Zhihu Promotion and Traffic Draining Strategy

Today I will share with you a low-cost, high-return customer acquisition channel: Zhihu

1. Ultra-low cost: You don’t need to accumulate fans or advertise, just answer the questions well.

2. Continuous compounding: After a question is answered once, it can continue to be exposed and attract traffic.

3. Accurate demand: It is also accurate search traffic, but the competition is much less than Baidu! ! !

My usual thinking: Which platform should we go to for drainage?

Reference 1: Platform traffic

Reference 2: User Quality

Zhou Yuan, the founder of Zhihu, previously published a piece of data:

As of December 2020, Zhihu's monthly active paying users have exceeded 2.5 million, the total number of content has exceeded 3 million, and the annual number of visits has exceeded 3 billion.

The 3 billion traffic every year comes not only from the site, but also from search engines!

Off-site search engines have higher weight, and the weight of each search engine is as high as 9

A question or article can be indexed by Baidu, 360, Sogou, Shenma, Toutiao, and WeChat search at the same time...

Among Zhihu’s active users, young people aged 18-35 account for about 75%

It is easier to set a high price for users in this age group.

The fan composition of Zhihu is: highly educated, middle-class, white-collar workers, programmers and other groups. The fans are of high quality, strong economic strength, strong purchasing power, and are discerning about products, demand quality, and are less sensitive to price.

In addition to large traffic and high-quality users, Zhihu has four major advantages that far exceed your imagination.

1. Low competition, a blue ocean market

With so much traffic, there is little competition.

2. The traffic is not only large, but also very accurate.

3. High content quality and high trust.

4. Long-tail traffic, everything you write down is investment, you can gain followers even if you do nothing

1. First, you need to create an account that can attract traffic. The process is as follows.

Step 1: Register an account using your mobile phone number, and use one phone, one number, and one IP address. Do not connect to WiFi during the whole process.

Step 2: Complete your account information. If you want fans in a certain field, package yourself as an expert in that field. Be careful when choosing a name. You can only change it once every six months. Remember that you cannot leave contact information for attracting traffic on your new account, otherwise your account will be blocked.

Step 3: Brush up on Zhihu (maintain an account). Open Zhihu and click on the answers on the recommended page on the homepage. Brush up three times a day for 100 hours each time and like 3 to 5 answers each time.

Step 4: Pay attention to topics in the industry. Taking spoken English as an example, search for the industry topic “spoken English” on Zhihu, click on it and read related answers to maintain your account. While browsing industry topics, follow 3 to 5 accounts with more than 10,000 followers every day;

Step 5: Collect popular questions. Browse Zhihu for 5 to 7 days. During this period, you should continue to collect popular questions. There are essences under each topic on Zhihu. Collect these answers so that you can find questions with a large number of followers but few answers in the future.

Step 6: Open a membership on Zhihu. I firmly believe that spending money can increase the weight of the account, which is equivalent to paying "protection fees" to the official.

Step 7: Answer popular questions. It is recommended that you operate on the PC, which makes it easier to complete operations such as typing illustrations;

Step 8: Use personal profiles and private messages to attract traffic. When your account reaches level 4, leave your public account in your signature and introduction.

2: Start drainage operation

At present, Zhihu has 4 precise drainage paths:

①Answer popular questions. That is: search for keywords such as your own industry, products or needs, and attract the attention of targeted users by answering hot questions.

② Leave advertisements in the comments to answer popular questions to block traffic.

③Directly publish high-quality original articles.

④Ask yourself and answer your own questions.

⑤ Video traffic generation

That is: Account A asks questions, Account B answers, and Account C likes and comments, etc. to attract the attention of users with needs.

Path ①: Answer popular questions to attract traffic

Remember, you must include both pictures and text, and include some before-and-after comparison pictures. The more realistic the better. The text does not need to be long, about 100-400 words will be enough. Don’t know how to write content? For example, for this question [Is it so difficult to remove acne scars?], you can go directly to Xiaohongshu to find the answer, read and learn from other people’s notes, and then rewrite it in your own words to make it original.

Before answering other people's questions, that is, before you do the traffic generation, prepare some Zhihu interactive accounts, at least 30 are recommended.

After answering other people's questions each time, check the interaction within 72 hours: A. If the answer has 0 interaction, continue to use the answer number to answer popular questions; B. If there are user replies, likes and other interactive behaviors, use the 30 pre-prepared interactive numbers to like (20) and comment (5) on the main answer number's comments, so as to help the answer content enter the Zhihu "Wilson Score" algorithm mechanism, and the system will recommend it to more users for browsing.

Where do the 30 Zhihu interactive accounts come from? You can directly register in batches on the code receiving platform. After registration, set a password and save it for reuse every 7 days. The cost is 0.1-0.2 cents per password and it can usually be used twice. It is recommended to use an Android phone, Xiaomi or Huawei, which can open Zhihu twice, one device and two accounts, which can greatly improve work efficiency.

Path ②: Leave ads in comments on answers to popular questions to block traffic

Zhihu is a very high-end platform, so it is particularly important to know how to write high-end answer copy. In other words, the content of your answers requires you to have sufficient professional knowledge in order to win the hearts of Zhihu users.

