How do these five industries seize the dividends of Zhihu's advertising channel?

Which industries and companies have already conducted test runs on Zhihu, and what are the results? Today I’m going to give you another wave of spoilers.

Currently, the industries with the most ads on Zhihu

Zhihu has always been known for its high-end users, and its commercialization process is slower than other platforms, so Zhihu also has certain requirements for advertisers.

At present, it seems that industries such as APP, education, finance, home furnishing, wedding, and tourism have invested heavily on Zhihu. Friends who often use Zhihu should be able to understand that issues related to these industries are indeed discussed a lot on Zhihu.

I'd like to share and analyze some of the ads I saw:

1. Tourism

Advertisement analysis: Scenic spot advertisements use video material with text . The text uses emotional language to describe the travel experience. The landing page can directly book hotels and tickets, which can effectively improve advertising conversions .

2. Cars

Advertisement analysis: It is in video format, a promotional film, and coupled with a cool H5 landing page, it is mainly aimed at brand promotion.

3. Education

Brief analysis of the advertisement : It is in the form of pictures and texts, with a URL and a "View Details" button. The landing page allows direct online consultation and introduces a detailed and standard advertising style with the direction of effect conversion in the education industry.

4. Home Improvement

Advertisement analysis: In the form of pictures and texts, home furnishing is a very popular topic on Zhihu. This home furnishing advertisement basically transplants the routine of Weibo home furnishing. The copywriting of "urgently recruiting owners" is unknown whether Zhihu users will buy it. The landing page is also a regular customer information collection page.

5. Finance

Brief analysis of the advertisement: It is in the form of pictures and texts, the copy is in Zhihu style, the pictures and texts are matched, and the landing page is an H5 page for registration and download.

In addition to the APP information flow resource positions mentioned above, Zhihu information flow advertising resource positions also have recommended reading resource positions. The recommended reading position is at the bottom of the question, and the display format is as follows:

Different industries and resource positions have different click-through rates . Here is a brief description of the average values ​​for each industry for reference only:

1. E-commerce : the average click rate is about 0.2%, and the cost per click is about 1 yuan

2. Real estate and home furnishings: the average click-through rate is around 0.3%, and the cost per click is around 1 yuan.

3. Clothing and luggage: the average click rate is about 0.6%, and the cost per click is about 1 yuan

4. Education and training: the average click rate is about 0.3%, and the cost per click is about 1 yuan

5. Finance: The average click rate is about 0.2%, and the cost per click is about 1 yuan

6. Tourism: The average click rate is about 0.2%, and the cost per click is about 1 yuan.

As can be seen from the above industry data, Zhihu has no advantage over many channels in terms of click-through rate. One reason is that the scale of Zhihu users is definitely not as large as platforms such as Weibo and Baidu.

Second, the attributes of Zhihu users, including income, education level, and purchasing power, are relatively high. This is Zhihu's biggest advantage. Based on the currently known costs, the activation cost of social apps on Zhihu can be less than 10 yuan.

For the financial industry, which has relatively few channels for advertising, Zhihu is also a platform that must be tried. Just by taking a quick look, I can see that several financial platforms are investing money in Zhihu.

1. Orientation

The targeting of Zhihu information flow platform includes: region, operating system, network, targeting and interest . Have you noticed that something is missing?

That’s right, there is no gender targeting. I don’t know if they forgot about it when developing the product, or they think it’s unnecessary. It’s good enough that you are allowed to advertise, why do you have to distinguish between male and female?

2. Detailed explanation of interest targeting

Interest targeting includes the eight types of interests mentioned above. In fact, these eight types of interests also represent industries that are suitable for investment on Zhihu. The financial industry is further subdivided. Let me tell you, you really need to give it a try in the financial industry, just in case this targeting is very accurate!

3. Interaction Type

In terms of interaction types, they include: view details, download now, buy now, book events, receive discounts and learn more. It can be said that they are very friendly to the promotion of APP, e-commerce and other industries.

The above is an analysis of the current situation of Zhihu’s information flow. As I said before, Zhihu’s information flow is currently in a channel dividend stage, especially for industries such as finance, tourism, home improvement, and social networking . If you can invest, you should try it out quickly . How do you say that? It is possible that even if you want to invest, Zhihu may not allow you to do so. I can only help you here!