Tips for promoting Internet products on Zhihu!

Today I would like to share with you my experience in promotion on Zhihu.

Before promoting, you should first understand what the Zhihu crowd is like and whether it matches your product. Secondly, you need to figure out what Zhihu’s gameplay is. Only after you understand everything can you start promoting. Today I will talk about Zhihu people and how to play Zhihu.

1. Zhihu Crowd

Zhihu is an online question-and-answer community that connects users from all walks of life. Users share their knowledge, experiences and insights on Zhihu, providing a steady stream of diverse information to the Chinese Internet. To be precise, Zhihu is more like a forum: users can discuss topics of interest and follow users with similar interests. For conceptual explanations, online encyclopedias cover almost all your questions; but the integration of divergent thinking is a major feature of Zhihu. In addition, the Zhihu website has a relatively large weight and ranks very high in Baidu searches.

The common characteristic of Zhihu users is that they have a strong desire for knowledge , and their user characteristics are "high education, high income, and high consumption" . The large amount of high-quality content on Zhihu is one of Zhihu's core competitive advantages and one of the main reasons for its wide user base.

2. How to promote Zhihu

Regarding how to play, the simplest way is to place information flow ads and brand ads on Zhihu to promote the product. Another way is to use institutional accounts for content marketing, but this requires a certain level of content output capabilities.

1. Information flow advertising promotion

The advertising spaces on the site include home page ads, question page ads, answer page ads, splash screen ads, PC graphics and text, PC rectangles, and brand ads.

Ad styles include large pictures, text links, small pictures, picture groups, and PC rectangles. The targeting system includes basic targeting, interest targeting, and custom population targeting.

Based on the long-term accumulation of user behavior and advertising data, Zhihu provides rich samples for advertising estimation models. According to current data, the site is very suitable for advertising in industries such as education, e-commerce, games, tools, social networking, brands, life and entertainment .

2. Content Marketing Promotion

Zhihu's core advantage is that there are a lot of high-quality content on the site. Users browse the content they are interested in on the site and use the high-quality content to promote their products. The behaviors of users on the site are as follows:

This platform can provide services such as content mining and creation, high-quality content acceleration and conversion for individual and corporate creators.

3. Zhihu Operation Methods

1. Ask and answer your own questions

As the poster said, registering two accounts, one for asking questions and one for answering them, seems feasible, but there is actually a problem, which is that there is no exposure. It is like you are asking and answering questions by yourself in a hidden corner (accidentally becoming a hot topic), which is contrary to your goal. What is your goal? The purpose of promotion is to let more people see it. There is no point in answering a question that no one will read. Although this exposure route is not feasible, the search route is still feasible. I have always divided promotion into two paths, one is exposure and the other is search. Some people have always said that Zhihu is the Baidu of 10 years ago. First, they recognize Zhihu's search and question-answering functions. Second, they recognize that Zhihu's user base and user habits are slowly catching up with Baidu.

For example, if you are running a video material website, your positioning could be: a free, commercially available high-definition material website. This question may not be asked very often, but some people do ask it, so you can ask it yourself under a pseudonym: Where can I find a website with free high-definition materials for commercial use? In this way, you can reply to the website name and domain name under another account. Similarly, other types of websites and various positioning can use this method to layout, and even layout a variety of "long tail words". Those who understand Baidu SEO will definitely know this.

Once again, since Zhihu has a very high weight, its content will also be included in Baidu. Therefore, a high-quality question-and-answer content will not only gain search traffic on Zhihu, but also on Baidu.

2. Answers to popular topics

What we are talking about here is more about exposure traffic (same as mentioned in 1, there will also be search traffic). Hot topics are purely based on personal ability and the practical value of copywriting materials.

Hot topics can be mainly obtained from the daily hot list, which is a bit similar to the hot list on Weibo. The principle is the same. If there are many people paying attention to the topic, and you can produce high-quality content under the topic, you can get more attention.

Of course, don't just jump on the topic for the sake of jumping on the topic. You must find areas related to your industry and products to answer. Increasing the "weight" of that industry or field will greatly help improve the ranking of your future answers. A high-ranking answer to a hot topic will definitely gain more high-quality fan traffic, which can be used to effectively implant your Internet products and gain more exposure and conversions.

3. Private domain traffic conversion

This is a popular term in recent years. In fact, the idea of ​​private domain traffic has been started by Wechat business as early as 2012. Apart from the criticized issue of recruiting people, the success of Wechat business still lies in the fact that there are a lot of people who are truly dedicated to making and sharing products. The conversion of private domain traffic is the key factor to their success. This is also why all major industries have begun to develop their own private domain traffic. Private domain traffic is nothing more than directing users from other platforms to WeChat or enterprise WeChat to achieve deeper communication and reach with users. More importantly, this reach is anytime and free.

Therefore, the Zhihu promotion conversion path for designing products is as follows:

1. Build your own private domain traffic, such as setting up a dedicated WeChat customer service, WeChat group, or member group

2. Set up baits on major platforms. For example, if you run a website, there will generally be a membership system (to make a living). You can design baits, such as adding WeChat to give away 7-day memberships for free, so that users can try, use, like, and then become long-term customers.

The same gameplay can be applied to all major platforms, of course, it still depends on the user portrait and promotion needs of the platform.

Related reading:

Zhihu’s operational strategy

Creative analysis of advertising on Zhihu platform!

Practical operation! 4 tips for attracting traffic from Zhihu!

Zhihu account anti-ban rules and product promotion guidelines!

Zhihu’s traffic pool!