Tips for advertising on Weibo, Zhihu and other platforms, with case analysis

Weibo is a platform with very high user activity, with 195 million daily active users and 550 million monthly active users, with mobile users accounting for 93%.

The characteristics of the young user group create sparks between celebrities, KOLs, fans and brands. Today I will share with you 5 tips for posting on Weibo.

1. New style, use it early, vertical video ads, strengthen attention

The vertical screen style is as shown ↓

Advantages:

The style has a large layout (twice as large as the horizontal version), a high video playback completion rate (nine times that of the horizontal version), high attention (interaction effect increased by 41%), fast growth, and supports landing page jumps and product display pop-ups.

2. Comment area advertising, user sedimentation, can not be missed

The higher the relevance of the promotional content to the blog content, the higher the user's intention to read it. The creative planning suggestions are original and down-to-earth.

3. Banner ads on the main page, title + button, eye-catching & inducing conversion

Buttons can be set to participate/download/purchase, and jump links different from pictures can be set. Large pictures attract users, and buttons stimulate conversions. It is recommended that the material design hits the theme directly and be delivered to users with vertical needs.

4. Brand promotion, attracting new customers or maintaining brand, distinguishing between investment

For fan-increasing promotions, you can consider activities, sweepstakes, giveaways and other plans, or you can reduce display waste by excluding fan displays.

When maintaining old fans, you can focus on fun, interaction , etc., and manage them like a human being. The key is not to let users feel that you treat them as customers.

For example, the official account of Alipay has different speaking styles, and the small tails 7p, 8p, and 6sp all have their own fans.

5. Fan economy: take advantage of it whenever possible

The most prominent feature of Weibo is the fan economy. If there is a spokesperson, it can be used. Positive image guidance is very helpful in improving conversions, as shown in the figure below. At the same time, compare your own promoted products, topics, and vertical groups that can be targeted.

● How to promote e-commerce products on Weibo? Case Study

Weibo is a very popular topic, so when promoting a single product, you can use methods such as "Amway", "planting grass", and "recommendation". Of course, product selection is also crucial, such as snacks, cosmetics, health products, household items, Internet celebrity stores, etc.

Mr. Xue Hui from Sina Fans Channel once talked about this case. From the avatar, nickname to the text, layout and pictures, they are all relatively original and highly readable.

The beginning of the text uses modal particles to convey the reader's emotions, and the first-person description of details such as the scene and process reflects the attributes of "Amway", "recommendation" and "planting grass", increasing credibility.

There is almost no hard advertising content in the main text, but conversions are guided in the comment section. It would be even better if the accompanying pictures used the characters’ expressions to deepen the rendering of emotions and visualize the emotions of the text.

In addition to Weibo, another typical "grass planting" platform is Xiaohongshu, which is also gradually commercialized and very suitable for the promotion of Internet celebrity products. This promotion method is different from the single page of the second-class e-commerce we have shared in the past, and it is more challenging for the writing skills of the copywriter.

Here are a few key points for your reference:

1. Social attributes and celebrity effect. Try to use the first person or the perspective of a star/internet celebrity to recommend products.

2. Express emotions. Use some modal particles to express readers' emotions and stimulate their interest in reading.

3. The detailed description of the scene, combining movement and stillness, makes the picture more vivid.

4. The avatar, nickname, layout, pictures, etc. should be as original as possible and respect the tone of the platform. If appropriate, you can put a beautiful woman in it, and make sure that the beautiful woman is integrated into the usage scenario of the product.

5. Three people make a tiger, so the comment area is crucial. Customer testimonials should be designed from the user's perspective and from multiple angles to guide readers' attention and decision-making.

Even Baidu Medical has to start creating content. Marketing has gradually transitioned from traffic being king to content and social being king, so optimizers still need to improve their copywriting skills.

Next, let’s take a look at Zhihu ads. As a unique knowledge-sharing platform, Zhihu focuses on a high-quality user pool with high education and high spending power .

The characteristics of Zhihu question-and-answer platform make it very suitable for education and training-related advertising .

Let’s first look at an educational ad:

● Case 1 [Japanese language training advertisement on an education platform]

The page adopts the test question format, which is very common in education investment Zhihu. The slight difference is that the first screen is made in the style of a test paper. The inducement gimmick is that you can get a course for free if you answer 3 questions correctly. It is also painstaking to coax users to sign up. However, from the test paper on the first screen to leaving the order, checking the answers may make the overall logic smoother.

Novel routines are an effective way to increase conversions in an environment where promotion is highly homogenized.

● Case 2 [Hair loss related advertisements promoted by Zhihu articles]

Landing page: Popular science: How to prevent and treat receding hairline, seborrheic alopecia, and forehead baldness?

The overall content of Zhihu articles has been professionally endorsed (Zhihu account positioning, expert endorsement, knowledge endorsement, and answers in the comment section), and inducing conversion is to add WeChat to analyze the condition and plan.

The overall information is consistent and user acceptance is estimated to be high. Judging from the likes and comments area, the conversion rate should also be good.

In summary, the advantages of promoting Zhihu column articles are:

1. High user acceptance. Analyze based on a user’s pain point and induce conversion by solving the problem.

2. The word-of-mouth effect brought by likes and comments on articles can trigger self-propagation. After the article is published, it can exist on the Zhihu platform for a long time, and it has long-tail effects.

3. Articles can be hyperlinked (for on-site conversion), can be downloaded from the App Store, and can also be monitored by a third party.

Zhihu information flow advertising, industry launch cost reference:

Online school customer acquisition cost: 20-50 advertising coins;

Vocational training customer acquisition cost: 60-100 advertising coins;

Language customer acquisition cost: 50-100 advertising coins;

Financial registration activation cost: 80-200 advertising coins;

Game customer acquisition cost: 60-120 advertising coins.

The above is today’s sharing content.

Source: Aichisem