Zhihu, a high-quality Q&A community on the Chinese Internet and an original content platform gathered by creators, was officially launched in January 2011 with the brand mission of “enabling people to better share knowledge, experience and opinions and find their own answers”. With a serious, professional and friendly community atmosphere, unique product mechanism and structured and easily accessible high-quality content, Zhihu has gathered the most creative people in Chinese Internet technology, commerce, film and television, fashion, culture and other fields. It has become a comprehensive, all category, knowledge sharing community with key influence in many fields and the original content place for gathering creators，which has established a community driven content realization business model.
Zhihu has strong production value in many fields, such as mother and baby, education, cosmetics, finance and economics. Because of so many commercializable and high-value content, Zhihu has now changed from “consumption content” to “content consumption”.
The advantage of Zhihu lies in the conventional thinking of the general public is that Zhihu represents professionalism, rationality and objectivity. Many audiences expect to get more professional answers on Zhihu. If a brand can use Zhihu channel well and output high-quality articles, it will have a good guidance for users and achieve a better brand promotion effect.
As a high-quality Q&A community of Chinese Internet, through ten years of accumulation, it has created a professional friendly community atmosphere with high credibility. Therefore, it has natural advantages in content marketing, such as “other people’s experience” and “consumer’s trust”, which are more convincing than simple information bombing. Sufficient recognition is the scientific basis to shorten the decision-making time of users.
What marketing promotion should do is not to grab hot spots, increase exposure and reach high efficiency, but to strengthen consumer decision-making chain. It’s only a short time to chase hot spots, and the key is to attract users’ attention and establish continuous deep cognition. Zhihu marketing fully mobilizes consumers’ emotion, and the brand and content form high-quality content precipitation in Zhihu. The long tail effect of content promotes the brand to build deep cognition from grabbing consumers’ attention.
Many people regard this platform as an “information searcher”, because we can see professional content about a certain problem, a certain phenomenon, or even an encyclopedia on Zhihu. Nowadays, traffic has been replaced by commercial discourse. Zhihu has attached a variety of high-quality content in various fields of specialization, verticality and depth, and has become a carrier for people to explore the world. By delivering high-quality content, we can build a trust relationship with consumers, and constantly deepen the impression and favor of users. This also makes many users need to further understand the brand in Zhihu, and also builds a trust bridge for the brand to create high-quality content.
Answer ranking optimization
Screen out the hot issues related to account through the process of accurate topic selection system, and then output high-quality content around issues and optimize it to the first level, so as to obtain a large amount of exposure, attract traffic to follow accounts and divert traffic to other platforms.
Keyword ranking optimization
Zhihu users generate 1000W + search behaviors every day, of which brand / product related keywords account for 5% – 8%. When users search product words, such as “steaming oven”, “mobile phone”, “notebook”, through high-quality content output and ranking optimization, brand information is displayed in the top 10 of search results, which can increase brand exposure and obtain more accurate traffic.
By planning questions and operation, the brand side’s questions will get 10W + traffic support exposure, and then optimizing the brand answers to the first position of questions to get a lot of exposure.
Hot list display
Hot list is the central point with the largest traffic of Zhihu, through topic planning and operation, brand answers can be listed on Zhihu hot list, and then the brand answers can be optimized to the top three positions of questions to get a lot of exposure.
Zhihu circle is similar to Baidu Post Bar. After becoming a circle administrator, you can publish your own advertisements and delete other people’s information in the circle. You can guide fans to join the discussion group and promote fans’ activity and stickiness.
The forms of performance advertising include image and text style, picture style, video style and full screen video style.
There are mainly two types of advertising positions:
Core information flow delivery——Focus on the daily path of users, select the appropriate traffic entrance according to the product form, and maximize the advertising effect. Advertisements are displayed in recommendation flow, answer page, question page, comment page and related recommendation area.
Putting product on the market with high exposure——Layouting super entrance in Zhihu to increase exposure and enhance communication effect, advertisements display on splash screen, hot list, brand zone, search preset words, business roundtable.
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