Zhihu ranking rules, how to do brand operation in Zhihu?

Zhihu's traffic ranks 28th in domestic websites, with 1 70,000 users, with an average monthly UV of nearly1100 million. Many friends around me said, now, you don't need a search engine to search anything, just go to Zhihu to search. Because Zhihu's high-quality answers are very professional, it is very popular to provide high-quality answers. This also shows that Zhihu is a very suitable channel for knowledge marketing. However, why do some people's answers written on Zhihu always have no effect, while others can keep getting accurate traffic? Actually, it's because we don't have a basic understanding of the rules in Zhihu. Today, this article will take you to know about Zhihu's rules, including the dynamic ranking mechanism in Zhihu, the message mechanism and the anti-cheating mechanism in Zhihu. As long as you know these rules clearly, you can achieve three times the effect. 1. Zhihu's dynamic ranking mechanism. We often see that some answers have tens of thousands of likes, which are actually behind hundreds of likes. This is a special mechanism that Zhihu is different from traditional forums and post bars, and only ranks according to the time of publication or the number of likes. Then this mechanism allows high-quality answers with relatively late time to have more exposure opportunities. So how is Zhihu's ranking algorithm calculated? This algorithm is called Wilson algorithm, and the formula is too complicated, so I won't talk about it here, just how it works. Let's take a look at what Zhihu product designer Tao Huang said in Zhihu product column: For example, there is a new answer, and you won a good ranking in a short time by letting your friends like it. But later, because the quality is not very high, the new users don't pay for your answer and point out the objection, then the answer will be recalculated and may return to a relatively low position. In addition, more complex theme user experience weights have been added. For example, Zhang Jun is good at Internet topics, and there are many high-quality answers under this topic, so his voting weight on Internet topics is higher than that of ordinary users such as Shantou. Maybe his 1 vote is equivalent to Shantou's 100 vote (this data is made up by my brain, just for the convenience of understanding, don't take it seriously). Therefore, if there is an opportunity in Zhihu, it is very helpful to hook up with Da V and ask him to give you a compliment and increase the exposure of your answer. So in the future, we will see that the newly created content that is more popular with users has the opportunity to get more favorable comments and quickly get the top position, while the low-quality content will stay at the bottom for a long time. The factors that affect the ranking are both favorable and unfavorable. Not all the answers will eventually get a lot of votes. Generally speaking, the answers with more votes will still rank in front of the answers with fewer votes. Therefore, if you want to do a good job in Zhihu marketing, you must first ensure that your content is liked by users, so that you can have more exposure opportunities. 2. Zhihu News Mechanism Zhihu's news is divided into four categories: new answers to people, new answers to questions and new answers to columns; Pay attention to my newcomers; The praise and thanks I received; Private mail, other EDM mails in Zhihu, daily selection, etc. Not here to discuss. Zhihu's attention mechanism, generally speaking, Zhihu's news is the default: receive everyone's news. It can make users pay attention to the new answers to the questions they are interested in, and it can also give new answers more exposure opportunities. People, questions and columns you care about: People, questions or columns you care about will appear in your message list with new answers. This is actually an allowed message notification, which pushes all the content that users are interested in. The opening rate of this message is relatively high. What I want to say here is that the trend that people you care about like others will appear in the information flow on the home page. New followers: All new followers will be informed of this news. If you feel that there are too many messages, you can choose to block them. Praise and thanks: Your answers and comments have new praises or thanks, and the thanks here have no influence on the ranking. Private messages: This includes system messages, as well as private messages within the station, some system notifications of private messages within the station in Zhihu, or private messages between users. Zhihu took it out alone, for fear that important information would be overwhelmed by other information. In Zhihu, in order to reduce the trouble caused by low-quality answers that users don't like, there is also a mechanism similar to grey test. To put it simply, after a new answer is given to a question, people who choose to pay attention to this question will not be notified all at once, but a small number of people will be notified first, and whether to push the news to more people will be decided according to the votes of this small number of people. If a small number of people who receive the notice first think this answer