有问题，上知乎 ! (For any questions, ask Zhihu) is the slogan of Zhihu, a Chinese platform where you can get answers for all kinds of topics.

With 220 million registered users, Zhihu is a real tool of trust since it creates interactions of questions and answers between a group of people around a subject. 

To begin with, why is Zhihu essential to brands ?

Online reputation management in China impacts so much on a brand’s image and visibility. Chinese search engine results and social media platforms are effective tools used for increasing online reputation. The best way to make a brand visible on the Chinese market is to implement a global marketing strategy on the main social media including Wechat, Xiaohongshu, Weibo, Douyin and Zhihu. Thus, by developing your strategy and raising brand awareness on Zhihu, you increase your brand’s visibility and build effective long-term promotion.

Besides, using Zhihu is also a tool to improve a brand’s Search Engine Optimization thanks to a high domain authority on Baidu, consequently one Zhihu page will be displayed on a Baidu search engine result page, no matter what the date of publication is. 

But except from being a community-based platform, Zhihu is now seen as a lever for doing business.

Here are some new functions added on Zhihu :

Brands and Product Recommendation Program :

Brands (Chinese or foreign brands) can post articles or answer questions related to their products by linking to a product on their websites or e-commerce platforms such as Taobao, Pinduoduo or Sunning. It is the best way to drive traffic and to help effectively potential customers.

For example, on the pictures below, a user asked for a liquid foundation. After describing her bad experiences with luxury brands like Armani, Lancôme or Estée Lauder, she is looking for any recommendation for other liquid foundations adapted to dried skin.

Among the answers she received, several products like Make Up For Ever’s foundation were recommended with the product’s details and application advice. If the user clicks on the button “去购买” (purchase) on the right, he is redirecting to the product page. 

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Recommendation on cosmetics products with product’s links

Creators can also link their products to the shop (商品橱窗) on their Zhihu account main page. Besides, livestreaming sessions now include a shopping icon that leads the users directly to the product page on e-commerce platforms or leads to the creator’s store on Zhihu. Briefly, everything is done to facilitate the customer journey within Zhihu.

Creator’s jewelry store clickable on the creator’s main page

Raising trust through experts’ insights :

Zhihu uses knowledge, information, and personal experience that could influence the decision-making process of any potential consumer before purchasing. But the other main point of Zhihu now is the presence of experts including writers, scientists and businessmen that show legitimacy to the users.

Entertainment and inspiration on Zhihu :

If some users are looking for answers to specific questions, others just want to have fun on Zhihu. Films, videos, documentaries, and even TV series can be streaming and creators can receive a commission based on video views as well. 

The following picture shows a video introducing the interior design style from North European countries. By displaying a series of pictures, it gives inspiration on house decoration for fans of design.

Video introducing the interior design style from North European countries

VIP access

Zhihu is a free platform but users can take advantage of special contents or flash sales if they belong to the VIP club.

According to the topics you are interested in, a selection of articles or most popular contents is recommended on the membership tab. 

Other articles accessible only on VIP access

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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