The most comprehensive Zhihu operation and promotion skills!

There is strength in numbers, and more firewood means higher flames.

——Folk proverb

As a new media operator, what’s the difference between a new media operator who doesn’t even operate Zhihu and a salted fish? Even if you don't operate it, you have to know how to operate Zhihu.

after all…..

35 million daily active users

The essence of new media operators is to obtain more traffic.

Where there are many people, there is more traffic.

But Xiaobai is also worried. Every answer on Zhihu tells a story, and it sounds like it’s real.

No one who is not a great god dares to answer and can only hide in the corner and tremble.

So you have to learn this article.

It is necessary to read it before operating Zhihu

Official manual: https://www.zhihu.com/question/19581624

Why operate Zhihu?

On the afternoon of December 13, Zhihu officially announced that as of the end of November 2018, the number of users exceeded 220 million, a year-on-year increase of 102%. The number of questions exceeded 30 million and the number of answers exceeded 130 million. Public data shows that at the end of last year, Zhihu had 120 million registered users.

Due to the nature of the platform, there is no natural traffic entering the official account.

So we need to attract traffic from outside. We usually start with several channels: Douyin, Toutiao, Zhihu, Baidu Knows, Douban, Xianyu, QQ Interest Tribe, Xiaohongshu, Meipian, Baidu Tieba...

If you don't take what God gives you, you will suffer the consequences.

——Those things about the Ming Dynasty

You see, Zhihu has large traffic, high-quality users, and decent purchasing power; as long as the answers are high-quality enough, the advertising fees can be saved, and a large number of high-quality users can be acquired.

So you have to choose Zhihu,

Because whether it is for individuals or enterprises,

It is a must-have platform for those who have extra money at home.

Personally

Now, thousands of people follow the big V on Zhihu, and one like can be bought for 500 yuan;

The advertising fee for an answer with 1,000 likes is 1,000 yuan.

By directing traffic to the official account, you can increase your followers and gain endorsement for job interviews; you can also borrow fans from advertising, with one advertisement earning no less than 1,000 yuan.

For enterprises

Zhihu is a platform that does not require much investment of money but can bring a large number of high-quality users to enterprises and increase sales.

After all, promotion is becoming more and more difficult!

In traditional SEM, the cost per click is not low, and the cost of acquiring customers has been rising year after year.

The effectiveness of information flow, which was effective in previous years, has begun to decline year by year, and users are becoming increasingly immune to advertisements.

The same high-quality channels, if you don’t have enough money, you can’t play at all…

Platform Features

Zhihu, with its high authority in search engines and exclusive support from WeChat’s Soso, has an impressive overall traffic volume.

Another point is that the content on Zhihu can continue to be exposed. Many answers from one or two years ago are still growing in number of readings by thousands or even tens of thousands every day, which is unique on other platforms.

How to operate Zhihu?

Positioning is a cliché. WeChat accounts need to be positioned, copywriting needs to be positioned, and users need to be positioned.

In simple terms, it means you have to do what you want, face what you want, and then take appropriate measures.

Find your position and then do it to the extreme.

——The richest man in America

It's like if the positioning is wrong, no matter how extreme you are, it will be useless.

For example, if your public account is initially oriented towards reading, then based on this, we can search for "reading" on Zhihu.

Or if you are reading, search for related keywords.

Here are recommended keyword searches.

You don’t have to search for keywords. As long as you think it is relevant to your positioning, you can pay attention to it first.

Start with Zhihu’s homepage for traffic generation.

When a user clicks on your homepage,

He wants to know, "Who are you, what do you do, what can you give me?"

So your profile picture, name and introduction are more important than other information.

See also:

There are only two points to attract traffic with your personal profile:

First, what can you bring to users?

That is the interest point and value point, otherwise why would others pay attention to you?

Second, attach your own public account, otherwise how can others find you?

Another way is to attach a WeChat account, but in the end the traffic still needs to be directed to the official account.

The purpose of the homepage is,

Direct attention,

Attract conversions.

Zhihu Avatar

The overall atmosphere of Zhihu is that it focuses more on personal IP image. First of all, people will see that you are a person and tell them your personal opinions and experiences, so it is recommended to use a character portrait as the avatar.

(Use with caution)

You can also use anthropomorphic comic avatars

As for avatars, just choose the one you like and it’s OK as long as you don’t make any mistakes.

In the end, it still depends on whether your answer is good enough!

Institutional Avatar

Don’t do whatever you want with your institutional account, or else you will be out of business. Just follow your own brand LOGO.

Improve answer ranking rules.

First of all, when we play with traffic on different platforms, the first thing we need to do is to understand the platform rules. Only by clearly understanding the platform rules can we safely divert traffic under the rules.

So you have to know a little bit about Zhihu's algorithm mechanism.

Zhihu answers do not necessarily have to be ranked higher if they have more likes.

Because Zhihu has a unique sorting algorithm: the "Wilson" interval method, which is used to determine the ranking of Zhihu's answers.

This algorithm has the following characteristics:

1. The sorting is dynamic and is based on user feedback (user feedback includes likes, dislikes, comments, thanks, and favorites).

2. Each account has different weights in a certain field . If you have high-quality answers in a certain field, then your behavior in this field will have a greater weight, even if you are anonymous, but in other fields you are just like a newbie.

