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關于"好朋友"

知乎廣告介紹

知乎廣告介紹

"好朋友"|更省心

知乎是一個真實的網絡問答社區，社區氛圍友好與理性，連接各行各業的精英。用戶分享著彼此的專業知識、經驗和見解，爲中文互聯網源源不斷地提供高質量的信息。

知乎網站2010年12月開放，三個月後獲得了李開複的投資，一年後獲得啓明創投的近千萬美元。知乎過去采用邀請制注冊方式。2013年3月，知乎向公衆開放注冊。不到一年時間，注冊用戶迅速由40萬攀升至400萬。

知乎推廣优势

1、覆蓋全行業的話題分類

數據分析：11K個問題，2.7M個關注者
創業：94K個問題，7.5M個關注者
科技：47K個話題，6.7M個關注者
互聯網：127K個話題，10M個關注者

每天有超过百万的用户关注这些话题并产生优质讨论，知乎用户的 UGC 释放出了巨大的能量

2、優質內容的全網影響力

刷朋友圈链到知乎，知乎每天有 50 多万条内容被分享到站外，通过分享和传播，知乎内容的二次消费人数达2亿

搜索引擎，遇见知乎。知乎内容在搜索引擎中的排位靠前知乎在百度、搜狗等各大搜索引擎上的权重达到 10 的最高值，极具公信力。

3、知乎的用戶

這是福布斯對中國中産階級的定義，也是知乎核心用戶的最佳描述

他们生活在一二线城市，年龄在25至45岁之间，拥有大学本科及以上学历，是各行各业的专业人士和企业家，年收入在1.5 万到6万美元。

（1）高學曆

根据 CNNIC 2016 年 7 月发布的《第 38 次中国互联网络发展状况统计报告》，中国总体网民中本科以上学历用户占比 11.5%。知乎用户是互联网用户中的高学历人群，其中以理工科生居多。本科学历及以上用户占比 73.93%，按 8000 万注册用户计算，已有 5900 万高学历人群注册了知乎，占全网高学历人群总量的六成，其中博士学历所占比例为 1.62%。

（2）高收入

根据 CNNIC 2016 年 7 月发布的《第 38 次中国互联网络发展状况统计报告》全国网民中月收入 8000 元以上的群体占 8.4%。而知乎用户这部分人群的比例是 19.73%。知乎用户收入水平远超国内网民平均水平。

（3）高消费

月支出在 2000 元以上的用户比例为 49.53%，月支出 5000 元以上用户为 17.24%。知乎用户的线上消费频次较高，一周多次的用户占比为 14.39%。

4、知乎營銷解決方案

（1）多樣化展現渠道

除去自身网页端、APP 端，还有微博、微信、视频等内容分发终端

（2）全站硬廣展示類産品

PC端內頁矩形廣告

PC端內頁矩形廣告

全站硬廣展示類産品

（3）知乎日報App內容定制類産品

（4）知乎廣告常規資源List

6、知乎新建産品管理操作指導

針對10月31日新開賬戶，計劃、單元、素材不完善的賬戶，需新建推廣産品，填寫相關資質和信息，以便素材層級自動獲取信息，提升操作效率

（1）産品管理

? 可以添加多个产品；
? 产品状态审核中和拒绝后可以编辑；
? 状态为正常不可以编辑

（2）知乎的新建産品

（3）知乎産品綁定

? 新建计划时必须绑定产品，可绑定的产品为状态「正常」的产品；
? 计划绑定产品后，不可更改；
? 计划下所有的产品都使用改产品的名称、Logo和唯一标识

7、素材上傳操作指導

目前已開戶綁定賬戶、在投放賬戶的賬戶無需新建産品，系統已根據開戶及統計到的信息鎖定産品，上傳是素材時選取産品，自動獲取産品相關信息。

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