{"id":39197,"date":"2022-07-21T01:38:00","date_gmt":"2022-07-21T01:38:00","guid":{"rendered":"https:\/\/seoagencychina.com\/?p=39197"},"modified":"2022-07-21T04:46:38","modified_gmt":"2022-07-21T04:46:38","slug":"zhihu-marketing-guide-done-by-chinese-experts","status":"publish","type":"post","link":"https:\/\/seoagencychina.com\/zhihu-marketing-guide-done-by-chinese-experts\/","title":{"rendered":"Zhihu Practical Marketing Guide (Done By Chinese Experts)"},"content":{"rendered":"\n

As a marketer operating in China, you must know about WeChat, Weibo, and Douyin \u2013 they are currently the most popular apps and social networks in China<\/a>. But do you know about Zhihu (\u77e5 \u4e4e)? The website is not a brand-new platform on the market but has definitely been booming in recent years.<\/p>\n\n\n\n

How does Zhihu work? What are its advantages compared to the strong competition? Furthermore, how can marketers leverage this platform?<\/p>\n\n\n\n

What is Zhihu \u77e5 \u4e4e?\u00a0<\/h3>\n\n\n\n

Zhihu \u77e5 \u4e4e is a Chinese knowledge-sharing platform that was launched in 2011. It is the Chinese equivalent of the American question and answer site, Quora. The main purpose of the platform is to allow registered users to ask questions and get answers from the community using the website. <\/p>\n\n\n\n

Zhihu is extremely popular among Chinese netizens. In 2020, there were more than 400 million registered Zhihu users.<\/p>\n\n\n\n

\"zhihu<\/figure>\n\n\n\n

Zhihu is a particular platform because it is very intimate, and it creates a dialogue between a group of people around a certain topic or subject. Therefore, it generates more trust between its users. <\/p>\n\n\n\n

Zhihu is not the only website to provide this kind of service. Baidu Zhidao, and Soso Wenwen (among others) are also Q&A websites, but Zhihu is the one that most of the community finds to be the most reliable and where user users have somewhat higher expectations. So what gives Zhihu this credibility?<\/p>\n\n\n\n

Zhihu can be a very helpful platform for any user willing to follow its rules: respect users, do not link spam in posts, and choose quality over quantity.<\/p>\n\n\n\n

Zhihu Popularity among Chinese Netizens who seek professional knowledge<\/h3>\n\n\n\n

Zhihu is so greatly appreciated and seen as such a reliable network because its community is mainly composed of educated individuals looking for high-quality content and reliable information. <\/p>\n\n\n\n

At launch, the mainland China Q&A was only inviting specific users (professional profile) in order to ensure high-quality content, which is still a core value to this day. Zhihu started open registration 2 years later. <\/p>\n\n\n\n

Who are Zhihu Users?<\/h4>\n\n\n\n

According to CNNIC, in 2017 nearly 74% of Zhihu\u2019s users hold a bachelor’s degree or above, moreover 1.6% have a doctoral degree or above and live in first-tier cities. Meaning that the main user base of Zhihu is well-educated, highly engaged users. <\/p>\n\n\n\n

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After using the app for a bit and answering questions, Registered users get topic-related recommendations based on their search history<\/figcaption><\/figure>\n\n\n\n

Moreover, 61.5% of users are between 25 and 35 years old, which makes the audience more mature. Also, according to sohu.com<\/a> 30% of the users earn more than 10,000 RMB\/month. So Zhihu users are not only educated, but they also have a good purchasing power that makes them a good target for marketers.<\/p>\n\n\n\n

Zhihu users tend to be mainly critical thinkers. The average spent time on Zhihu is about 40 minutes\/day for active users. Users are more able to focus on a specific topic and are willing to read a post they are interested in. Therefore, the way to operate and market your product\/service on Zhihu must be radically different from the way you do it on platforms like Weibo, WeChat, Douyin, and so on.<\/p>\n\n\n\n

Why is Zhihu a powerful tool for digital marketing in China?<\/h3>\n\n\n\n

The first reason would be one that was stated previously: the community. The Zhihu community interacts with professional knowledge, information, and personal experience that could influence the decision-making process of any given consumer before purchasing.<\/p>\n\n\n\n

Search results boost on Chinese search engine?<\/h4>\n\n\n\n

The second reason is that Zhihu is an effective tool to improve your Search Engine Optimization<\/strong>. Because Zhihu has a high domain authority on Baidu, it means that typically at least one Zhihu page will be displayed on a Baidu search engine result page (SERP). <\/p>\n\n\n\n

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Search results on popular search engine Baidu<\/figcaption><\/figure>\n\n\n\n

Thus, by developing your strategy and raising brand awareness on Zhihu, you increase your chances to get displayed on Baidu SERP and increase your visibility. No matter what the date of publication is, because of its strong authority, if your content is relevant to the research, it will be displayed. Zhihu provides effective long-term promotion.<\/p>\n\n\n\n

Third, Zhihu can allow you to improve your Search Engine Marketing because Zhihu, in essence, is all about informing people, sharing news, and learning new things. Therefore, it can allow you to link to external websites while answering a question or writing a paper.<\/p>\n\n\n\n

You have many different ways to elaborate marketing campaigns on Zhihu but there are also many established and dependable marketing strategies.
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Develop your brand Zhihu dedicated page and build long-term trust<\/h4>\n\n\n\n

You create a deep and meaningful relationship with your clients by exchanging knowledge about something you\u2019re an expert in but you can also learn from your target market and their point of view on certain topics. Plus, with the voting feature, your content (if relevant) will be able to attract users for a very long time. Over time, this is a great way to gain credibility and trust from users.<\/p>\n\n\n\n

Invest in a professional content creator for Zhihu<\/h3>\n\n\n\n
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Because valuable content is the most important thing on the platform, you better be sure about the person in charge of posting your content. Content must be well-structured, informative, and educational. Sources must also be reliable.<\/p>\n\n\n\n

Build Strong Zhihu Users (key opinion leaders) Profile<\/h3>\n\n\n\n

You could and should have a business account on Zhihu for your brands, but building several strong user profiles mirroring Kol’s (Key opinion leaders) marketing on the platforms will give you a massive advantage for your undercover marketing campaign.<\/p>\n\n\n\n

If you have your own user profiles, you can use them to build organic content around your branded content and for online reputation management. With these profiles share professional knowledge, technical details, and positive reviews…. and make it seems like they are peer reviews. <\/p>\n\n\n\n

Not only this will help raise brand awareness and credibility (users’ posts are seen as more useful and trustworthy answers than brand posts) but also their posts have a strong chance to rank on popular search engines.<\/p>\n\n\n\n

Specific features and interactive function of Zhihu\u00a0<\/h3>\n\n\n\n

These are the specific aspects that make Zhihu different from other platforms, but also an effective tool that you can leverage for an effective digital marketing campaign.<\/p>\n\n\n\n