Another way is for brands to create a discussable topic and lead users to answer it. This is a way to generate interest towards the brand.
For example, Johnson & Johnson’s contact lens brand “Acuvue” asked users about their experience with poor eyesight. After the users answered, Acuvue also joined in the discussion sharing tips on how to improve vision care in daily life.
Similarly, Huawei asked users “how does it feel to trust someone?” Later on, Huawei’s subsidiary company “Huawei Cloud (华为云)“ joined in sharing their experience of building trust with partners as a cloud computing company. Here, Huawei Cloud used this question as an opportunity to build a reliable brand image by sharing their experience.
Huawei's Q&A marketing on Zhihu
important. The writing style used for Weibo or Xiaohongshu won’t work. Brands uk phone number database should be authentic and show some personality, but most-importantly provide thorough and useful content.
It is crucial to actually answer the question before pushing brand messages on the audience. Brands should also try to write their answers in an organic voice while citing reliable sources; the copy-pasted information is not liked by the users. Plus, choosing a casual and conversational tone and manner is another tip to engage with the audience.
Besides, there are two types of answers that tend to rank higher on Zhihu. One type is long and high-quality content covering the topic from various angles; the other is very short, two or three sentences and straight to the point.
Zhihu is clearly a user-generated-content platform. Therefore, brands should be aware that messages that seem too promotional or pushy may not resonate with the audience. It’s critical that brands offer useful information that is needed by the targeted audience on a specific topic or field.
As for the questions, it is important to ask open-ended and not-too-complex questions on Zhihu to encourage users to answer. They may be very specific and directly related to your products. Questions such as “How do flowmeters work?” are often seen on the platform. So are extremely weird questions that are usually taken seriously and answered with the full engagement.
So, you can make it simple. Or, you can get extremely creative, with both the questions and the answers.
BUILDING BRAND REPUTATION WITH ONGOING MARKETING ON ZHIHU
SAP on Zhihu