3. Corresponding to the second point, after you finish writing your answer, it is equivalent to giving yourself a like, so the greater the weight, the greater the impact on your answer (leading to many colleagues liking to gather and like).

4. If your answers in this field are always folded, muted, or frequently liked by others, your weight in this field will be weakened.

Use rules to improve answer ranking.

1. Determine your positioning . The questions you answer must belong to the sub-topics under the parent topic of your positioning, so as to increase the weight of your account in this field.

2. Zhihu encourages small accounts to grow quickly , so before choosing to answer a question, choose to follow those questions that have been followed by more than 2,000 people. After answering, try to receive support from these people and quickly improve the ranking of your answer.

3. To answer cold start, you can find some people to like each other . The number of likes should not be too many, about 15 is enough. If the circle of likes is stable, it is best to like each other by searching questions, and the browsing time should be more than 30 seconds (mutual likes can be searched in Q groups)

After Zhihu’s revision, the corresponding account weight can also be quantified, that is, the salt value.

So what is the salt value and how to increase it ?

Benefits of high salt value.

If there is a problem with your account, Zhihu officials will give priority to solving it for you.

Seeing the answer of transition marketing, one objection may collapse that answer.

Correspondingly, the weight of our likes will be increased, and our own answers will be more likely to have a higher ranking.

The salt value score is between 0 and 1000.

Each person's score is determined through 5 dimensions.

260-300 is the basic score, and those with more than 600 points will receive priority processing.

You can edit questions by 620 and edit topics by 640

When you reach 650, you can add a reason for your objection.

If you score 700 points, Zhihu will give priority to your event.

850 points can achieve a high weight for both likes and dislikes.

If you reach 950 points, your objection + reason may directly collapse the other party's answer.

Increase the salt value :

If we want to get along well on Zhihu, we can increase our saltiness through these behaviors:

First, improving our personal account information can improve basic credit scores ;

Secondly, by asking questions, answering questions, writing columns, and publishing ideas, and getting approval, thanks, and collections, we can improve our content creation score;

Third, by making friendly comments under different answers, communicating with other comments, paying attention to each other, agreeing with each other, and thanking each other, we can improve our friendly interaction score;

What does it take to operate Zhihu?

First, let’s take a brief look at the Zhihu Hot List

The hot list function is a collection of Zhihu's most popular questions in 24 hours.

In other words, it is a collection of the 40 questions with the largest traffic on the entire Zhihu site, and it is updated in real time according to popularity. If you are on the hot list, it means you have a lot of exposure and it is easier to get other people's attention.

What is the thinking behind answering on Zhihu?

After waiting so long, it's time to send this picture.

This passage comes from this

Zhihu answer ideas, character setting articles

A popular answer style on Zhihu is "personality writing"

Its main form is to base the answer on the respondent's personal experience.

The advantage of answering with a persona is that

Close the distance with the readers.

Enhance trust with readers.

Ensure the authenticity of the answers.

The elements of character writing are based on two points

reality

The character story can be relatively simple, but try not to make it up. The answerer's story is out of touch with reality. It is very easy to give readers a feeling of unreality. Moreover, only true stories are often full of emotions and can easily resonate with readers.

There are selling points

An excellent character answer should include a "selling point". Tell your readers why you are different from others and why you deserve more attention/likes.

example

As someone who has read no less than 10,000 books and has been to various major libraries, almost all the space in my home is now filled with books. Now I would like to recommend the books that have had the greatest impact on me.

Personality: I have read tens of thousands of books and have a lot of books at home.

Selling point: Recommend high-quality books, after all, they have the greatest impact on you.

User psychology: Having read so many books, his answers should be reliable and informative.

legend

If you are not awesome, then find what makes you different and magnify it.

For example, an alternative entry point like "My monthly salary is 200"

No matter what, or if you are a contrarian on Zhihu, as long as you have a reason and evidence, people will buy into it.

The skills of character setting.

Attraction cut-in

At the beginning, you should get straight to the point and state your basic situation.

Condensed into a few tag-like phrases to tell others.

In the end, I speak the truth from the heart.

Guide people to like and follow the official account.

Zhihu answer framework.

Draw conclusions + list points in sections + case materials + summary and sublimation.

1. Try to state your point/conclusion/or let everyone know what you are going to say at the beginning of the article

2. The next category can be listed using subheadings or 1.2.3.4. points. This can ensure the compactness of the logical structure and avoid the problem of going off topic from Tiananmen to Nantianmen.

3. There must be case references in each segment to help users understand your content

4. At the end of the article, you can leave a golden sentence summary or a sublimated discussion

Just outline what you are going to say next.

There is a case for every point of view

A strong finish

Basically any writing idea follows the same rule.

It has a powerful beginning, the first paragraph attracts attention, the middle part is filled with knowledge, and the ending is equally powerful.

Following the above framework, filling in your knowledge is a good answer.

A few points worth noting when operating Zhihu are:

Zhihu introduction, you must have a public account or WeChat account,

At the end, you have to ask for likes or leave your public account number.

Whether it is to use benefits to attract attention, or to want to see more knowledge.

The characteristics of Zhihu platform determine that most of the platform users are rational.

As a knowledge sharing platform, successful answers must be well-reasoned, well-founded and have cases.

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: Hidden Ganoderma

Source: Yun Marketing ( yinzhi1104 )