知乎推广|知乎好物玩法，图文种草带货的新突围
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/DSB2KIWP3D9seK6MYLVrLBibh1EgaXgxE2UGtHgtbMSYMWPRVvP963qO0mAWvCNR6EYfl7ExDO2zZWk7GKzLTXQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">“</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020 年的双十一购物狂欢节<span style="color: black;">已然</span>过去，知乎首次发布的“好物<span style="color: black;">举荐</span>”的数据报告却有着<span style="color: black;">不可</span>忽略的成绩。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在2020双十一<span style="color: black;">时期</span>，知乎的“好物<span style="color: black;">举荐</span>”带货内容阅读量</span><span style="color: black;"><strong style="color: blue;">超过8亿</strong></span><span style="color: black;">。今年双十一比今年618的订单量</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">提高</span>3.2倍</span></strong><span style="color: black;">，GMV实现了</span><span style="color: black;"><strong style="color: blue;">113%的增长</strong></span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎的“好物<span style="color: black;">举荐</span>”栏目自去年12月5日才上线，距今<span style="color: black;">不外</span>一年的时间，就<span style="color: black;">起始</span><span style="color: black;">得到</span><span style="color: black;">显著</span>成绩，这与知乎平台的独特属性是分不开的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让<span style="color: black;">咱们</span><span style="color: black;">瞧瞧</span>直播带货红海之外的图文信息还有<span style="color: black;">无</span>能够突围的<span style="color: black;">地区</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicJqxHvuQhHL83LIhSxHIylw4lXxnHEyxKkQZjIZ8V1icx5jVHjMph5tsJ4w2kncUJ89Y1yxWsrHdw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">知识平台是怎么入局带货的</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实在知乎正式<span style="color: black;">起始</span>铺设带货路径的之前，就有人在知乎上“带货”了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毕竟知乎平台上早就有“送什么礼物给父母、<span style="color: black;">伴侣</span>、伴侣”等问题，而许多商家都带着自己的<span style="color: black;">制品</span>前来答疑了。<span style="color: black;">或</span><span style="color: black;">亦</span>不乏真心答疑并<span style="color: black;">举荐</span>好物的答主们。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而知乎的平台属性使之本身就有高用户粘性和一批相对更高阶的消费者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎的常用用户几乎把知乎当成半个搜索引擎在<span style="color: black;">运用</span>，<span style="color: black;">况且</span>知乎内容被百度收录的概率非常高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这就使当人们还在调侃短视频带货只能走低价时，知乎带货的风格却相对宽广，<span style="color: black;">最少</span>用户不会被过百元的链接吓退。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，</span><span style="color: black;"><strong style="color: blue;">知乎<span style="color: black;">做为</span>知识平台本身就带有种草属性和决策属性</strong></span><span style="color: black;">，<span style="color: black;">因此呢</span>自带带货<span style="color: black;">天分</span>，入局带货能这么顺利，总结下来<span style="color: black;">便是</span>两点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.够大</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎<span style="color: black;">日前</span>是中文互联网流量池里最大的知识内容平台，用户垂直度高，打通<span style="color: black;">每一个</span>年龄层级和区域层级，<span style="color: black;">日前</span>累计用户数达4.2亿，DUA达4500万。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平台越大<span style="color: black;">寓意</span>着变现能力越强，收益可能性和量级才越高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.够<span style="color: black;">精细</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎用户的浏览对象，依赖于用户本身的搜索意向，意思<span style="color: black;">便是</span>说当你的内容被他搜索出来的时候，用户就有一只脚踩入了你的种草池里。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>问题本身<span style="color: black;">常常</span>就圈定了你的种草物品的最<span style="color: black;">精细</span>的消费者，而他的搜索动作<span style="color: black;">亦</span>在<span style="color: black;">帮忙</span>你把种草做的更有说服力，<span style="color: black;">由于</span>你的种草有一半二代属性是在帮用户<span style="color: black;">处理</span>问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主动搜索就<span style="color: black;">寓意</span>着强购买意愿，问题得到<span style="color: black;">处理</span><span style="color: black;">亦</span><span style="color: black;">便是</span>被说服，到走外链下单，这一系列流程在知乎上是很自然而然的，<span style="color: black;">亦</span><span style="color: black;">不易</span>在某一环断掉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicJqxHvuQhHL83LIhSxHIylIB8zOolEdAniaWMLialvibBSUfRrj3QhRHic9NqxuVd8AP5b6y42iaEam8w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">知乎<span style="color: black;">亦</span>会变成小蓝书？</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有许多人看到带货就会认为知乎在往当下火热的小红书<span style="color: black;">或</span>短视频转型。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但其实知乎与这些平台有着本质差别，</span><span style="color: black;"><strong style="color: blue;">用户群体和平台的底层<span style="color: black;">规律</span>都是<span style="color: black;">区别</span>的</strong></span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从用户来看，知乎简直<span style="color: black;">便是</span>带货的宝地。知乎用户的</span><strong style="color: blue;"><span style="color: black;">平均受教育程度</span></strong><span style="color: black;"><span style="color: black;">显著</span>高于其他任何中文app，用户整体素质和收入<span style="color: black;">亦</span>更高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>更高质量的用户就<span style="color: black;">寓意</span>着<span style="color: black;">必须</span>更高质量的平台体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>从平台的底层<span style="color: black;">规律</span>来看，知乎并不依赖首页<span style="color: black;">举荐</span>的流量分发方式，<span style="color: black;">亦</span><span style="color: black;">无</span>放开营销内容的<span style="color: black;">海量</span>推广，为了<span style="color: black;">守护</span>用户，知乎有着非常严格的营销内容审查机制，严禁对内容做数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，知乎本身的内容形式<span style="color: black;">亦</span><span style="color: black;">寓意</span>着用户对内容质量的接受性更高。