How to successfully reach your Chinese consumers with Zhihu?

Zhihu, a high-quality Q&A community on the Chinese Internet and an original content platform gathered by creators, was officially launched in January 2011 with the brand mission of "enabling people to better share knowledge, experience and opinions and find their own answers". With a serious, professional and friendly community atmosphere, unique product mechanism and structured and easily accessible high-quality content, Zhihu has gathered the most creative people in Chinese Internet technology, commerce, film and television, fashion, culture and other fields. It has become a comprehensive, all category, knowledge sharing community with key influence in many fields and the original content place for gathering creators，which has established a community driven content realization business model.

Zhihu has strong production value in many fields, such as mother and baby, education, cosmetics, finance and economics. Because of so many commercializable and high-value content, Zhihu has now changed from "consumption content" to "content consumption".

The advantage of Zhihu lies in the conventional thinking of the general public is that Zhihu represents professionalism, rationality and objectivity. Many audiences expect to get more professional answers on Zhihu. If a brand can use Zhihu channel well and output high-quality articles, it will have a good guidance for users and achieve a better brand promotion effect.

Advantages of Zhihu marketing

1.  High credibility

As a high-quality Q&A community of Chinese Internet, through ten years of accumulation, it has created a professional friendly community atmosphere with high credibility. Therefore, it has natural advantages in content marketing, such as "other people's experience" and "consumer's trust", which are more convincing than simple information bombing. Sufficient recognition is the scientific basis to shorten the decision-making time of users.

2. Deep cognitive 

What marketing promotion should do is not to grab hot spots, increase exposure and reach high efficiency, but to strengthen consumer decision-making chain. It's only a short time to chase hot spots, and the key is to attract users' attention and establish continuous deep cognition. Zhihu marketing fully mobilizes consumers' emotion, and the brand and content form high-quality content precipitation in Zhihu. The long tail effect of content promotes the brand to build deep cognition from grabbing consumers' attention.

3. Professional content

Many people regard this platform as an "information searcher", because we can see professional content about a certain problem, a certain phenomenon, or even an encyclopedia on Zhihu. Nowadays, traffic has been replaced by commercial discourse. Zhihu has attached a variety of high-quality content in various fields of specialization, verticality and depth, and has become a carrier for people to explore the world. By delivering high-quality content, we can build a trust relationship with consumers, and constantly deepen the impression and favor of users. This also makes many users need to further understand the brand in Zhihu, and also builds a trust bridge for the brand to create high-quality content.

Content marketing

Answer ranking optimization——Screen out the hot issues related to account through the process of accurate topic selection system, and then output high-quality content around issues and optimize it to the first level, so as to obtain a large amount of exposure, attract traffic to follow accounts and divert traffic to other platforms.

Keyword ranking optimization

Zhihu users generate 1000W + search behaviors every day, of which brand / product related keywords account for 5% - 8%. When users search product words, such as "steaming oven", "mobile phone", "notebook", through high-quality content output and ranking optimization, brand information is displayed in the top 10 of search results, which can increase brand exposure and obtain more accurate traffic.

Problem hype

By planning questions and operation, the brand side's questions will get 10W + traffic support exposure, and then optimizing the brand answers to the first position of questions to get a lot of exposure.

Hot list display

Hot list is the central point with the largest traffic of Zhihu, through topic planning and operation, brand answers can be listed on Zhihu hot list, and then the brand answers can be optimized to the top three positions of questions to get a lot of exposure.

Circle operation

Zhihu circle is similar to Baidu Post Bar. After becoming a circle administrator, you can publish your own advertisements and delete other people's information in the circle. You can guide fans to join the discussion group and promote fans' activity and stickiness.

performance advertising

The forms of performance advertising include image and text style, picture style, video style and full screen video style.

There are mainly two types of advertising positions:

Core information flow delivery——Focus on the daily path of users, select the appropriate traffic entrance according to the product form, and maximize the advertising effect. Advertisements are displayed in recommendation flow, answer page, question page, comment page and related recommendation area.

Putting product on the market with high exposure——Layouting super entrance in Zhihu to increase exposure and enhance communication effect, advertisements display on splash screen, hot list, brand zone, search preset words, business roundtable. 

For more information on advertising types and Chinese market, please go to http://www.winoutinchina.com/

How to use Douyin short video to get Chinese customers？

Douyin is a short video social software incubated by Toutiao today. It was launched in September 20, 2016 and is a music short video community platform for all ages. Users can make the video more creative through the speed of video shooting, original special effects, filters, scene switching and other technologies. Douyin is mainly composed of electric and dance music, so most of the works on this platform are very rhythmic, and it is easy for viewers to immerse themselves in video content. Now, Douyin has become a way of entertainment for most Chinese.

