In 2020, talent shows were popular, such as "Sisters Who Make Waves", "Youth With You 2" and "Creation Camp 2020", making "breaking out of the circle" a goal pursued by everyone. But in addition to the contestants, brands are also further exploring their own ways to break out of the circle.

The first thing to be affected is the popularity of content marketing. On major content platforms, such as Zhihu, a number of KOLs have begun to emerge to serve as brand promotion services. This has also led to users' doubts about the joint efforts of KOLs and platforms to "make money".

As the advertising form that can best achieve brand-effect integration and is not likely to cause user disgust, information flow advertising is still the best choice for advertisers when placing ads on content-based platforms.

The following analysis takes the typical content platform - Zhihu as an example.

By counting the attributes of Zhihu users from this year to August, we can find that there has been a slight change in the male-female gender ratio compared to the first half of the year.

Overall, there is a trend of slightly more female users than male users. 80% of users are young people under 30 years old , followed by young people, and the proportion of the elderly needs to be improved.

Which specific industries are more suitable for placing information flow ads on Zhihu? Who are the popular advertisers? What are the characteristics of the materials and copywriting of information flow advertisements? This article analyzes the Zhihu advertising intelligence tracked by App Growing from June to August to help everyone better understand the trends and material characteristics of Zhihu’s information flow advertising.

01 Which industries are hot on Zhihu, and what are the characteristics of their advertising copy and material formats?

Judging from the overall platform investment situation, social dating and gaming industries are the two key industries, with similar shares at 21.54% and 20.23% respectively. However, comprehensive e-commerce, which was the top industry in Zhihu's advertising investment in April and May, slipped to third place.

It is speculated that the reasons for the increase in the number of social dating ads are, firstly, that the advertisers of social dating ads are building momentum for the Chinese Valentine's Day in advance, and secondly, that it is graduation season, and single young men and women are entering the workplace for the first time. They are busy with work and have a small social circle, so their demand for making friends increases.

Based on Zhihu's own attributes as a "text community", pure text delivery is still the mainstream way of delivering Zhihu's information flow . In addition, pictures account for 26.79% and videos account for 9.93%.

02 In App delivery, which styles/categories are more popular, and which top advertisers are competing for the volume?

2-1 The proportion of Three Kingdoms mobile games is high, war and fairy tale mobile games have obvious advantages, and stranger dating apps have strong growth

In the advertising of game apps, the total share of Three Kingdoms, war and fairy-tale mobile games exceeded 70% , of which Three Kingdoms mobile games alone accounted for 40.39%. This is related to the focus on the placement of "Romance of the Three Kingdoms: Strategic Edition" and "Romance of the Three Kingdoms Fantasy Continent" on the Zhihu platform.

In addition, the increase in the scale of advertising for "Jian Wang 3: Fingertip Jianghu" and "Qian Qiu Ci" on Zhihu has increased the proportion of fairy-tale mobile games to 16.09% .

Based on the overview of Zhihu platform advertising from June to August, social marriage and life services are key industries with relatively high advertising numbers, so stranger dating and life service applications are showing a relatively stable upward trend.

Among them, the number of stranger dating apps increased significantly, which was strongly correlated with the strong demand for making friends among young people during this period . However, the number of discount sale apps quickly declined after reaching its peak in June. It is speculated that this was caused by the decrease in the number of advertisements for discount sale apps "What's Worth Buying" and "Rebate" on the Zhihu platform .

2-2 6 social apps made the list

Based on the mobile advertising intelligence we tracked from June to August, we further compiled the top 10 games and non-game apps with the most advertising on the Zhihu platform as follows.

The top 10 non-game apps are mostly social apps, with "Test Your Horoscope", "Magnifying Glass for Friends", "Hertz", "Little Deer", "CHAO" and "Little Red Book" making the list. "What's Worth Buying" and "A Little English" are still the key app advertisers on the Zhihu platform.

The top mobile games are mainly of the Three Kingdoms and Xianxia types, with large investments in "Romance of the Three Kingdoms: Strategy Edition", "Romance of the Three Kingdoms Fantasy Continent", and "Jian Wang 3: Fingertip Jianghu" .

03 What are the characteristics of Zhihu advertising creative materials?

The following focuses on the advertising copywriting routines and advertising material routines in the four major industries of social dating, games, comprehensive e-commerce, and life services .

In general, interrogative sentences are a common usage in Zhihu advertising copy, which focuses on hot issues in various industries, highlights key words and hits the point directly . The following are some common creative points of advertising copy in various industries.

3-1 Analysis of copywriting in the top industries on Zhihu platform from June to August

3-2 Analysis of top industry materials on Zhihu platform from June to August

The advertising materials on Zhihu are mainly in the form of pure text or pictures . Since the platform tone and user attributes of Zhihu itself tend to be "highly educated" and "elite", advertisers will provide separate text or pictures that match the style of Zhihu when placing ads on Zhihu.

The following analysis takes the social dating and comprehensive e-commerce industries, which were hot investments on Zhihu from June to August, as an example.

1) Creative inventory of social dating industry advertisements, focusing on making friends based on interests, attracting young people

For example, the advertising materials of the "Magnifying Glass Dating" App on the Zhihu platform are mainly real-life pictures . Since it mainly attracts highly educated young people, the colors of the pictures are fresh and light, creating an atmosphere of single literary young people. The copy mainly emphasizes keywords such as "interests" and "three views" , and is relatively restrained.

On other platforms, the focus is mostly on highlighting the girls' looks and figures, with the key words in the copy being "divorced and single", which is quite explicit.

2) Comprehensive e-commerce advertising creative inventory, mainly digital 3C products

The overall advertising image of the "What's Worth Buying" App on the Zhihu platform mainly displays products in a concise and clear manner. The products are the absolute protagonists of the pictures , and the product types launched during the period of June to August are mainly digital 3C technology products.

For high-priced goods, users have a long decision-making period, and Zhihu is a platform for 3C enthusiasts to make strategies, so the copy mainly emphasizes how to do homework and how to buy at a better value to attract target users .

On other platforms, the main products are small daily necessities, the pictures are relatively simple, and the prices of the products are highlighted. The copy emphasizes keywords such as "discount", "cheap" and "free".

In general, the overall style of Zhihu's information flow advertising is in line with the preferences of young people and the "highly knowledgeable" and "elite" tone of the Zhihu platform, with pure text materials as the main component and pictures as the supplement.

When making picture materials, you need to pay attention to the quality of the pictures, make the pictures simple and clear, create the right tone and atmosphere for the pictures, highlight the product itself, and make the keywords in the copy clear.

Author: App Growing

Source: App Growing