Guide to Marketing on Zhihu

Zhihu, translated as “知乎” in Chinese, is a popular knowledge-sharing platform that has over 220 million registered users. The site caters to a wide range of subjects, from science and technology to entertainment and lifestyle. Marketers who want to tap into this large, diverse pool of users can benefit from some key strategies to effectively promote their brand and products on Zhihu. This article will provide you with a step-by-step guide to marketing on Zhihu.

Step 1: Create a Compelling Profile

Your Zhihu profile is one of the most critical components of your marketing strategy on this platform. It is the first thing people will see when searching for information on your brand, so it is essential to make a good impression.

The first thing you need to do is add a profile photo and background image that aligns with your brand image. Next, write a compelling bio that communicates your brand’s mission and values. Use language that is straightforward and easy to understand.

You should also provide your contact details, including your website’s URL and social media handles. Finally, keep your profile updated with fresh content. You should participate in discussions, answer questions, and write posts that demonstrate your expertise in your niche.

Step 2: Identify Your Audience

The second step in marketing on Zhihu is to identify your target audience. Zhihu has a broad user base, so it is critical to understand the demographics and interest of your potential audience.

Start by researching the topics related to your brand or product. Analyze the most popular questions and discussions related to your industry, and try to identify the people who participate in these discussions. Look for common characteristics, such as age, gender, education, and occupation.

Once you identify your target audience, it will be easier to tailor your content to their interests and needs.

Step 3: Participate in Relevant Discussions

The most effective marketing strategy on Zhihu is to participate in discussions that are relevant to your industry. By answering questions and contributing to discussions, you demonstrate your expertise, build trust with your target audience, and promote your brand.

When participating in discussions, make sure you provide value-added content. Avoid giving generic answers, and instead provide insights that are specific to your brand or product. Add links to your website or blog whenever applicable, but make sure the content is informative rather than promotional.

Step 4: Create High-Quality Content

One of the best ways to attract users to your brand is by creating high-quality content that provides value to your target audience. Create articles, videos, and infographics that are relevant to your industry and align with your brand values.

The content should be informative, educational, and entertaining. Avoid promoting your brand directly; instead, provide information that is useful to your target audience. Use catchy titles and headlines to attract users, and add images or videos to make the content engaging.

Step 5: Leverage Zhihu Ads

Finally, you can use Zhihu’s advertising platform to promote your brand or product to a wider audience. Zhihu offers a range of advertising options, including banner ads, sponsored content, and display ads. You can also target your advertising to specific demographics and interests to ensure your message reaches the right audience.

When creating your ads, make sure you keep the content relevant and engaging. Avoid using generic ad copy, and instead create content that is specific to your brand or product. Use a compelling image or video and add a strong call-to-action to encourage users to take action.


Marketing on Zhihu can be an effective way to reach a wide and diverse audience in China. By creating a compelling profile, identifying your target audience, participating in relevant discussions, creating high-quality content, and leveraging Zhihu’s ad platform, you can effectively promote your brand and products to a large and engaged audience. Remember to focus on providing value to your audience rather than promoting your brand directly, and keep your content informative, engaging, and relevant to your industry.