App of the month – Zhihu
Zhihu, China’s largest knowledge-sharing platform, it’s a powerful content marketing tools suitable for various industries.
Zhihu (Zhihu.com) is a knowledge-sharing website widely used by young people in China and it is also one of the Internet platforms with a large and excellent user community and high-quality content. As a giant of Chinese Q&A websites, Zhihu currently has 220 million users, 160 million answers, 40 million DAU, 33 billion monthly views and 70 minutes of daily visits per user. According to the user structure of Zhihu, the majority of user are 19-35 years old, more than 45% of the users are distributed in 1st tier and new 1st tier cities, and the number of users in 2nd tier and 3rd tier cities” participating in the discussion, sharing and interaction is increasing.
Zhihu is one of the high-quality UGC platforms for the Chinese Internet, which gathers the topics of various professional fields. Zhihu topic groups are usually well educated and have a good or professional knowledge background, which is very suitable for long-term advertising to educate users.
In addition to PC-side ads, there are four main types of advertisements in Zhihu APP, they are open-screen ads, feed ads, answer page ads, and search ads. The conversion rate and quotation based on advertisements vary from industry to industry, so we suggested combining content orientation and interest orientation to accurately target people, and use a variety of advertising forms in combination to achieve the maximum effect of advertising.
In addition, Zhihu content marketing includes soft article implantation, topic planning, search optimization, and organization account content operation (similar to WeChat public account operation, the brand side releases articles / answers to popular questions / interacts with fan users), etc. It mainly conduct in-depth content marketing communication in the form of Q&A, articles, and real-time content publishing.
CASE STUDY OF E-COMMERCE INDUSTRY
Recently, Zhihu launched an E-commerce linkage and live streaming function. In September 2019, Zhihu started the internal test for “Zhuhu Goods Recommended” function. Eligible users can add links to product pages of E-commerce platforms such as T-Mall and JD in Q&A and articles.
“Zhihu Goods Recommend” also established an official account and asked various questions to users. For example, there was a prize question about dressing at home during the epidemic of the COVID-19, users can answer the question and add links to articles and recommend brands or products.
Currently, “Zhihu Goods Recommend” function can link to the product pages of the four platforms of JD, Taobao, Zhihu Mall, and Pinduoduo, It mainly focuses on books, 3C, intelligent living products and other categories, and takes the direction of high-quality product section.
CASE STUDY OF PERSONAL CARE INDUSTRY - PANTENE SHAMPOO CONTENT MARKETING
PANTENE and Zhihu cooperated to launch a series of content marketing for PANTENE GINZA’s products, the content is about the functions of its hair care product. And promote through various activities like the soft article, Special Event, APP display ads, and feed ads, etc. The final effect effectively strengthens the brand exposure and successfully increases product sales.
If you want to know more about Zhihu’s case study and advertising inquiries, please contact us.
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