To learn how to master Zhihu marketing operations and promotion, read this article!

1. Why do you want to operate Zhihu ?

Let’s first look at a set of data: Zhihu has more than 100 million individual registered users, 26 million daily active users, an average daily visit time of 1 hour per person, and 18 billion monthly views. This shows that Zhihu has a large number of users.

Zhihu has many young people with high quality and strong purchasing power, which shows that Zhihu users are of high quality.

Zhihu is a question-and-answer platform. If users search for questions, the results are very, very accurate. So this platform has a large amount of traffic first and accurate users second. By operating Zhihu, you can expand your brand influence and attract targeted fans.

Zhihu has many unexpected ways to make money. Here is a picture of the starting price of likes on a certain platform. Although we don’t make money from likes, this is enough to show that operating Zhihu is very valuable. When I first started running Zhihu, I often joked with my teammates that I would work hard to get more than 20,000 followers so that I could get chicken legs at any time.

2. How to activate an account?

The first step is to register, set your nickname, avatar, self-introduction, and other settings of your personal homepage, and follow a principle so that others can click on your homepage to know what you do and what you are good at. In the personal introduction, you cannot put advertisements at the beginning, but you can leave your public account or WeChat later.

Once the account is registered, it is time to maintain it. To be on the safe side, it is best to maintain it for 15 days. Why do you need to maintain an account? To put it bluntly, it is to gain the trust of Zhihu and not let them think that you are just a marketing account. For any platform, the principle is to pay first and gain value before you can get what you want. The same is true for Zhihu.

Do these things within these 15 days: post ideas, publish articles, simply answer questions, pay more attention, comment more, interact more, and never advertise.

Zhihu has a salt value that represents the weight of an account. The higher the salt value, the higher the account value, the higher the corresponding account level, and the more rights and interests it enjoys. The level of saltiness is affected by activity, content quality, influence, and creativity, so we must output high-value content, focus on one field, and speak more to maintain activity.

Based on experience, the more focused you are, the better traffic support Zhihu will give you. So it is best to try to focus your answer on one area.

During these 15 days, I mainly focused on learning the writing methods and characteristics of highly praised Q&A, paying attention to more observation and summary, and at the same time paying attention to big accounts in related fields in order to learn.

Having ideas on Zhihu is equivalent to our circle of friends. It is best to post every day. You will find that your salt value will slowly increase. There are articles in Zhihu, which are equivalent to the articles in our official account. Zhihu Q&A is the best way to attract traffic.

3. How to prevent account blocking?

Some accounts were blocked just as they were starting to operate. It can be said that they "died before achieving their goal". There must be a reason for this.

Please note that one account has only one IP. If several accounts use the same IP, then if one account is blocked, there is a high chance that the other accounts will also be blocked. The best is a mobile phone + a mobile phone number = a Zhihu account

Don’t play hard advertising! Don’t play hard advertising! Don’t play hard advertising! The chance of being blocked is 100%, especially for new accounts.

What if you need to operate Zhihu accounts in batches? Download several browsers on your computer and don't use the same browser to answer questions. At the same time, restart the router every time you log in with a different number to achieve the effect of changing the IP.

4. How to find the right questions?

Everyone has their own method, and it mainly depends on experience. Generally speaking, questions that have large traffic and many followers on Zhihu are good questions.

Here are two methods. For example, if I work in new media, I can search for questions by keywords, such as: online marketing, new media entrepreneurship, online earning projects, online promotion, drainage methods, WeChat marketing, public accounts, copywriting, media...

Search with a keyword and find the answers with higher popularity.

The second question is to look at the similar questions recommended on the right, and filter out the answers that are consistent with your own positioning and have more than 2,000 views.

When choosing Q&A, you need to consider whether your target customers will read such Q&A. Don’t answer based on your own interests. Always remember what your users are paying attention to.

5. What are the characteristics of highly-rated answers on Zhihu?

It has powerful logical analysis ability, is true, has practical content, is interesting, and has a novel perspective. Let's analyze it in detail below.

