Practical Post | Comprehensive analysis of “Zhihu channel distribution strategy”!

My first impression of Zhihu came from a question I asked a long time ago: What is your understanding of freedom?

Someone answered: The ability to say no. Since then, Zhihu has been labeled as high-end in my mind.

If you have any questions, go to Zhihu. This slogan is becoming more and more well-known to more and more people. During this year's World Cup , I was brainwashed by Zhihu's advertisements: Did you know? Do you really know? Are you really sure you know?

As the largest knowledge platform in China, Zhihu can be said to be a high-quality traffic portal with high user quality and high user stickiness in the information flow channel .

But the problem most optimizers encounter is: they don’t know where to start.

Think of what people think and meet their needs. Today, we will comprehensively interpret Zhihu from the dimensions of user portrait , industry suitability, targeting methods, creative display, creative writing and landing pages .

1. User portrait

Young, white-collar, high-income and highly educated are the most obvious characteristics of Zhihu users.

Most of Zhihu's users live in first- and second-tier cities and are relatively young. Users aged 25-35 account for more than 61%. They have considerable incomes and are quality life pursuers and new generation humans.

80% of users have a bachelor's degree or above. They are the backbone of various industries in society and pursue personal improvement.

To sum it up in one sentence: most of Zhihu's users are highly educated, relatively rational and have strong purchasing power .

2. Suitable industries

What industry is suitable for Zhihu?

Judging from the current data, the primary industries that advertise on Zhihu are concentrated in e-commerce , games , online services, finance, education and training, tourism, and real estate and home furnishings, and the effects are much better than other channels , which is in line with the high purchasing power of the population.

3. Display style

Zhihu’s advertising space is mainly divided into four sections: recommendation page, question page, answer page and follow-up page .

Zhihu’s creativity is mainly divided into: large pictures, texts, videos, small pictures, and picture groups.

The layouts for each creative form are:

4. Creative Writing

The characteristic of information flow advertising is its native nature .

Therefore, the creative ideas for information flow advertisements are usually forged to look like original products. Compared with other platforms, Zhihu users' purchasing behavior is more rational, and they are more receptive to logical and persuasive ideas. Therefore, when writing creative copy on Zhihu, more attention is paid to listing facts, explaining one's own needs and rational comparisons , rather than exaggeration.

This is the legendary: Zhihu style.

For example:

1. Do you need a bachelor's degree to work in Shanghai? (Academic Education)

2. What is the most maddening elementary school math problem you have ever seen? Give you a solution! (K12 Education)

3. What are some lesser-known ways to make money? (Online Earning)

4. What are some expenses that seem expensive but are actually very cost-effective? (Second Class E-commerce)

5. How to pass IELTS in 5 months? (Study abroad, English training)

6. The top 10 tourist destinations for autumn travel. (travel)

In addition, in addition to Zhihu, there are many other forms of creative writing that are worth exploring.

Creativity plays an extremely important factor in information flow delivery . When we place advertisements, we must test creative writing styles for different industries to cater to the tastes of Zhihu users.

Take a travel advertisement.

During the test period, we focused on sentiment, but we found that although the click-through rate was high, the activation cost was average;

So we analyzed the user concerns about Zhihu's travel topics and the current top questions in Zhihu's travel industry, and tried to write creative ideas based on knowledge points to stimulate users' curiosity and guide downloads. Facts have also proved that the conversion rate has been greatly improved.

After the costs stabilized, we continued to optimize and began to expand into other advertising formats.

5. Orientation

Basic targeting: gender, region, age, network environment, operating system, APP preference, device price, etc.

Interest orientation: including 19 primary interests and 116 secondary interests

Behavioral targeting: including search, reading, commenting, following and other related content keywords and article titles .

We can also combine targeting methods according to different target groups.

6. Landing Page

Zhihu users have a stronger sense of environmental immersion, so the landing page must be strongly related to creativity and smoothly connected to the first screen. Avoid selling dog meat under the guise of mutton.

For example, the picture below. It connects naturally with the creative on the landing page, and the main color scheme also matches the user’s perception of the product.

In addition, the ranking of the display methods of landing pages in everyone’s mind may be: video>picture>text. But due to the particularity of Zhihu users, they are more favorable towards text-based content!

For example, the picture below is an advertising case made by Heilan Home on the platform. Its final results are: 6496557 impressions; 345184 clicks; 1048 comments; 926 shares; 3073 likes.

Relatively speaking, the effect is good. Therefore, there is no fixed cognition in landing page design. We must know how to constantly change according to user characteristics.

As a source of high-quality content, a good title, creativity, material and content can not only have an immediate promotion effect, but the users' active sharing, dissemination, social media diffusion and re-search capabilities are the real charm of the Zhihu platform.

Moreover, Zhihu has high authority on major search engines such as Baidu, Sogou , WeChat Search, and Google , and is extremely credible.

Zhihu can be said to be a well-deserved dark horse in the information flow advertising industry!

Source: Houchang College