Three years ago, when I was about to graduate, I was lying on the bed in the dormitory, and I searched Zhihu every night. I was confused about the road after graduation. At that time, I didn’t know that I would be responsible for Zhihu’s operations later. However, some things seem predestined. During the operation period, I became more and more familiar with Zhihu, so I would like to share some operating experience with you. (series of articles, four in total)

After 2020, the 10th anniversary of Zhihu's release, from 100,000 to 100 million, from closed to development, from knowledge sharing community to social intelligent community. From restraining desire to letting go of self, Zhihu took off the hat of tooling and established social media labels. The change of Zhihu has brought more individuals and enterprises into the game, and also brought more commercialization.

1. Knowing the Road to Commercialization

The road to commercialization of Zhihu can be said to have started in 2015, when Zhihu established Enterprise Blue V. The entry of enterprises will inevitably mean that Zhihu is no longer a simple question and answer community. After all, enterprises have no reason to operate a platform in vain. In July 2016, Zhihu launched an organization account and invited many well-known organizations to enter. In September 2017, registration was officially opened, and a marketing plug-in for agency numbers was also produced.

In 2016, Zhihu launched products such as Zhihu, Live, Zhihu Bookstore, Salt Club, etc. This is the road of Zhihu's own commercialization. For enterprises, Zhihu has launched marketing methods such as product specialization, super topic, and IP alliance. These methods are suitable for well-known corporate brands, such as BMW and DJI. Small and medium-sized brands generally do not choose, not only because they need more marketing resources, but also because of high cooperation quotations. In country email list contrast, most of them prefer to choose content marketing - long tail and low cost.

Source: Zhihu Effect Advertising | Brand Zone & Super Topics

By 2020, Zhihu will upgrade its marketing plug-in to Zhihu +, which standardizes the way of content marketing, enriches the form of advertising marketing, integrates PU marketing, and makes it more convenient for enterprises to market on Zhihu. In addition, the consumption link of Zhihu is becoming more and more complete with the revision of Zhihu. The [Recommended Goods] function has opened up platforms such as JD.com, Taobao, Pinduoduo, Suning, Zhihu Commodities, etc. Zhihu creators can use content cards, live broadcasts, etc. Commodity window with goods. The transformation of Zhihu from [consuming content] to [content consumption] is an important soil for enterprise Zhihu marketing.