The forms and methods of Zhihu promotion

Zhihu’s advertising formats are diverse, including information flow advertising and Zhihu+ advertising. Zhihu information flow ads are composed of pictures + copy + landing page links, and are interspersed in Zhihu recommendation pages, question pages, answer pages and other information content. There are large pictures, small pictures, multiple pictures, text links, videos and other display forms. Advertisers can choose different display forms according to the characteristics of their own products.

1. Zhihu Information Flow Advertising

1. Information flow advertising format

Zhihu information flow advertising is a kind of native advertising. When the advertisement is displayed, there will be obvious advertising words in the lower right corner, but it will be mixed with the content, so that the advertisement will be digested by users unconsciously. It is a relatively cost-effective form of advertising. The charges are mainly based on cpc, cpm and ocpc methods.

2. Splash screen advertising format

Zhihu's splash screen advertising format can be seen whenever you open the Zhihu mobile app. It has a forced sense of exposure and plays a great role in brand publicity and exposure. The billing method is mainly calculated based on cpm (thousand impressions).

2. Zhihu + Advertising

In addition, when using the above-mentioned Zhihu delivery methods, you can use Zhi+ to maximize the advertising effect. Because Zhi+ can embed plug-ins during the content display process, when users are browsing the content, interested users can directly achieve conversion. (The content will be described in detail below)

Zhi+ is a product launched by Zhihu to monetize content creators. By accumulating content assets, companies can achieve exponential growth in benefits. The high-quality content that has been accumulated can bring continuous business returns to the company in each short cycle, which is actually a virtuous positive cycle.

If you write an article or answer on Zhihu, you can push it to the homepage through the "Zhi+" background so that your article can be seen by more people. The key point is that your article does not have any "advertising" logo, so people will think it is an experience-sharing article, or at most a soft article.

Note: Zhi+ also needs to be activated by an agent before it can be launched

Currently, Zhi+ can achieve the following five conversion goals:

• External link jump
• WeChat Mini Program
• WeChat Followers
• Download APP (compatible with both terminals, supports monitoring)
• And jump to the product details page (JD.com, Taobao, etc.)
  

  Zhihu advertising process:

  The first step is to obtain a Zhihu account: If you want to publish promotional advertisements on the Zhihu platform, you must have your own Zhihu account, so the first step in Zhihu promotion is to obtain a Zhihu account. You can get a Zhihu account by opening an account on Zhihu. Companies must pay attention to this. In addition, you must use the correct steps when opening an account.

  The second step is to design Zhihu ads: After obtaining a Zhihu account, you need to pay attention to the design of Zhihu ads. In order to achieve better promotion effects, you need to design reliable Zhihu ads. In this case, the effect of Zhihu promotion will be better, so this basic operation is also very important and cannot be ignored when promoting Zhihu.

  The third step is to place Zhihu ads: After designing the Zhihu ads, you can start placing Zhihu ads by directly placing them on the Zhihu platform. When the click rate of Zhihu ads increases, the publicity effect will be greater, and the product can be promoted smoothly.