In just one year, H5 has become like this

Regarding the development of H5, I would like to share some surprising data and news I have seen recently:

1. As of 2015, 80% of apps will be based in whole or in part on HTML5. This means that most app content will be presented in the form of web pages, with typical examples including WeChat, Facebook, Twitter, etc. (Data source: international technology media ReadWriteWeb, 2015)

2. Among the 1,000 H5 works with the highest number of views, 42% are inspirational stories, with a maximum of 17,358,480 uvs; 27% are test questions, with a maximum of 49,940,339 uvs; 15% are social interactive games, with a maximum of 2,892,047 uvs; and 5% are large brand promotions, with a maximum of 551,195 uvs. (Data source: online H5 tool platform ih5.cn, September 2015)

3. Google Chrome will no longer automatically play Flash starting September 1. Amazon announced that all ads on its network (including the Amazon.com portal) will no longer use Flash. In the foreseeable future, Flash ads will be replaced by HTML5 ads.

4. WeChat Moments ads are launched (http://ad.weixin.qq.com). It is said that the minimum investment is 200,000 yuan and the CPM is 40 yuan. The H5 page of the detailed link can use the template provided by WeChat or customize it yourself.

Note: The H5 mentioned in this article specifically refers to dynamic interactive pages based on HTML5 technology.

The above information reflects the potential of H5 in content marketing. Out of curiosity, the author also researched several social platforms at home and abroad. Currently, the platforms that support H5 sharing include WeChat and Weibo in China, and Facebook, Twitter, and LinkedIn abroad. Of course, the sharing format of each platform is slightly different. The following is a comparison of the author's sharing of the same content:

It can be seen that major mainstream social platforms are relatively friendly to H5 sharing, but the sharing interface of each platform needs to be customized separately. Of course, this also suggests that the promotion channels of HTML5 can actually be more diversified, and it has great application potential in content marketing.

However, I have recently observed some phenomena: on the one hand, the demand for H5 from enterprises has been increasing; on the other hand, the price of customized H5 remains high. Friends who work in marketing feel that H5 is disgusting, but are busy looking for reliable and cheap suppliers.

In fact, with the maturity of technology and the emergence of various H5 tools, H5 production has gradually become standardized, and the cost problem has been greatly improved with the emergence of some tools. Perhaps the development of H5 technology has exceeded your imagination, and many problems have already had good solutions.

The following are some industry research results and specific suggestions from the two aspects of H5 production and promotion that everyone is more concerned about. In fact, there are certain rules to follow for H5s with millions of PVs. I hope it will be helpful to everyone:

1. How to find a reliable and inexpensive H5 supplier?

We have investigated several types of domestic suppliers and major brand owners, hoping to provide you with a reference for choosing H5 suppliers. From cost, resource platform to applicable scenarios, you can refer to the following:

1. Integrated Marketing

This type of company generally only provides full-case services and rarely does H5 development alone. Of course, if your brand is well-known enough and your budget is large enough, it is also possible. The amount is 300,000+, including planning, design, development, promotion, and there may also be some additional services.

(To view the case, visit ih5.cn/idea/mcase)

Typical cases: W "NewBalance Series" and "Dianping Series"; Shiqu Interactive "Pantene Series"

Applicable conditions: sufficient budget and time, 300,000+, and a period of more than one month

Resource channels: Golden Investment Awards, Effie Awards, Golden Mouse, Madison, Success Marketing, Social Talent Circle, SocialBeta, etc.

2. Strong technical skills

There are not many companies like this in China. The ones I recognize more are W, Future Application, NPLUS, and LXU. Among them, W and LXU are more diversified, and their content marketing forms are not limited to H5. W also revealed before that it will no longer accept pure H5 development business, and currently specializes in full-case type. Of course, in addition to the above companies, if you think you have better ones, you can also recommend them to us.

[[149758]]

Typical cases: LXU "Jingdong Series" and "Playing with Evolution"; future application "God Creates Seven Days"

Applicable conditions: budget of 100,000+, development cycle of half a month to one month

Resource channels: There are only a few. If you need them, you can contact the author. However, the demand exceeds the supply, so please wait in line!

3. Various small teams

A year ago, the popularity of H5 was accompanied by the flourishing of H5 customization companies. Some of them saw the "money prospects" of H5 and joined the red ocean, while others were people in the marketing circle who saw the opportunity and started their own businesses. They can also be divided into two categories: interactive marketing startups that integrate planning, design, and development, and small technical teams that excel in design and technology.