How do you evaluate Mimi Meng? The first one with 41K likes

The characteristics of this answer are clear logic, well-reasoned arguments, professionalism, and extended topics. It is convincing and interactive at the same time. Anyway, you can't help but be convinced after reading it. Even if you agree with the point of view, you will admire the extent to which he explores the problem.

In the form of self-questioning and self-answering, the author explains step by step. For example, the opening question is "Who is Mi Meng?" The author uses numbers to explain.

Very clear, unambiguous, and the numerical descriptions give off a very professional feel.

Then the second question is raised, "Why are her articles so attractive?" The subsequent analysis is very powerful, with charts and examples, and the analysis is very rigorous. Every time a point is made, examples are given to support it.

If just doing these is not enough to get 41K, the author had a lot of imagination and started to play around. He created an internet celebrity named Mimi Meng and wrote down the process. Just this step attracted countless spectators.

In the end, they even displayed their own creations. To be honest, they had nothing to do with the question, but they were interesting and were able to showcase their unique talents and further spark discussion. Anyway, they were just hyped up in various ways, so there was no fear that they would not be popular.

This author keeps interacting with readers in every section, making people feel that the person on the screen is a talented person with a bit of a bad taste, yet still professional. Who wouldn't like such a personality?

The author is familiar with various ways of teasing. He has used almost all the routines that are highly praised on Zhihu. He has expanded the topic deeply enough. If you want to see professional analysis, I have it. If you want to watch something exciting, I have it too. And I am better at it than you.

This question and answer ranks second, with 27,253 likes. The full text does not exceed 500 words. It does not discuss the question and answer itself, but uses a story to write about the impact of the theme, and its victory lies in the plot reversal. It grasps the reader's psychology and is interesting and thought-provoking. Someone who is smart enough can do this, what if it becomes popular?

Ranked third, with 2944 likes, the angle is novel, the question leads to the author's own values ​​and establishes his own personal charm, the writing is very good and sincere and moving.

These three examples are not enough to prove all the characteristics of Zhihu's highly praised answers, but they can illustrate a problem: what kind of answers does Zhihu like? Remember these aspects: authenticity, strong logical analysis, sufficient professionalism, attractive personality, novel perspective, and interesting interaction.

Let’s take two more examples: “How can a newbie operate a public account from scratch?” The first answer received 1,264 likes. The characteristics of the answer are that it is humorous, authentic, contains practical information, and contains golden sentences. It shows a character who is not the best but is real and verifiable, has methods that can be learned from, and has thinking ability.

"What kind of reserve knowledge is needed for operations?" The characteristic of Shouzan is that it first explains the theory and then provides specific help materials. The key point is that the information is very comprehensive and touching. The professionalism is amazing and I have to praise it.

If you want to write a highly-praised answer, you need to find a point of entry based on your own strengths and do your best. For example, when I write answers, I try to do two things: have a novel angle and clear logical analysis.

However, I still see many great answers, but because of the timing of the answers, they are unable to come to the fore. Therefore, the sixth question discussed in this article should be "Zhihu's traffic layout."

It is recommended that when we use Zhihu, we should operate two accounts at the beginning. The big account should be used to build the brand and focus on the practical content, and the small account should be used to build the personal image. You can use two accounts at the same time. You can use the small account to answer more sensitive questions that are of particular concern, such as making money. Such questions can easily attract attention. You can embed your main account in the article and let the small account bring traffic to the main account. If conditions permit, you can also create more Zhihu accounts.

Zhihu rankings are closely related to likes and comments, so if you want your answer to be ranked at the top, you can ask your friends to like and comment on your answer at the beginning.

As for traffic generation, if you want more likes, you must plan the content of your answers, with character settings and golden sentences. If you only have useful information, the result may be more collections than likes. Don't ask me why I know, this is human nature.

Friends who want to operate Zhihu must find a good positioning, output content in vertical fields, and create high-quality content. As for how to improve the ability to create content, there is also a systematic method, but it cannot be explained in a few words or achieved in a short time, so I will not go into details here.

Finally, I would like to share a sentence with you. What I said is that the method that seems to be the most troublesome may be the shortcut. Doing things requires the right method, and sticking to the right method is the shortcut.

Author: Xingyue walks forward Source: Jianshu