However, please note that for personal accounts
Posted: Sun Dec 22, 2024 9:50 am
Brands and individuals can become an industry’s key opinion leader on Zhihu by actively creating valuable content and executing organic marketing activities. It is something that the platform wants the users to focus on at the moment. In fact, it is similar to managing official brand accounts on LinkedIn. The common process is to engage with the industry audience by actively participating in Q&A. The better the quality of the questions and answers are, the more the account can benefit by increasing its brand awareness and building customer engagement in the targeted area. Brand’s Q&A participation is very important, also as it can act as a traffic driver to the brand’s account page.
Similar to LinkedIn, brands can create professional blog-like space by posting longer articles that talk about the industry. Creating casual blog posts and in-depth articles allow audiences to get to know the industry uk phone number database and the company better. B2B brands tend to use Zhihu as a channel for branding and showing expertise by sharing the industry-specific news and information in general, whereas B2C brands tend to use it more commonly as a tool to talk more in-depth about their products, or casually participate in a discussion.
Zhihu only allows enterprises with a Chinese business license to register a verified brand account. Even so, foreign brands can start Zhihu marketing by using a personal account. Zhihu accepts personal accounts regardless of nationality. Therefore, many small-to-mid-sized companies choose this option as a way to market their company on Zhihu.
The account setup will require an email, phone number and a passport scan of an owner or a manager. The account can carry the brand name or the individual’s name. The latter should still include the company’s name, job position and relevant experience in the bio section. This serves the company’s purposes- it is like creating a brand ambassador on Zhihu. In a way, personal accounts can help a brand engage with audiences with a more natural and personal approach.
there is also a risk of content or accounts being deleted when content feels too advertorial. Additionally, those accounts also lack certain features and functions that are available to company accounts.
ZHIHU VIP ACCOUNTS
What else can be done for leveraging brand awareness? Brands can also be featured in “Zhihu Weekly (知乎周刊)”. This section of Zhihu aims at promoting in-depth content. It can be described as an e-magazine formed of a collection of high-quality answers.
To get featured, an account has to be upgraded to a higher-level of VIP membership and publish high-quality content on an ongoing basis. It is up to the platform what accounts are included in the Weekly magazine. However, there’s an option of paid sponsorship.
Qualcomm, a US-based semiconductor and telecommunication equipment company, is often mentioned as a success case of using Zhihu Weekly. Qualcomm, in this case, sponsored an issue of the magazine in which the main theme was about the development of telecommunication. Qualcomm then highlighted the issue by writing an article about their role in the upcoming telecommunication era. The magazine was a huge success as it received positive feedback from the readers and was read by more than 47,000 users.
There are also other features accessible for various levels of VIP accounts (seven of them in total). You can either gain or pay your way up top. For instance, verifying your company account with a Chinese business license for 300 CNY/year leverages the account to the third level. But, you can pay up to 4,000 CNY/year to upgrade the account.
The benefits are, for example, increasing the number of articles published per week, creating your own “Thoughts (想法)” or unlocking “Zhihu Column (知乎专栏)”. These are good ways to increase the number of touchpoints between your content and users of the platform.
Similar to LinkedIn, brands can create professional blog-like space by posting longer articles that talk about the industry. Creating casual blog posts and in-depth articles allow audiences to get to know the industry uk phone number database and the company better. B2B brands tend to use Zhihu as a channel for branding and showing expertise by sharing the industry-specific news and information in general, whereas B2C brands tend to use it more commonly as a tool to talk more in-depth about their products, or casually participate in a discussion.
Zhihu only allows enterprises with a Chinese business license to register a verified brand account. Even so, foreign brands can start Zhihu marketing by using a personal account. Zhihu accepts personal accounts regardless of nationality. Therefore, many small-to-mid-sized companies choose this option as a way to market their company on Zhihu.
The account setup will require an email, phone number and a passport scan of an owner or a manager. The account can carry the brand name or the individual’s name. The latter should still include the company’s name, job position and relevant experience in the bio section. This serves the company’s purposes- it is like creating a brand ambassador on Zhihu. In a way, personal accounts can help a brand engage with audiences with a more natural and personal approach.
there is also a risk of content or accounts being deleted when content feels too advertorial. Additionally, those accounts also lack certain features and functions that are available to company accounts.
ZHIHU VIP ACCOUNTS
What else can be done for leveraging brand awareness? Brands can also be featured in “Zhihu Weekly (知乎周刊)”. This section of Zhihu aims at promoting in-depth content. It can be described as an e-magazine formed of a collection of high-quality answers.
To get featured, an account has to be upgraded to a higher-level of VIP membership and publish high-quality content on an ongoing basis. It is up to the platform what accounts are included in the Weekly magazine. However, there’s an option of paid sponsorship.
Qualcomm, a US-based semiconductor and telecommunication equipment company, is often mentioned as a success case of using Zhihu Weekly. Qualcomm, in this case, sponsored an issue of the magazine in which the main theme was about the development of telecommunication. Qualcomm then highlighted the issue by writing an article about their role in the upcoming telecommunication era. The magazine was a huge success as it received positive feedback from the readers and was read by more than 47,000 users.
There are also other features accessible for various levels of VIP accounts (seven of them in total). You can either gain or pay your way up top. For instance, verifying your company account with a Chinese business license for 300 CNY/year leverages the account to the third level. But, you can pay up to 4,000 CNY/year to upgrade the account.
The benefits are, for example, increasing the number of articles published per week, creating your own “Thoughts (想法)” or unlocking “Zhihu Column (知乎专栏)”. These are good ways to increase the number of touchpoints between your content and users of the platform.