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">短视频依赖<span style="color: black;">持续</span>翻新的视频内容形式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小红书依赖精美图文。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而知乎用户大概是还愿意在千字内容上花时间的最后净土。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要带货内容能夸出花来，用户就能对这些<span style="color: black;">花招</span>照单全收，这是短视频上的一秒露出所<span style="color: black;">不可</span>比拟的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">没</span>论带货有多诱人，知乎带货<span style="color: black;">能够</span>有<span style="color: black;">怎么样</span>好的成绩，带货都不会是知乎的重心，<span style="color: black;">然则</span><span style="color: black;">倘若</span>你在知乎上做一个带货ip，却值得<span style="color: black;">做为</span>一个重点号来运作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicJqxHvuQhHL83LIhSxHIyllMBAG7icOpyZG3UJ7N9PbEiaaAYyIEZPyyV7vWMtyHuqvdHz33ZldkFg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">你能在知乎带货吗？</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">先来自查一下你<span style="color: black;">此刻</span>能<span style="color: black;">不可</span>在知乎带货吧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.申请账号满90天</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.创作者等级＞4级</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3.90天内<span style="color: black;">无</span>违反规定</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.仅限个人号，企业号开不了</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了直接买号，这些规定就<span style="color: black;">能够</span>筛掉一大群头脑发热想要涌入知乎平台<span style="color: black;">起始</span>带货的人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span><span style="color: black;">大众</span>还是先冷静一下，不要忘记，知乎本来就不止种草带货这种玩法。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicJqxHvuQhHL83LIhSxHIyl3vmmoKBDfpKMa5Vicx5mS8Ts8Q9TjcGSjUmFYfaCDiagJs2tAnicwvooQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">种草时代的内容为王</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎到底会不会<span style="color: black;">走进</span>电商赛道，<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">保存</span><span style="color: black;">有些</span>看法。</span><span style="color: black;">但知乎的的带货成绩<span style="color: black;">亦</span>给专注图文内容的新<span style="color: black;">媒介</span>运营人们带来了一针强心剂。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>如今红透半边天的直播带货，其实场景受限非常<span style="color: black;">显著</span>，娱乐参与属性高于消费属性，并<span style="color: black;">无</span>在所有时段里入侵用户生活。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">况且</span>有一批高端消费者自始至终都不会<span style="color: black;">爱好</span>看直播，这就和“成功人士家里不装电视，<span style="color: black;">由于</span><span style="color: black;">她们</span><span style="color: black;">无</span>时间看”是<span style="color: black;">同样</span>的<span style="color: black;">规律</span>。<span style="color: black;">况且</span>直播基本上<span style="color: black;">已然</span>是头部KOL的蛋糕，少有流量给到新人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知乎<span style="color: black;">做为</span>坚定的图文内容平台，在视频内容方面的尝试见效不大。</span><span style="color: black;">但图文内容入局，却<span style="color: black;">始终</span>都是新手友好的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在别的平台都<span style="color: black;">必须</span>团队运作来捧出KOL的时候，知乎还<span style="color: black;">无</span>真正的大V概念，<span style="color: black;">亦</span>就适合KOC素人们单打独斗，<span style="color: black;">此刻</span>的好物带货<span style="color: black;">亦</span>给了答主们变现的机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">亦</span>反向激励用户产出高质量内容，<span style="color: black;">由于</span>一味的带货和虚假内容只会降低平台信任度，这对在知乎<span style="color: black;">这般</span>的平台是致命的，对带货效果<span style="color: black;">亦</span>会形成不可逆的悲剧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>暂时还<span style="color: black;">无</span>知乎带货资格<span style="color: black;">亦</span>不要心急，好好扎根于在这个平台，知乎对其他平台是相对友好的，<span style="color: black;">亦</span>容易形成私域流量和高粘性追随者，只要你带给别人有价值的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicJqxHvuQhHL83LIhSxHIylSY7xZSnIqicianiaXWHD4KkLmpdibI9pxmQdTVPJbngVsJqVVrDg3xsUkw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">网红koL ，素人koc商务对接tuotuo68868</span></strong></span><span style="color: black;">关于满作</span><span style="color: black;">：</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">满作是一家专注流量获取的网络<span style="color: black;">公司</span>品牌。</span><span style="color: black;"><span style="color: black;">按照</span>品牌行业特点和需求全面整合企业网络资源、<span style="color: black;">供给</span><span style="color: black;">长时间</span>的网络推广服务支持。</span><span style="color: black;">满作<span style="color: black;">持有</span>强大的一手网红koL资源、素人Koc资源，配以专业投放分析师进行大数据前端调性，后端粉丝画像分析，<span style="color: black;">精细</span>匹配与品牌主想要<span style="color: black;">揭发</span>的<span style="color: black;">目的</span>客户群高度吻合的网红进行投放服务，网红，素人资源涵盖小红书，抖音，快手，B站，淘宝，<span style="color: black;">博客</span>，公众号，OTA等各大平台，运用<span style="color: black;">数年</span>助力品牌传播的操盘经验结合各平台最新玩法实现流量变现.</span></span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▬ END ▬</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/DSB2KIWP3DicGibEeC1OiaW7BguHGcZDE6B0DUdacInkGEGq3GNJZRzVWXdeOB8BDpN5DmiaIqVIXdYD0ZrJYxWFNQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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