Why can H5 continue to dominate the screen?

No matter which industry you are in, you can always hear this argument: it’s no longer working, it’s outdated, and it’s no longer effective.

Just like H5, some people started to predict its failure since 2016, but in fact, there are still H5s that go viral from time to time. This month, there are 3 H5s that have been all over the WeChat Moments . Let’s talk about them with the help of a few cases.

Why can H5 still dominate the screen?

1. My Youthful Photo in My Previous Life

On the May Fourth Youth Day, Tiantian Ptu, a photo titled "My Youthful Photos in Previous Life", went viral on WeChat Moments . It was said that within 28 hours of its release, it attracted hundreds of millions of participants and quickly pushed Tiantian Ptu to the top of the APP STORE charts.

This kind of dress-up H5 is not the first time that Tiantian Ptu has used it. Last year's military uniform photos for Army Day were also uploaded with the face and clothes changed. There are many other similar H5s, and you can understand the routines even without playing them.

But why are people willing to play and share this H5 even though they know it’s a trick? Because it provides insight into the fuse that detonates human nature.

Love of beauty is human nature, liking to be praised is also human nature, vanity is also human nature, curiosity is also human nature, and following the trend is also a part of human nature.

So this type of H5:

First, it is based on real photos, saving you time to Photoshop and easily getting a beautiful photo;

Second, are you curious about who you are? What will it look like after the change of clothes?

Third, the generated pictures are so beautiful that I can’t help but want to share them on WeChat Moments, telling everyone that I’m so beautiful and to praise me.

Fourth, everyone is playing, so I might as well go in and play too.

There is a reason for the popularity, and it is foreseeable that at some point, this type of H5 will still be flooding the screen.

2. You in a parallel world

This H5 launched by Zhihu, a description of current life and an opportunity to travel to a parallel space, is not that popular, but it has also been widely circulated in the circle of friends.

Not to mention the insight into the resonance that everyone in today's society has the urge to escape but is unable to escape due to various pressures. First of all, the title conveniently exploits the public's curiosity and attracts users to click in.

At the content level, high-quality images and a single clear logic line have low interaction costs and produce a result that is relatively in line with one’s heart but higher than one’s heart. This can easily inspire users to share: I am such a person, hahahahaha

3. The First Cultural Relics Drama Contest

The popularity of Tik Tok has been further boosted by this H5. The reason for its popularity is not only due to the wonderful H5 content, but also because it was so popular that it was banned by Tencent twice. Just yesterday, a tweet from TikTok titled "Sorry, TikTok friends" once again showed us the power of this H5.

(Video in H5)

It’s really popular. If the first two H5s were played around with or not shared because of fear of trouble and impatience, this H5, even if it’s only more than 2 minutes long, can really attract users to finish watching it and make them feel that it’s cool and willing to share it.

Why?

First, cultural famine. In the Internet age, the other side of the convenient and fast information flow is that more and more people feel uneasy and yearn for knowledge content with warmth and depth. From "I Repair Cultural Relics in the Forbidden City" to "National Treasure" to "If the National Treasures Have Something to Say", more and more programs related to Chinese history and culture have entered the public eye and have become widely popular and well received.

Second, the cute contrast. Cultural relics are considered solemn and dignified by the public, and expressing them in a social way can easily create something new in form and content. Like the previous "If National Treasures Could Talk", a series of posters were released. Although the copywriting was not new in the eyes of many people, it was immediately different when it was put on the "national treasure".

Third, the plot is vivid and interesting, and the story is complete. It can be seen that the cultural relics in the H5 all have their own "characters", and each character has a plot, which progresses like a TV series, just right, not too much or too little.

I wonder if this idea comes from the movie "Night at the Museum", which also tells the story of how the cultural relics come alive at night.

Although with the passage of time and the public's habituation, the innovation and freshness of the H5 format have almost been exhausted, and it is difficult to regard H5 as a way to attract customer and public attention, but through the interpretation of the creative content and communication motivations of these three H5s, it is easy to draw a conclusion: in the eyes of advertising department stores, H5 is no different from videos, posters, online and offline activities . It is just a form of creativity and communication. As long as the content is good enough, it can still be popular like other methods.

So the key point lies in whether the creative content itself can resonate with the user's inner G-spot.

In addition, Advertising Department Store has discovered a phenomenon and opportunity in social communication that may help brands increase their exposure.

With content of the same quality, the opening rate of WeChat public accounts is getting lower and lower. More direct conversions and dissemination come from the circle of friends. Self-media accounts alone can no longer achieve the expected results. You can transform some suitable creative ideas into H5, use it as a carrier of creativity, and spread it directly through the circle of friends, which may have a better effect.

The author of this article is @广告百货 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games