Zhihu advertising, Zhihu advertising forms

Zhihu community is the largest knowledge platform on the Chinese Internet. It currently has more than 180 million registered users, 100 million answers, an average visit time of up to 1 hour per person, and covers 250,000 industry topics. More importantly, with the rapid development of the Internet, more and more users are searching for Zhihu on search engines every day. It can be said that Zhihu has become the main channel for people to obtain information.

In addition, affected by the epidemic, many companies are facing problems such as difficulty in acquiring customers and high customer acquisition costs, while Zhihu's precise traffic from Baidu search has increased nearly 10 times. Therefore, advertisers have increased their marketing budgets and, based on their original marketing efforts, they are more concerned about the form and style of advertising and are transforming to Zhihu.

Zhihu advertising is mainly divided into three forms: brand advertising, Zhihu information flow advertising, and Zhi+ advertising. Next, let’s take a look at the relevant advantages of these three types of advertising and how to place Zhihu ads? After reading this article, you will understand

1. The form of Zhihu advertising

1. Brand Advertising

Speaking of the effect of brand advertising, using a case to illustrate may deepen your impression, for example: Google: Popular science knowledge brings AI technology brands closer to users. Taking Google as an example, its neural network translation technology is extremely complex, allowing the majority of users to deeply understand and favor its products, becoming the primary goal of Google's promotion. Because, compared to the high-brow topic of "machine translation", "human translation" is more easy to understand.

Therefore, on the Zhihu platform, Google plays the role of a missionary. It starts with topics that are actively discussed on the site, such as literature and language expression. It first establishes links with Zhihu friends and stimulates their interest through the highly interactive product "Brand Questions". Then, while constantly interacting with Zhihu friends, it gradually increases the depth of the content by comparing it with "manual translation" and outputting "machine translation" content.

From the cases, we can see that Zhihu uses its skills and expertise to deliver relevant information about user needs to them in the simplest way. It not only captures the hearts of users, but also brings you closer to Zhihu, which is very powerful for brand promotion.

2. Zhihu information flow advertising

Blindly pushing information will make users feel too distracted and easily blocked. However, Zhihu information flow advertising can use algorithm rules to analyze users' interests and hobbies, thereby targeting brand information based on interests and keywords, so that our advertisements not only take root, but also have the opportunity to grow into lush trees, maximizing our brand marketing.

3. Knowledge + Advertising

• Zhi+ is essentially an advertising platform that builds creative tools to empower the source of content creation. It can meet different delivery needs, assist in content production, increase the attractiveness of content, and achieve a win-win situation for both sides.
• For some clients who are starting from scratch, Zhi+ can provide targeted content selection strategies to solve internal problems and achieve advancement from 0 to 1. For clients who already have content, Zhi+ can explain product content in multiple styles and from multiple angles.
• Zhi+ advertising can be accepted by users in its original form. At the same time, distribution is based on algorithm mechanisms to accurately match user groups. In other words, the emergence of Zhi+ has solved the problem of difficulty in acquiring customers during the corporate marketing process and has further clarified the subsequent marketing goals.

The above are the three forms of Zhi+ advertising. If necessary, you can find a professional agent to open an account. Only after completing the account opening can you place advertisements.

2. How to place ads on Zhihu?

Here I will focus on the delivery form of Zhi+. Zhi+ is delivered through content. If you have the ability to produce content yourself, you can use the following method.

1. Do a good job in the operational positioning of the account

The account should be positioned in a vertical field as much as possible, which will help accumulate topic weight and increase the number of recommendations. For example, travel topics, fitness topics, beauty topics, etc. The differences between industries should not be too big. Don’t write about the tourism industry and then suddenly jump to the real estate industry.

2. Improvement of basic account information

The account name, cover, introduction, personal profile, etc. should be as complete as possible. Because, through this information, users can have a general understanding of you, such as your name, "Beauty Master", then through the nickname, they can guess that you are in a beauty-related industry, and it can also allow those in need to pay attention to you in advance.

3. Open an account

Before placing Zhihu ads, you must first open a backend account for Zhihu advertising. Currently, Zhihu advertising requires finding an agent.

4. Prepare your content

1) Choose a good content topic

A good subject line can increase click-through rate. Therefore, when launching Zhihu+, you must first select the topic of the content, such as the hot topics that users are concerned about and the pain points that everyone reports in life. However, Zhihu advertising can be delivered through Zhi+, generally displayed in the form of content, and requires high-quality, in-depth content. Therefore, you can choose popular topics that Zhihu users are interested in, such as hot questions and answers that modern friends are concerned about, to arouse discussions and accumulate a batch of traffic for the company.

2) When promoting Zhihu ads, key tasks during the regular launch phase

Key points for optimizing conventional delivery:

• Considerations for single content delivery
• Optimization rules for overall account delivery

Key tasks in the expansion phase:

• Account expansion: multi-account operation
• Content expansion: article transfer, relocation, mutual selection, self-selection, multiple answers for one article
• Topic extension: Field-related

5. Advertising statistical analysis

Advertising statistics are to ensure that the data from advertising feedback can be better utilized. There should be more detailed analysis of advertising!

To place Zhihu ads, please contact Qinggua Media official