2019 Zhihu Advertising Report!

According to public data, as of the end of November 2018, Zhihu's user base exceeded 220 million, a year-on-year increase of 102%. The number of questions on the platform exceeded 30 million, and the number of answers exceeded 130 million.

Starting as a pure question-and-answer community, Zhihu has gradually launched a series of functions such as Zhihu Live, Private Lessons, Zhihu, and Zhihu Ideas. Its content and social sections have gradually become more complete and enriched, attracting a large number of professionals, vertical industry practitioners and Internet people.

According to iResearch data, the number of monthly active users of Zhihu fluctuated between 45 and 50 million in 2019. The gender ratio of users was relatively balanced. In terms of age structure, high-income people aged 31-35 accounted for the highest proportion, reaching 29.21%, followed by those aged 25-30, accounting for 28.66%.

Zhihu, as a vertical community focusing on knowledge questions and answers, has users with high stickiness, clear and accurate labels, and high paying potential. After commercialization, it has been favored by more and more advertisers, especially those in the education and training, travel and tourism, and financial industries.

So as an advertising platform, what industries or products are suitable for Zhihu to advertise on? What are the characteristics of the materials on the Zhihu platform? What are the popular materials or copywriting in July?

Based on the advertising intelligence of Zhihu's advertising platform tracked in July 2019, App Growing interprets Zhihu's advertising code from three aspects: distribution of advertising in different industries, inventory of key top-promoted apps, and analysis of advertising materials.

1. Top 8 industries with the most popular placements on Zhihu platform

Based on the tracked Zhihu platform advertising data, we sorted out the top 8 industries with the most advertisements on the Zhihu platform in July, as shown in the figure below. Among them, education and training, finance, and travel and accommodation are the key industries, and the number of advertisements accounts for more than 10%.

2. Analysis of advertising materials of the top 3 industries on Zhihu platform

We selected the advertising materials of the TOP3 industries above, namely education and training, finance, and travel and accommodation, for analysis and summarized the relevant advertising copywriting routines and material characteristics as follows:

1. Education and training

In summary, Zhihu's educational advertisements are more about academic advancement and vocational education, and the advertising copywriting routines are mainly question-based and interrogative, such as "take a test" and "how to XXX".

The hottest copywriting for education and training in July is as follows:

Among the popular advertising material pictures, voice training is mainly based on simple hand-drawn pictures, academic improvement shows the real scene of the school, and the career improvement style is designed in combination with the characteristics of the profession.

2. Finance

The common routines of financial advertising copywriting are "reminding attention", "asking questions", "guiding attempts" and "emphasizing young people". The overall routine is more targeted at the consumption pain points of Zhihu's mainstream user groups, among which the question-type is close to Zhihu's original content.

The hottest copywriting in the financial industry in July is as follows:

The main characteristics of advertising materials in the financial industry are the fresh and simple graphic style, which focuses on the amount of the credit limit, and emphasizes the simple procedures and fast loan approval.

3. Tourism accommodation

The common advertising copywriting styles for travel accommodation are as follows: question-based, emphasizing cheapness, saving money, and riding on hot topics. For example, when the TV series "Longing for Life" was popular, some advertisers took advantage of its hot topics to create copy.

The hottest copywriting in the tourism industry in July is as follows:

3. Top 10 Zhihu platform application promotion rankings

The number of advertisements for Zhihu application apps is far greater than that for games. Among application apps, finance, travel, and life service apps have more advertisements.

The top 10 applications (non-games) with the most cumulative advertising on Zhihu platform in July are summarized as follows: Huanbei, Airbnb, and Qunar.com were the most popular applications in July.

Among gaming apps, strategy games are more popular, followed by role-playing and casual games. The top 10 games with the most cumulative ads on Zhihu platform in July are as follows:

4. Zhihu Platform Trend Insights

1. Most users are highly educated and have considerable incomes. Advertising in industries such as education, finance, and network services is more effective.

According to iResearch data, more than 58% of Zhihu users are aged between 25 and 35, mainly from first- and second-tier cities. Users are generally well educated and have strong financial capabilities. They are the backbone of various industries in society and have strong paying capabilities, but are relatively rational when making purchasing decisions.

Judging from the tracked advertisements, education, finance, tourism and Internet services are also the industries that Zhihu platform focuses on.

2. Advertising copy that conforms to Zhihu style is more popular with users

Judging from the advertising copy, information flow ads that meet the description of Zhihu Q&A have a higher click-through rate and are more native. It is recommended to try more creative copywriting in the form of knowledge points and questions and answers.

The above is a quick overview of Zhihu platform advertising trends in July.

Related reading:

1. Zhihu’s operational strategy: What are the chances of fighting against content “entropy increase”?

2. Zhihu promotion and operation: How to become a Zhihu celebrity with millions of likes?

3. How to use Zhihu promotion to efficiently attract targeted users?

4. Zhihu’s 4 quadrants and 2 rivals!

5. Take these Zhihu promotion and follower-increasing techniques for free!

6.How do keep, Zhihu, etc. conduct user operations?

7. Understand the 4 principles of Zhihu community operation in one article!

8. Encircle and suppress the number one V on Zhihu!

9.How to do marketing promotion on Zhihu?

author: App Growing

Source: App Growing