知乎芝士

Tool introduction:

知乎芝士It is the "Commercial Content Cooperation and Marketing Matchmaking Platform" officially launched by Zhihu. The core links brands (including agents), Zhihu creators and MCN institutions, and relies on Zhihu's content ecosystem of 44 million + questions and 240 million + answers., providing a full-link service of "content planning-creator matching-release execution-post-launch review". The platform supports multiple forms of content cooperation such as graphic answers, articles, videos, roundtables, special topics, and offline activities. Typical cases include Estee Lauder's "Compulsory Course for Whitening and Flowering Slots"(160 million + views), Dyson's "Girlfriend Will Not Refuse" Brand marketing content such as "Gifts"(1400+ approval) not only helps brands realize grass planting transformation through professional content, but also provides creators with commercial monetization channels, and also provides creators with creator management and cooperation entrances for MCN institutions.

Core functions:

• Multi-form content cooperation: Support brands to initiate content cooperation such as graphic answers, videos, roundtable discussions, and special planning to adapt to different marketing needs (such as product grass planting and brand concept delivery);
• Flexible commercial billing and components: Provide three billing methods (one-stop price, billing by content reading, and billing by commercial component clicks), and support commercial components such as mounting downloads, clue collection, product jumps, and WeChat/Mini programs links to help brand transformation;
• Matching high-quality creators: Screen high-quality creators in various fields (such as "Ace Creators","Know Tube Talent" and "Good Things Recommend Officers"), and display creator field rankings (such as the top 1% in the health field), business value index and past cases to help brands accurately match suitable talents;
• Post-launch effect monitoring: Provide brand parties/agents with the function of viewing the post-launch effect of tasks, including data such as content views, endorsements, comments, and component clicks to assist in the review marketing effect;
• Creator receiving orders and revenue settlement: Creators can view task requirements and apply for order receiving. The platform clarifies revenue settlement rules and supports creators to obtain commercial benefits through professional content;
• MCN/agent settlement cooperation: Open the channel for MCN institutions and agents to settle in (email application is required), provide creator management and cooperation settlement functions, and help organizations connect brand resources on a large scale;
• Classification guidance and data support: Provide operation guidelines for brands, creators, and MCN (such as "Registration needs to prepare materials","Order receiving process" and "Institutional settlement method") to lower the threshold for cooperation.

Usage scenarios:

• Brand content planting grass: Beauty brands (such as Estee Lauder) have launched a content cooperation on the theme of "Whitening and Flowering" to match creators in the health and fashion fields to produce professional answers/videos, and mount product components to achieve grass planting transformation;
• Commercial realization of creators: creators in the digital field (such as Navis Li) undertake brand tasks such as realme and Jingdong Mobile through the platform, produce product evaluation content, and obtain revenue share;
• Brand special marketing: The automobile brand launched the special topic "Imagination for the Future of Folding-Screen Mobile Phones", and initiated discussions with creators in the field of science and technology to enhance the exposure of the brand's technological attributes;
• MCN institutional operations: MCN enters the platform to manage contracted creators (such as assigning tasks and viewing revenue), connects brand cooperation in batches, and improves operational efficiency;
• Agent service brand: Marketing agents use the platform to screen knowledgeable people, plan content plans, monitor post-investment data, and provide full-case marketing services for customers (brands).

Applicable population:

• Short Video creators/self-media people: individuals or small teams who know creators in various fields (such as health, digital, maternal and infant, fashion) and need to obtain commercial monetization through professional content;
• Brand owner/corporate marketing team: Companies that need to carry out professional content marketing (such as product grass planting and brand reputation building) on the Zhihu platform (such as beauty, digital, maternal and child brands);
• Marketing agents: third-party organizations that provide brands with platform agent operations, content planning and delivery services;
• MCN organization: A professional organization that contracts with the creator and needs to connect brand resources and manage the creator's tasks and benefits;
• Small and medium-sized business owners: Individuals or small businesses that do not have a professional marketing team and need to reach target users (such as maternal and infant store owners, digital accessories merchants) through high-quality content.

Unique advantages:

1. Zhihu Ecological Endorsement: Relying on Zhihu's "professional and trustworthy" content attributes, brand marketing content is easier to gain the trust of users. Compared with pan-entertainment platforms, it is more willing to transform (for example, the Estee Lauder case received 160 million + views);
2. High quality creators: Select top and high-quality creators in various fields (such as the top 1% in the field), the content is highly professional, can deeply interpret brand value, and avoid "hard and broad" disgust;
3. Flexible cooperation forms: support multiple forms of content such as graphics, videos, and roundtables, and match three billing methods to adapt to the brand's marketing goals at different stages (such as "billing by reading" for cold start and "billing by click" for conversion period);
4. Data is transparent and verifiable: Post-investment effect data (browsing, interaction, conversion) can be checked in real time, and the brand can clearly evaluate ROI and provide a basis for subsequent marketing optimization;
5. Full-role service coverage: It meets the needs of brands, creators, MCN, and agents at the same time, forming a closed loop of "resource matching-execution-settlement", without the need to switch multiple platforms.