3,000 people share a 100 million yuan cake. How should Zhihu institutional accounts play?
Not long ago, Zhihu announced that the total number of individual registered users exceeded 100 million, the number of daily active users reached 26 million, and it also opened registration for institutional accounts. My Zhihu is so awesome. Zhou Paopi casually forwarded this news to the work group and @ me, "Changmei, you can also register for the Gravity Factory's institutional account." Do we have to register as soon as they open registration? Wouldn't that make us look very embarrassed? Whether it is worth joining Zhihu institutional account, you have to investigate it before making a decision. I believe that many companies will also face such considerations: whether to register a Zhihu institutional account, what kind of companies are suitable for institutional accounts, and how to use institutional accounts? Therefore, as a rigorous and scientific new media person, Changmei made a special investigation and evaluation.1. The past and present of Zhihu institutional accountsOn July 20, 2016, Zhihu launched institutional accounts. At that time, Zhihu had 50 million registered users and 13 million daily active users. On September 20, 2017, Zhihu announced the opening of registration for institutional accounts and changed its original name “institutional account” to “institutional number”. At this time, the total number of Zhihu's individual registered users exceeded 100 million, and the number of daily active users reached 26 million, both of which were twice as many as last year. Regarding the significance of opening up registration for Zhihu institutional accounts, Zhihu founder and CEO Zhou Yuan commented: The number of users exceeding 100 million is a milestone for Zhihu in its transition from a knowledge community to a knowledge platform following the opening of the community in 2013. The opening of institutional accounts, like Zhihu's opening of individual user registration four years ago, has far-reaching strategic significance for the development of Zhihu. It will have an important and positive impact on the knowledge platform that Zhihu is building. Indeed, the history of Zhihu institutional accounts is very similar to the development history of Zhihu itself. Zhihu was launched in December 2010. After operating as a closed community with "invitation system + real-name registration" for nearly three years, it finally opened for registration in March 2013. Out of concern that institutional accounts would destroy the good community atmosphere and lead to malicious marketing and buying followers, Zhihu initially adopted a rigorous and conservative attitude and was extremely opposed to the appearance of institutional accounts, even prohibiting the use of usernames with institutional names. After experiencing rapid development after opening registration, opening institutional accounts is not only about tapping into their own commercial value, but also about building a complete community, allowing institutions to contribute high-quality content to users with their professional knowledge. In July 2016, Zhihu launched institutional accounts and invited 10 institutions including Disney, Audi , China Science Expo, and Lens to participate in the internal test. After more than a year of internal testing, more than 3,000 organizations have now joined Zhihu, including different types of organizations such as enterprises, media, government agencies, research institutes, NGOs, etc., covering hundreds of industries such as the Internet , technology, culture and entertainment, tourism, and sports. Like many content platforms, Zhihu has also launched a unique operating status evaluation form - Zhihu Salt Value. The salt value mainly includes five dimensions: account content quality, account creativity, account influence, account activity, and account credit rating. The higher the salt value level, the greater the authority of the institutional account in Zhihu. But this level is not a one-time thing. If you are inactive for a long time or the quality of your content declines, you may be downgraded. 2. Does the company need to register an institutional number?1. Three major benefits of joining Zhihu institutional accounts1. Gaining huge brand exposure Zhihu’s institutional accounts currently enjoy certain policy benefits. Institutional accounts can not only post questions, answer questions, and participate in community interactions like ordinary users, but can also participate in Zhihu roundtables, write columns, post videos, host live broadcasts, etc., and interact with users in interesting and diverse ways in different scenarios. Last July, in response to the old question raised in 2014, "Why is Audi called a lighting factory?", Audi openly explained the origin of the nickname "Lighting Factory" and also gave some popular science on the research and design history of car lights. The number of views of this "personal answer" soared to 200,000 in a short period of time. After a long period of long-tail dissemination, the number of readings has naturally increased to 540,000, and it has received 5K likes and more than 500 comments so far. 2. Harvesting high-quality users The quality of users on Zhihu is generally high, and most of China's elite middle-class people with high education, high income and living in first- and second-tier cities are concentrated here. This group has strong consumption power. Good content is easy to spread and convert on Zhihu. For example, the institutional account "ENJOY Selected Food E-commerce " on Zhihu quadrupled its product sales by answering a question on Zhihu. 3. Little competition and a huge number of users. There are 930 million users on WeChat . The huge user base has also brought about extremely fierce competition and fighting. The number of public accounts has already exceeded 23 million, and the content of public accounts is seriously homogenized. This is already a red ocean. Zhihu currently has 100 million registered users. Although the number is only one-ninth of WeChat, as of September this year, the number of Zhihu institutional accounts was only more than 3,000. 3,000 companies sharing a market of 100 million users is naturally much larger than 23 million companies sharing a market of 930 million. On October 19, 2016, Ding Xiang Doctor joined Zhihu as an institutional account. It took them only 10 months to accumulate 740,000 fans on Zhihu. As of August 30 this year, Dingxiang Doctor ranked sixth in terms of total user followers on Zhihu. We missed the traffic dividend of official accounts a few years ago, but now, we can still seize the opportunity of Zhihu institutional accounts and compete for this new position in brand marketing .2. Think twice before moving in1. It requires a relatively high cost. Although Audi has gained huge exposure on Zhihu with its highly voted answers, after more than a year of operation, they have only answered 27 questions on Zhihu, published 6 articles, and accumulated 40,000+ fans. The main reason is that the characteristics of Zhihu's audience make it have higher requirements for the depth and professionalism of the content. In their words - Li Xiaofei, head of content marketing at Audi, once revealed that when they first joined Zhihu, they mobilized the forces of various departments such as sales, marketing, and quality assurance, and established a content incentive mechanism. However, cross-departmental cooperation is not as easy as imagined, and confidential information within many industries is not suitable for public disclosure, so it is difficult to make a major breakthrough in actual output quantity. If an enterprise wants to be lazy and only arranges an ordinary new media operation to run the institutional account, the effect may be counterproductive. 