How to use Zhihu to achieve precise traffic generation?

Ten years of hard work, one day to test the sharpness

After 10 years of development, Zhihu has finally received market attention in recent years, but compared with other platforms, Zhihu is not taken seriously enough.

Today we are going to talk about a way of drainage that some people may not pay enough attention to - Zhihu drainage

1. What are the characteristics of Zhihu?

1) Market Data

Data source: ASO114, first published on Zhihu, watermark is the personal Zhihu account

From the above download statistics, we can find that Zhihu still has a relatively dominant position in knowledge-based paid products, with its download volume exceeding the total of Duoduo and Jianshu. This is inseparable from Zhihu's broad user base. Zhihu already had a high reputation before launching various knowledge payment functions, and therefore has the largest number of users.

The huge number of users is a major advantage of Zhihu in the monetization process. With high-quality users and a large number of users, it is not difficult to imagine that Zhihu's payment model is guaranteed to be implemented smoothly. Of course, we have to note that a considerable proportion of Zhihu users are still non-paying users. They only use Zhihu's question-and-answer mode and may not necessarily buy into the Live mode and reading.

2) Product features

Rich interactive mechanism

The interactive mechanism is very rich. In addition to likes and comments, there are also functions for collecting, thanking, sharing, not helpful, and reporting answers. In this way, there are as many as 8 operations for a user to answer.

Through so many operations, the computer can understand the characteristics of an answer more accurately through data, and know whether the answer is correct, whether it violates the regulations, or whether it is irrelevant. Under this excellent mechanism, excellent answers can get a lot of exposure, while those answers of low quality or involving advertisements will be folded directly, so that users can save a lot of time without having to see those poor quality answers.

Invitation to answer mechanism

Any user can ask a question. Just add a tag when posting. After the posting is successful, Zhihu will match high-quality answerers based on the tag, and the user can invite high-quality answerers to answer.

On the one hand, this model can reduce the waiting time of users and allow users to get responses in a relatively short time. In addition, this method can also allow the right people to answer the right questions, improve the accuracy of answers to questions, and enhance the level of Zhihu Q&A.

Idea function

Zhihu's idea function occupies the first-level entrance, and its mode is somewhat similar to WeChat Moments or Weibo.

This function can be used to increase user usage time and increase communication between users, ultimately achieving the goal of increasing daily active users and user stickiness.

3) Summary of features

1. Create a high-quality Q&A community through precise evaluation of answers and invitation mechanism;

2. Live lectures, private lessons, and bookstores together constitute the knowledge payment function module;

3. The idea function makes it more social and increases intimacy between users.

2. Why can Zhihu increase the number of followers of public accounts?

I believe that this is not the first time that you have heard of the term Zhihu drainage. New media people are familiar with it, including many big accounts who also obtained their first batch of seed users from Zhihu.

For example, the founder of "Goddess Evolution" with 1.5 million fans, Si Zhuren, successfully directed her more than 600,000 fans on Zhihu to the official account, completing the cold start; the founder of "Hardcore Fitness" with millions of fans, Bin Ka, is also a big V with 420,000 fans on Zhihu, and "Du Shaofei" with millions of fans also started with 250,000 Zhihu fans, and many other classic cases of Zhihu traffic diversion.

In fact, it is very simple to attract traffic on Zhihu. There are only two aspects.

1) Question and answer traffic generation

According to public data, Zhihu currently has nearly 200 million users, with a total of 25 million questions and nearly 100 million answers. Among the nearly 100 million answers, nearly one-fifth contain public account information.

The operating vane is the previous name of this account

Moreover, unlike public accounts, the life cycle of an ordinary article on Zhihu is only two days. Answering a question on Zhihu will generate long-tail traffic because the question is repeatedly retrieved. In addition, if your answer continues to receive "likes", its ranking among all answers will continue to improve, and the exposure of the public account will also increase accordingly.

2) Search on WeChat

In WeChat's "Search", Zhihu's mini program "Zhihu Hot List" will match the corresponding questions and answers.

At present, Zhihu's hot list basically occupies the first place of each keyword in "Search", and high-quality answers will be directly displayed at the first place, directly achieving exposure and traffic in WeChat

3. How to use Zhihu to accurately attract traffic

1) Clear positioning

Operating a Zhihu account is the same as operating a public account. It requires a clear positioning and setting up relevant avatars, names, and introductions.

And find and pay attention to related category topics, such as the operation vane, which focuses on answering questions in new media and operation-related categories. Remember not to cast a wide net, and let users know clearly which category you are focusing on.

Find questions in relevant categories and provide high-quality answers

2) Answer ranking optimization

Zhihu's sorting algorithm is called the Wilson Score algorithm

Simply put, after a new answer is submitted, the question will be recommended to a small number of people. Within a certain period of time, the system will calculate the ratio of likes and dislikes for the answer to judge its quality. The higher the quality, the greater the weight, and the higher the recommended ranking will be. This will ensure that high-quality answers are pushed to more people.

Therefore, the period after submitting the answer is very critical.

In addition, in order to encourage the improvement of vertical content, Zhihu clearly states that "continuously focusing on a fixed field will make it easier to gain attention and spread content." Under a question, it tends to give "high-quality answerers" in that field a higher weight and put their answers in the front.

Therefore, if we want to improve our ranking, only if the answer gets a certain amount of likes in a short period of time after being published, will it have a chance to be recommended by the algorithm and be viewed by more users in the attention column on the APP homepage.

In summary, these are my little tips on how to attract traffic to Zhihu. Welcome more friends to add me on WeChat to communicate with me.

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Author: Zhao Zichen Vic

Source: Zhao Zichen Vic (yunyingfxb)