Know How~about Quora in China.

The Chinese version of Quora, the service with 43 million monthly active users have added a host of additional interactive features.

Originally established as a basic question and answer platform, Zhihu, Chinese words as for “ Know how”,  has since evolved into a diversified functioned social media site.

Bigger Than a Q&A Service

Zhihu’s features are similar to those offered by its counterpart Quora. Users can ask and answer questions, vote for the most relevant responses, and subscribe to a certain topic or question. However, Zhihu has expanded on these and taken the basic question and answer service to a new level. These advanced services include:

Zhihu Daily

One of Zhihu’s frontline services, Zhihu Daily publishes a selection of articles, answers, and news to its users. Updated 3 times a day, the service provides high-quality content which users spend an average of 21 minutes per day consuming. This is compared to an average of five minutes per day that Chinese internet users spend on news apps in general.

Zhihu Live

Zhihu Live allows experts on specific topics to host an online Q&A session. Hosted on one of the apps chatrooms, users can pay to participate in the session.

Zhihu Special Column

Allowing users to launch and maintain their own column dedicated to a specific subject, Zhihu Special Column acts as the service’s blog platform. Users are permitted to subscribe to columns and submit relevant content of their own.

Other services offered by Zhihu include an e-book store, a paid consulting marketplace, and online expert discussion board.

The Last Battleground of Non-paid Organic Space

as weibo and weChat have becoming heavily commercial oriented and monetizing their online traffic since 2017, it is getting harder and harder for organic content provider to survive in the pricy paid KOL dominating online world, however Zhihu has not that too thirsty for monetarize the platform, therefore it provide a really short windowed opportunity for brands to take as part of the content marketing strategy.

Zhihu boasts one of China’s most educated and informed online audiences. According to a report by iResearch, most of Zhihu’s registered users live in the first-tier city and over 60% are higher educated. Here how you could start with to make the most of Zhihu and build your own community on the app.

1. Create your own official account

Brands can set up their own account to establish a number of avenues of communication with customrs. They can provide insight and consumer advice through published articles. They can ask questions to their consumer audience, collaborate with KOLs, and generate discussions. In addition, it is also an avenue for customers to pose questions to the company.

Through their official Zhihu account, Siemens have responded to 20 consumer questions and written 26 articles. One of its article, about dishwashers, has gained more than 3700 likes and nearly 900 comments.

2. Publish your articles

Brands can publish highly informative articles regarding a specific subject to drive interest and traffic. For example, AB Inbev has published an e-book on Zhihu regarding beer selection. The book has been read by 18000 users and attracted over 500 likes.

3. Host Zhihu Live Events

Brands can broadcast audio and visual content to its users via Zhihu Live. They can invite KOLs to host sessions on specific topics and entry for customers is free. Japanese automotive brand Infiniti hosted a video live that gained over 470,000 viewers.

WeChat apply team as helped a number of overseas clients build their presence at Zhihu for the last couple of years, free to reach out if you feel your brand voice need to be heard at this platform in China.

About WeChat apply

WeChat apply is an award winning China WeChat digital marketing agency based in Sydney. Working across all aspects of the marketing solutions like WeChat promotion, WeChat Official Account Registration, WeChat KOL, WeChat Mini Program Ad. and so on, we will ensure you have a solid marketing strategy together with perfectly delivered campaigns. Wechat apply  will transform your China online marketing to increase your lead generation, brand awareness and market engagement.

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