According to Douyin data report in 2020, vibrant Douyin users exceeded 600 million, and the average daily video search times exceeded 400 million. The whole Douyin user persona is gender balance. The TGI is high in 19-30 years old, and the TGI in the new tier, three line and below cities is high. On the preference of video type, male users have higher preference for military, game and car, female users have higher preference for beauty, mother and baby, and wear. The post-00s generation, they have a high preference for games, electronic products and fashion wear videos. Post 1995-ers, they have a high preference for games, electronic products and wearing videos. The post-90s have a high preference for movies, mother and baby videos and food videos. The post-80s have a high preference for cars, mothers and babies, and food videos. In addition, integrating the data of APP per capita usage frequency and duration in the whole network, Douyin user stickiness is second only to the two social software WeChat and QQ, the users who spend more than 30 minutes per day on Douyin account for 38% of the total number of users.

A good tool for China marketing

1. High quality traffic

Almost all young users on Douyin, mainly in the age of 20 to 30, at the same time, they are all from the first and second tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen,, which not only the concept of consumption is strong, the frequency of consumption is high, but also the concept of payment is very strong, so the conversion rate of later realization is very high.

2. Strong commercial marketing

The community operation of Douyin is very strong from point to face. Therefore, Douyin gradually rises to "king of goods", and the number of extension products promoted successfully was too many to count, and the communication effect achieved exceeded expectations. In addition, the Douyin function of online retailers-click on the icon will appear directly linked to the Taobao product recommendation,and the product recommendation is directly linked to Taobao.Taobao becomes a shareholder of Douyin which means Douyin will become the new online retailers' traffic entrance.

How to use Douyin make effective marketing?

Douyin has shown strong communication and selling capabilities. Many brands are not satisfied with opening the enterprise's Douyin account only. More and more brands are actively seeking cooperation channels and resources at the Douyin communication level. There are two main forms of Douyin advertising:

1. Paid advertising on Douyin

Spalsh screen advertising, this advertisement is displayed when the Douyin APP starts., covering the main consumer of new generation.

Information flow advertising, advertising displays in the Douyin information flow content with original style,associated account is powerful to get more fans, it supports sharing mode, a variety of advertising styles and effect optimization ways.

Challenge round topic,which is based on the form of Douyin challenge round, to realize the demand of brand promotion ,new marketing method, attracting users to participate actively and complete brand exposure. 

DOU+, a video heating tool specially designed for Douyin creators. It can not only effectively improve the video views, but also enhance the popularity of the video, and attract more interested users to interact and pay attention to it. This product has the characteristics of convenient operation and visual effect.

2. According to the budget, select the right Douyin internet influencer, to conduct creative communication and video recording, determine the online time of the video and track the later release effect.

For more information on advertising types and Chinese market, please go to http://www.winoutinchina.com/

HOW TO ADVERTISE ON WECHAT?

 

WeChat, as one of the most popular instant messaging social software in China, currently has more than 1.1 billion monthly active users. In the past, QQ was a social product for young people, and user groups are mainly the low age group and students. WeChat has realized the real sense of “taking all” the young and the old. WeChat is almost the standard configuration of mobile phones. Every day, 45 billion messages are sent out from WeChat, and 410 million video calls are successful. WeChat has replaced SMS and phone calls and become the biggest social tool for Chinese people.

People usually define WeChat as social software, while Tencent’s internal definition of WeChat is that WeChat is the ID that leads to the Internet world. To put it simply, WeChat is your ID card for surfing the Internet. In WeChat, you can fulfill all the needs of life, such as socializing, traveling, eating, drinking, reading, paying and so on. The most horrible thing is the official account. Now almost every government department and enterprise has launched official account service. WeChat has become the office of government departments and the business hall of enterprise.

“If WeChat is a person, it must be our closest friend, because we spend so much time on WeChat ”–Zhang Xiaolong(Founder of WeChat)

Due to the unique advantage of WeChat, many enterprises focus on WeChat, because one of the most effective strategies to achieve the brand goal is to directly enter the most popular platform in the region.

