difficult to control. There are not many video H5s that flood the screen, but many H5s are closed before being finished.

How can the popular video H5 attract users’ attention? Why should we insist on creating video H5?

There are more and more video H5s, and there must be a reason for it.

1. Content resonates with users

Chernyshevsky said: Art comes from life, but is higher than life. Without the support of life prototypes, artistic creation would have no source. Everything in life can provide inspiration and material for art.

Video H5s are more intuitive, have a low threshold for user participation, and are more likely to resonate.

Someone left a comment in the comment section of the previous article: "Su Daqiang's Alzheimer's disease in the finale really made me cry."

Why did the cowardly man still trick your tears away?

Because "Su Daqiang" is so real, so real that it will remind you of your loved ones around you. Not only Su Daqiang, but also other characters in the play can be seen in their daily lives.

TV dramas are portraying life, and video H5s can also capture life.

"11 o'clock at Night of Small Town Youth" is a confession of a restaurant chef, a KTV boy, a young man working in a factory and a big boy with dreams.

The chef said: "The ultimate dream of a chef is to open a shop and be his own boss" and "Cooks are very tired."

The KTV guy said: "I will have to endure the hardships of several people in the future, but now it may be easier."

The working boy said: "Overtime is 11.5 yuan per hour" and "Double pay on Saturdays and Sundays."

H5 uses real-life videos to tell the story of the hardships of ordinary citizens. Users seem to see their own shadows in the videos, and while lamenting the difficulties of life, they forward them to WeChat groups.

"11 o'clock at night for young people in small towns"

The Shenzhou Private Car H5 "Michael Wang was late for the flight this morning" tells a very real story: going to the wrong airport, the computer was out of power, typos in the chat, the boss urged for a PPT...

I believe many people have experienced the situations in these videos.

In the video, the user automatically puts himself in the shoes of the male protagonist of the story and enters the airport from a first-person perspective. From checking in the boarding pass to running to a cafe to recharge, these are the most realistic reactions of a workaholic who missed his flight.

The hero of the story is very anxious, and users will be affected by his urgency. Coupled with the hero's panting while running, the entire H5 is very infectious.

Michael Wang was late for his flight this morning

2. Strong expressiveness can lead the role

Video H5 is essentially a vertical video with some simple playback interactions embedded in it.

When telling a story through video, the plot must be compact, coherent, and attractive, and like "What's Peppa Pig?", it should keep people watching to the end, and most of them have a strong plot suspense.

Some video H5s seem easy to operate, but in fact users often find them boring and are likely to close the video halfway through watching it.

Some videos even take too long to load, and users choose to close them because they don’t want to wait.

How to retain users is a difficult problem.

The book "Contagious" mentions that emotions can influence user behavior, and high-arousal emotions can ignite the fire of action for users. Whether positive or negative, high-arousal emotions promote talking and sharing.

What are high arousal emotions? Surprise, excitement, happiness, humor, anger, anxiety.

Heartfelt story content focuses on the affectionate card, while exaggerated and funny video H5s stimulate users' nerves, making users more likely to finish watching the video H5s.

The B station ghost video "Zhuge Liang vs. Wang Situ" made the phrase "I have never seen such a shameless person" popular.

The humorous and satirical Baozou Comics produced "Baozou Big Events", which satirizes social hot topics.

Whether it is a spoof or a complaint, they all try to use the element of "humor" to awaken users' emotions.

Many video H5s use exaggerated performance techniques to amplify the appeal of the work and allow the video to stimulate the user's senses.

The video H5 "Next Idea x Forbidden City" used this method to catch the user's attention.

Can you rap? It's not as dull as chanting scriptures, but it's about moving to the rhythm.

It seems that won't happen. You can't even read classical Chinese correctly, how can you talk about double-rhyme rap?

Have you ever seen Zhu Yuanzhang singing and dancing rap?

In this H5, Zhu Yuanzhang is not the ancient man who speaks classical Chinese as we imagine, but a hip-hop trendy boy.

Rap is dynamic in nature, and it can better stir up emotions when combined with a humorous style. When users see the H5, they will be involuntarily attracted by the rap and brought into the rhythm of the video.

Next Idea x Forbidden City

3. Vertical video makes users more profound

Tik Tok and Kuaishou videos provide a more convenient vertical screen mode. iQiyi launched the first vertical screen sitcom "Life Has Attacked Me", and vertical screen videos have become a new favorite among users.

"A report by MOVRMobile shows that 94% of smartphone users hold their phones in vertical mode rather than horizontal mode. A survey by British research firm Unruly shows that 52% of mobile phone users are accustomed to locking the screen orientation in vertical mode."

The "immersive experience" of vertical screen videos is far superior to that of horizontal videos.

Vertical screen design is very common in video H5. It does not require users to rotate their phones and also reduces the difficulty of mobile phone adaptation during H5 development.

"On my first day at work, NetEase dad taught me how to be a good person" is a vertical screen video. The video uses a lot of emoticons and hand-drawn illustrations, and users watch this H5 just like reading a comic book.

The main plot is advanced through conversation, and the rhythm of the storytelling is well grasped.

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

4. Simulated 3D products have a stronger sense of immersion

VR games are fully armed to allow users to enter the game;

The movie Ready Player One imagines the future and builds a virtual gaming world for users;

The cinema uses IMAX and 8D experience to make users feel as if they are in the scene.

Whether it is games or movies, the continuous upgrading of technology is to create more realistic scenes and allow users to immerse themselves in them.

The same is true for H5.

Mobile phones are ready-made scenes. “WeChat chat” and “friend circle” elements are common in H5. These most familiar scenes make users feel at home.

In "Wang Xiaoyi's Circle of Friends", Wang Xiaoyi introduces major events of the Two Sessions by showing her circle of friends.

Wang Xiaoyi's Circle of Friends

The contrasting emperor in "Next Idea x Forbidden City" and the modern "harem beauties chat group" will make users feel fresh.

Next Idea x Forbidden City

Video H5: "Help me think of how to respond. My leader asked me what plans I have for Qingming Festival? 》 allows users to enter the video from a first-person perspective and cut into the main story of H5 - commemorating the heroes - through WeChat chat.

"Michael Wang was late for his flight this morning" pops up a phone call page. This kind of "answering the phone video H5" is a very common way of playing. Although it is old, it can still be seen everywhere.

Michael Wang was late for his flight this morning

Restoring the scene is also a common tactic used in video H5. In some places where users cannot be present in person, video H5 can replace the user's eyes and help them see farther scenes.

"Don't panic, there is no radiation" is a special feature launched by NetEase News to commemorate the 30th anniversary of the Chernobyl disaster.

NetEase's frontline reporters went to the Chernobyl site to record several videos. These real scenes were made into VR videos designed in H5. H5 attempts to break away from the boundaries of time and space to give users a sense of presence.

Don't panic, there is no radiation

If you want users to concentrate and watch a 3-minute video, the attention required is actually higher than reading an article. The completion rate of video H5 is therefore mostly not high, but users are unwilling to miss a good video.

If it can make users feel that "it was worth watching" and not a waste of time, then this H5 will be more likely to become a hit.

It is neither difficult nor easy to attract users' attention.

Working hard on content and form is always the right answer.

Source: NetEase H5