Video generation models nowadays are capable of generating visually realistic videos, but often fail to adhere to physical laws, limiting their ability to generate physically plausible videos and serve as ''world models''. To address this issue, we propose PhysMaster, which captures physical knowledge as a representation for guiding video generation models to enhance their physics-awareness. Specifically, PhysMaster is based on the image-to-video task where the model is expected to predict physically plausible dynamics from the input image. Since the input image provides physical priors like relative positions and potential interactions of objects in the scenario, we devise PhysEncoder to encode physical information from it as an extra condition to inject physical knowledge into the video generation process. The lack of proper supervision on the model's physical performance beyond mere appearance motivates PhysEncoder to apply reinforcement learning with human feedback to physical representation learning, which leverages feedback from generation models to optimize physical representations with Direct Preference Optimization (DPO) in an end-to-end manner. PhysMaster provides a feasible solution for improving physics-awareness of PhysEncoder and thus of video generation, proving its ability on a simple proxy task and generalizability to wide-ranging physical scenarios. This implies that our PhysMaster, which unifies solutions for various physical processes via representation learning in the reinforcement learning paradigm, can act as a generic and plug-in solution for physics-aware video generation and broader applications.