How to place advertisements on Zhihu? Give you a promotion secret!

Let me share it with you today! During the delivery process, we mainly chose Zhihu performance-based advertising.

1. User attributes of Zhihu

1. Age and gender of Zhihu users ( data source : Zhihu official backend)

2. Geographical distribution

3. Occupational distribution of Zhihu users (data source: Yiyu's blackboard newspaper)

The data comes from the blackboard of Yiyu through crawlers. The data has not been officially confirmed and is for reference only. It can be seen that the types of people on Zhihu are relatively concentrated, with students and IT people in the majority , and there are also a large number of others such as product managers , programmers , operations , and HR.

4. Zhihu student group

A large proportion of Zhihu users are middle school students. Let’s take a look at which schools they are from! The larger the font size in the word cloud, the greater its proportion.

2. Product development direction and trend

1. The product targeting of advertising platforms is gradually improved and refined

Before Zhihu's early promotional products appeared, the backend targeting was complained about many times. At the beginning, even basic population attribute targeting such as gender and age was not available. However, with the further opening of product traffic , gender targeting and keyword targeting can also be achieved.

2. Advertisement display styles are gradually enriched

As Zhihu's traffic increases, the advertising display style has been updated from the initial large pictures, small pictures and text links to advanced display styles such as three pictures and moving window information flow .

On the one hand, Zhihu users will not be bombarded with frequent and monotonous advertising styles, and more importantly, it can meet the advertising needs of more advertisers.

3. Advertising resources are gradually opened up

In the early stage of Zhihu promotion, advertisements were displayed in the main information flow, but around the last month, promotional resources were gradually opened up to the content details page and even the comment page. As Zhihu's traffic continues to increase, more resource positions may be innovatively developed in the future.

After talking about the general attributes of Zhihu users and the background products, let’s discuss how social apps will perform in such a channel and what experiences and methods are worth learning from?

3. Selection Method of Background Dimensions for Social Application Delivery

1. Both men and women, first-tier cities, Internet , games , entertainment, education, travel and other primary interests

From the previous analysis, we can see that Zhihu's main user group is geographically concentrated in Beijing, Shanghai, Guangzhou, Jiangsu and Zhejiang. Investing in first-tier cities is also to concentrate the main budget on the main coverage population.

2. Large-image advertising styles are more effective

During the two-month delivery cycle of a social APP, the CTR of large images with the same material was between 0.8% and 1%, which was several times higher than the click-through rate of other advertising styles. The CVR large image style averaged between 8% and 10%, which was also several times higher than the conversion rate of the three-image display style.

IV. Key points for placing creatives for social applications

1. Copywriting “Zhihu style”

In an atmosphere jokingly called "B乎", the copywriting will of course take a high-end approach.

For example, 'Come here to find pretty girls, find your ta' is obviously not more in line with the preferences of Zhihu users than 'pretty girls are all the same, but interesting souls are one in a million'. To put it bluntly, even if it's "vulgar", it has to be high-end.

2. Illustration of campus girl

Just now in the previous analysis of population attributes, we mentioned that college students are an important group of Zhihu users, and social apps happen to be highly compatible with the college student group. Therefore, choosing pure and beautiful campus girls in the accompanying pictures seems very appropriate, which is enough to make a generation of straight men finally become gay.

5. Outlook for Q1 2018

The following are some bold predictions:

1. Background targeting may develop precise targeting based on age and topic content

We mentioned earlier that with the increase in advertisers, in order to better meet different promotion needs, the openness of age-based personal targeting is relatively large, and high-quality content targeting is definitely one of Zhihu's killer features.

Whether to use keywords or users' attention behavior or comment behavior depends on the strength of Zhihu's product data.

2. Diversification and innovation of advertising styles

Based on the existing four basic advertising display styles of large pictures, small pictures, three pictures and text links, there will be more interactive attribute innovations.

The product style and the dynamic window information flow are just a preliminary test. We have reason to expect that Zhihu, a platform known for its high-quality content, will come up with some different and unconventional ways of playing, both for users and advertisers, and this kind of gameplay may be the most likely in terms of innovation in advertising style.

3. Further increase in advertising resources

The increase in platform traffic demand means that competition for traffic will become increasingly fierce, which also means that traffic will become increasingly expensive. So how can we have a larger-scale traffic entrance in the early stage of the platform and how can we benefit more advertisers?

A quick and rough way is to increase advertising resource positions. Now there are promotion resource positions in the main information flow and content details page. Will there be a display position in the classified topic category in the future? Will there be a small tip s display style at the top of the essence post? Let us all wait and see.

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