These companies often have different levels of quality. Although there are some excellent ones, there are also many shoddy ones. It is recommended to carefully investigate when choosing such suppliers. Here are some experiences:

Be sure to look at the other party's historical works and evaluate them from aspects such as loading speed, smoothness, and interactive richness (whether complex Canvas animations, CSS3D, WeChat advanced interfaces, etc. are used). There should be at least 3 relatively good works, and it is better if they have made H5 games with smooth interactions.

The contact person should preferably be a product manager, not a so-called project manager who knows nothing about technology. Firstly, communication will be very troublesome, and he will basically be just a mouthpiece, which is of no use. Secondly, it will affect the progress of the entire H5 development.

If possible, go to the place where the project team works. A company that can do a good job on a project can be seen from the office atmosphere. It can also prevent the situation of outsourcing N times. It is worth spending a day to take a look.

Applicable conditions: budget of 20,000~50,000, development cycle of 1~3 weeks

Resource channels: Social Talent Circle, Shuying, H5Shuo, etc.

4. Professional tool platform

Thanks to WeChat, the huge market demand for H5 has driven a leapfrog development in technology. What needed to be outsourced to a technical team for tens of thousands of dollars a year ago can now be done by a designer who doesn't understand code and a tool.

The emergence of professional online tools has had a huge impact on many technical H5 small teams, mainly due to the improvement of tool efficiency and the corresponding reduction of labor costs. For the technical implementation of H5 of the same complexity, a designer can complete it in about two days or at most one week using tools, while technical outsourcing often takes about two weeks or even longer.

Let's do some calculations. The salary of a senior designer is about 500~1500 RMB per day. Two days of work plus various temporary needs, the cost is about 1500~5000, which is the cost of development with tools. If you outsource the technology: based on the low configuration, front-end (500/day), back-end (500/day), design (500/day), based on a 10-day development cycle, plus various servers and tests, the cost is more than 20,000.

Therefore, if you are not looking for a full-case planner and your requirements for the effect are not as complex as those of W and LXU, it is recommended to use tools to implement H5, which is the best in terms of efficiency and financial cost.

In fact, some tools have surpassed most technical development teams in the implementation of H5 technology. Tools like ih5.cn can already realize advanced H5 effects and data applications such as 3D motion effects, timeline animation, H5 barrage, multi-screen live voting, WeChat login, and data query.

In addition, the tool is reusable. I believe many people have imagined modifying someone else's H5 for their own use. This is a problem that the tool can solve. ih5.cn has an interesting function called copy case. You can copy someone else's H5 and change the material to customize it yourself! Of course, the premise is that the author is willing to publicly share the right to use the work.

I think this efficient H5 production model is extremely disruptive. Of course, it is also a good thing for brands, as they don’t have to spend a lot of money to produce something that already exists.

The following is also a recommendation for a more practical thing, which is a mobile H5 light application store. There are many advanced customized H5s on it that can be copied and used. They are all excellent H5 works publicly shared by some authors. In addition to the common invitation letters and micro-official websites, there are also free H5 application templates that combine social and data, such as bargaining, collecting likes, friend PK, H5 barrage, meeting check-in, and multi-screen interaction. It was launched by professional media such as STC, The Paper, SocialBeta, Chief Brand Officer, 3W Coffee, and ih5.cn.

2. How to promote H5? How to increase the amount of dissemination?

First of all, there are two important factors that affect the spread of H5: forwarding rate (content) and opening rate (title and forwarding copy).

The forwarding rate depends on the content. In addition to the content being suitable for the audience and being creative, the most important thing is the sense of participation. Among the top 1,000 works counted by ih5.cn, the most widely circulated categories are: chicken soup for the soul, test questions, and social interaction. The top ten have more than one million views, with the highest reaching 50 million views. Chicken soup can resonate, test questions can provide feedback, and social interaction and PK with friends are all manifestations of a sense of participation.

Open rate is a very important factor, but it is also the most difficult to control. Because the open rate is determined by the title and forwarding copy of just a few dozen words, which can often only be determined by feeling.

The following is a solution to select the best H5 forwarding copy by eliminating the last one:

Step 1 Set 5 groups of titles and forwarding texts for the same H5, so that each time the user forwards it, a group of texts will appear with equal probability.

Step 2 Every time a user opens H5, record the source of the copy. After a period of time after the promotion begins, monitor the background data and remove the copy with the lowest pageviews.

