Kelly Y Zhou, founder of Zhihu: It is good content to make users feel gained.

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Kelly Y Zhou, founder, chairman and CEO of Zhihu.

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In-depth article No.6069: 4066 words | 10 minutes to read.

Content entrepreneurship

Note that you said:

In the past 30 years, the biggest variable affecting society is the emergence of the Internet.

In the past, information was scarce, and the information channels were in the hands of a few people, which decided what information to spread.

Nowadays, the Internet gives everyone the right to express themselves. We can get all kinds of information from various channels, but it also brings another problem: information overload.

A lot of information will not create facts, but will make the world a mess. On the one hand, experts on the Internet have different opinions and reasons.

In this case, how to distinguish the authenticity of information? How to find knowledge, experience and insights that are helpful to you?

"Modern people's anxiety is not because of information overload, but because the filter is invalid."

Internet scholar clay shirky once said.

Therefore, we need a reliable filter to open the channel for high-quality content to reach users, ensure information quality, reduce information noise and avoid inefficiency like finding a needle in a haystack.

For example, Zhihu, which is commonly used in small series, is more professional and better than the aggregated information of search engines, which is why Zhihu has a higher weight. Moreover, we can often see "Zhihu Zan" in the headlines of various media, and even Ma, founder and CEO of Tencent, asked questions in Zhihu, which caused quite a stir.

In the content industry, Zhihu's differentiation advantage lies not only in the birthplace of its high-quality content, but also in the natural content production and voting mechanism of the Q&A community behind it. Here, everyone can ask questions, give answers with their own knowledge, experience and opinions, and find answers by sharing with others. And high-quality content, that is, in the question and answer, emerged in the voting with users and was seen by more people.

All these phenomena are in line with the content standard named "Sense of Acquisition" published by Zhihu in May this year.

Kelly Y Zhou, founder, chairman and CEO of Zhihu, believes that high-quality content has three characteristics for users: broadening their horizons, bringing help and making a sensation. The three belong to a concept, which is summed up as "sense of gain". "Sense of acquisition" represents users' most ardent desire for high-quality content, which has great value potential.

The following is the full text of Kelly Y Zhou's latest speech:

I'm Kelly Y Zhou from Zhihu, and the topic I want to share today is-

"Gain" is the greatest common denominator of the development of content industry.

I think everyone agrees that high-quality content is the core value of the content industry. But I have been thinking about a question, what is quality content?

Zhihu is the largest Q&A community in China at present, and it is also a highly concentrated original content platform for creators. When any topic enters Zhihu, it will be discussed in depth from various professional angles, showing a distinctive content style and form. At present, the graphic reading rate in Zhihu has reached 78%, which is very high at the moment of information surplus.

Why is Zhihu's content so attractive?

People used to think that this was because Zhihu's content was "professional". Of course, today we still think that "professionalism" is the essence of Zhihu's content, but this is not enough to explain what has happened in Zhihu in the past ten years.

Professional corresponding knowledge.

Knowledge is the sum of the achievements made by human beings in exploring the world, and there are objective and unified standards, so specialty is very important. But it is not only knowledge, but also experience and views that have a great influence on our lives. The most important thing is our connection as human beings.

Looking back on the ten years in Zhihu, we have a strong feeling from the beginning that every user in the community is like a pioneer and explorer in the unknown world. Very cool, everyone is constantly solving and asking questions. So in the beginning, our slogan was "Discover a bigger world".

Later, among more and more "problems", "issues" appeared. Those immediate questions, answers about life and work, and things that are closely related to you.

As long as you raise your hand to ask a question, someone will raise their hand to answer it. Zhihu's answer is particularly like a street lamp, not far from you. They are problem solvers in life, and they are quite cool.

Thus, Zhihu is not only a channel for users to acquire knowledge, but also users participate in a certain reality by voting for and against it, resulting in a value beyond knowledge-many phenomena are exposed in Zhihu, many facts are clarified in Zhihu, and many joys and sorrows are understood in Zhihu.

Because "the heart is the same, the truth is the same", we are all curious and we all have empathy. Zhihu is not only a window for users to know the world, but also a platform for users to give back to the world.

I believe that there will be more possibilities in the future of the community, and there will be more connections and more value between people and content, and between people. This is what is happening in Zhihu.

First, the three characteristics of high-quality content:

Broaden your horizons, bring help and make a sound.

Therefore, for users, Zhihu's content is not only professional, but also has richer connotations. I conclude that high-quality content has three characteristics for users: "Broaden their horizons, bring help and produce * * *". The three belong to a concept, which we summarize as "sense of gain".

In May this year, we formally defined "sense of gain" as a yardstick to measure the value of content, which is used to strengthen community governance and adjust the content structure. We hope to provide a larger and more benign stage and space for the production and consumption of good content.

"

The sense of acquisition represents the most eager desire of users for high-quality content and has great value potential.

Next, I'll give you a few examples to give you a deeper understanding of the sense of gain.

I believe everyone still remembers the rain disaster this summer. During the rain disaster, a rainstorm self-help manual was widely circulated on the Internet.

This manual was initiated by Zhihu host "Zhen Haoyuan". After seeing the news of the disaster at noon on July 20, he decided to write a self-help manual with his own rescue knowledge to help those trapped in the disaster, including outdoor self-help, community self-help, family self-help, enterprise self-help, public early warning and preparation, etc.