2. The content dissemination rate may not be high. Audi once answered a question on Zhihu: "Is it reliable to fry steak with a car engine?" In response, Audi used models including Audi A3, Audi R8, Audi RS6 and others to prepare three dishes: Formosa Plastics steak, cheese grilled lobster, and grilled chicken wings. Both human and material resources were invested at extremely high costs. However, the spread of this answer was not as high as expected, and it only received 2.9K likes and 333 comments. You know, a creative video by @办公室小野 on Weibo has been played tens of millions of times, not including the exposure on other platforms. The content about Audi's engine-fried steak was basically only circulated within Zhihu.3. Zhihu’s marketing boundaries have not yet been measuredIn the WeChat public account ecosystem, induced sharing and multi-level distribution have always been the bottom line that cannot be touched. Zhihu institutional accounts are still a new thing, and we are not clear enough about the boundaries of their marketing ban. The Meizu column was once ranked first on Zhihu, with each article receiving an average of 3,000+ likes. But one day, Zhihu suddenly blocked their account without giving any reason. Zhihu must always be vigilant to prevent the good community atmosphere from being destroyed by marketing. Before we have figured out the marketing boundaries of Zhihu’s institutional accounts, we can only make conservative attempts.4. How to operate Zhihu institutional account?When operating a Zhihu institutional account, one must break away from the inertial thinking of other platforms, and not simply move the content and routines of official accounts, Toutiao accounts , etc. to Zhihu. First of all, we need to understand the popularity of Zhihu and how its push mechanism works. In the user's homepage information flow , Zhihu mainly pushes content in three modules: answers/likes/collections of followed users, topics, and advertisements. 1. Pay attention to users' likes/collections . Likes on Zhihu will not only affect the ranking of answers under the question, but also serve as a forwarding and spreading function. If your answer is liked by @张佳玮, the most popular user on Zhihu, it means that your answer will have the opportunity to appear on the homepage of 1.43W Zhihu users. The more users (especially big Vs) like it, the more exposure you will get. This requires that the quality of the answers is high enough, and the answers must win with depth and professionalism. On Zhihu, users are generally receptive to reading long texts, and it is not uncommon for an answer to have thousands or even tens of thousands of words. Answering a question is sometimes more troublesome than writing a WeChat push. The person who writes the answers for an institutional account can be a company employee, a user, or an expert. The answers to "Microsoft Research Asia" are all written by professionals, who may be the president of Microsoft Research Asia, or researchers who have been working in their respective fields for many years, or the chairman of a top international academic conference, field chairman, etc. 2. Pay attention to the topics. The top 10 most popular topics on Zhihu are movies , psychology, travel, food, design, Internet, life, natural science, music and fitness. The number of followers of these topics is in the tens of millions. If you answer questions under these 10 topics, your answers may be pushed to the homepages of tens of millions of users, which is more effective than likes from big Vs. In addition, issues related to the Xue Zhiqian and Li Yutong incident have also attracted tens of thousands of followers. If your business produces content in a broad range of areas, such as health, food, movies, etc., there will be a wide range of topics to answer. Hot topics and questions bring their own traffic, which means that institutional accounts can appropriately take advantage of the hot topics and answer more popular questions under some hot topics. For example, during the Double Eleven shopping spree in 2016, Dingxiang Doctor started from the keyword “剁手” (shopping spree) and answered the popular question “I bought too many things during the Double Eleven shopping spree, what should I do if I want to shop spree?” in a unique way. This combination of witty answers and professional analysis achieved very good results. On that day, Ding Xiang Doctor gained more than 11,000 followers. However, not all hot topics can be taken advantage of. Zhihu institutional accounts must find their correct positioning, understand their core competitiveness, and focus on topics in vertical industries. Don't force yourself to answer popular questions that are not in your area of expertise. 3. Advertising Zhihu currently has three types of advertising: native article ads, native Q&A ads, and display ads. Secondly, we need to understand Zhihu’s style. " Kuaishou " joined Zhihu's institutional account, but not only did it fail to win a wave of passers-by fans, it also made many passers-by users dislike Kuaishou. For example, the operations editor of Kuaishou found a user who criticized Kuaishou on Zhihu, and sent a private message to the user using his personal account to mock him. Finally, he blocked the user’s Kuaishou account. In addition, Kuaishou’s boring witticisms and non-serious answers on Zhihu not only made Zhihu users feel extremely embarrassed, but also caused their answers to be folded. Finally, unlike popular articles on public accounts that lose popularity after being on the screen for a short period of time, the content on Zhihu has a very long-tail effect. High-quality questions and answers can be searched and paid attention to continuously, and the time span of the comments below is very long. Institutional accounts need to slowly cultivate good content and continuously output it in a steady stream. ———— Zhihu is currently in its growth phase and now welcomes institutions to join with an open attitude to share their experiences and insights with users. Although the monetization value of Zhihu is still unknown, with the trial and reference of some successful cases, Zhihu is a very good platform if you want to do brand exposure and marketing. In addition, on Zhihu, content is more important than form. It is more open than WeChat and more in-depth than Weibo. Corporate organizations that have the ability to output content are also very suitable to join institutional accounts, which must contain huge business opportunities.The author of this article @地心力工场 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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