is great, and more people choose to like it, the system will push the news of this answer to others. If the small number of people who received the notice thought that the answer was poor at the first time, and more people chose to ignore or oppose it, then the news of this answer would not be pushed to more people. For example, a classmate answered the question "How to introduce yourself during the interview" on July 24th. No one liked his answer at that time, so I didn't receive the news notice. On the following 1-2 days, his reply was seen by the person who received the message reminder, and he chose to like it, so he would push it to more people, so I received his reply reminder on July 25th. Then, we can see that even if you choose answers that focus on more questions, if the content is not liked by users, then your answers will not be pushed to everyone. So when answering questions, you need to be able to arouse their interest in a few seconds, make them have the desire to continue reading, and finally choose to praise your answer to get more exposure opportunities. For example, this answer is to attract readers' attention and gain their recognition in a few sentences, and then get a higher position, attract more readers' attention and gain more recognition. I won't talk about this article today, and I will write an article to supplement it later. If you feel unimportant information, you can selectively block it in your personal settings-messages and emails. Then we can see that all the push messages on Zhihu are customized by users themselves, and they choose the content they are interested in to push. This message mode can get very vertical user traffic when answering related questions, so when choosing a topic, we should carefully analyze the state and scene of people who are concerned about this issue. For example, let's analyze the Zhihu question, "How did you change careers? Is it easy to change careers? " What kind of people will pay attention to this problem? Some have changed careers, and some are still hesitating. So for people who want to change careers, they may read every answer one by one, and they will all read the news about this question, which will increase your answer exposure. Therefore, understanding Zhihu's news mechanism can make your answer get several times or even dozens of exposure opportunities, get more vertical traffic, and do a good job in low-cost and high-quality knowledge marketing. 3. Zhihu's anti-cheating mechanism Zhihu's anti-cheating mechanism is to prevent someone from using the same account to know the community's answers in a short time, which will lead to the lower quality of Zhihu's answers, thus purifying the community. So if we want to market through Zhihu, we must understand this mechanism and avoid being blocked by the system. ① Under what circumstances will the anti-cheating mechanism be started? If you copy and paste the answer from other places and click the answer directly, you will find that your account is blocked by the anti-cheating mechanism after a while. On the other hand, if you answer three questions in a row within 10 minutes, you will also be blocked by the anti-cheating mechanism. ② How to avoid being blocked by the anti-cheating mechanism? In the first case, Zhihu's anti-cheating mechanism is calculated according to the length of page stay. If the page stays too short and answers a question, it is easy to trigger the anti-cheating mechanism; Then if you copy from other places, I suggest that the page stay time should be more than 30 minutes. I call it the "page stay principle". In the second case, we should stagger the time to answer. For example, if you answer three questions a day, you can choose to send them in the morning, noon and evening, which will not easily trigger the anti-cheating mechanism of the system. Of course, you should follow the principle of staying on the page while staggering the time. What should I do if my account is blocked by the anti-cheating mechanism? If your account is accidentally "accidentally injured" by the anti-cheating mechanism, you can cancel the title by sending a text message according to the method in the picture. However, there is a great possibility that the question you answered before will be deleted. The mobile phone number that sent the text message will be bound to this Zhihu account by default, so you must be more careful when sending it in the future, because the first punishment is only a temporary title, and the text message will be lifted. The second punishment will prohibit you from answering questions for 24 hours, and the third time may be a permanent title. Then, in order to prevent your number from being permanently blocked, you need to bind your mobile phone number and some social accounts, such as Weibo, WeChat and QQ. Perfect information can increase the system's trust in you and increase the tolerance limit. If your answer is unfortunately deleted because the anti-cheating mechanism takes effect, you need to contact Zhihu to explain the situation and let him solve it for you. This is the time to fight for character. Coquetry, coquetry, coercion and inducement are all available means, but don't make the housekeeper angry, because the chance of success is only about 50%.