Analysis of Zhihu promotion methods

Zhihu’s mainstream promotion methods are mainly divided into two categories: unofficial and official.

Unofficial: Unofficial promotion methods mainly include brushing data, content publishing (including big V Q&A, small account Q&A, articles, ideas, Live, live broadcast, circle), institutional account operation, Zhihu hot list, topic marketing, SEO optimization (including big V likes, keyword search optimization, ranking optimization under questions, question jump, question editing, topic creation, answer folding, little blue star rating, etc.).

Official: Advertising delivery and task delivery

1. Brushing Data

Categories: There are several main types of Zhihu data brushing, including account attention, question attention, column attention, topic attention, favorites attention, roundtable attention, circle joining, answer/article/post likes, comment likes, idea applause, answer/article collection, answer/article likes, answer/article/idea/post/question comments, answer/article objections, answer not helpful, answer/article/idea forwarding, answer invitation, and question and answer views.

2. Content Release and Promotion

Zhihu platform has several content-carrying forms, mainly including Q&A, articles, videos, ideas, Live, and live broadcasts. The most common ones are mainly Q&A promotion and article promotion. According to different fan levels, Q&A and articles are divided into small Q&A/articles and big V Q&A/article promotion; other methods include ideas, LIVE, live broadcasts, and circles, but there are various problems such as high thresholds, low traffic, and immature functions, so customers are not recommended to invest too much energy.

(1) Question-and-answer promotion Zhihu's traffic distribution mechanism is centered around questions and answers. A complete set of questions and answers consists of two parts: questions and answers. Zhihu Q&A is the most important content carrier of Zhihu, so Zhihu Q&A is also the most important and common form of Zhihu marketing. Zhihu Q&A marketing is divided into small-account Q&A and big V Q&A.

Small account Q&A refers to accounts that do not have a fan base posting related marketing Q&A. Suitable for brands and merchants with smaller budgets. Big V Q&A refers to questions posted by big Vs with a fan base. On Zhihu, it mainly refers to accounts with more than 1K fans.

(2) Definition of article promotion : Articles are another form of content on the Zhihu platform and an important supplement to Q&A content. Similar to other common content carriers, articles are mainly composed of a title and a body of text. Unlike Q&A, which requires content to be produced in response to a specific question.

(III) Zhihu Hot Searches

Zhihu hot searches are divided into site-wide hot searches and zone-by-zone hot searches. The site-wide hot searches display a total of 30 hot search items, and zone-by-zone hot searches are divided into 5 sections, namely film and television, digital, sports, games, and encyclopedia, with each section displaying 8 hot search items.

4. Keyword search ranking

The displayed search content is displayed in several groups, including comprehensive, past week, users, topics, Yanxuan column, Live, e-books, videos, columns, ideas, and mine, a total of 11 groups. The content displayed by keyword search is mainly articles and questions and answers. This part of traffic is very suitable for customers with precise needs.

(V) Drop-down word recommendation

Similar to other platforms, after entering keywords in the search box, several recommended associated words will appear. The difference of Zhihu's drop-down word recommendation is that it is composed of three parts: two keyword-related topics + 6 associated word recommendations + the account's own search browsing history/favorites.

(VI) Hot List

It is Zhihu’s main channel for distributing hot/key content. The hot list is divided into two types: the overall list and the sub-list. Both lists are basically based on questions and answers, with some individual article carriers. Both the overall ranking and the sub-rankings are sorted by popularity. The overall ranking displays a total of 50 groups of content, and there are 9 sub-rankings divided by field, each displaying 15 groups of content.

The entrance to the hot list is on the home page.

7. Pin the answer

There are thousands of questions on Zhihu. If you reply to questions without purpose, it will not be of great significance to the brand or the company and will not bring in much traffic. So at this time, for some more targeted questions, you can optimize the replies to the questions and answers. In fact, the replies should be placed at the top of the questions, which can bring in a lot of accurate and large amounts of traffic and increase brand exposure.

(VIII) Operation of institutional accounts

For enterprises, if the institutional account is well operated, it can bring many benefits to the enterprise or brand. However, if you don’t know much about Zhihu, you can come to us professionals to help you operate the organization.