Step 3: Execute the second step at regular intervals until only one set of text remains.

(Note: Since the several sets of copywriting are all the same H5 link, but with different parameters. That is to say, all H5 contents are the same, the forwarding rate is the same, and the copywriting that appears each time is forwarded has an equal probability, so the number of views can accurately reflect the level of the opening rate. By gradually eliminating the solutions with low views, the optimal solution can be obtained. The above requires a little mathematical ability to understand →_→)

The whole process requires a certain degree of technical complexity, but it has been proven to be feasible. Next time, you can ask your supplier to try this method. In addition, ih5.cn also plans to integrate the function of automatically optimizing forwarding copy into the tool. Users can define several groups of copy and elimination processing time intervals, and the system will automatically help you optimize.

Regarding the function of automatically optimizing text, ih5.cn will open internal testing qualifications at the end of October. Those interested can visit the link to sign up at ih5.cn/idea/h5lab.

In addition to improving the forwarding rate and opening rate of H5 itself, channels are also a major factor affecting dissemination.

According to incomplete statistics, the ways of H5 promotion are as follows: WeChat official accounts, Moments, WeChat groups, WeChat ads, Weibo, LinkedIn, QQ groups, QQ space, news clients, App ads, Guangdiantong, offline posters...

Among them, the most efficient are WeChat groups and Moments, and the effectiveness of public accounts depends on the content.

Here are some suggestions for WeChat group promotion:

Generally, most of them are work-related and suitable for H5 promotions that are close to work scenarios, such as the promotion of some 2B products.

Internal employees are the most cost-effective group channel. It is a good idea to establish certain incentive mechanisms and expand targeted KOLs from within.

The content should be good, the frequency should not be too high, and you should concentrate your firepower in one burst.

The promotion in Moments is mainly based on life attributes. Interesting, fun and participation are the key. According to statistics, the most shared H5 type in Moments is test questions. The top three test games (case & data source: ih5.cn):

Calculate how you make a living? UV 49,955,986

Test what kind of soldier you can be in World War II? UV 7,358,480

Test your New Year fortune? UV 4,032,529

ih5.cn/idea/mcase. Interested students can manually copy it to the WeChat browser to open it. The million-level and tens of millions of cases recommended in this article are all here.

There is nothing much to say about WeChat public accounts. It depends on the copywriting level. However, I can tell you that the average reading price of WeChat public accounts is 1.2 yuan, and the conversion rate of reading the original text is 10%. H5 can only hang the link of reading the original text or QR code, so one UV is about 12 yuan! Of course, if the content is very good, the average reading price can be infinitely low, and the conversion rate of the original text can be increased to 20%. In addition, WeChat public accounts are generally targeted at precise groups, so the effect can also be very good. Usually 2B enterprises are more suitable for this method, because the average customer unit price is generally high, and the requirements for the accuracy of the group are high.

3. The future of H5? The rational return of brand marketing?

To be honest, the sudden emergence of H5 has thrown many marketers off balance. After all, it carries the halo of emerging technology, and to some extent it has also exposed the shortcomings of many marketers in technical knowledge, resulting in the entire H5 supply and demand market being in a state of disorder and inefficiency.

There are several reasons: H5 is too new, there is no pricing standard, and it can only be regulated by market supply and demand. However, due to the non-transparency of the market and the immaturity of the technology itself, the final result of market regulation can only fluctuate within a certain range. I believe that readers of this article will also have many experiences of being fooled and cheated. Various parties failed to go online on time and party A refused to admit their debts.

Now many brands are gradually thinking about such questions: What is the reasonable investment for making an H5? How to allocate the production and promotion budget? What effect will it have on my business/user growth?

The author believes that technologies like H5 should solve these problems for brands rather than impose "shackles" on marketers.

In fact, technology is driven by demand. The reason for H5 is that consumers like richer ways of expressing information. In fact, whether in China or abroad, rich media content based on HTML5 is a major trend. It’s just that WeChat took a step ahead and promoted the application of this technology in marketing.

Therefore, if we understand H5 from the perspective of content carrier, we can find that H5 should actually be an information carrier and connection point that penetrates into the entire life cycle of brands and consumers. Its purpose is to promote business and enhance experience. And because of its own communication characteristics, it can also bring about the broadcast effect of nodes, thereby bringing more traffic.

Therefore, the application of H5 in brand marketing will become a demand-oriented and business-oriented "connected product" that serves specific market and operational goals and brings business promotion. This is a rational return that is taking place.