Zhihu advertising promotion, Zhihu advertising process

Today I would like to share with you the content of Zhihu advertising .

1. What are the advertising forms of Zhihu?

Zhihu’s advertising formats are diverse, including splash screen, information flow, search ads, etc. Below, let’s take a closer look at their features:

1. Splash screen advertising format

The splash screen advertising format can be seen by every user who opens the Zhihu platform, which has a forced sense of exposure and promotes brand exposure. This is just like shopping. The more you see, the more impressions you will have.

2. Information flow advertising format

Information flow advertising is a type of native advertising. When the advertisement is displayed, the word "advertisement" will not appear, allowing the advertisement to be digested by users unknowingly.

3. Search advertising format

Search advertising is popular everywhere. It conforms to the current search habits of users. Through the user's keyword search, relevant advertising content can be displayed, helping consumers save shopping time.

Zhihu in-site search ad position: 6th on search results page

Zhihu advertising styles can exist in the form of large pictures, text, small pictures, multiple pictures, videos, etc., making the advertising display effect richer.

In addition, when using the above-mentioned Zhihu delivery methods, you can use Zhi+ to maximize the advertising effect. Because Zhi+ can embed plug-ins during the content display process, when users are browsing the content, interested users can directly achieve conversion. (The content will be described in detail below)

2. Advantages of Zhihu Advertising

1. Zhihu Advertising Advantages

• High quality of user consumption

Zhihu has been serving friends in first-tier to fourth-tier cities, constantly answering their questions, and is deeply favored by the majority of friends. The majority of users are "highly educated" and "elite" users born in the 1980s and 1990s.

The users of Zhihu platform are mainly corporate management, white-collar workers, middle class and students. The characteristics of high education, high income and high consumption are not false. Most users do have strong consumption ability and awareness.

• Diversified advertising placement

The diversity of platforms leads to a more dispersed distribution of traffic. However, Zhihu's information flow ads can exist in a variety of advertising styles such as large pictures, text, small pictures, multiple pictures, videos, etc., and are distributed on different pages such as the app homepage, app answers, and app question pages. In this way, advertisers can choose different display formats based on the characteristics of their products and user consumption habits, and can retain more user traffic.

• Can be accurately delivered

The Internet is developing faster and faster, users have more choices, and they don’t like being disturbed by too much irrelevant information. However, Zhihu's information flow ads can use algorithms to first analyze users' interests and hobbies, and then conduct targeted promotions based on gender, age, region, etc., which can help advertisers achieve brand and effect integration without easily causing user disgust.

2. Popular industries suitable for advertising

Judging from the overall number of users on Zhihu, the current male-to-female ratio is basically 1:1, and 80% of users are young people under the age of 30, followed by young people aged 31 to 40. Therefore, it is more suitable for investing in comprehensive e-commerce, paid education, life services, social dating, games, home decoration and other industries.

PS: However, it should be noted that in theory, it is not recommended to invest in some sensitive industries, such as finance, medical care, online earning, etc.

3. Zhihu Advertising Process

1. Agent account opening

Zhihu officially authorizes high-quality agents to help advertisers open accounts. These agents are officially authorized and have legal validity, so if you want to place advertisements on Zhihu, you can directly find the corresponding Zhihu agent.

In addition, many professional Zhihu agents, in addition to helping with account opening issues, can also help advertisers provide a full range of services such as Zhihu topic selection, content writing, advertising placement, and effect monitoring due to their professional skills and rich experience. While achieving better advertising results, problems such as traffic and customer acquisition can be solved.

2. Zhihu delivery process

1) Open an account

To place advertisements on Zhihu, advertisers need to bring along their business license, legal person ID card, and relevant industry qualifications and find an official or officially authorized agent to complete account opening.

2) Pre-charge

To place advertisements on Zhihu, one needs to top up first to support the advertising consumption. Therefore, advertisers can negotiate recharges based on the specific agents they choose, which usually starts at 10,000 yuan.

3) Produce advertising content and creativity

According to the target audience, advertising materials and landing pages are created according to the product, and then targeted delivery is carried out according to the user's attributes.

4) Choose the ad placement

Zhihu has splash screen ads, information flow ads, and search ads. At the same time, Zhihu advertising content can exist in five types of advertising styles: large pictures, text, small pictures, multiple pictures, and videos, so advertisers can choose different display formats based on the characteristics of their products.

IV. About Zhi+

Recently, many people have come to consult Zhihu Zhi+ related issues, so I will talk about them here.

1. What is Zhi+

Zhi+ is the content service solution provided by Zhihu to enterprises and individual users that best fits the content ecology and platform value of Zhihu. It provides tools and services for the entire chain from content production to content distribution to content interaction.

Zhi+ can help you solve the output, delivery, optimization and effect monitoring of Zhihu content. Zhi+ can achieve conversion directly by inserting plug-ins in articles or Q&A.

Note: Zhi+ also needs to be activated by an agent before it can be launched

Currently, Zhi+ can achieve the following five conversion goals:

• External link jump
• WeChat Mini Program
• WeChat followers (one-click copy and post on WeChat or one-click share in Moments to add followers)
• Download APP (compatible with both terminals, supports monitoring)
• And jump to the product details page (JD.com, Taobao, etc.)

2. What problems can Zhi+ mainly solve?

• For individuals: If you have the ability to create high-quality content, you can take on tasks through Zhi+ to help produce suitable content and earn a certain amount of royalties.
• For enterprises: If the enterprise can produce its own content, it can use the Zhi+ topic selection tool to help select topics to ensure a basic level of exposure. While improving topic selection efficiency, it can also lock in an accurate content pool. If you are unable to produce content, you can use "knowledge + self-selection" or "knowledge + mutual selection" to solve the problem of content creation.

That’s all I have to share today about some knowledge about Zhihu advertising.

To place Zhihu ads, please contact Qinggua Media official