At about 4 pm, Zhen Haoyuan posted the content to Zhihu, and relayed the text under the forwarding and comments of friends, constantly improving and modifying the information in this manual. This manual was widely circulated on the Internet, and it was quickly viewed more than 30 million times. At the same time, it was also reported by CCTV news and other media.

Let me give another example of "College Entrance Examination".

Every year, tens of millions of people in Zhihu inquire about the college entrance examination volunteering questions. A few years ago, Zhihu host Chen Qin asked such a question, "Why do many people on the Internet say that there is no difference between an ordinary one and two? Then why should I try to get one? " "Let's use the hard-core data quantification method to deduce how much the difference between one school and two schools is, and the changes that one school and two schools have brought to life.

This answer won the approval vote of 1.4 million, and answered questions for countless students and parents in the college entrance examination, a major event in life.

This year, thanks to the creative blessing of Zhihu's "co-creation" function, Chen Qin's graphic answers are presented in the form of video again, which vividly brings students a new sense of acquisition in volunteering for the college entrance examination.

Second, is the good content business?

At this time, you may think: Zhihu's "sense of gain" as a measure of high-quality content is actually a new definition of good content, which gives Zhihu's answer. But I want to tell you that "acquisition" is also related to another more important question: Is good content a good business?

Zhihu's main contents are knowledge, experience and opinions, all of which are related to information, but they all provide higher value than information.

Knowledge is structured information, experience is information that others have practiced, and viewpoint is information that has been logically thought over.

In the community of Zhihu, the content was sorted by weighted voting, and we added people's professionalism and credibility. In such an environment, good content with a sense of gain can generate more trust and follow-up actions.

Whether reading, watching, buying or subscribing, this is the real commercial value of the content, that is, establishing connections and generating actions.

I want to make it clear here that the ideas I share today are not only from thinking, but also from practice. Zhihu has made many successful attempts to open up the value chain and promote the development of the industry with a sense of gain.

For example, we rely on question-and-answer to get through the IP closed-loop chain of "question-and-answer-publishing-film and television", and a large number of outstanding literary works have entered the Zhihu Salt Selection column, some have entered the stage of copyright development of books, films and television, and some have been adapted into TV dramas and put on the screen.

Zhihu's content ecology is also very suitable for the growth of young brands, and the exposure of Zhihu platform has become an important way for brands to gain recognition.

Airfly is a young domestic high-end hair care brand, and their core users are positioned as "upward women". In this brand's view, Zhihu not only undertakes the function of planting grass, but also has the functions of search engine and judging consumption decisions.

Airfly launched its own hair dryer product this year, and then launched a question on Zhihu, issued an open test invitation, provided the opportunity to experience the product for free, and then guided users to make content to share the real product experience. Especially for the category of Airfly, which has a strong decision-making cycle and high price, the evaluation content in Zhihu is largely the last link to help consumers make purchase decisions.

This kind of content crowdfunding initiated by Airfly has significantly improved product trial registration, topic popularity and transformation. Because of the hot topic in the early stage, after the product content provided commodity cards, the sales volume of designated models quadrupled from the previous month.

So, in Zhihu,

"Sense of acquisition" is the core value of high-quality content, the "greatest common denominator" of users, enterprises, businesses and industries, and the cornerstone of the long-term development of the content industry and even the whole commercial society.

Third, in the new decade,

Zhihu will start self-evolution with "sense of gain" as the core.

In the first decade of Zhihu's development, we are delighted to see that the community has grown from small to large, forming an open and healthy ecology, and we have also built sustainable commercial value on the basis of ecological development.

I want to tell you that at the beginning of our second decade, Zhihu will begin a long period of self-evolution with "sense of gain" as the core.

Zhihu is building a content creation system that matches the "sense of acquisition". Through the innovation of technology and products, high-quality content can interact with different media, which is also an important deployment of Zhihu's future strategic development. Recently, you will see two big moves of Zhihu.

First, we will fully launch Zhihu 8.0.

In the new version, we expect users to interact in the community and get time-sensitive content, so as to get a better experience in these two high-frequency scenes.

Community is the underlying logic of Zhihu. In the past ten years, from the Web to the mobile Internet, our product form has been evolving, and we have been exploring the ultimate form of community products. I don't know what will happen in the end, but we have been working hard. 8.0 is our latest attempt, and our internal code name is "Discovery Edition".

I would like to take this opportunity to strongly recommend you to try the new version of Zhihu, and you will feel many changes. Here, I also give you a surprise. Now our other "Egg" versions are also running, so we can see if you hit it. Welcome to Zhihu to exchange experiences.

Second, "Zhihu 202 1" is coming soon.

The annual inventory in Zhihu is both an agreement and a reunion. We will launch "Zhihu 202 1" on February 20th, 65438, with the theme of "rediscovery", and look back on the memories of Zhihu and its users in this year from multiple dimensions, and review the evolution of the content community in a brand-new way to welcome the arrival of next year.

202 1 is an unforgettable year in Zhihu. In the past ten years, we have worked hard to push the world forward in the direction of dreams.

I always believed,

Community is not only a tool for users to help each other, but also a way to get close to each other.

Today, hundreds of millions of users study nutrition in Zhihu and share each other's world;

Millions of content creators share knowledge, experience and insights in Zhihu;

Thousands of organizations have established brands in Zhihu and made profits.

The charm of the community lies in its openness, which makes the content more valuable and imaginative.

I believe that "acquisition" is not only the common denominator of industry development, but also the same direction.

We hope to do this well for a long time and, as always, create a new future for the content industry.

Thank you.

* The article is the author's independent opinion and does not represent the position of Note Man.