Zhihu brand promotion skills and cases

Doing brand promotion can increase your own visibility, thereby helping the brand attract more customers. As the largest Chinese Internet platform, Zhihu contains content in a variety of vertical fields, including e-commerce, health, education, fashion, food, travel, and technology, which fully covers user needs. Therefore, it is very appropriate to do brand promotion on Zhihu.

You can quickly understand the dry goods content shared today through the following directory:

Table of contents:

1. Free promotion
2. Paid Promotion
3. Zhihu brand promotion success case
4. Zhihu promotion skills sharing

Currently, brand promotion on Zhihu can be simply divided into two forms: free promotion and paid promotion. Let’s take a closer look at these two aspects below.

1. Free promotion

Free promotion is more about producing high-quality content by yourself, and then attracting customers through soft articles. If this is the case, the following points must be done:

1. Clear account positioning

Since its launch, Zhihu has been serving all 420 million "problem consumers" in China, from first-tier to fourth-tier cities, aged from 16 to 60, for the past decade, allowing people to efficiently obtain reliable answers, so its user stickiness is very strong. However, everyone’s interests and needs may be different. So if you want to do a good job of brand promotion on Zhihu, a clear account positioning will greatly improve the effect of attracting traffic and acquiring customers:

• Who are you
• What are your brand advantages?
• What user groups does your brand serve?

There are two types of personalities on Zhihu accounts that have commercial value:

① Eyewitnesses • Education field - studied • E-commerce field - bought • Finance field - earned • Maternity and baby field - gave birth

②Experts • Education field - teachers/students • E-commerce field - assessors • Finance field - practitioners • Maternal and child care field - doctors

PS: Regarding the establishment of personal character and the direction of content output, you can refer to excellent creators in the same field.

Only when users know you well enough can they actively help you spread your brand, attract more users to pay attention to you, and achieve brand promotion. Everyone says that the first impression is important, and a clear positioning of a Zhihu account can enhance users' first impression.

2. Persist in producing unique brand content

Since you want to do brand promotion, it is essential to output high-quality content related to the brand or in the vertical field. It can allow users to understand the brand information more deeply through the content. Another benefit is that you can show your face more and let more people know you. Therefore, you need to persist in producing unique content that is in line with your own brand. Moreover, being more active and posting more content can increase your account salt value and unlock more ways to play.

For example, DingXiang Doctor maintains a daily update frequency, produces content and answers related to its own brand, and has accumulated more than 3 million fans.

2. Paid Promotion

Paid promotion is also easy to understand. You either directly advertise or spend money to buy traffic. There are several forms of paid promotion on Zhihu.

1. Information flow advertising

Zhihu information flow is a form of advertising that is close to the original ecology. It can carry out multi-user targeting, support conversion forms such as downloads/forms/products, and can achieve long-term and continuous exposure and sales, achieving the effect of laying out a "long line" and catching a "big fish".

1) Precise targeting

By analyzing the basic attributes of users through data, such as gender, age, interests and hobbies, consumption habits, browsing devices, etc., and then conducting targeted promotions, this will not only avoid interfering with unnecessary users, but also improve user stickiness.

Directional system:

• User attributes
• Industry Preference
• User Conduct
• Advertising Behavior

2) Various forms of advertising display

Zhihu information flow supports a variety of displays such as small pictures, large pictures, videos, and text, so it can be well combined with different creative ideas to form different gameplays, providing more possibilities for product display and brand promotion.

Moreover, this form of content is more likely to stimulate the audience's initiative and promote their acceptance, sharing and secondary dissemination. On the one hand, it attracts users' attention through exposure, and on the other hand, it achieves actual target conversion. It is a win-win situation.

2. Use Zhi+

Zhi+ is an official paid tool, or more precisely, a set of Zhihu content service solutions that helps good content accelerate into good business, and is committed to providing complete content solutions for companies and individuals with different capabilities and needs.

It can accurately push your content to target users, helping companies increase exposure and achieve accurate traffic conversion.

In addition, it has the following advantages to accelerate the brand promotion effect:

1) Leverage high-quality content and advertising

Through content operation layout search, hot list, questions, etc., we can reach target users in an all-round way and comprehensively enhance brand impression. Then, combined with information flow advertising analysis, we can tap into potential users, thereby improving customer acquisition efficiency and promoting brand awareness.

2) Efficient plug-ins improve brand promotion effects

Inserting plug-ins into the output content can effectively coordinate the conversion effect. At the same time, by providing high-quality answers to decision-making users, we can meet their precise needs and ultimately guide consumption with content.

3. Zhihu Brand Promotion Success Case

Case 1: RoboMaster

Through Zhi+ promotion, the questions from 6 months ago received a lot of exposure, reading and interaction, and product introductions and purchase guides were embedded in the content to achieve precise conversion, 13,536 readings (single reading cost 0.3 yuan), 737 plug-in clicks (plug-in click cost 5.4 yuan)

Case 2: Purchase of Blue Fairy Smart TV

The article "TV Buying Guide" has only 9460 words, 70% of which is about popular science about LCD smart TVs. It starts with education from the perspective of demand selection. In the high-level planting stage, it has achieved more than 18,000 orders and 50,000,000 GMV.

4. Sharing of Zhihu promotion skills

1. Take advantage of the popularity of the hot list

The popularity value of content in Zhihu's hot list is calculated based on a comprehensive analysis of dimensions such as the number of views, interactions, professional weighting, creation time, and time on the list of the content in the past 24 hours. Therefore, pay more attention to some KOLs, answer the questions they answer, and then cold start the answers through mutual likes, so that the answers remain in a relatively good position and achieve rapid traffic generation.

2. Pay attention to the value of the content

On the fast-growing Internet platform, information is overflowing. Users do not lack information but rather lack quality information. However, Zhihu has always used original and authentic content as one of its community management rules. Therefore, in order to promote and attract traffic on Zhihu, you must write good content and ensure the originality of the content.

In addition, it is necessary to improve the timeliness of content and give full play to the value of content; allow users to access content beyond the issues they are concerned about, expand the boundaries of user content consumption, and increase user stickiness to content.

Regarding topic selection, you can also use corresponding tools, such as 5118, Xinzhi Magic Cube, etc., which are more popular.

This is all the knowledge I would like to share with you about Zhihu’s brand promotion.

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Author: Guangzhou Xingya

Source: Guangzhou Xingya