Therefore, when you choose a question related to a certain field, it is best to check the relevant information before answering the question. The answer should be as professional and targeted as possible, and do not deviate from the topic.

Here I will tell you about the ranking mechanism of Zhihu answers. To put it simply, Zhihu's algorithm is that when you answer a question, Zhihu will push it to some people who are paying attention to the question, such as the person who answered the question, the questioner, and other followers, and let them vote on your answer.

You will be scored based on the number of votes you receive, and then decide whether to push it to others, as well as the ranking of your answers, etc. (Friends who use Toutiao a lot must be familiar with this).

Zhihu marketing should avoid "soft-text replies", because most of Zhihu users have an amazing amount of reading and experience, and they can see through it at a glance. The best strategy to adopt is: directly and unreservedly contribute value, thoroughly solve the problem, attract others to view your personal signature (leave contact information in the personal signature), or send you a private message, and then direct one-to-one traffic to WeChat for transactions.

Path ③: Directly publish high-quality original articles

When writing this, pay attention to three points: one is the title, two is the content, and three is the promotion.

1) Title: Use long-tail word expansion tools, such as Baidu Keyword Planner, 5118, Aizhan, etc. to find out what users are most concerned about the product, and keep it simple without going into details.

2) Content: Just talk about the method (600-1000 words) + multiple before-and-after comparison pictures. Do not advertise. Users who are interested will comment or send private messages for consultation.

3) The principle of boosting is the same as answering popular questions above, encouraging friends to comment and like the article in small amounts and in a rhythmic manner.

Path ④: Ask and answer questions by yourself

Path ② is simple to execute. Even a newly applied account can comment freely, and the threshold is low. However, the answerer can delete the comment directly, and other users can report the comment at any time. The probability of being deleted is high, and the effect is not ideal. The advantage of path ④ is that it will not be reported even if a hard advertisement is posted, and the survival rate is high. The disadvantage is that the exposure is too dependent on system recommendations, and the traffic for non-hot questions is almost 0. Therefore, instead of taking a chance on hot questions, it is better to use the content to answer existing hot questions, which will be more effective.

3. Points to note when attracting traffic on Zhihu

① Release value and give others a reason to pay attention to you

No matter what type of account you create, you must write content that crushes your competitors and makes the readers feel "happy"

②Increase interaction and connect with fans

When fans ask questions in the comment section or private messages, be sure to respond and try to reply to every comment.

③ Maintain passion and don’t let desire control you

Zhihu is a text-based self-media, and running a self-media is a process of accumulation, which takes three months to complete.

4. Common Problems

1. Luring users, such as using nicknames or personal signatures to guide users to add WeChat, or leaving an advertisement at the end of the answer to a question, that is, guiding users to follow the public account to get XXX, but the account will be closed down after being reported by users;

2. Device problem. People who have really practiced Zhihu traffic diversion should have encountered this. Sometimes, the account dies for no reason without doing anything. In this case, it should be that your device has been blocked before. Just change the device to register and operate;

3. Regarding the IP issue, it is strongly recommended that each account has one IP. If several accounts use the same IP and one account is blocked, the other accounts may also be affected. How to change IP? Use 4G network, switch to flight mode twice, and the IP will change;

4. Don’t use hard advertising, unless your field can only use hard advertising, then you can use hard advertising to answer questions around your product. Otherwise, a hard advertising will have no effect on high-end users like Zhihu, and your account will be blocked.

5. Reports from peers. There is nothing much to say about this. Chinese people just like to argue with each other, which results in both sides being hurt. Originally, we could have made money through harmony and eat meat together, but in the end, no one even had soup to drink. What else can I say?

6. The content is sensitive. Remember, don't talk about politically sensitive topics. Even if you become a big V, it won't work if you touch the bottom line. You will have to be blocked. You must have heard about how many big Vs were blocked when Zhihu was being rectified. In fact, no matter where we promote, we must not post content that violates the law. The platform cannot risk being rectified just for you.

7. Inevitable problems, like some accounts with no authority, can delete their answers by simply reporting them. To put it simply, it is very easy for a big V to delete your answer. They just need to call a few friends to get rid of your answer. Another method is to call the Internet water army to mess up your account. All of them are useful (knowing this, don’t use this to do bad things, malicious competition will fall into a vicious circle).

Batch operation on computer: Be sure to download several browsers, such as the common IE, 360 Security Browser, Firefox, The World, TT, Sogou, Google, Opera, Maxthon, Rainbow Browser, QQ Browser, etc. Then cooperate with **. The function of ** is to change the IP. Each account corresponds to a browser and an IP.

Batch operation on mobile phones: Be sure to prepare multiple mobile phones . Clear the browser cache every time you change accounts, and then switch to flight mode twice, so that the IP address will change.

In conclusion:

Although the effort you put into attracting traffic to Zhihu is twice that of other platforms, the rewards you gain are also twice that of other platforms. Believe me, Zhihu is a very good channel for attracting traffic, and it works very well. If you do it to the extreme, you will definitely succeed!

Related reading:

The forms and methods of Zhihu promotion

How to promote traffic and acquire customers on Zhihu

2020 Zhihu promotion and traffic generation skills!