The number of followers increased by 100,000. This is how Zhihu operates and promotes!

[Zhihu, is it worth doing? "

Before answering this question, Qingguajun found the user data released by Zhihu last year. On December 13, 2018, 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. In 2017, Zhihu had 120 million registered users.

In addition to the rapid growth in the number of users, user retention time is also increasing. At the Zhihu Salt Club Conference in 2018, Zhihu founder and CEO Zhou Yuan revealed that the average daily visit time for Zhihu users is 1 hour, the monthly page views exceed 29 billion, and the number of questions exceeds 27 million.

Whether from the perspective of user growth or user activity, Zhihu is a platform that is on the rise, and the high-quality traffic it brings is also worth trying.

1. Why do you want to create Zhihu?

It has high weight in search engines such as Baidu, Google, Sogou, and WeChat!

Zhihu users are of relatively high quality, and the questions and answers are of high quality, so it has a high weight in search engines such as Baidu, Google, Sogou, and WeChat. For example, when searching for “introduction to new media”, Zhihu questions rank first in Google Chrome, and WeChat search ranks third.

▲ Google Chrome

▲ WeChat search

Zhihu's high-frequency exposure mechanism makes it easy for good content to stand out

Users’ active search behavior and related question recommendations are the main ways to gain exposure. Zhihu's algorithm will also push high-quality content to people who may be interested based on user browsing, so that it can be disseminated multiple times. The high-frequency exposure mechanism can easily make good content stand out.

So, it is equivalent to answering once and spreading it throughout life . High-quality content never becomes obsolete and is not easily forgotten.

High sense of trust and recognition in the platform

Because Zhihu has many big Vs and high-quality questions and answers, it is highly recognized among users. There are many 100,000+ articles in the official account that directly use "Zhihu High Likes" as the title keyword.

2. Should I create a personal account or an institutional account?

Zhihu has personal accounts and institutional accounts. Personal accounts are ordinary registered users, and institutional accounts are certified organizations, including research institutes, non-profit organizations, government agencies, media, enterprises, etc.

There is no threshold for personal accounts, you can use it by directly registering. As for operations, there is a greater degree of freedom in answering questions and there is no requirement for rigor.

The institutional account is a Blue V certified user, which is equivalent to a certified corporate subscription account. The subject is the enterprise or institution, and it represents the image of the enterprise or institution . When it comes to operations, questions and answers need to be taken seriously and rigorously.

Whether to choose a personal account or an institutional account depends on needs and operational difficulty.

Operational Difficulty

Zhihu was launched in 2011. Eight years have passed since then, and the number of users has grown to over 200 million. It has become increasingly difficult to create a personal account.

The institutional number was launched in July 2016. It was initially an invitation-based registration system and applications opened in September 2017. As of now, there are more than 20,000 institutions settled in. Compared with personal accounts, institutional accounts are a brand new track, and a large number of competitors have not yet entered.

Now is not the golden time to create a personal account, but it is the golden time to create an institutional account.

need

Whether it is a personal account or an institutional account, the purpose is to gain exposure .

There are so many high-quality answerers on Zhihu that it is difficult for an individual to have an advantage. If you want to gain a lot of attention, platforms such as Toutiao and Baijiahao are still in the support period and there are still dividends to be made, so they are more worth operating than Zhihu personal accounts.

For enterprises, it is worthwhile to have an institutional account. Blue V can increase user trust, and as long as the brand does not act strangely, there will be basically no loss to the brand.

What's more, there are only 20,000 institutions currently, and there are no platforms in many fields. With 20,000 institutions sharing 200 million users, and with the support of the Zhihu platform, there is still a lot of room for development.

Let’s take Kuaishou as a typical example. Kuaishou’s positioning on Zhihu in the past two years was very confusing, and an answer that played on the emotional card brought in 10K likes.

His various witty replies attracted countless criticisms, and later everyone condemned him. Now all the questions and answers have been deleted.

However, "Kuaishou Selected Videos" started again and produced a batch of humorous and positive answers, and its reputation has slowly recovered. Even if the users and positioning do not match, an institutional account can still develop on Zhihu.

3. How to operate a Zhihu account

Improve homepage information

Improving your homepage information is the first step to building trust and demonstrating authority. Firstly, it can achieve the purpose of promoting the brand, and secondly, it gives users expectations. What do you do? They can come to you for any problem and trust you.

In the homepage information, website and other related information can be written. The information is accurate and concise, and visitors can quickly understand and remember it.

Build a question bank

Zhihu Hot List and Zhihu Hot Search represent the questions that Zhihu users pay the most attention to. If you answer them quickly and well, it is easiest to get results.

Zhihu Hot List

Zhihu Hot Search

In addition to "riding on the hot spots", some keywords are extended according to the industry they are in. For example, my cousin will pay attention to keywords such as "Internet", "new media operation", "software", and "tools".

With the keywords, you can search and pay attention to related issues. If there are new questions, you will be invited to answer them, which is equivalent to building an industry question library.

Familiar with platform rules

If you want to master a platform, you must first be familiar with its rules and how to play. Zhihu users have very strict requirements for good content, which generally has to meet the following conditions: structured, novel ideas, easy to understand, in-depth explanation, and exclusive information.

If you are not confident in your professional content, you can start with issues that are more tolerant and have a lot of attention, such as emotions, travel, movies, food, the Internet, life and other topics, slowly get a feel for it, and eventually establish a personality on the Zhihu platform.

Answers are more likely to go viral than articles. Depth doesn’t always work; the key is suitability. For example, the "Tsinghua Praise Group" that was particularly popular a few days ago, the most popular answer on Zhihu was not a serious analysis, but a screenshot of the chat history in the group that contained exclusive information.

Focus on the first answer

Send out the first Q&A, share it more often, and accumulate the first wave of attention. At the same time, pay attention to feedback both inside and outside the site. Maybe no one is reading it on Zhihu yet, so you can seek more feedback outside Zhihu and make content adjustments at any time based on the feedback.

The more people who like it, the greater the possibility that the answer will become popular, and the more beneficial it will be for subsequent development. If you can get a big V to like it, your answer will appear on the recommended homepage of the big V's fans, and the dissemination effect will be better.

No matter what platform you use, the key to operation is to continuously produce high-quality content . Talking about effects without considering dosage is just being a hooligan. Ensure activity and develop an output plan, such as answering two questions a week, and slowly you will see results.

Learn and imitate big V

It is worth learning from how predecessors operate, what issues they focus on, what questions they answer, the content and style positioning, and the comments and feedback.

According to the latest institutional influence list released by Zhihu, Synced ranks first in comprehensive strength. In addition, some well-known big Vs include "Siemens China", "Audi", "New World", "Independent Fish Movies", "Intensive Reading", "topbook", "Cooking Room", etc.

4. How to authenticate the institution number

In the navigation bar of the new media manager plug-in home page

You can jump directly to the registration page from "Join Zhihu"

Or "Join Zhihu Institution Account" in the Inspiration Center

If you don't want to enter from the plugin, the URL is here

Copy the link and open it to register the institution number

http://t.cn/EMjEmEL

It should be noted that

Must be logged in

You can enter the authentication page

Otherwise, you need to log out of your account and then click on the registration website.

Doing is the best way to learn. If you don't take action, no matter how strong the wind is, it won't blow.

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. Zhihu Promotion and Operation | Zhihu under siege!

Author: Cousin

Source: New Media Classroom