When it comes to "listening report", I only respect NetEase Cloud Music

NetEase Cloud Music's "Annual Listening Report" has once again swept the screen, not only resonating with the public from the bottom of the emotion, but also outputting new creative designs. In this regard, this article analyzes the "Listening Report" in detail and recommends it to friends who are interested in brand marketing. I hope it will be helpful to you.

In the past two days, the circle of friends has been flooded with NetEase Cloud Music’s “Annual Listening Report”.

Over the years, this has become a regular feature of social media.

Among so many annual summary apps, why do young people like to share NetEase Cloud Music?

Some answers can be found in this year's annual report.

There are both external creative expressions and updated content design to make the annual listening report always fresh; there is also internal underlying logic to accurately capture the user's emotions, and each page contains its own voice. It has to be said that the things behind the NetEase Cloud Music listening report are worth serious thinking and learning.

1. "Listening Report", a resonance with the public's emotions

Opening the 2022 NetEase Cloud Music listening report, you will be greeted by sophisticated copywriting, careful design, and long-stored emotions. For example, use a retro CD to load your true love of music, and use a turntable style to dial back the past time.

These youthful copywriting designs are a plus. But the real inner principle that touches people to share is based on the emotional resonance between the brand and the public. NetEase Cloud Music's music listening report H5 is like a look into the public's inner world.

On the one hand, from each page, you can feel the joy, anger, sorrow and happiness that everyone has experienced, filling each individual with complete emotional details. In the past year, some moments may have been forgotten, and some emotions may have gradually blurred. Listening Report H5 awakens them one by one, and recollects those special days spent with music.

Just like the theme of this H5, "Every emotion is real", NetEase Cloud Music not only collects, but also allows people to better see themselves. Those emotions do not come out of thin air, but are really rooted in our daily lives. And this sense of reality is very necessary to make the soil of our lives more solid.

On the other hand, from the overall listening report, it records the common emotions of people in this era. I talked to some friends, and they all mentioned the keyword "resonance" when sharing their listening reports. When tossing and turning in the middle of the night, some people also use music to heal emo. When failing the postgraduate entrance examination, there are also a group of people who use songs to encourage each other.

If we compare each person to a melody, on NetEase Cloud Music, different melodies exist independently, listen to each other, and play the symphony of the times together. Even though 2022 is full of difficulties, we have lived up to it and have been moving forward with excitement. "The song that accompanies you the most days", "What you like to listen to most in autumn", "You still listen to it when you sleep late"... In these listening reports, there are footnotes to your past hard work.

No matter how you describe 2022, whether it is anxiety, powerlessness or depression, fortunately, there is music, which allows us to always maintain the little happiness in life. This is also the significance of the NetEase Cloud Music listening report, hoping to give the whole society a dose of emotional relief capsule, to draw a perfect end to this year, and to provide strength for welcoming the new year.

2. "Listening Report", a constantly iterating product

Why are there so many listening reports, but the ones that dominate the screen are always NetEase Cloud Music? In my opinion, it is because of the accurate insight into users and the good grasp of people's listening habits. But the more internal logic is that the listening report of NetEase Cloud Music is fluid. It is not a fixed template, but a constantly iterating project.

In terms of content, it has a good insight into the relationship between music and individuals, and achieves emotional resonance with users through a series of music scenes. In terms of communication, NetEase Cloud Music is even more familiar with people's sharing mechanism. It refines people's emotions into keywords, thus forming emotional forwarding buttons.

For example, explore your "music style" and draw a portrait of your favorite music style. Think about your "music taste", whether you are ahead of the times or stuck in the 1980s. For example, define a new musical spirit for users and use cute element images to restore your inner heart, whether it is shining, soft, or hard and bright.

For example, we have designed listening emotions for four seasons, based on John Sloboda's book "Music and Mood Guide", to profile your mood changes in the season based on your playlist habits.

From these details, you will find that NetEase Cloud Music is using product thinking to create the annual listening report, increasing user sharing motivation from multiple dimensions. It not only considers interactive design, how to achieve better reach and sharing, but also explores users' potential needs to plan more new features.

This year is the 7th year of the annual report. NetEase Cloud Music tried to launch a creative way of playing. It opened a "cloud emptying" venue for three days to bring everyone together. Some small clouds were beating electronic wooden fish. This healing style itself is very attractive to young people.

In addition, in the current situation of being lazy, this cloud-based relaxation just provides people with a private space, bringing physical and mental relaxation to young people. Temporarily leave the workplace, put aside KPIs, relax in NetEase Cloud Music, and have a simple social interaction. From this, we can see a signal that NetEase Cloud Music's "Annual Listening Report" is becoming more and more humanized, and its own DNA is constantly reorganizing, innovating, and growing, becoming the most representative annual IP in China.

3. "Listening Report", a brand expression of heart

The reason why NetEase Cloud Music's annual listening report always stands out is not only because of the content itself, but also because it is actually an expression of the brand's style. The heartfelt expression of the annual listening report fits well with the warm brand tone of NetEase Cloud Music.

There is such a fit marketing theory that points out that when the brand content and brand tone are in line, it is easy for it to reach users. NetEase Cloud Music's listening report brings a healing emotion to soothe people's 2022. This is a very natural and comfortable setting.

This unique brand temperament is formed by the accumulation of a series of warm expressions inside and outside. Internally, NetEase Cloud Music has always created a simple and warm music community atmosphere. In the cloud village, people can feel the sense of belonging and identity of the community family. From the outside, looking back at the past cases of NetEase Cloud Music, whether it is the love dictionary on the red wall, the music review street lamp on the campus, or the salvage of a music can, NetEase Cloud Music's external brand communication is essentially concerned with soothing people's inner wrinkles.

These heartfelt, soft, and warm brand expressions have gradually become part of the brand and a consensus among the public. This public consensus has made NetEase Cloud Music's "Listening Report" a unique emotional code that opens the exclusive button in the hearts of young people.

From a certain perspective, this brings a revelation to brand marketing. Instead of imitating NetEase Cloud Music's screen-sweeping report, it is better to spend more time on daily brand communication. To use a classic saying, companionship is the most affectionate confession. NetEase Cloud Music's "Listening Report" can continue to impress people because it has always implemented the concept of companionship and gently soothes every soul.

Finally, from this year's listening report, we can see the tension of NetEase Cloud Music's emotional marketing. It not only resonates with the public from the bottom-level emotions, but also outputs new creative designs, gently brushing our past year from the inside out. NetEase Cloud Music is still the same NetEase Cloud Music. It continues to maintain a warm brand tone, using a heartfelt brand expression to provide a way and place for self-healing.

No matter how the world changes, no matter how hard it is in our hearts, NetEase Cloud Music preserves the little happiness in our hearts. Fortunately, there is music, 2022 will not be too bad, and 2023 will definitely be better.

Author: Black Little Finger

WeChat public account: Shock Copywriter