Zhihu, Toutiao, NetEase Cloud Music, 21 marketing details that still have dividends

Zhihu has attracted many brands to join in because it gathers high-income and highly educated netizens across the country. In addition, in the past year, Zhihu has provided ample opportunities for brands to integrate into the community through advertising products, institutional accounts and other mechanisms.

Here are 7 experiences that Zhihu officials don’t want you to know:

1. On Zhihu, the proportion of users with an average monthly income of more than 8,000 yuan is nearly 2.5 times the overall level of Chinese netizens . Nearly half of the users spend more than 2,000 yuan per month.

2. Zhihu users have a high acceptance of long articles and are willing to participate in in-depth interactions —they love to answer, like, share and criticize. The site has a large amount of high-quality content that can spark “ripple” spread . Because Zhihu's Baidu search weight has reached level 10 (the highest level), you can see the Zhihu link at the first glance when you search on Baidu.

3. Zhihu big Vs have obvious influence advantages . The fan loyalty and trust of friends of big Vs are higher than those of other social channels , and can effectively influence fans' purchasing decisions. After digging into the ecosystem of Zhihu big Vs, we found that:

• A small number of big Vs are eager to cash in
• Some big Vs focus on sharing in their respective professional fields
• There is a struggle among big Vs, and there is already a very mature chain of contempt
• The phenomenon of big Vs banding together is serious

4. How to activate the “big V influence advantage”?

• Using Zhihu's contempt chain to spread
• Tag the influencers and invite the corresponding influencers after asking questions
• To increase the chance of an invitation , you can wait until the question has reached a certain level of popularity before editing it.
• Take advantage of hot topics to ask questions first and insert ads

5. How to find influencers?

• Contact directly through private messages, and be sure to express yourself tactfully and sincerely, and don't be too direct and presumptuous.
• Offline introduction by acquaintances
• Marketing agency (matched by well-known marketing/PR companies)

6. What are the charges for big Vs?

There are two paid cooperation models:

(1) Find a big V to post a soft article, and then buy the big V’s likes

(2) Ask big Vs to divide into camps and fight with each other (great influence, but please be aware of the risks)

Based on previous cooperation experience, the Zhihu research team sorted out some of the cooperation costs:

• The price of a direct like from a V with 10,000 fans is 50 yuan
• 10,000 fans V agent to post soft articles (no need to write) 200 yuan
• 10,000 fans V write their own soft articles , depending on the specific situation

(The above prices may vary from channel to channel)

7. If your brand has an institutional account on Zhihu, you may want to participate in the community in a way that Zhihu users are more willing to accept:

• Be sincere, honest, open , and avoid PR rhetoric and exaggeration
• Talk more about personal experiences , experiences or insights, present more facts and details
• Weaken the sense of packaging and participate or initiate topics in the same way as other friends
• Initiate more universal, popular, and highly participatory topics to attract UGC and trigger secondary dissemination
• Leverage the power of various influencers to allow opinion leaders, media KOLs and other third parties to guide public opinion

As of March 2017, Toutiao had 700 million installed base and 78 million daily active users. This rising star is clearly a great “ content distribution ” treasure trove for brands to grab users’ attention.

Here are 7 tips you should know:

1. Compared with a number of content distribution platforms, Toutiao's unique advantage is that it can provide users with personalized content and achieve accurate push based on machine learning data mining and engine recommendations.

2. The users here are not considered "elites". Users are mainly concentrated in 2nd- and 3rd-tier cities, 60% of them have a high school education or below, and their income is mainly concentrated below 4,000 yuan. Why are they on Toutiao? It is not only for the purpose of looking at social hot topics, but also for browsing some relaxing content, satisfying leisure and entertainment, and filling up leisure time.

3. There is no "big V advantage" in Toutiao - because it is the technical recommendation mechanism, not the social recommendation mechanism, that determines the content of the user's page. Therefore, the traffic does not gather around big Vs, but is based on the keywords , tags, and topics of the content.

4. Information flow ads will appear in the fourth position every time they are refreshed. (Refresh = pull down with your finger to display a new item and refresh the new page) The first 8 refreshes will prioritize the display of ads sold by CPT (Cost Per Time). The 9th to 10th refreshes will default to GD ad slots (Guaranteed Delivery ads). After the 10th refresh, competitive bidding ads will be displayed.

5. If you have sufficient budget and high requirements for advertising effectiveness , it is suitable to adopt PMP (Private Market Place) programmatic private advertising market : you will get priority selection of Toutiao + guaranteed advertising position and exposure traffic + programmatic docking + audience targeting. For example, BMW used PMP to launch all 20 models within 69 days, achieving 22 promotional demands, 105 million total exposures, 2.07 million total clicks, and 18 targeted population tags.

6. With a limited budget , how can we create a cost-effective marketing combination? Make good use of media system analysis + background operations. The background supports oCPC (you can set the target cost and let the system help you find the "right person"), and circle the target users through intelligent targeting + APP behavior targeting + delivery of specified interest keywords. For example, during the delivery period, Amap dynamically tests and adjusts materials to meet user needs. The optimized information flow ads reduced the “activation cost price” by 37%.

7. Toutiao is actually particularly suitable for small brands . Regional photography, home furnishing brands, etc. can use regionally targeted and performance-based advertising on Toutiao to help them efficiently obtain sales leads.

More than 300 million users , 400 million+ comments , RMB 750 million in Series A funding , and a valuation of RMB 8 billion ...NetEase Cloud Music is extremely popular! More than 300 million users gather here to interact and communicate through music. Its rich marketing value is emerging.

So how does NetEase Cloud Music embrace the social dividends of music?

1. The users of NetEase Cloud Music are mainly young people born in the 1990s in first- and second-tier cities . They spend a high proportion of their money on entertainment and pay more attention to spiritual needs. They rely on music and the online world to immerse themselves, express themselves, and seek recognition.

2. In addition to listening to music, these 300 million users love to talk about music. Innovative product features such as playlists, music reviews, personalized recommendations, and friend updates have enabled Cloud Music users to form a closely interactive community around music. In fact, more than half of the users have become accustomed to listening to music while reading comments, writing comments and sharing them. By 2016, villagers had written more than 400 million comments in total .

3. Many high-quality UGC playlists (user-generated playlists) and music reviews are still very popular among netizens after being spread outside the site. Even friends in the advertising circle lament that "a ten-year copywriting veteran is not as good as a joke teller on Cloud Music."

4. NetEase Cloud Music has firmly grasped a large number of music content producers - independent original musicians ! This will help them firmly capture users who love niche music and make them their "die-hard fans". When these users enter Yuncun, it’s like they’ve found their “home of music” . They identify strongly with it and form a strong user stickiness.

5. As a music "social platform" , NetEase Cloud Music also has its own user community and big Vs. However, the active ones (whose fans gather there) are mainly the official media of QQ Music and well-known musicians . Although they have attracted the attention of many fans, their influence is far less than that of music critics.

6. At present, if you want to reach music fans well, it is better to use conventional commercial publishing resources. The publication locations include: video startup screen, daily song recommendation header, homepage focus image, chart title, and recommendations near friends .

7. Brands may wish to make use of Yuncun’s high-quality UGC music reviews and interactive atmosphere to understand users, and use more resonant content to “chat about music” and “trigger emotions” with fans, so as to find an entry point for brand marketing .

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @营创成长营 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map