Zhihu traffic growth rules!

In the past November, Zhihu released its Q3 2021 financial report. The financial report shows that Zhihu achieved revenue of 823.5 million yuan in the third quarter, a year-on-year increase of 115.1%; the average monthly active users (MAU) exceeded 100 million for the first time, reaching 101.2 million, a year-on-year increase of 40.1%; the average monthly number of paying members was 5.5 million, a year-on-year increase of 109.9%.

It is worth noting that Zhihu’s Q3 financial report showed growth against the trend among many Internet companies that are in a downturn. As the traffic dividend gradually fades, the value of good content becomes more important. As a highly professional content community, Zhihu is increasingly valued by the market.

In the past, there was a popular description of Zhihu users: the average annual salary of Zhihu users is one million. Although this sentence is a bit sarcastic, it is not difficult for us to infer some realities behind it: Zhihu users are generally more educated and more professional in content creation.

Judging from the official user portrait of Zhihu community, Zhihu users also have greater purchasing power.

The population covered by the region is mainly first- and second-tier cities, accounting for more than 50%, which ensures consumption power;

Gender ratios are becoming more balanced;

People aged 18-30 account for the majority, and this age group is the main consumer force.

The platform characteristics of Zhihu determine that it is naturally suitable for promoting certain categories of products, such as cautious consumer goods, such as laptops, home appliances and other high-priced products. In addition, there are some categories that are not sold through e-commerce, such as education and training, finance and insurance, and medical beauty industries. The professionalism of the content has a great impact on users’ consumption decisions, especially for products with high unit prices.

On Zhihu, what promotion methods can help grow marketing?

1. Know+

The Zhi+ method is to utilize high-quality content related to one's own products on Zhihu, implant product advertisements, and then purchase traffic through the CPC billing method to gain more exposure. Zhi+ provides tools and services for the entire chain from content production to content distribution to content interaction.

Currently, Zhi+ supports five types of closed-loop conversions: external link pages, downloads, mini-programs, WeChat public accounts, and product details pages.

2. Zhihu Good Things

Zhihu Good Products is a powerful means for personal content to sell goods. It can be activated when a personal Zhihu account reaches Level 3. Creators can insert product links in the content of articles or answers. When users purchase products through this link, the creators can earn commissions.

3. Information Flow

Zhihu’s information flow is the same as advertisements on other platforms, that is, advertisements mixed in with the platform content, which will allow users to click and view the advertisements without realizing it.

4. Search Ads

Search advertising means that advertisers place keywords through Zhihu, and when users search for the keywords through the Zhihu APP, the corresponding ads are displayed.

The advantage of Zhihu search is that users’ search behavior on this platform is frequent and their search intentions are strong, so advertisements can be reached more accurately.

For new friends who have just come into contact with Zhihu, if they want to do a good job in Zhihu marketing, it is recommended that they first understand the rules and characteristics of the Zhihu platform.

To complete the entire chain of Zhihu promotion , traffic diversion, conversion and monetization, you need to master the modules of how to select products, select topics, how to use Zhihu promotion methods, and how to write high-quality Zhihu content.

3. How to avoid pitfalls when attracting traffic from Zhihu ?

1. Don’t rush to get likes

Zhihu is purifying the community to prevent interest groups from exploiting loopholes in the recommendation mechanism to play dirty tricks. That is, within 10 minutes of the content/answer being published, do not rush users to like it. Likes that are given within seconds will be considered cheating by Zhihu and will be recorded.

This is because Zhihu will temporarily block newly posted answers for 10 minutes. That is, within 10 minutes of posting the answer, if other people click on the link you shared and like your post, a 404 error message may appear on the webpage to prevent others from quickly giving you likes.

2. You cannot directly put your personal link

Zhihu allows traffic to public accounts by default, but you cannot directly post public account QR code links or public account article links. Once this happens, Zhihu will regard it as cheating.

3. Don’t like the same account frequently

You should know that high-frequency mutual likes are a relatively dangerous behavior on Zhihu and may be judged as like-brushing by the official.

I’ll share some thoughts on how to attract traffic to Zhihu here today.