H5 's already on a bad street?

A few days ago, in the circle of friends to see a small partner in the Internet community sent a status said: "H5 Bad Street." Don't waste your time on the H5. ”

Oddly enough, there are plenty of people to praise. The baby is at least a part of the H5 industry. It should be time to stand up and force two words of the true words.

It is not the H5 that prevail to do H5.

Not H5 share rate, not do H5.

Say H5 Bad Street. Do you really know what it takes to get past people?

Tencent at the beginning of April released the "mobile page User Behavior report", the report shows that the H5 page share rate of only 3.93%, the highest value of 22.39%, from the H5 page to download the app conversion rate of 11.3%, the highest is 36.6%; loading more than 5 seconds will have 74% Users to leave the page.

Once the data is released, H5 is about to face death again and begins to spread throughout the marketing circle.

The question is back to the origin, why do we have to do H5? What do we want to get through H5?

Every time you start making annual plans, quarterly plans, and monthly plans, one of the promotional tools is all-inclusive as a textbook. At first glance, I was almost touched by the beautiful vision I was about to reap.

But it is often planned to die prematurely before it starts.

The number of so-called marketing personnel, operators, brand planners in the development of product promotion plan, only set a similar outline:

Target: App pulls new 50w fans all year, daily active user 5w;

Task:

1, online communication: Micro-letter public number, micro-blog, community operations, KOL, H5 Advertising (total budget: 20w);

2, Offline Transmission: Subway, public transport, television advertising (total budget: 500w);

3, the media report: Contact the N-media for news exposure;

4, the activities of the operation: the regular development of online activities to promote new and old users active;

This kind of plan believes that we are not unfamiliar. How rough the plan is, how big the problem is. There is no discussion here.

What you want to show is that in a large part of the business at the moment, plans are often not used to achieve. It's about giving yourself a reason to get shot at.

What is the reason for the shooting? Do not do micro-blog, because the Big Café said, microblogging now dividend period past, active degree not as before. Do not do H5, because Tencent Big Data said, now H5 average share rate is very low, do not see.

The vast majority of enterprises began to do micro-blog, do micro-letter to later do H5. It's all about doing it because you see everyone else doing it. What's more, the company leadership to the executive has never analyzed the end of their own brands, products, suitable for the extension of these platforms.

Follow the crowd and do what others do.

Just like this, you can't go the wrong way. You know, ordinary people want to go the way Superman goes. are a thankless task. Creativity is not to imitate, positioning is not to imitate, the understanding of the product is not to imitate.

How many people confidently will "do a transmission PV 100w h5", "through the H5 game drainage 5w new users" these "ideals" into the plan.

In fact, when asked "ideas", "content", "channel" time, there is only one sentence "not sure."

Even the preliminary ideas and ideas are not even the content of this H5, the form, the title is not the case, the Tencent large data on a "H5 page sharing average rate of 3.93%" to as "I decided not to do H5" the justification.

Is it true that the decision to give up just because of a number is justified?

Goddess are very difficult to chase, easy to follow the goddess is not called Goddess. Just give up because it's hard to catch. I didn't even think about how to catch up. It's hard not to doubt your starting point.

It is easy to realize the H5 of the friend Circle of brush explosion is not called high-quality H5. There is no such thing as "easy" in the world.

Because the big data tells you, this thing is difficult to spread, therefore does not make the H5. It will inevitably also make people doubt, in the end you do H5 because it is easy to do, or because you can achieve the purpose of the sale of the purpose of conversion to do?

H5 transmission rate is low. is a common phenomenon.

is equal to the cock silk difficult to hold the Goddess's hand is the normal phenomenon. Because of the difficulty, only "challenger" appeared, because difficult, only "dark horse" ran out, but also because of the difficulty, only "opportunity."

In the same, the brave wins. Envy Others home in jealousy can make the H5, as the painstaking efforts to cultivate their own basic skills. Not now H5 already rotten street so do is equal to white do, but even oneself why to do this thing has not seriously done analysis, that whether do H5 or simply do a text push, all in vain.

The real quality of H5 marketing is still a handful. Every month can run out of a dark horse, it has been gratifying to congratulate.

But whenever the dark horse appears, the immediate results are not met strong stronger, but, forced plagiarism.

Plagiarism does not take away the heart of plagiarism, is forced plagiarism.

"XX to do that H5 you can make an identical?"

"Change a design for a title, the same form and creativity will also be maxed out?"

How many bosses, senior executives can not wait to account for the subordinates "tomorrow will be done."

The brand that makes sanitary napkin sees the car H5 is very cool, want to make an identical.

Do the funeral industry to see the wedding to create a circle of friends, but also want to do exactly the same.

How many brands spend a lot of money to hire new media personnel, brand promoter, everyone is busy every day to do this fashion marketing, perhaps one day can make a transmission million.

Perhaps many enterprises, so far have done countless H5. Looking back, how many do not know why to do? How many have done without any influence? or do you get discouraged?

　　Why do you want to do H5?

Not because someone else did it.

What do you do when someone's home is done? Then why is it that someone's family can fire you?

Not because they are very hot.

Other people's H5 fire, you want a fire? Then why is it that the fire happened to someone else's house?

Not because the boss asked me to do it.

The boss saw other people's house H5 fire, see other people's home did H5?

Clear H5 can actually bring to the brand and product help, solve the most need to solve the problem is fundamental. "Pull the new" and "live". Before any project starts, set goals and set clear implementation plans.

　　What is a good H5?

The high rate of transmission

What are the H5 that have a high rate of transmission? Remember three points, "poke the user psychology, not the user expected, for users to install force." You can tell, you can see, you will remember the H5, these three all hit.

High conversion rate of

Transform into app new user, transform to direct customer stimulate consumption, directly produce buying behavior. Why? Also remember three points, "There are concessions, good for me, it is." H5 so much, app so much, can consume so many platforms, why do I have to generate consumption here? The user's mentality will always be "no discount why I want to come, no good why I want to come, quickly under a single will be wrong to miss the opportunity."

Is H5 already on the street? It seems, indeed, that there are more than enough to come. But the more things you do, the more you don't run out of quality work? who said that?

Do not have a light to do the enthusiasm of the plan, more do not parrot the bow afraid of ghosts stern fear thieves. No use casually can brush screen H5, also no use casually can fire up products. If so, it is not a product of your family.

Fine ~ You can certainly go on with your set ~ but ...