Brand marketing methods of Zhihu promotion platform!

Every year, many customers use Zhihu promotion platform for their online marketing. As an independent online Q&A community, Zhihu information flow advertising, although not backed by the powerful Baidu like Baidu Q&A, is very popular among enterprises in terms of online reputation building and in-depth brand communication. There are also many customers who hope to carry out marketing through the Zhihu advertising platform, but they don’t know how to do it. Here we briefly analyze in three steps how to use the Zhihu promotion platform to carry out corporate brand marketing.

Step 1: Get to know Zhihu - What kind of platform is Zhihu for information flow advertising?

People have the impression that most users of the Zhihu promotion platform are in the IT industry, and it is generally recognized that there are many big names in Zhihu's information flow ads. In fact, the Zhihu promotion platform was only launched in January 2011, but by May 2018, the number of registered users had exceeded 160 million, covering the mainstream netizens of the highly educated class. Unlike Tik Tok and Kuaishou, the vast majority of users on Zhihu’s promotion platform are white-collar workers with higher incomes and stronger purchasing power.

According to data, the mainstream users of Zhihu promotion platform have a monthly income of more than 8,000 yuan. However, according to the "Statistical Report on the Development of China's Internet" released by CNNIC in June, among China's 802 million netizens, only about 11.9% have an income of more than 8,000 yuan. In addition, 90% of users on Zhihu’s advertising platform shop online more than once a month; 98% of users are over 23 years old; and 87% have a bachelor’s degree or above. The types of people in Zhihu promotion companies are relatively concentrated, mostly students and IT people, such as product managers, programmers, operations, HR, etc. It can be seen that Zhihu's advertising platform covers the mainstream high-educated and high-income groups. This user group has strong consumption power and is the backbone of social development.

2. Zhihu promotion form - using Zhihu to carry out online promotion

Zhihu promotion platform is an online question-and-answer community that connects users from all walks of life. Users share their knowledge, experience and insights with each other, providing a steady stream of diverse information to the Chinese Internet. To be precise, Zhihu is more like a forum where users can discuss topics of interest and follow people with similar interests.

Advertising on Zhihu platform is different from that on question-and-answer platforms such as Baidu, Sogou, and 360. Zhihu promotion platform does not have a design of selecting the best answer. All users can reply and discuss a certain topic, and the answer with the highest attention is ranked at the top. The following are some common ways to conduct online promotion on Zhihu promotion platform.

1. Pin the answers to topics. Make high-quality replies to topics that attract a lot of attention in a certain field, and then have the answers pinned to the top through Zhihu promotion and maintenance. This way, latecomers can surpass the early ones and gain more exposure, which is beneficial to the word-of-mouth promotion of the corporate brand. The difficulty of this work lies in the high quality of the copy. It is difficult for poor-quality answers to be ranked first, so although many companies are promoting on Zhihu, the results are not ideal. Another difficulty is how to get their own answers to the first place. This needs to be processed in combination with some of Zhihu's own sorting rules, and the specific implementation plan can be planned and coordinated according to the specific topic.

2. Zhihu Hot List plans new hot topics or marketing events, attracts users' attention through these topics and events, thereby achieving marketing effects and allowing brands to gain a large amount of exposure in a short period of time; this operation is similar to event marketing, the key point is to make the topic hot and perfectly combine it with the brand's appeal, but it is difficult to implement in practice.

3. KOL promotion As we all know, there are many big names in the Zhihu platform. They are hidden in every corner and have a large number of followers on Zhihu, so their voices will have an impact on a large number of users. The industry likes to call them big Vs. They can help clients find a large number of big Vs who are suitable for promoting their own businesses, and through the promotion of big Vs with high authority and many fans, quickly increase the awareness and recognition among the people on Zhihu.

4. Dilute negative topics. Often, there are discussions about brands in Zhihu’s information flow advertising, and some content and viewpoints are not conducive to the company’s brand image. At this time, it is recommended that companies adopt a response mechanism. In addition to dealing with them, they can also dilute negative topics by covering them with positive content, making their impact negligible.

5. Q&A word-of-mouth building The most common promotion method of Zhihu promotion platform is Q&A word-of-mouth building, which uses the form of Q&A to build word-of-mouth or promote the company's brand or product online. On the one hand, the Zhihu advertising platform has a relatively high weight and can occupy a prominent position in major searches; on the other hand, the Zhihu advertising platform covers the mainstream Internet groups and is a separate Internet ecosystem, which is more suitable for promotion of brand reputation building.

3. Zhihu Marketing - Several Key Points for Implementing Zhihu Marketing

In fact, many companies understand the importance of Zhihu platform for online marketing, but they do not have suitable talents to carry out Zhihu promotion and marketing, or they do not have enough energy to carry out refined marketing on Zhihu. Most people think that Zhihu is a promotion platform where highly educated people gather. Some crude indoctrination-style advertisements are unlikely to be effective among this group of people, so I would like to share a few key points for conducting Zhihu marketing.

1. Carrying out Zhihu promotion and marketing requires the continuous production of high-quality content. The content construction of the supporting marketing team is difficult. Therefore, if you want to do a good job in Zhihu advertising promotion and marketing, you must have high-level content construction personnel and high-quality content production mechanisms.
2. Zhihu platform is more suitable for corporate entities with strong topic scalability. Companies or products without topic points will not easily succeed in Zhihu marketing.
3. Marketing on Zhihu takes time to accumulate, and the marketing effect cannot be seen immediately. Therefore, Zhihu is more suitable for building brand reputation, but not very suitable for direct sales conversion.

Nowadays, Internet platforms are flooded with information. Users are not short of information but of quality information. Zhihu advertising platform is a platform that aggregates high-quality information. Being successful in Zhihu marketing will have extraordinary significance for improving brand credibility and product recognition.

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. Zhihu: Douyin and Kuaishou cannot represent all short videos

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. Zhihu Promotion and Operation | Zhihu under siege!

Author: Cheng

Source: Cheng