In-depth information | The most comprehensive guide to Zhihu information flow advertising is online

As the largest knowledge sharing platform in China, Zhihu has a huge group of high-quality users. It can be said to be a rare and good platform.

So~ today we will analyze Zhihu information flow advertising from four aspects: traffic , crowd analysis, advertising format, and background targeting functions.

Official data shows that as of March 2018, the number of Zhihu registered users has reached 140 million, mainly aged 18-35, with an average daily active user base of more than 34 million, an average daily visit time of 1 hour per person, 23 billion monthly cumulative page views, 23 million questions raised, and nearly 100 million answers.

Analysis of the proportion of Android & iOS: The market ratio of Android and iOS is 6:4. In terms of overall advertising filling, iOS is relatively saturated, while Android has some space.

Daily traffic analysis: According to the consumption trend of customers within 24 hours over multiple days in the figure below, it can be judged that the traffic of Zhihu APP tends to be average from 8:00 to 24:00 during the day within 24 hours, and gradually recovers from the low point from 0:00 to 8:00.

(Data comes from Zhihu's official product introduction)

Through long-term experience, we found that:

1) Zhihu users generally have a high level of education

The entire Zhihu community has a high level of education and has received a good or professional education, making it very suitable for long-term investment by educational clients.

2) Zhihu users have strong paying ability

Taking the test launch of a content recommendation type e-commerce APP as an example, the cost of new customers is between 70 yuan and 122 yuan. After three months of continuous launch, the ROI reaches 1:1.74. Zhihu users have strong payment capabilities and are suitable for the launch of low-frequency, high-consumption products.

• There are currently five types of advertising styles available on the Zhihu APP for performance advertising, namely large image templates, text templates, small image templates, multi-image templates, and video templates.

• Currently, advertisements cover the core pages of the APP, namely the APP homepage, APP answer page, and APP question page.

The conversion rates and bids of display formats in different industries are different, so it is recommended to use them in combination.

1. Basic orientation:

2. Crowd tag targeting:

It can be mainly divided into: content targeting ( keywords ) and interest targeting (official data tags)

1) Content Targeting:

Zhihu has a search function that can obtain the keywords searched by users to target the audience.

2) Interest orientation:

There are two key points in information flow advertising : technology and creativity. On a technical level, Zhihu can conduct accurate targeted analysis of the population, and on a creative level, the form of information flow advertising requires skill.

1. Tool APP launch

Case interpretation : The actual assessment cost of tool-type APP launch is relatively low, and homogeneity is more serious. The information flow launch has relatively high requirements for creativity.

During the testing period, materials are produced for different functional points for comparative testing, such as testing the style of image materials and product descriptions . Through actual testing, we found that the background replacement function is more effective, and then we extended the material for this function.

By deeply experiencing the product and finding the highlights of the product, the copywriting can use more question-asking format to enhance the user's native reading experience, which is in line with the tone of Zhihu users.

Delivery effect : The activation rate is above 10%, and the activation cost is reduced by 30%~50%.

2. Social APP placement

1) Picture combination form

Case analysis : Zhihu is a knowledge community with strong social attributes, making it very suitable for social APP launch. At the same time, Zhihu will have a certain degree of screening for the quality of social APP advertising. In view of the characteristics of Zhihu's audience, social APP advertising focuses on finding truly "interesting souls" in the copy description. In terms of the selection of materials, real-life materials are given priority, combined with actual life scenes, which are highly attractive to users and have a high degree of advertising acceptance.

Delivery effect : Click-through rate is around 0.2~0.5%, and conversion rate is 5%-10%

2) Column article format

Case analysis : In addition to the above advertising methods, social apps also have a new advertising method - Zhihu column articles. The content of the article is analyzed based on a user's pain point. While proposing solutions, also bring out the highlights of product features. Users brought by articles have higher retention quality than users brought by direct downloads. At the same time, the word-of-mouth effect brought by likes and comments on the article can trigger self-propagation. After the article is published, it can exist on the Zhihu platform for a long time, and it has a long-tail effect.

Delivery effect : As shown in the figure, after stopping delivery, the number of link clicks in the article is monitored.

3. Game APP launch

Case analysis : In the early days when Zhihu had not yet launched video ads , the advertising styles for games were mainly large pictures. Games with IP attributes and excellent production performed significantly better on Zhihu than ordinary games.

There are many questions about games on Zhihu, and many users’ answers are very profound, which shows that there are many senior game users and players “lurking” on Zhihu, even some hardcore players. After Zhihu had video ads, game ads on Zhihu entered a period of explosive growth. Zhihu video ads are displayed in a format that supports simultaneous broadcasting and downloading. Most of the video materials are based on actual game scenes, highlighting the game's excellent production, entertainment and playability. The game video must be within 30 seconds in length and within 200MB in size. It can be previewed online after uploading.

Delivery effect : The CPC for image-based traffic is between RMB 2.5 and RMB 5. The CPC for video-based traffic is not much different from that for image-based traffic. From the user experience point of view, video-based materials have more advantages. The daily consumption of a single promotion account is between RMB 40,000 and RMB 60,000.

Currently, Zhihu's information flow is similar to other channels in terms of advertising style, but as a question-and-answer knowledge sharing platform, users are accustomed to using the Zhihu platform to obtain more knowledge and information.

Zhihu information flow ads can be placed in institutional articles, which can provide comprehensive analysis of products.

Example:

Articles can be hyperlinked (conversion on the ground). Clicking on the hyperlink in the article can directly jump to the App Store for downloading, and third-party monitoring can also be performed.

The benefits of posting articles:

1. Use Zhihu style

In order to protect the user experience (to prevent ads from setting suspense to trick users into clicking), Zhihu requires that open-ended questions must be answered on the landing page .

For example: How to evaluate an APP? Can’t the ad be in the form of a direct click to jump to the App Store for downloading?

The landing page needs to answer this question in the form of an article and then guide the download. The entire download process is smooth and natural, enhancing the user's native experience.

2. The article can introduce the product in great detail and is suitable for complex product promotion with a relatively high knowledge threshold, such as e-commerce, home improvement, education, etc. with higher unit prices. Although the cost of directing traffic by clicking on a link after reading an article is higher than directly directing traffic to the ad interface, using articles to introduce products in an ad format will bring better conversion results.

3. The article format actually has a complete landing page, which is issued by Zhihu’s institutional account and will also be included in Zhihu. It can continue to bring a certain amount of long-tail volume in Zhihu searches.

4. To achieve brand recognition conversion and optimize the effect, it is also necessary to leverage the brand. For example, in game advertisements, it is actually difficult to highlight the playability of a game from the front-end pictures, text or videos, and users are not well aware of games. However, by introducing a game in detail in the form of an article, the playability of the game can be better highlighted, which can enhance the user experience and brand awareness.

The above points are thoughts on information flow. I hope you can practice it in time~

For Zhihu advertising , please contact Qinggua Media: http://www.iqingua.com/87.html

The author of this article is @网络 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games