How big is the traffic of Zhihu? How to do promotion and marketing on Zhihu platform?
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Now many people want to do marketing through Zhihu. Zhihu itself is carrying out a lot of commercialization activities, and recently placed advertisements on the Beijing subway. However, Zhihu’s own commercialization process does not necessarily mean that if you follow the trend and conduct marketing, it will be as smooth as on Weibo and WeChat. In fact, the reason why these people want to choose Zhihu for marketing is precisely because Zhihu seems to have a weaker marketing atmosphere and has a more serious discussion atmosphere, which may make the questions and answers receive more attention. Zhihu's popular questions and answers lack marketing flavor and are full of " dry goods ", so they can easily become hot content circulated on Weibo and WeChat Moments after a few weeks or even months. This is equivalent to using a one-time investment to carry out marketing in three or more places, which can have a multiplier effect. Not only that, Zhihu Q&A has long formed a unique style, which leads people to naturally associate Zhihu with titles such as "What kind of experience is X" or "How to be elegant in X" - just like the title of this article. Of course, in everything we do, we cannot just focus on the thief eating the meat while not seeing the thief being beaten. So behind things that look very tempting, there are also high risks and difficulties. On Zhihu, if your purpose is too direct and people see that you are a person who wants to do marketing, then the subsequent steps will not be able to proceed. Zhihu still prohibits institutions or organizations from opening accounts and only restricts individual registrations. Once an institutional account is discovered, there is a risk of it being blocked. The Zhihu column "No questions, no answers" was previously closed to registration, but will now be open for applications, but controls will also be stricter. Similar to Wikipedia, Zhihu has a large number of people who volunteer to be the maintainers of the rules, actively discovering and reporting questions and answers that have a marketing flavor. Fortunately, now that registration is open, the number of Zhihu users has increased dramatically, which has also brought about a certain degree of change in the website's culture. Some short, witty answers with the advantage of being spread, although different from the "long, professional" content style established by Zhihu in its early days, can easily get a lot of likes, thus becoming popular jokes. On the other hand, some answers on Zhihu, which has always focused on "originality", are copied from other places, including Weibo, Moments, Twitter or Facebook, so the same creativity will flow back and forth in different places. Zhihu is no longer completely a net outflow of creativity. Using emotional questions for marketing Although some people always want to find a communication pattern based on Zhihu's popular answers and try to use this pattern to create new artificial hot spots, there is basically no pattern to the current popular entries. Zhihu still retains the excellent quality that in most cases, only "dry goods" will become popular. The only exception worth discussing is in the realm of emotions. No matter what their profession is, people are willing to discuss the field of emotions, and in this field, there is no so-called expert authority. So no matter how professional some people are in other fields, when it comes to emotional issues, the quality of their answers may be similar to those of "three-no users". Therefore, the number of likes an answer receives may simply depend on the popularity of the answerer himself. For example, we often see questions in which the questioner shows strong machismo, is narrow-minded, favors boys over girls, is jealous, or has other bad character traits. This kind of question usually falls into the category of "how come such people have boyfriends/girlfriends?" At this time, the attention and answers of several big Vs will make this question popular all of a sudden, and you will look forward to seeing long answers from new users and "anonymous users" telling their personal experiences. As for what the big V should do at this time, perhaps a statement of opinion in one sentence is enough. In this case, if a very "good" question appears - it does not mean that the question is of high quality, on the contrary, it may be of deliberately low quality, and the questioner appears to be particularly "weird", this question can successfully attract some big V users to answer it, then it will easily become popular. After that, you can take advantage of the momentum by cutting into a marketing answer of your own, or the question itself. If you want to start marketing with the help of emotional issues, you first need to make sure that your product itself can be marketed with the help of emotional issues. For example, the consumption of a popular, addictive commodity may cause conflict between lovers; or the consumption of a controversial product may cause a conflict between the two parties' values; it may be that the product takes up a lot of one party's time, causing the other party to feel neglected; or it may be an argument between elders and juniors. Using entrepreneurial questions for marketing If you are a technology startup that wants to promote itself, there is another powerful method, which is to use questions about entrepreneurial experience to write in detail about the ups and downs of creating your own company. Everyone has some vivid stories, and these stories are indeed popular content on Zhihu. Answering questions about entrepreneurship with your own personal experience has some outstanding advantages. For example, you don't have to worry at all and can promote your products in a big way. You can also openly ask for reposts and likes from your friends circle and official Weibo. Recently, there was an answer on Zhihu that told about one’s own growth history. It was very long and lyrical, and the effect was also very good. The spread of the answer on Zhihu was only the first use of the answer. It was then forwarded on WeChat with the same topic, setting a record of 15,000 reads for a single article. When conducting related topic marketing , you can put a link to another question in one of the more popular answers. Use SEO -like methods to promote each other between questions. Naturally, including QR codes and so on is a privilege only for entrepreneurial answers - it would seem too deliberate in other answers. Things to note: The first thing you need to learn on Zhihu is to pay attention to copyright. Every word and sentence quoted must have a source, and the source of pictures, videos and external links must be found to the best of one's ability. For quotations within the site, a private message must be sent to the respondent to obtain his or her full knowledge and consent. One suspected plagiarism is enough to ruin your reputation. If your question is going to be "weird", or in most cases, you need to be aware of asking anonymously. Staying anonymous will not give others the opportunity to dig into your personal data and expose the fact that you are irrelevant to the question, have a contradictory answer history, or are simply a new user with no knowledge of the question. Also, remember that if the product itself is not well-known, then when setting questions, as long as the name of the product appears, people will quickly recognize it. In this case, it is better to just highlight the attributes of your own product without deliberately putting your own trademark into the question. For example, there are now a wide variety of smart hardware, and in some categories you may be the only one on the market making them. At this time, even if you don’t mention your name, people will think of you. Zhihu has some recognized principles, which can also be called "political correctness". My own summary includes but is not limited to: don't touch on ideology (about half of the readers support the left and half support the left, and supporting one side means losing the other half of the readers); acknowledge the gap in talent, and have serious ideas of "looking at the face" and "accepting fate", but are dissatisfied with their current obesity and ordinary looks, and hope to change; absolutely support the LGBT community; support GMOs, and generally have a negative attitude towards traditional Chinese medicine; support gender equality, autonomy in love and marriage, and yearn for soul mate love with similar values; have a strong trend of non-marriage and non-childbearing, encourage having different views from one's parents, and not be "foolishly filial"; advocate that children are not one's own private property, and one cannot forcibly instill values in them; and so on. As long as you don't touch the minefield, you will live well; as long as you touch the minefield, you have a great chance of creating a "good" problem. However, the premise of all the above actions is the same - that is, the answer must actually have some content that the reader can gain something from. The value of the answer must be greater than the damage that may be caused by exposing the brand in it. If everyone feels like this after reading it - "Although there are traces of marketing in it, the answer is very useful and it is worth reading overall" - then you win. Hope you have fun on Zhihu. APP Top Promotion (www.opp2.com) is the top mobile application APP promotion information sharing platform in China, focusing on Apple and Android application promotion and operation , channel ASO optimization , and App marketing information sharing for free. Welcome to follow the official WeChat account (appganhuo). This article is compiled and published by APP Top Promotion. 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