Editor's Note: Did you see the shared h5 product in your circle of friends today?How many h5 pages have you opened this week, and how many have you read carefully?Now, seeingH5Will you stamp the screen at the first time?Now we are surrounded by various "H5" products every day.So how long can it live?How can we live longer?
"I think I can live one second longer" is the answer given by Mr. Sanshui, founder of W, in his keynote speech. Of course, the implication of Mr. Sanshui is not about the specific duration.However, in fact, no one can guarantee how long H5 will live, but how to makebrandStay in the user's brain as long as possible.In other words,We can't focus on H5, but how to better introduce the brand into users' hearts through H5.Storing, setting, strong interaction, sense of participation and sociability may make your H5 live longer.
1. Storytelling
There is no doubt that H5 itself is a tool to carry and convey information. You can't think of it as great.To let information spread quickly is to let information speak and have humanity in it.Storytelling is the best way to convey information quickly.The key is to integrate the brand story into H5, convey the brand value and cultural concept to users with the help of H5's technical advantages, and let them remember you forever.In promoting the H5 of new mobile phones, Yijia has well integrated the brand concept of personality, persistence and quality of Yijia bamboo mobile phones into Han Han's resume. As a result, this H5 has become popular in the whole circle of friends.
2. Scenario
In fact, the scene can be more vivid when combined with the story, but I will elaborate it separately here.Scenes are the places and scenes in our homes, office buildings, restaurants, cinemas, shopping malls, buses, subways, holidays, etc. The H5 settings are integrated into these scenes. First, users can find a sense of familiarity in participation to more easily accept the information inside, and second, the most important brand information carried by the scenes,It can arouse users' awareness in a specific place later, so as to deepen users' impression of the brand.We are always interested in what we are familiar with. No user will take risks to accept unknown information.Therefore, the scenario based H5 setting allows the brand to stay in the user's heart for a longer time.Remember the H5 scored by Didi for the office building?Didi Taxi launched this H5 based on its target users' office buildings in high frequency venues, which makes it difficult for users not to remember that Didi Taxi can take them home after working overtime at night.
3. Strong interaction
Scenarios and stories have confirmed that users can quickly accept the brand information carried by H5 from a certain perspective.However, in order to deepen their impression of the brand, H5 settings can make these scenes vivid, and it is better to restore the real scenes, such as the popular AR and VR functions such as driving.Realizing the scene and adding an interactive mechanism can enable users to further feel and experience the brand products promoted by H5 and improve their purchase desire for products.The product function of the air purifier to absorb the strange smell is well integrated into the interaction mechanism in the setting of "who will live in your new house first" in Supor. Users click and hold to absorb the strange smell, and the whole page is like the purifier working. With the scene design, users can feel immersive.
4. Sense of participation
The real way for users to better understand the brand is to let users participate in the in-depth perception. Although Xiaomi's sense of participation has been said to be rotten, we have to admit that having an H5 that allows users to participate in the experience will be more interesting and popular.You can set the participation mechanism according to the characteristics of the product itself and the preferences of users.In order to promote the new spring clothes, Uniqlo launched its own assembled H5 game, which allows users to have an experience of dressing up for themselves before buying, while meeting the needs of users to create performance.
5. Sociability
Of course, in order to make the brand spread further, it is necessary to integrate sociability into H5 and spread through the user's social relationship chain.Social needs are the core of users' existence in social media. Usually, users will talk about information, help, compare, show off, peepMaintain or promote social relationships with friends.Therefore, these motivations that can be shared by users should be integrated into the H5 design.If you are a local tyrant who wants to use money to encourage users to forward, it has some effect, but it brings you a pile of useless data, because that is not the real motivation for users to share, and naturally the brand cannot be remembered by them.UC browser in 520 "Do we have feelings?" H5 has integrated the social attribute of relationship comparison. The circle of friends is a magical place. Everyone wants to know how their relationship with friends really is or what proportion of the relationship between friends in a circle is. Of course, this game can not detect anything, but it is good to find out what UC conveys,The brand concept of the most distracted browser is passed on to users.
How long H5 will live is really hard to predict.Or just a few seconds, maybe you can live for a week.However, we need to understand whether we can accurately deliver the brand information to more users in this short period of time, and make users easily perceive, leave a good impression, and then recall your brand in a certain scene, thus making it possible to purchase.