ADVANTAGES OF WECHAT MARKETING

High information reception rate

The effect of network marketing is positively related to whether the pushed information can reach the user terminal accurately. In the process of Weibo marketing, Weibo released by businesses are easily submerged in the user information flow. But WeChat is not so, as long as users follow the official account of the enterprise, each message is sent in the form of push notification, thus ensuring that 100% of the information can reach the subscriber’s mobile phone.

High information exposure

From the audience’s reception rate of information, the reception rate of information is not equal to the exposure rate of information. For example, a lot of e-mails are directly sent to the dustbin or deleted without being opened for reading. However, WeChat has strong reminders, such as ring tones, notification centers, corner markers and so on. In this way, the information pushed through WeChat has a high exposure rate. If the information to be pushed is optimized, it can basically achieve 100% high exposure.

Clear user positioning

WeChat is convenient in communication. In order to increase the number of fans, businesses will send out a lot of bait to induce users to actively subscribe. In this way, the accuracy of increased fans is very high. In addition, WeChat official account can group users through the background and use big data to do marketing.

Various contents forms

WeChat supports text, voice, picture, video, etc. when pushing messages, rich graphic information can further shorten the distance with users, and the user’s experience is improved.

The first step to starting your own WeChat business is creating an account. In addition to being able to create a personal profile, WeChat also offers the option of opening an official account through which the company can increase its brand awareness and engagement with customers. In addition, it is also possible to create real advertising campaigns. Therefore, there are many foreign brands use WeChat as the main portal for their advertising.

There are 2 types of official accounts the service account and the subscription account:

Service accounts appear in the “chat” section like any contact. As a result, they offer greater visibility than subscription accounts, however, only four posts per month can be published.

The subscription accounts are grouped in a sort of folder called, precisely, “subscription” visible in the “chat” section of WeChat. Through this type of account, you can send your followers more than one push notification per day.

The second step is to create your brand mini program. Compared to app and official account, “No installation, no space, no push message” has become its obvious advantages，only retaining the most basic functions, and the user operation is more targeted. Users can use mini program to buy takeaway food, hire shared bicycles, and let users do anything that can be reached at hand. By providing more convenience for users, to improve the user experience, and then increase the user’s favor for the brand.

The third step is to create a brand video account. With the help of WeChat’s traffic pool, official account and social relations chain of friends circle, WeChat’s marketing system has been further improved. Based on the acquaintance relationship chain in the circle of friends, the video account will actively push the content to users, their acquaintances, and even their acquaintances’ acquaintances. This kind of social attribute is conducive to brand promotion, content output, accurate user selection, and more extensive private domain traffic and influence.

In addition to using official account, mini program and video account to build corporate image, enhance brand influence, etc. WeChat advertising is an effective way to boost followers, however, this form of advertising is only available to companies with a WeChat official account.

WeChat platform is an important place for advertisers to attract fans. How to advertise on WeChat is a matter that every media people is thinking about and acting on. First of all, you need to understand the forms of WeChat advertising, it will definitely make people feel impatient to advertise in only one place over time.

Reading articles and browsing the WeChat moment are the main behaviors of WeChat users besides chatting. A user browsing moment 10 times a day on average, and the articles read each month add up to the thickness of one book. According to these characteristics of users, WeChat advertising mainly has the following types:

WECHAT MOMENT ADS

WeChat moment advertising is based on WeChat ecosystem, which is displayed in user moment in the form of original content similar to friends’ words. By integrating the billion level high-quality user traffic and using the professional data processing algorithm, WeChat moment advertising provides a unique internet social promotion and marketing platform for advertisers in China.

At present, WeChat moment advertising supports the following forms:

Regular advertising——Making one advertisement just like sharing something in WeChat moments.

Basic card advertising——Integrating the outer of ideas into one card.

Label card advertising——Using tags to display key information to accurately attract interested users.

Action card advertising——The action button is displayed on the outer of the card to guide the user’s next action.

WECHAT OFFICIAL ACCOUNT ADS

WeChat official account advertising is based on WeChat public platform ecology, in the form similar to the article content of official account displays on the bottom of the article, the middle of the article, and other forms are mutual advertising, video Pre-rolls, returned commission goods advertising.

WECHAT MINI PROGRAM ADS

WeChat mini program advertising is based on mini program and mini game ecology, which uses professional data processing algorithm to make advertising system achieve controllable cost, considerable benefit and accurate touch. The ad space is in the mini program page, and the actual dispaly position is determined by mini program traffic owner, so the traffic scene is rich and diverse. Support for advertising space has mini program banner advertising, incentive advertising, interstitial.

For more information on advertising types and Chinese market, please go to http://www.winoutinchina.com/